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. AML tracked the feedback data and also did a second research survey with respondents two months later.

5. Results were as follows:

- WOM occurrences of 1 evangelist: 325.9X
- Buying Action: 58.4%
- Referral member: 6,484 people
- Total WOM Reach: 65,197.9 Reach
- Now, the Hamsville Bacon is the leading brand in bacon category in Korea.

Of course, we execute a lot of word of mouth programs, like community marketing, viral marketing, buzz marketing. In this case, I got the results from the "KitchenForum" project in one campaign using two waves of surveys. After this project, we executed the KitchenForum (meaning Rice, Bacon & Kimch Party) every three months.

Hamsville bacon is currently the No. 1 brand -- even though it entered the market later than its competition. And Hamsville bacon is now prepared for the 2007 Integrated Word-of-Mouth Marketing, which will also help it grow.

We wish Hamsville Bacon the best of luck.

Credit Information
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Client: Hamsville Bacon (by CJ corp.)
Agency: AML (Advantage Marketing Lab)
Budget: $50,000
Date of Campaign: May 2005