Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Philipp Schwartz & Fabian Wichmann , Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Exit Deutschland, a charity that helps people leave far-right organisations, tricked neo-Nazis in Germany into raising money to help their members leave their ranks.


Ilona Janashvili & Alexandra Carroll, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how SPC, the largest fruit processor in Australia, built a social media campaign off the back of a single customer tweet, to reverse sales decline.


Rajat Mendhi, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains a campaign in India by Gillette, the shaving brand, which emphasised 'real' masculine values to stand up for women and build an emotional connection with its target group.


Cristina Buenaventura, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the Philippine Department of Tourism used social media to encourage visitors to come back to the country after natural disaster.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.


Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how American baked snack brand Honey Maid responded to negative comments about its inclusive ad campaign with an online video distributed by its fans.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts.


Cathal Gillen, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.

WARC RECOMMENDS


WARC BRIEFING

Word of mouth

Theories and trends in building buzz


ADMAP

Word-of-Mouth marketing

How to measure WOM across the consumer journey


ARTICLE FOCUS

Why and how ads go viral

Using behavioural and attitudinal data to track WOM


CASE STUDY

American Rom

Warc Prize winner stages a stunt choc bar rebrand