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Graco's Relationship Based Approach to Community Building
The Challenge To connect with the large and extremely influential parenting audience active in social media with authenticity amongst a sea of marketing “noise.” The Concept Converseon analyzed online conversation about Graco and the parenting category for six months and crafted an enterprise-wide social media strategy aligned with external opportunities, taking into account internal legal and training requirements. Graco’s social...
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The Chambord Sessions: Trade Influencer Education
While Chambord, a raspberry liqueur from France, has good distribution, there is little knowledge among bartenders of its point of difference. Through relationship building and the creation of brand education experiences, Chambord and Ammo’s objective in 2007-8 was to win support from Trade Influencers in 10 U.S. cities, before consumer marketing activity begins in 2009. Chambord Brand Ambassadors were hired...
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Accelerade Grassroots Influencer Program
When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a brand successfully, and at a premium? That was the challenge Cadbury-Schweppes asked Ammo to accept with the re-launch of Accelerade. We recommended inverting the usual logic: Rather than competing with Gatorade, we ideated, planned and executed a...
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Influencing the shot drinking influencers
Stock Plzen introduced a revolutionary product in November 2007 -- Fernet Stock 8000 -- transparent Fernet, the first herb spirit on Earth. OUTBREAK’s recommendation was clear: Not to position FS8000 as another cocktail-spirit in saturated market but rather use it as a base for consumer co-creation and self-expression. To achieve that Influencer Marketing, Product Seeding and Co-creation was used. The...
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360i Helps H&R Block Connect with Social Influencers via Twitter
H&R Block wanted to change perceptions of H&R Block from a brick and mortar tax service provider to a digital brand, with many online tax preparation solutions. Goals: * Build online community via Twitter to provide consumers with timely, helpful information on tax preparation and H&R Block digital solutions * Change perception of H&R Block as simply “brick and mortar”...
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Reconfiguring a B2B Communications Function to Foster WOM
Few companies can match Texas Instruments’ 75-year record of innovation. TI designs and manufactures semiconductors that help its customers develop products that matter. TI has long fostered a customer-centric culture and the company is aligned to help engineers develop breakthrough products using TI technology. To better reach engineers and focus on customers TI recognized the need to contemporize its communications...
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Influencing keg beer influencers
Staropramen Breweries introduced a revolutionary product in June 2007 -- Staropramen CoolKeg -- a beer keg which cools itself to optimal temperature (41ºF) within 60 minutes and keeps this temperature for 12 hours. No electricity, no chemicals required. The target occasion is outdoor keg parties etc. CoolKeg surpasses keg drinkers' expectations. The challenge was to quickly raise awareness in the...
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Before you leave, make sure you see these.
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This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
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Best Practicebook: WOs GuideM in the Customer Contact Center
Read the Guidebook
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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 Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
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Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.
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Building A Loyal Community for the Travel Channel
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ABC Studios Advisory Panel: It’s Emmy Time!
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