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Survivors raising their voices for good
Voices of MammoSite is evangelist marketing: a national, volunteer-based, ambassador program supporting a unique breast conservation therapy for breast cancer patients. MammoSite 5-Day Targeted Radiation Therapy is a short-duration alternative to the challenges presented by typical therapy (lumpectomy, then 6-8 weeks of whole breast radiation), and to the physical/emotional trauma of mastectomy. The Challenge: In 2007 roughly 126,000 women were...
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Charleston Parks Conservancy, Building a Movement of Loud & Proud Park Lovers
OPPORTUNITY Create a movement of passionate park lovers that could generate excitement about the parks (not just the CPC) and provide essential “sweat” equity for sustainable, citywide park improvement/preservation. CHALLENGES - 120 “parks” in Charleston, from highway medians to small neighborhood green spaces, with no way for people to even know about most of them. - No outlet for caring...
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Random House - Random Buzzers Teen Community
In 2007, Affinitive worked with Random House on a “pilot” program to help promote a teen-oriented book for an unknown, first-time author. Based on the success of the program and demonstrated passion of teen readers, the program was expanded and “Random Buzzers” was launched. Random Buzzers (http://www.randombuzzers.com) is a teen-focused book community/social platform that allows teens with an interest in...
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How NIVEA FOR MEN got men talking through their partners!
NIVEA FOR MEN (NFM) were looking for a channel to engage and educate men about the benefits of a daily face care regime. Understanding that women are the main household shoppers for their products, NFM needed to get the women on board to encourage their partners to try their products and then spread the word. The Word Of Mouth Company...
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Nokia Builds an Evangelism Program for Smartphone SoftwareFans
The Challenge: Nokia typically competes against mobile phone manufacturers such as Motorola and Samsung on qualities such as hardware design and ease of use. Nokia has led these competitors in mindshare, value share, and marketshare for the last 10 years. Nokia’s services and software, including the popular but little-known S60 brand meanwhile, have struggled for mindshare against new competitors such...
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Dove Summer Glow -- Word Of Mouth Campaign -- Australia
In 2006 Unilever Australia enlisted The Word Of Mouth Company to raise awareness of a new skin care segment -- self-tanning moisturizer -- and to start the buzz about their new product, Dove Summer Glow, via an evangelism program. Launching in March 2006, The Word Of Mouth Company started the Dove Summer Glow word of mouth marketing (WOMM) campaign in...
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Survivors Raising Their Voices for Good
"Voices of MammoSite" is evangelist marketing: a national, volunteer-based, ambassador program supporting a unique breast conservation therapy for breast cancer patients. MammoSite 5-Day Targeted Radiation Therapy is a short-duration alternative to the challenges presented by typical therapy (lumpectomy, then six to eight weeks of whole breast radiation) and to the physical/emotional trauma of mastectomy. The Challenge: In 2006, roughly 110,000...
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Fiskars Brands: Creating a Long-Term, Sustainable, Customer-Led Movement
Challenge: There was no emotional connection between Fiskars Brands crafting division and their customers. Goals: - Increase awareness/credibility - Increase online conversations 10% - Create community of 200 empowered, kindred spirits - Increase sales 10% Solution: We sent out a national call seeking four customers interested in a part-time paid position as a Fiskars Ambassador. They didn't have to be...
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Boise Water Park Puts Its Money Where Its Guests Are
Tiffany Quilici, marketing manager for the Roaring Springs Water Park, wanted to increase revenue, but not necessarily by increasing the number of season pass sales. Instead, she wanted pass holders to come more often, stay longer ... and spend more money. Following a Chamber of Commerce presentation by BlueLine Grassroots Marketing, the concept that fewer people are responding to advertising...
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JetBlue Lovers Unite to Share Brand Perks with Peers
Problem: Within a highly competitive airline industry, JetBlue Airways sought a creative way to spread the unique JetBlue experience deeper amongst college students. Solution: What better way to promote a unique airline like JetBlue than through the consumers that already love the brand? That was JetBlue's philosophy when it partnered with RepNation to identify a network of evangelists on college...
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CoffeeCup Software Ambassador Program: CoffeeCup Ambassadors are Smoking Hot!
In 2006, CoffeeCup Software created our Ambassador program to help our fans promote CoffeeCup by giving them tools and resources to spread the word about us. We selected over 6,000 of our users by evaluating certain purchasing patterns over the past 10 years and sent them a customized e-mail inviting them to become an Ambassador. Each ambassador that accepted our...
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Creating a Brand Ambassador Movement: Fiskars Brands
Challenge: There was no emotional connection between Fiskars Brands crafting division and their customers (scrapbookers and crafters). Goals (by 12/06): - Increase awareness and credibility - Increase online conversations by 10% - Create a community of 200 empowered, kindred spirits Position and Solution: We agreed the answer was to create a Brand Ambassador movement. So we sent out a national...
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The Word-of-Mouth Power of Brand Messengers
The power of brand messengers: 1. 200 evangelists were recruited for product seeding. 2. Evangelists were encouraged to purchase the Hamsville Bacon at the grocery story and have a party, inviting friends and neighbors to socialize and sample the product. 3. The evangelists passed along a survey (printed on cards) to their friends and neighbors who attended their party. 4....
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Webinar: When Companies Need More Than Facebook: How an Internal Social Network is an Advantage
Free for Everyone
Wed., July 8 at 12 pm EST
more... |
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Before you leave, make sure you see these. |
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
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Ethics Code
The WOMMA Ethics Code of Conduct defines best practices, unacceptable practices, and baseline rules of the road.
Download PDF |
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Metrics Best Practice Guidebook
Provide your ideas to help improve the draft of our guide which helps to practically explain measurement & metrics.
Download & Comment |
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Read about companies that do it right. |
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Twebinars: How Radian6 Generated Brand Awareness Through Social Media and WOM
Interest in Radian6’s social-media-monitoring platform depended on a wider adoption of social media among marketing and communication professionals... more... |
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Building A Loyal Community for the Travel Channel
The Travel Channel boasts a diverse range of viewers, from armchair dreamers, living vicariously through the shows, to veteran travelers ready to plot their next trip. Travel Channel's challenge is to deliver content and consumer touch points... more.. |
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