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PR, WOM & earned media

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What we know about earned media

Article • WARC Best Practice, August 2019

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.

What we know about marketing on Facebook

Article • WARC Best Practice, August 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.

Cadillac drives social conversations, positive sentiment and digital traffic with Oscars campaign

Article • Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019

Cadillac used a campaign around the 2019 Academy Awards to encourage consumers to reappraise its family of sports utility vehicles.

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

Article • Delon Wang, WARC Webinars, August 2019

Delon Wang, head of client services at WARC, looks at how, and why, influencers are being invested in like never before, and presents some success stories from the 2018 WARC Media Awards.

How do brands’ Facebook posts induce consumers’ e-word-of-mouth behavior? Informational versus emotional message strategy: A computational analysis

Research Paper • Taemin Kim, Hyejin Kim, and Yunhwan Kim, Journal of Advertising Research, Digital First, July 2019

Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.

What we know about reach and frequency

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Diesel: Go With The Fake

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

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.

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.

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.

LADbible/Plastic Oceans International: Trash Isles

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

Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the agenda in the UK by turning a country-sized patch of trash into the world's 196th nation.

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.

Canon Vs Smartphone

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

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

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.

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.

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

Case Study • Cannes Creative Lions, Gold, 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.

Syft: Building The Future Of Work

Case Study • Marketing Society UK, The Brave Awards, Winner, Scaling Up, 2019

Syft, a recruitment company, took a social-led approach to reach 18 to 25-year-olds, which resulted in 6,000 app installs and a click-through rate of 10%.

The Plastic Oceans International: The Trash Isles – How a brave act will ensure the world’s first country made of trash is the last

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the global agenda by turning a country-sized patch of trash into the world's 196th nation.

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.

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.

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.

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.