Influencers
What is Word of
Mouth Marketing?

Put simply, it is "any business action that earns
a customer recommendation," but, in the
big world of creative campaigns and engagement
techniques, WOMM means much more.
WOMM is about harnessing the power of
people to build
brand awareness.

Why Word of Mouth Marketing?

Because it's everywhere, all the time, no matter what. Brands can pay anyone to love their brand publicly, but the real power lies with customers who ultimately choose whether to share engaging content to friends, family, and often times, complete strangers. Most importantly, it's because they love your brand, not because you're paying them.
A Great Deal of Influence

When asked what sources "influence your decision to use or not use a particular company, brand, or product," 72% claim reviews from family members or friends exert a "great deal" or "fair amount" of influence.
Overflowing with Positivity

On average, Americans speak "positive" about brands during word of mouth conversations 66% of the time. This means more chatter helps build your reputation.
Your Words are Well Trusted

of Americans refer to reviews before taking the conversation to online platforms.

of U.S. consumers are influenced by friend's social media posts, compared to 78% for brands' posts.

times the number of brand mentions per week by a typical American in both online and offline conversations.

of the population
influence the purchasing activities of the other 74%.
Case Studies

We talk the talk. Now see how many brands walk the walk. Everyone wants to create an amazing WOMM campaign, but not everyone is capable. These brands are, and they're here to prove it. Get inspired by past winners of the
WOMMYs and some of their most talkable ideas.
Quick Stats
30 Million Brand Advocate Recommendations
Headquarter: San Carlos, CA
Founded: 2007
Background
Zuberance is the leading Brand Advocate Platform company. Zuberance's unique Brand Advocate Platform makes it easy for B2C and B2B companies to systematically and continually identify and energize their authentic Brand Advocates on Facebook, Twitter, shopping sites, brand's websites, and across multiple social and digital channels. Zuberance's powerful Advocate Analytics enable marketers to track and optimize advocacy. By mobilizing their Advocates, Zuberance customers are generating measurable, dramatic increases in referrals, ratings, and revenues.

2013: The Year of Advocacy
Brand advocacy is gaining more and more significance as marketers come to realize the resounding facts that people trust the recommendations of their friends and family more than brands. The best way to combat this change in consumer mindset is to create brand advocates, which as we recently found out in a January 2013 survey, brands are starting to create. After tallying 554 online surveys, Zuberance found that 89% of the respondents believe brand advocacy is important or very important for their 2013 marketing strategy. Even more telling, 70% of the marketers surveyed said they intend on spending more money on advocacy in 2013 than they did in 2012. In the finance world, companies only invest if they feel the ROI is worth it. The ROI is worth it when it comes to brand advocacy.
Results

Markets say advocacy
is very important or
important in 2013.

Markets say advocacy
is more important
in 2013 over 2013.

Markets plan to spend
more on advocacy in 2013.

consumer trust
Advocates.
Quick Stats
Office locations: 73
Revenue: $500+
Parent Company: Interpublic Group
Background
Weber Shandwick partnered with KRC Research to conduct Digital Women Influencers, an online survey of 2,000 North American women. The purpose of the study was to identify segments of women who are influential in social media and to provide new and unique insights about the female market as marketers and communicators evolve their strategies in this new era of digital engagement. This latest installment of the multi-part study, The Women of Social Media, dimensionalizes the segment of women who spend time using social media and enjoy using social media, accounting for approximately 82 million women in the U.S. alone.

Social Media's Emotional ROI
The Women of Social Media enjoy their online networks nearly as much as they enjoy live social activities (75% and 77%, respectively) and, notably, slightly more than dating or spending time with their partner (72%). In fact, one-quarter of Women of Social Media (24%) prefer to socialize online rather than in person.
Results

Vital Social Statistic of North American Women


have a social media
account/profile with 2.2
accounts on average.

Facebook is by far
the most prevalent
social media account.

hours spent on average
per week using social
media, nearly two hours
per day.

say some of their
best friends they know
only through Facebook
or Twitter.
Quick Stats
Founded: 2005
Employees: US: 11
Deployed on more than 365,000 websites
Background
The Janrain User Management Platform (JUMP) helps organizations succeed on the social web by providing leading technology to leverage the popularity of social networks and identities for user acquisition, engagement, and enhanced customer intelligence. Their solutions, including social login, social sharing, social profile data collection and storage, access to the social graph, and digital strategy services, improve the effectiveness of online marketing initiatives for leading brands like Fox, Universal Music Group, Whole Foods, Purina, Samsung and Dr Pepper.

Opportunity For Online Marketers to Leverage Awareness and Use of Social Login
The Consumer Perceptions of Social Login study conducted by Blue Research, an independent research consultancy, revealed that 87% of online consumers are familiar with social login - the ability to use an existing ID from a social network such as Facebook, Google, Twitter, etc. - to login or register on a site - and more than half (52%) use social login. The research also showed that consumers are willing to share personal information in exchange for a more individualized experience and to eliminate mistargeted ads.
Results

are more likely to
return to a website that
automatically welcomes
them through social login.

consider buying
based on positive
recommendations
from social networks.

of people navigate
to a website after it's
mentioned by someone
in their social network.

say site personalization
is highly attractive.
Quick Stats
Founded: 1998
Employees: 500+
Parent Company: dentsu
Background
Brands have always been content marketers in a sense, but with the changing digital landscape, content marketing is more important than ever. In fact, an October 2012, Econsultancy survey found that 90% of marketers think content marketing will become more important over the next year, though only 38% said they have a content strategy in place.

