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PR, WOM & earned media


Key reading

planning

Planning for earned media

This paper makes it clear that earned media should not be considered as a lucky break for a brand, it can be strategically planned and optimised for reliable outcomes. One key element of this is that early momentum in a campaign leads to a greater result overall.
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Integrate PR and advertising to boost sales

Why using PR in tandem with advertising can maximise value – as press coverage is linked to higher sales.

How to use PR effectively

Best Practice paper arguing that PR should now be afforded a more important role by almost all companies.

Point of view: PR and WOM can co-exist

Why the redundancy of PR in a cynical user-generated content world has become a favourite industry theme.

5 steps to social video success

This article outlines practical guidance for brands to make their online videos 'go viral'.


Latest case studies

PepsiCo: Making Pepsi Max the choice of a new generation once again

This case study describes how PepsiCo in the UK adopted a different strategy to increase sales of Pepsi Max to Millennials.

OgilvyOne Viewpoint #11 - Get a Second Life

Second Life can be a dangerous place for ad agencies and brands.

Castrol – Euro 2008 Sponsorship

As one of the ten key sponsors of the Euro 2008 tournament, Castrol developed and launched a website dedicated to providing detailed statistics on individual player performance during and after Euro 2008 football matches, called the Castrol Performance Index (CPI).

Pepsi: Welcoming Beyonce to the world's biggest stage

This case study describes how Pepsi, the soft drink, increased relevance with the American milliennial market through its Super Bowl sponsorship.

Latest articles

How consumer brand advocates can engage Australia’s millennials

This article covers how brands can build brand resonance among Australian millennials by using loyal customers and influencers as brand advocates on social media.

How Persil reframed Dirt is Good for digital natives

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Authentic amplification or echo chamber? Generating brand engagement via social media

This article argues that going viral is not enough to create brand impact and that traditional social media metrics that simply count likes and shares do not provide sufficient insight to inform engagement strategies for brands.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com