Word of Mouth

Viral and earned media-generating campaigns

Word of Mouth


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.


Warc Trends, March 2015

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asia Strategy 2014.


Robert Passikoff, Admap, March 2015

This article analyses the performance of several brands that have used big event marketing and finds that engaging people with the brand is crucial to meet business objectives.


James Miller, Admap, March 2015

This article explores Super Bowl advertising, explaining how it has changed over the last decade and describing how big brands have used their ad-spots effectively.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how the Centre for Addiction and Mental Health (CAMH), a mental health teaching hospital and research centre in Canada, used an advertising campaign to encourage people to understand 'cries for help' and how they had dismissed them.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Honda, despite the efforts of competitors, maintained the position of the Honda Civic as Canada's best-selling car model.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how the Hospital for Sick Children (SickKids) in Canada communicated the resilience of its patients to grow donations.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how Quebec Pork Producers rekindled local interest in its meat in Quebec, Canada, by highlighting its versatility.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on digital, mobile and social media.

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