The Key Pillars of Content Marketing
  1. Content Development - Content development can be segmented into two buckets: creation and curation.
  2. Creation - Regardless of budgets, content creation is still an important part of content marketing.
  3. Curation - When people or brands curate content online, they're consuming content that they didn't create themselves.
  4. Syndication and Distribution - Beyond creating quality content, it's critical to ensure that the right people see it.
  5. Optimization - The work is not over once it goes live. It's important to monitor the conversations about your brand.
Key Recommendation and Actions
  1. Listen
    • Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn't performing as expected?
    • Consider a social listening partnership to better understand your target audience and their interests outside of your communities, including non-direct competitors like media properties.

  2. Build a team
    • Explore a content marketing team with representation from community managers, content strategists, copywriters, data visualizers, editors, designers, producers, product evangelists, etc. Ensure that all parties help inform and align on the content framework.
    • When developing a content framework, create a schedule that pre-determines the frequency of content curation and creation across channels. Whenever possible, build in cultural relevance - is there an ongoing meme to tap into? How will you tailor content for your audience?
    • Create a syndication & distribution plan. Don't be afraid to embrace multiple platforms - different platforms are better suited for different kinds of content. Build in paid, owned and earned media and consider using a content seeding partner to ensure your content is seen by the right people.

  3. Be nimble
    • Create a simplified approval process for content that needs a quick turnaround.
    • Be willing to make exceptions. Discuss with your core team what's acceptable (and what's not) before releasing content - but don't limit yourself too much.
    • Consider using paid media reactively. If content is starting to take off, media can amplify reach and increase potential engagement.

  4. Measure and showcase your success
    • Set responsibilities for team members on how knowledge will be fed back into the system.
    • Create success benchmarks based on content you or your competitors have created or shared.
    • Graduate high-performing content and use community insights to inform future content.

Quick Stats
Office locations: 73
Revenue: $500+
Parent Company: Interpublic Group
Case Study Overview
Weber Shandwick found that the online sociability of the world's largest company CEOs rose dramatically over the past two years. In 2012, 66% of CEOs of the world's top 50 companies engaged online compared to 36% in 2010 when Weber Shandwick first conducted one of the earliest analyses of CEO social engagement, Socializing Your CEO: From (Un)Social to Social.

"Traditionally, CEOs have built reputations through means other than social media," said Leslie Gaines-Ross, Weber Shandwick's chief reputation strategist. "However, this year's CEO sociability audit provides evidence that chief executives are decidedly testing the social waters. By increasing their communications online, CEOs are showing they are listening to customers, are curious how their products are being received, care about attracting the best talent, understand the need to better humanize themselves and are more in-tune with where their stakeholders are."
Guide to Social CEO Engagement

click to learn more

Weber Shandwick recommends that companies and their executives
adopt several social strategies to optimize their online storytelling,
engage with customers and attract the best talent. As the world
increasingly becomes more connected, CEOs must embrace technology
and use it to navigate the seas of change coming their way as digital,
social and mobile rapidly converge.
Quick Stats
Founded: 1989
Verizon Thinkfinity member
Background
The National Center for Family Literacy found that literacy wasn't a common topic in homes of families across the U.S. However, they did not know that everyday, teachers were striving to inspire their students to read. To connect the classroom to the living room, the NCFL and Brains on Fire created Wonderopolis.
Results

visitors to Wonderopolis. org in the first month (Oct.2010).

stories about small businesses were submitted; 30,000 ratings of those stories were collected.
Wonderpolis.org was named one of the Time's 2011 50 Best Websites.
Brains on Fire and NCFL won a Gold WOMMY in the Cause Marketing
category in 2011
Quick Stats
Founded: 1983
Employees: US: 8,000+
Annual Revenue: $3.85 billion
Background
Intuit, the provider of all services small business, was faced with one of the deepest recessions in history. Many of its core customers didn't know how to weather the storm. To combat customer distress, Intuit's agency, Access Communications, launched a campaign to show customers that Intuit was truly committed to their small business success.

Small Business United
Small Business United (SBU) provided free software and services valued at nearly $1,000 per business, donated $50,000 to nonprofit organizations dedicated to helping budding entrepreneurs and businesses looking to grow, and ran a contest offering small business grants totaling $315,000 (grand prize $25,000). Intuit also developed SBU, a community resource website that linked and facilitated online gatherings of small businesses across the country where owners and "recession entrepreneurs" could share advice, stories, and videos about their challenges and successes.
Results

increase in financial
management sales.

increased the year
over year sales
of QuickBooks.

plus visits to
Intuit's website.

stories about small
businesses were
submitted.
This campaign won a Gold WOMMY in the Momentum category and the Grand Prix Prize in 2009
Quick Stats
Founded: 2006
Employees: 400+
Annual Revenue: $35,000,000
Challenge
Interest in Radian6's social-media-monitoring platform depended on a wider adoption of social media among marketing and communication professionals. They planned a webinar series to educate and attract marketing decision-makers who wanted to learn about social media, but had yet to embrace it in their own activities. They noted at conferences that social media veterans discussed content both face-to-face and online via Twitter. Radian6 saw the advantages of creating a more dynamic webinar format that encouraged participants, especially newcomers, to get involved in social media and use it to interact about the presentation.

