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WOM, Viral campaigns

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Case Study

Indian TV show Star Parivaar Awards gained momentum integrating data and technology.

Article

Offers tips and case studies on effective content marketing for rural audiences in India, addressing story-telling, online video and finding success on a low budget.

Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Article

Explores some of AppNexus' observations surrounding viral content and the current state of ad fraud throughout digital media, offering recommendations to publishers, advertisers and internet users.

Article

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.

News

NEW YORK: The ANA (Association of National Advertisers) has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA).

News

ATLANTA/LONDON: Mailchimp, the B2B online marketing platform, increased brand awareness and affinity while successfully differentiating itself from rivals by exploring the possibilities that arose from a mistake.

Article

Online marketing platform MailChimp lay the foundations for a stronger relationship with creative-minded professionals in the US with the launch of a series of playful sub-brands.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

News

JAKARTA: Digital audiences in Indonesia are “millennial by default” with mobile-first and social media content most likely to go viral in the country, according to a local expert.

News

SYDNEY: The purchase decisions of Australian mothers are heavily influenced by both online and offline word-of-mouth, with Facebook being their preferred social media platform, according to new research.

Article

Digital audiences in Indonesia are “millennial by default” and marketers should adapt to local consumption habits to go viral in the country.

Article

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.

News

NEW YORK: Social conversations and word-of-mouth, both online and offline, have a measurable business impact and are a major driver of consumer sales, a new study has revealed.

News

HONG KONG: Almost one quarter (23%) of internet users in Asia merit the description “engaged enthusiasts”, who exert a disproportionate influence on their peers in matters such as spreading brand awareness and swaying purchase ...

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

Case Study

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

Case Study

This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

News

NEW YORK: Marriott International, the hotels group, believes that buzz marketing can help it achieve upper-funnel engagement with millennials in unique ways.

Article

This event report examines how Marriott International uses experiential marketing to educate consumers and promote its customer rewards programs.

Article

This article examines what companies need to understand about the complex connection between automation and the human element in the customer-brand relationship if they are to shape better business strategies.

News

NEW YORK: Word of mouth (WOM) on Twitter exerts a powerful influence on the films that users choose to see in movie theaters, according to research published in the Journal of Advertising Research (JAR).