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PR, WOM & earned media

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What we know about earned media

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance on generating earned media.

How to use influencers to drive a word-of-mouth strategy

Article • Ed Keller and Brad Fay, WARC Best Practice, April 2016

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

Microsoft 'Xbox Design Lab Originals: The Fanchise Model' – Turning Fans Into Fanchises

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Finavia Oyj: #Lifeinhel

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.

Dalian Wanda Group Co, Ltd: 52 Mayors Of Danzhai

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Wanda Group, the Chinese real estate developer, increased tourism to Danzhai in rural China through a social influencer platform initiative.

McDonald’s: Ice Cream History In the Making

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald�s, a fast food chain, partnered with YouTubers to authentically reach youth in Germany and increase sales of their dessert range.

Puma Suede Gully

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

PUMA Sports, a sportswear and equipment brand, increased sales in India by creating a street collaboration and music video that used rappers to engage youth and encourage them to pay a premium for PUMA.

Canon Vs Smartphone

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Canon, a camera brand, rebuilt Canon camera relevance and sales, launched a three-phase campaign in the US that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

WestJet taps power of 'PR stunts'

News • 10 June 2019

WestJet, the air carrier, has enhanced a variety of important metrics through creating viral content that is based around a diverse range of “PR stunts”.

The impact of airing Super Bowl television ads early on social media: Benefits and drivers of watching, liking, and sharing advertisements on social media

Research Paper • Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Digital First, May 2019

Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.

P&G: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, EMEA, Consumer Health, Gold, 2019

Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.

Head & Shoulders: #GoScalpBrave

Case Study • SABRE Awards, EMEA, Marketing to Men, Gold, 2019

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

Pfizer Vaccines UK: #24YouHaveThePower

Case Study • SABRE Awards, EMEA, Superior Achievement in Research and Planning, Diamond, 2019

Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

Canada’s WestJet video storytelling travels all over the world with “PR stunts”

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

Lloyds: #GetTheInsideOut

Case Study • SABRE Awards, EMEA, Influencer Marketing, Gold, 2019

Banking brand Lloyd’s Bank and its charity partner Mental Health UK, used influencers to spearhead a social media campaign to tackle the taboo of talking about mental health in the UK.

HP: HP Sprocket - #reinventmemories

Case Study • SABRE Awards, EMEA, Consumer Electronics, Gold, 2019

Tech brand HP used an omnichannel, influencer-led campaign to relaunch its HP Sprocket, a wireless, pocket-sized printer, in the Netherlands.

Nikon: 5 Challenges. 5 Photographers.

Case Study • SABRE Awards, In2 EMEA, Best Use of Photo Networks, Gold

Nikon, a multinational camera company, advertised its new mirrorless camera range in Europe by inviting five photographers to use its equipment.

When is brand content shared on Facebook? A field study on online word of mouth

Research Paper • Marie Haikel-Elsabeh, Zhenzhen Zhao, Björn Ivens and Alexander Brem, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 287-301

When implementing social media strategies on Facebook brand pages, companies focus on factors that prompt electronic Word-of-Mouth (eWoM) about brand contents.

Darling Nigeria: Find Your Beautiful

Case Study • SABRE Awards, Africa & EMEA, Superior Achievement in Brand-Building, Diamond, 2019

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

Influencer marketing evolves and matures

News • 15 May 2019

Influencer marketing can be a highly effective way to interact with specific target audiences and drive conversion, according to a new WARC report which observes how the channel is maturing around the world.

Defining the role of influencers in the mix

Opinion • Jerry Perez, May 2019

Mindshare China’s Jerry Perez explains how the role of influencers in China is evolving. Influence is inherently social.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, May 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.

What we know about influencer marketing

Article • WARC Best Practice, May 2019

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Medela: #22Victories

Case Study • SABRE Awards, North America, Marketing to Women, Gold, 2019

Medela, a breast pump brand, supported mothers beginning to breastfeed by creating an integrated campaign that partnered with real mothers to show real struggles in the first three weeks.

What we know about influencer marketing

Article • WARC Best Practice, May 2019

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
What we know about marketing on Facebook

Article • WARC Best Practice, February 2019

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
Effective Innovation Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, September 2018

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.