Solution
What resulted was a Twebinar, a free multi-dimensional webinar series with three objectives:
  • To provide quality content from social media leaders
  • To incorporate social media technologies
  • To foster networking among speakers and participants
Radian6 announced the event via email to social media and word of mouth organizations and related a Facebook ad targeting marketing and PR professionals. The most effective promotion came from word of mouth. Many were people excited to be part of the experiment; some were bloggers who shared the news with their readers. Webinar interviewees also blogged about the Twebinar, and used Twitter to spread the word to their followers.
Results
Over 1,500 people registered for the first Twebinar. The word of mouth campaign generated significant blog coverage and website traffic from 71 countries. Two thousand plus tweets were recorded about and during the event. The campaign became a textbook example of the power of online word of mouth marketing. With a unique name, fresh content, and an interactive format, the Twebinar has generated significant buzz and increased brand recognition for Radian6. The series successfully introduced newcomers to social media and positioned Radian6 as a thought leader.


registered for Twebinar.

countries engaged.

tweets.
Quick Stats
Founded: 1955
Employees: 100,000+
Annual Revenue: $3.4 billion
Challenge
H&R Block is one of the world's largest tax services providers, utilizing more than 100,000 highly trained tax professionals and having prepared more than 550 million tax returns worldwide since 1955. They 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.
Results

Campaign developed a voice for the brand online and established a direct line of communication between H&R Block and the Twitter community.

Campaign raised awareness about the Block's online tax programs and strongly positioned them as a digital brand with a prominent Web presence.

Twitter strategy put H&R Block directly in touch with its customer.
Quick Stats
Founded: 2010
Non-profit

What they did
In 2009, The Hive brought all Cadbury sub-brands under a casual marketing initiative called The Bicycle Factory. The purpose of this program was to send 5,000 specially designed bicycles to Ghana where they would turn long walks into short bike rides for thousands of school children. A main goal of this initiative was to educate consumers on the importance of bicycles and to demonstrate the power small purchases can have on others. The campaign used television, print, online, and social media campaigns to lead traffic to TheBicycleFactory.ca where users could turn Cadbury UPC codes into bicycle parts. Users could watch as the bikes would be built piece by piece with every product purchase. In September 2010, an hour-long documentary called 'Wheels of Change' followed three bike recipients in Ghana and was later aired on CTV.
Why they did it
The days of consumers caring about contests to win a car or a trip are over. These sorts of promotions are everywhere without saying anything about the sponsoring brand. The Bicycle Factory was designed to break through this sea of sameness and give consumers a cause they could relate to and rally behind. Bicycles were chosen because they were solution-focused representations of joy. For people in first-world countries, they represent joy in the form of fun, fitness, and fresh air. But for many people in the world, they represent hope, opportunity, and sometimes survival.
Results


The Bicycle Factory has struck a nerve with Canadian consumers. In two years, over 9,000 bicycles have been built for school children in Ghana. That's just short of one million product entries! Far and away Cadbury Canada's most successful promotion, the Bicycle Factory has surpassed all expectations in terms of sales and customer participation. It's also giving consumers just one more reason to love a company that, through their products and their actions, makes lives a little sweeter.
Interviews
Sharing with you ideas from the brightest minds in WOMM.

The LIKE button will become much more UNLIKEABLE as more businesses focus on ways to connect with people in the physical world and not the digital world.

Click to see what John thinks

John Moore

COOP, Brains On Fire

ENGAGEMENT

... is a word marketers use to sound smarter. It's merely a fancified way to express how a business listens to customers, learns from customers, and responds to customers. Marketers call that engagement. I call that being a business that truly cares about its customers."

GODFATHER OF WOMM

"Phineas Taylor (P.T.) Barnum is the WOMM godfather. He was a masterful showman, copywriter extraordinaire, and publicity maven. Whatever P.T. Barnum did in the 1800s, it was designed to capture people's attention and to get people talking. "

This isn't just a marketing exercise. It's a change in the way that society operates that shifts the way we engage with customers.

Click to see what John thinks

John H. Bell

Global Managing Director at Social@Ogilvy

MOBILE FIRST

A lot of forward thinking brands are now putting mobile first as their touchpoint; important, but also not last.

WOMMY Awards 2011
Mobile Gold Winner
Vail Resorts

CRITICAL SKILLS

These are the skills considered to be most critical in this industry:

If we are pushing content out to social properties, it is key to use tools, but it must be augmented with real live presence of the brand.

Click to see what Kathy thinks

Kathy Baughman

President at ComBlu Inc.

3 PRINCIPLES OF WOMM

1. Strategic thinking

2.Make it easy for people to care & share

3. Recognize people's contributions to your brand

Disclosure is the number one issue in advertising compliance.

