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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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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.
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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