The WOMMA WordWOMM-U: Day One Keynote: Carla Hendra
The afternoon keynote on day one featured Carla Hendra, Co-Ceo Ogilvy North America. The title of Carla's talk was Brand Marketing: It's All Word of Mouth Now! Carla wanted to focus on how agencies are changing and adapting to WOM and online communities.
Customers are looking for facts, by this she means raw information that hasn't been spun, they're looking for a trusted source. In cases this might come from brand loyalists, and not the brands.
Authenticity is key.
Carla moved into a quick review of the recent Dove Real Beauty campaign. The goal was to get women involved. The content was contributed by the fans, and they helped spread the word. The movement spread beyond discussions about health and beauty.
Oprah also became an advocate, and as we know, her WOM is rather powerful.
Carla thinks this campaign could not have happened without the digital and community aspect.
The evolution of the program was the the Dove Self-Esteem Fund. The initial commercial ran on the Super Bowl, but it was quickly reposted on YouTube and other Oprah did a show specifically about the self-esteem and young girls.
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