|
 |
| |
“Mom-Fluential” Bloggers Drive Word of Mouth for The Dodge Grand Caravan
OBJECTIVE
For the launch of the 2008 Dodge Grand Caravan vehicle, Dodge required an effective tactic to create awareness, trial and sales among the highly sought after “mom” target demographic.
STRATEGY
Matchstick, a North American word of mouth marketing company, targeted influential mom bloggers based in six U.S. urban markets. 300 moms were selected based on their strong blog readership and active online presence, along with established target demographic and attitudinal criteria. Dodge “mom-fluentials” were then loaned the new 2008 Dodge Grand Caravan for an exclusive one-week test drive.
RESULTS
By focusing on key mom bloggers and online social influencers, Matchstick generated heightened awareness, trial and sales for the 2008 Dodge Grand Caravan. The number of total online and offline impressions exceeded program benchmarks as Influencers wrote blog postings and created user-generated content, such as YouTube videos, documenting their loan experience. Influencers further initiated trial of the vehicle, since family and friends also test-drove the car during the loan period. Matchstick’s word of mouth campaign created sales of the 2008 Dodge Grand Caravan with incremental vehicle purchases being projected over the next year as bloggers continue to talk about their Dodge experience.
Client: BBDO Detroit/Chrysler
Agency: Matchstick
Budget: Undisclosed
Date of Campaign: Fall 2007/Winter 2008
|
|
| |
Search Case Studies
|
|
| |
|
|
|
|
|
|
|
| |
|
|
| |
Before you leave, make sure you see these. |
|
|
|
|
| |
|
|
Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
|
|
|
|
|
WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
|
|
|
|
|
Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
|
|
|
|
|
|
|
|
| |
|
|
| |
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.
|
|
|
|
|
| |
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.. |
|
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.. |
|
|
|
|