Click to see what Anthony thinks

Anthony DiResta

WOMMA General Counsel
Partner at Winston & Strawn LLP

Why people should care
about WOMM ethics



1. Risk management.

2. Enhances a company's reputation.

3. Creates trust with customers and consumers.

WOMM has always existed. We've just changed the channel on which it happens and the scale.

Click to see what Rob thinks

Rob Key

CEO at Converseon

If you can't answer the question of why people should care, then you shouldn't be doing a WOMM program.

IN REFERENCE TO
QUANTIFYING ROI

WOMM is like the dark matter in the universe. It makes up 90%, but we haven't had the tools and technology to see the impact of it.

Communication is an ecosystem that incorporates all existing platforms and as it changes over time, new opportunities will arise; but, there's no reason to throw out the old ones just because something new came onto the scene.

Click to see what Brad thinks

Brad Fay

Author at The Face to Face Book

WOMM raises the bar on the

QUALITY OF THE CREATIVE

IN REFERENCE TO
QUANTIFYING ROI

"It's a terrible mistake to put a particular technology or platform as the center of your WOMM strategy."

John
Moore

John
H. Bell

Kathy
Baughman

Anthony
DiResta

Rob
Key

Brad
Fay

Defining...
Breaking down WOMM
WOMMA believes that the most effective WOMM is credible, respectful, social, measurable, and repeatable:
Credible
Honest and authentic messages from brands to customers and from person to person.
Respectful
Transparent and trustworthy
behavior as it relates to privacy
matters between brands and
consumers. 		Social
Involves brands listening to,
responding to, and encouraging
conversations online and offline.
  Measurable
Ability to define, monitor, and
evaluate success. 		  Repeatable
The capability to do it over and
over again in order to become a talkable brand.
WOMMA.WOMM.
Online. Offline.

The latest trend marketers are using to get customers recommending their products is online social media marketing. While statistics show the majority of recommendations happen offline, online word of mouth dominates most discussions marketers have about word of mouth marketing.
WOM vs. WOMM
WOM is the Output,
WOMM is the Input.
WOM is the Conversation,
WOMM is the Conversation Starter.
Know Your Game
Ethics
WOMMA
Core Values

WOMMA Members are committed to engaging in practices and policies that promote an environment of trust between the consumer and the marketer.

WOMMA Members pledge to comply with the requirements of applicable laws, regulations, and rules concerning the prevention of unfair, deceptive, or misleading advertising and marketing practices.

A WOMMA member shall respect the rights of any online or offline communications venue (such as a web site, blog, discussion forum, traditional media, and live setting) to create and enforce its own rules as it sees fit.

A WOMMA member shall not tell their representatives what to ultimately state in their communications about a particular product or service, so as to enable the consumer to reflect his or her honest opinions, findings, beliefs, or experiences.

WOMMA Members believe that working with minors in marketing programs requires sensitivity and care, given their particular vulnerability to manipulation and deception.

WOMMA Members respect the privacy of consumers, and encourages practices that promote the most effective means to promote privacy.

Members of WOMMA strive to...
  • Maintain the highest standards of business conduct by using only legal and ethical means in their business activity.
  • Observe all applicable laws, regulations, and rules pertaining to their marketing practices.
  • Actively promote and encourage the highest level of integrity within the industry.
  • Cooperate in every reasonable and proper way with other members and work with them for the advancement of the industry.
  • Lead by example and adhere to ethical standards that may even exceed those by law.
  • Commit to the development and use of the most effective standards and practices to promote consumer protection.
Social Media and the Responsibilites of
Advertisers, Marketers, and Bloggers
Clear and Prominent Disclosure

  • No matter which platform is used, adequate disclosures must be clear and prominent.
  • Language should be easily understood and unambiguous.
  • Placement of the disclosure must be easily viewed and not hidden deep in the text or deep on the page.
  • All disclosures should appear in a reasonable font size and color that is both legible and noticeable to customers.
Don't Tell, Do Ask
Three Questions to Ask

Honesty of Relationship
How will we ensure bloggers disclose their relationship and participation in this marketing program?

Honesty of Opinion
What measures are in place to ensure we are not influencing bloggers to say anything other than their own honest and genuine opinion?

Honesty of Identity
Does this program mislead the public in any way that could damage the reputation of our company?
Click on the infographics for further reading
Spread the Word
When executing a WOMM campaign, one must understand the
purpose behind it, not only to create buzz around the specific brand, but to provide insight into the ever changing world of WOMM. Furthermore, to accomplish the reach and return that brands are searching for, one
must understand how advocacy works and how to provide consumers
the portals with which to voice their opinions. Propensity does not come easily, one must cultivate the experience.
Aspects of a Successful
WOMM Campaign
Product Seeding
Placing the right product into the right hands at the right time.
Brand Blogging
Creating blogs and participating in the blogosphere, in the spirit of open and transparent communications; sharing information of value that the blog community may talk about.
Referral Program
Creating tools that enable satisfied customers to refer their friends.
2012 WOMMY Winners

The WOMMY Awards celebrate word of mouth marketing in its broadest sense. Since 2006, WOMMA has acknowledged people, agencies and brands behind the most remarkable word of mouth marketing campaigns.
Quick Stats
Founded: 1972
Time Warner Group
Background
Over the past thirty years, changes in diet, food culture, activity, and lifestyle have caused significant weight gain in Americans ‐ a public crisis that threatens U.S. health care costs, economic competitiveness, our children's health, and in short, our nation’s overall wellbeing. Since 1980, rates of obesity have exploded, with two out of three adults currently overweight or obese. Childhood obesity has tripled since 1980, with 17% of children now obese.

