PR, WOM & earned media

1,922 results found

Sort by

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.

Unilever - Dove: 100 Colours

Case Study • SABRE Awards, Africa, Fashion & Beauty, Gold, 2019

Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

Brands in Motion

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

WE Communications, a PR firm, launched a 24-hour stream of content customised to each market in South Africa to refine its annual global study, Brands in Motion.

Ab InBev Africa: Carling Black Label - Soccer Song for Change

Case Study • SABRE Awards, Africa, Cause-Related Marketing, Gold, 2019

Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

Sage: Sage Budget Speech Campaign 2019

Case Study • SABRE Awards, Africa, Financial Communications, Gold, 2019

Sage South Africa, a software company, launched a "media deskdrop" and series of videos surrounding the South African government's annual budget speech to showcase its expertise in tax and compliance.

Institute of Waste Management of Southern Africa: Research for sustainable reputational growth

Case Study • SABRE Awards, Africa, Superior Achievement in Measurement and Evaluation , Diamond, 2019

Institute of Waste Management Southern Africa (IWMSA), a waste management service, produced an electronic questionnaire for stakeholders to uncover its reputation scores.

Vodacom: Biggest BEE deal in Telco history

Case Study • SABRE Awards, Africa, Technology, Gold, 2019

Vodacom, a mobile operator company, announced a new deal and, through its communications handling, was able to influence shareholder behaviour in South Africa.

The Zing Group: That AMA.ZING app

Case Study • SABRE Awards, Africa, Financial & Professional Services, Gold, 2019

Zing Group, a financial services company, introduced a new product in a cluttered market in South Africa by adopting a ‘show, don’t tell’ approach, which resulted in 100,000 people signing up.

Safaricom plc: Chapa Dimba Na Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (New Product), Gold, 2019

The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

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.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

Kenya Airways: Launch of Direct Flight from Nairobi to New York

Case Study • SABRE Awards, Africa, Consumer Products/Services, Gold, 2019

Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

Careem: Careem - Morocco Content Calendar

Case Study • SABRE Awards, Africa, Northern Africa, Gold, 2019

Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

Darling Nigeria: Find Your Beautiful

Case Study • SABRE Awards, Africa, 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.

Export Promotion Council, Kenya: #kenyatradeweek

Case Study • SABRE Awards, Africa, Special Event/Sponsorship, Gold, 2019

The Export Promotion Council, Kenya’s premier institution in the development and promotion of export trade, launched the second Kenya Trade Week event by organising 70 exhibitors from different organisations to attend.

FlySafair: The most on-time airline in the world

Case Study • SABRE Awards, Africa, Travel & Leisure, Gold, 2019

FlySafair, a low-cost airline, used a key message and consistency to drive credibility and awareness in South Africa.

F5: Cloud Africa

Case Study • SABRE Awards, Africa, Business-To-Business Marketing, Gold, 2019

F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

Kosmos Energy Ltd: Kosmos Innovation Center (Global and Ghana)

Case Study • SABRE Awards, Africa, Mining & Extractive Industries, Gold, 2019

Kosmos Energy, an oil company, sought to advance its long-term social licence to operate in Ghana by investing in a social impact programme there.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

SAS: Meet the man who hears colours

Case Study • SABRE Awards, Africa, Public Education , Gold, 2019

SAS, a software company, launched a media event that introduced Neil Harbisson, the world's first and only cyborg, to promote the notion of AI.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

Siemens: Fabric

Case Study • SABRE Awards, Africa, Best in Show, Platinum, 2019

Siemens, an automation company, used data from Lagos, Nairobi and Johannesburg to create unique fabrics for a truly African fashion collection that shows the power of data-connected cities.

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.