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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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Toyota Heya: Connecting with Snowboarder Culture
How do you form a lasting brand connection with a logo-overloaded, hard-to-reach crowd like expert snowboarders? And then how do you extend beyond this niche crowd to reach a larger community of enthusiasts? By giving up top-down communication tactics and giving snowboarders the tools to connect, show their stuff, and entertain! How did we do it? First, define the goals...
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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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Accelerade-ing the Atheletes
When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a new brand successfully, and at a premium? That was the challenge Cadbury-Schweppes asked Ammo to accept with the re-launch of Accelerade in the summer of 2006. We recommended inverting the usual logic: Rather than competing with Gatorade,...
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Intriuging the Influencers
In December 2006, our agency was hired to amplify the launch of K-Y INTRIGUE, Johnson & Johnson's first premium lubricant. Our New York and San Francisco-based program reached sexually active female Influencers 25-35 years old, with a willingness to discuss intimate topics and share information on health and beauty. The Intrigue Concierge, who managed the program, set the mood for...
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2007 Chambord Trade Influencer Education
While Chambord -- a black raspberry liqueur from France -- has good distribution and awareness, there is little knowledge of its point of difference. Through relationship building and the creation of brand education experiences, Chambord and Ammo's objective was to win support from Trade Influencers in 10 U.S. cities, before consumer marketing activity began in 2008. Ten Chambord Brand Ambassadors...
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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
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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.
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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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