Using the media reach and promotional tools of entertainment television, HBO partnered with prominent health agencies and non-profit organizations to affect change by not only reaching casual audiences, but also policy makers, doctors, and government influencers. HBO sought to find and reveal the stories underlying the epidemic through personal stories that show how obesity feels, how it sneaks up, how it changes our children’s health, and why it is so essential that our nation makes changes. In the face of such a deep-seated, generational health crisis, and with the need to rally so many forces to combat it, HBO designed The Weight of the Nation as a broad-based public health campaign. In this ongoing endeavor, HBO and its health partners continue exploring ways to slow, arrest, and eventually reverse the obesity epidemic.
Results


viewers during the premiere and encore.

community screenings are scheduled, on the way to a goal of 40,000 by the end of 2012.

free web streams to date on YouTube, HBO.com, and partner sites.
HBO won a Gold WOMMY
in the Charitable
category in 2012





Background
As is the case with most "functional" brands, Secret recognized that women were not loyal to their antiperspirant deodorant (APDO) line, frequently switching brands. To solve this challenge, Secret turned to word of mouth marketing tactics to help them build an authentic, emotional connection with teen girls and their moms. By supporting a deeply resonant - and timely - cause, Secret activated brand loyalists and gave them a platform to engage.

Objective

  1. Use WOM - online and off - to drive Secret trial and build brand loyalty.
  2. Drive awareness, loyalty, and advocacy for Secret among younger consumers and their moms.
Results
total brand sales rose
during the fiscal year
the campaign launched.

media Impression by
the completion of
the first phase.

Increased fan engagement on the Secret Deodorant page.

of placements included 3+ key messages.

Marina Maher Communications won
a Silver WOMMY in the Charitable
category in 2012
Quick Stats
Founded: 1936
Employees: 45,000+
NYSE: CZZ
Challenge
How do we say "thank you" for the affection of 100,000 fans?

In August 2010, we created the Brazilian Mobil brand fanpage, with a great challenge: how can one build, with very limited investment, a consistent presence for a global brand with a product that is not seen by the customer, whose benefit is not clearly perceived, and which is identified by mysterious acronyms?

Results
The benefits went beyond the 2,000 children directly awarded the kit and/or visited the Stock Car. After all, those who do good are happy too. The 2,000 direct and indirect employees of Mobil in Brazil participated in the action through dissemination in electronic media and internal magazines, and participated in the choice of their institutions honored. Not to mention, the 200,000 fans who accompanied us till the end of the action.

The social appeal reverberated in the community. There were 48,000 new fans gained from the action (27% growth), with two percentage points in the volume of new fans coming from organic word of mouth (16% of the total compared with 14% in the previous period).

Agencia Frog won the
2012 Bronze WOMMY in
the Charitable category
Quick Stats
Founded: 1988
Employees: 53,000+
NASDAQ: GOOG
Overview
Doodle 4 Google is a campaign that has continued to grow, even in an industry where change is the only constant. From its inception, Doodle 4 Google's main goal has been to inspire the next generation of thinkers, artists, and maybe even future Googlers. Five years ago, it launched in the United States under the executive sponsorship of one of Google's earliest employees. Each year, we aim to make the contest more inclusive, magical, and simple for the thousands upon thousands of students who use our logo as a canvas for their imaginations.

This year, our challenge remained the same: how to encourage submissions but also make the contest as straightforward and magical as possible. In previous years, we allowed parents and after school programs to submit on behalf of their students, added museum partnerships, and more recently, sent Googlers to announce the finalists at simultaneous school assemblies across the country. But still, being Google, we were faced with the challenge of making the contest bigger and better than ever, all while making it simple and exciting for the entrants.
Results
The results for this year's contest were extraordinary. With 50 museums willing to speak as surrogates on our behalf, our media impressions increased by a factor of 10--garnering a record 300 million+ media impressions throughout the campaign. Museums like the Georgia O'Keefe Museum in New Mexico not only blasted the word out to its members and constituencies (without us even having to ask) but also contacted the Department of Education to do the same. This was just the tip of the iceberg of the enthusiasm that these museums put into the effort. Museums in all 50 states released so much publicity to their local markets about D4G that we broke our PR records within two months of the contest launch (out of a total five-month contest). Overall, these efforts saw a tenfold increase in media attention and a 10% increase in submissions over last year. We received over 114,000 submissions from North Pole, Alaska to Miami, Florida, and every point in between, and millions of public votes for the National Winner.
Google Inc. won the 2012
Gold WOMMY in the
Engagement category



Quick Stats
First introduced: 1956
Parent Corporation: Kellogg Company
Background
Short-term weight loss solutions were beginning to fade as women looked for long-term partners

The Special K Two-Week Challenge™ launched in 2003 as a successful awareness-driving program that happened three times per year (Spring, Fall and New Year's Resolution). The Challenge established a weight management program where consumers ate one healthy, sensible meal of choice, two Special K meals and two Special K snacks every day for two weeks. This plan enabled consumers to lose approximately six pounds over a two-week period. Though women were losing weight with the program, they were starting to trend away from short-term fixes and looking for longer-term solutions. Special K needed to find a way to evolve with this emerging trend while staying true to its core brand purpose of inspiring women to shine.
Results
The multi-faceted program succeeded in building awareness and driving dieters to SpecialK.com to try the new My Special K. Special K's social media efforts garnered buzz and content distribution to create awareness of the platform against new audiences. Tracey's videos succeeded in reaching the audience to inspire and motivate.

visitors to
www.SpecialK.com
to date.

product sales increase
for every 2-weeks
on a plan.

of the audience watched
all seven videos to completion.

Twitter followers
(within less than
one-year of launching).

Razorfish won the
2012 Silver WOMMY in the
Engagement category
Quick Stats
Founded: 2000
Employees: 85,000+
Parent Corporations: Verizon Communications & Vodafone Group
Overview
You may be aware of the rising scope of the modern Quinceñera. With limos, glitzy ballrooms, over-the-top cakes, dresses, DJs, catering... these events have started to resemble something closer to a Kardashian wedding than a 15-year-old's birthday party. But to the Hispanic community, the Quinceñera remains a right of passage as important as they come. What is unchanged is the importance of family, who could not be more proud of a girl for coming into her own.

That deep-seeded passion, and the way that it crosses generations of the family and community, presented Verizon Wireless a unique brand engagement opportunity with a previously untapped audience. The chance was there to shape stories, and therein perceptions of Verizon, for generations to come by giving one 15-year-old the Quince of her dreams.
Results
Sure the 80 million impressions, the nearly 10,000 entries, the 4.6+ million votes, as well as other companies "borrowing" the concept to create fabulous quinces of their own (yes, we're talking to you Ryan Seacrest) are all very flattering... but nothing beats the fact that My Fabulous Quince has helped shape a life experience for multiple families in a way that no traditional program or sponsorship could.

Consider the impact - when the winners tell their kids and grandkids about their Quince, it won't be about their amazing dress or delicious cake. Ok, it will be about that, but it will also be about how Verizon Wireless made it all possible. And what can strengthen the consumer-brand relationship more than a generation's worth of stories? We can't think of anything.
Modal won the 2012
Bronze WOMMY in the
Engagement category
Quick Stats
Founded: 1983
Parent Corporation: Unilever
Objective
Launch new body sprays into an increasingly competitive category.

AXE created the U.S. body spray category in 2002. Ten years later, this category is crowded and competitive, which means every new campaign must work harder in the fight for market share.

Enter Anarchy, the brand's first male/female paired fragrance. The launch was supported by a broadcast campaign about the "chaos unleashed" when both guys and girls have the AXE Effect. Our job was to bring this fantasy to life in digital and social channels by engaging AXE's traditional target (males 16-24), while also making women a part of the brand story. The objective was to drive category growth of 3% and reinforce the brand's cool credentials.
Results


consumers experienced
Anarchy: The Graphic Novel.

visitors to the brand's
YouTube channel.

organic views of the
Graphic Novel video trailer.
Razorfish won the 2012
Gold WOMMY in the
Introduction category
Quick Stats
Founded: 1903
Employees: 126,000+
NASDAQ: KRFT


Overview
As the producer of the country's best-selling cream cheese brand, Kraft was looking to spread word of mouth, generate trial, drive reach, and increase purchase-intent for its newly launched innovative product, PHILADELPHIA Cooking Creme. The brand's goal was to find a creative way to reach consumers who tend to be open to, and interested in, learning new ways to use cream cheese to add texture and taste to recipes - and, more importantly, to empower brand fans to spread the word online and off - about this innovative and easy-to-blend cooking creme from an established brand.
Results
The campaign was a tremendous success, far exceeding expectations. More than 138,000 hosts and guests gathered in homes across the country to sample recipes made with all four flavors of PHILADELPHIA Cooking Creme. The results - measured by a third-party research firm and incorporating coupon redemption, party site traffic, social media activity, post-party surveys, and a national control panel - were astounding. The campaign drove over 1,000,000 product trials. Brand familiarity among guests rose by 39 points, while purchase-intent increased by 60 points. Partygoers shared their enthusiasm and recommendations whenever and wherever they could, ultimately generating over 18,000,000 brand impressions. Perhaps most impressive, the COMPANY X campaign resulted in an ROI of 175%. For every $1.00 Kraft spent, it got back $1.75 in net profit.

Without a doubt, Kraft's willingness to reach consumers right in their own kitchens - and trust that a relaxed, well-informed trial of a quality product will lead to purchases and recommendations - helped PHILADELPHIA Cooking Creme make an immediate splash in the marketplace, finally eliminating chicken fatigue once and for all.
House Party won the 2012
Silver WOMMY in the
Introduction category





Background
Global leader brand seeking a new way to breakthrough in China. Vanish is the world's #1 stain removal brand. It is a genuinely superior product. In most markets Vanish launch has been supported by heavy TV advertising and in-store demos, which together drive awareness as well as trial. In China, this model had some challenges.

Results
moms did the
DIY stain test

missions were announced
on our gamified
platform-TAP

online reviews were
received, most of
them included the
DIY stain test

moms received the
DA REN certificate

Advocacy won the
2012 Bronze WOMMY in the
Introduction category


Quick Stats
Voted Happiest Place on Earth
Popular: 4,726,575
Overview
Tourism advertising is a $504 million dollar industry - all pictures of pretty beaches, waterfalls, mountains, and jungles. Costa Rica had a tall job as they were faced with a tiny budget, .3% share of voice in the category, but a big message. They indeed have the prettiest, most amazing parcel of earth on the planet. With 12 climate zones, Costa Rica has more of the earth's natural wonder and wildlife packed into a smaller footprint than any other setting.

The business challenge was to increase visits by 5% in a diminished travel category, while being drastically outspent. The marketing challenge was to gain share of conversation in an undifferentiated category. With tourism being Costa Rica's #1 source of revenue, success was of national importance. Their government would be measuring visitation, and we would be measuring all the word of mouth metrics in Social Media, PR, and online buzz. We even invented a few new WOM measurements along the way.
Results


entries for
Costa Rica's Million Dollar
Gift of Happiness.

growth of
Costa Rica's Facebook fans
8,000 to over 216,000.

campaign impressions,
including paid, owned
and earned mentions.

total earned
media impressions.

22Squared won the
2012 Gold WOMMY in the
Measurement category



Overview
Who would do their taxes on their phone? In 2010, even forward-thinking social media mavens were skeptical. The launch of TurboTax's groundbreaking SnapTax iPhone application proved them wrong. With the launch of the new app, the TurboTax team knew they had an exciting product with the highest net promoter score of any Intuit product on the market. The question was, how to they make people aware of the app, convince them not only that they could do their taxes on the phone, but that they'd actually want to give it a try. The team set out to coordinate efforts for the launch, where product, marketing, and PR/Social teams would work together to get the word out. First, the marketing team created a fun, engaging video that demonstrated both the functional aspects of SnapTax, as well as the "magic" of doing your taxes on your phone in a few minutes (all done to a cool, chart-topping song). Armed with the video and the app, the PR team set out to get the word out via traditional media and social channels.
Results
More than 1.5 billion media impressions were recorded, including features in all the major consumer publications like the USA Today, The New York Times, and Wall Street Journal. SnapTax even got glowing reviews in tech publications like TechCrunch - typically a tough audience for an established company like Intuit.

The launch of the app immediately sparked some real buzz when it was featured on CBS Evening News with Katie Couric and the epitome of pop culture on SNL, in their "Weekend update" segment - a crowning "never before" WOMM achievement for a brand who makes tax and accounting software.

As a result of the great word of mouth, business results have surpassed all expectations as well: SnapTax has been downloaded over 1 million times, maintaining a 4.5 star rating in the app stores (iPhone and Android), and still maintains the highest net promoter scores among all Intuit products.
Intuit won the
2012 Silver WOMMY in the
Mobile category



Quick Stats
First introduced: 1883
Employees: 2,500
Background
The Problem: In the 2000's, sweeper sales significantly declined. In fact, in just two years, sales decreased 30% and the following two years sales flat lined. From a business perspective, BISSELL could have pulled back from the sweeper product. But there was a catch. The current CEO, Mark Bissell, refused to let the product his great-grandfather invented, the one that launched the company, "die on his watch".

So the BISSELL sweeper team had a problem. They had to responsibly kick-start a seemingly obsolete, flat lined product with almost no budget and a lot of internal pressure. Their target audience was moms who, as a group, are both media saturated and extremely busy.
Results
Children loved to sweep with the BISSELL sweeper. At the LEGO KidsFest, we had children, mostly boys, lining up to sweep! Holy Batman! During Christmas, children cried when it was time to visit Santa; not because they were afraid, but because they had to stop sweeping. That is almost miraculous. What was fascinating was the number of in-depth conversations we were able to have because moms followed their children. We also saw many parents taking pictures or video of their children sweeping, and then sending it to friends and relatives. That's hundreds of photos being shared with the BISSELL sweeper front and center.

Fizz won the
2012 Gold WOMMY in the
Momentum category




Overview
Gluten free is a $5.5 billion market with more than 50 million people (9% of the general public) purchasing gluten free products. The market is expected to double within the next few years. Udi's is the undisputed market leader in gluten free baked goods category with a 48% share, however, with such explosive category growth and only a 21% trial rate among gluten free consumers, there was an opportunity to drive trial among new consumers by engaging our passionate 'fans'.

Udi's Gluten Free Foods revolutionized the gluten free baked goods category by introducing the first gluten free bread that tastes and looks like "real" bread. Since launching their bakery products in 2010, they have been met with huge enthusiasm from the gluten-free market place and have received rave reviews for the taste and texture of their products. But it's more than just creating the best tasting gluten free food on the planet. Udi's is dedicated to uniting the gluten free community by providing a forum to share their experiences and delivering tools and resources for building a better gluten free life.

Results
The Udi's community loved the Joy Mission; it was a veritable joy-giving frenzy! In the end; 40,000 meals were donated to families in need, over 76,000 virtual gifts were sent, 10,000 gift bundles were actually shipped, and over 15,000 more Facebook fans received a free product coupon.

gifts sent by
Udi's existing fans
in just three weeks.

product trial
opportunities were
created.

new people were
added to the
Udi's email database.

unique users
authenticated the
application to give
or receive a gift.

Room 214 won the
2012 Silver WOMMY in the
Momentum category
Quick Stats
Founded: 1903
Employees: 126,000+
NASDAQ: KRFT


Overview
Halls is one of the brands that make up the portfolio of Kraft Foods in the world. In Brazil, however, the product is not positioned as a cough drop, but as a candy. In its traditional version, it is available in seven flavors. Early 2011, Kraft Foods announced it was discontinuing the production of green grape-flavored Halls. But in mid-2011, Kraft found that consumers were using social networks to discuss why green grape-flavored Halls had been removed from the market and were asking the company to bring it back. 'Bring Back Halls Green Grape!' With this first post, the company detected that consumers were interested in seeing this flavor back on the market. The post was quickly liked and commented by hundreds of people. In the Orkut community called 'I love Halls Green Grape,' with over 30,000 members, participants suggested a protest in front of the Kraft Foods building, with banners and signs demanding the return of the green grape flavor. Faced with this outcry, rather than explaining to consumers why the product had been discontinued, Kraft Foods Brazil saw a business opportunity within the protest.

Based on this evaluation, the next step was to align the insights gained from this monitoring with a brand repositioning strategy and, in response to public requests, prepare an action to relaunch Halls Green Grape in Brazil.
Results
The product sold 318% above expectations and contributed to a 22% growth in revenues for Kraft Foods Brasil in 2011. In addition, the action had great returns for the product's Facebook and other social network pages, as well as great press visibility, generating spontaneous and word of mouth media for the brand. The campaign generated an ROI of R$ 8 in earned media for every R$1 spent.

The campaign was twice listed by Advertising Age among the best 10 actions of 2011. The Year's 10 Most Killer Pieces of Creative and The 10 Best Social Media Campaigns of the Year.
Espalhe won the 2012
Bronze WOMMY in the
Momentum category



Overview
While holding strong with a younger demographic, Slim Jim wanted to reach and increase the brand's relevancy with their growth consumer target, known as Bill. The Bill demographic is comprised of males 18-29 years old who are infrequent snack consumers. They're caught between the responsibilities of being an adult and their ongoing desire to break free from them.

Additionally, after growing the Slim Jim community on Facebook in a short amount of time, there was a need to deepen engagement with the existing base as conversations on the page often faltered without a representative to monitor and re-engage.
Results
growth in the
Facebook community
resulting in 1M+
connections.

impressions from
Twitter Promoted
Tweets.

impressions an hour
for #SlimJimLadiesNight
Twitter chat.

positive response
rate on questions regarding
brand affinity.

Edelman Digital won the
2012 Gold WOMMY in the
Social Media category
Overview
Facebookers celebrate millions of birthdays (and many other special occasions) with each other every day. However, most birthday messages sent via Facebook are not very personal, creative or engaging. Birthdays are times for group celebrations but posting individual messages to friends' wall didn't quite feel like it captured the true social experience of birthdays. In this Skype saw our creative opportunity to be the conversation. Skype created the Say it with Skype Facebook app to enable people to send more inspiring greetings with the help of a supporting group of artists and musicians.
Results


page views.

user generated videos
shared in social media.

increasement of average
time spent with on
brands site.

uplift in Skype
group video calling
social communication.

1000heads won the 2012
Silver WOMMY in the
Social Media category
Quick Stats
Founded: 1903
Employees: 126,000+
NASDAQ: KRFT


Overview
Halls is one of the brands that make up the portfolio of Kraft Foods in the world. In Brazil, however, the product is not positioned as a cough drop, but as a candy. In its traditional version, it is available in seven flavors. Early 2011, Kraft Foods announced it was discontinuing the production of green grape-flavored Halls. But in mid-2011, Kraft found that consumers were using social networks to discuss why green grape-flavored Halls had been removed from the market and were asking the company to bring it back. 'Bring Back Halls Green Grape!' With this first post, the company detected that consumers were interested in seeing this flavor back on the market. The post was quickly liked and commented by hundreds of people. In the Orkut community called 'I love Halls Green Grape,' with over 30,000 members, participants suggested a protest in front of the Kraft Foods building, with banners and signs demanding the return of the green grape flavor. Faced with this outcry, rather than explaining to consumers why the product had been discontinued, Kraft Foods Brazil saw a business opportunity within the protest.

Based on this evaluation, the next step was to align the insights gained from this monitoring with a brand repositioning strategy and, in response to public requests, prepare an action to relaunch Halls Green Grape in Brazil.
Results
The product sold 318% above expectations and contributed to a 22% growth in revenues for Kraft Foods Brasil in 2011. In addition, the action had great returns for the product's Facebook and other social network pages, as well as great press visibility, generating spontaneous and word of mouth media for the brand. The campaign generated an ROI of R$ 8 in earned media for every R$1 spent.

The campaign was twice listed by Advertising Age among the best 10 actions of 2011. The Year's 10 Most Killer Pieces of Creative and The 10 Best Social Media Campaigns of the Year.
Espalhe won the
2012 Bronze WOMMY in
Social Media category





Sources
Case Studies
Interviews
Statistics