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 & Research

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.
Background
Word of mouth marketing is more effective than “traditional” marketing according to 64% of brand marketers interviewed in a new survey sponsored by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA).

The survey, which covered both online and offline forms of word of mouth (WOM) marketing, were released at the trade group’s annual Summit meeting. The survey was conducted online in September and October among 328 marketing executives in a wide variety of companies. The research company Decipher conducted the interviews online, drawing on members of the AMA and WOMMA.

Entitled the “State of Word of Mouth Marketing Survey,” the study found that 70% of marketers expect their companies will spend more money on social media in 2014, more than digital advertising (59%) email marketing (53%). The survey also found that 29% expect to spend more on “offline word of mouth marketing,” well ahead of print media (16%), product sampling (14%), and television (9%) in terms of future spending plans.

In the survey, marketers also said the three biggest obstacles to pursuing WOM and social media marketing are difficulty measuring offline WOM (89%), showing return on investment (85%), and measuring online social media (79%).

The State of WOMM survey found marketers believe that social marketing is highly effective, they need better tools to demonstrate its effectiveness. This is the great challenge for our industry: To provide more tools to show the return on investment from word of mouth marketing.

Survey Is First Collaboration for Trade Groups American Marketing Assn. and the Word of Mouth Marketing Assn.

To download the full survey report visit http://www.womma.org/stateofWOMM
Results
89%
of marketers have
difficulty measuring
offline WOM
85%
of marketers can’t
show ROI
79%
of marketers have
trouble measuring
online social
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

Vice President, Enterprise Digital Marketing at Travelers

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.

 

Visit WOMMA's Social Media Disclosure Guidelines to learn more.
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.
2013 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: 1996
Completed projects for 500 organizations
Background
The U.S. Committee for Refugees and Immigrants (USCRI) - a 102-year-old non-governmental organization - was interested in using social media to advance their work supporting human rights. Since the organization's founding, USCRI has helped millions of refugees and immigrants attain economic self-sufficiency in the United States. Through its national network, USCRI works in all 50 states to create lasting change and put human faces on issues like immigration reform, human trafficking, refugee rescue and resettlement, and the protection of civil liberties.

They designed "Here for Good", a completely integrated campaign, blending brand, content, and technology to portray the pursuit of the American Dream as a shared aspiration of the Founding Fathers as well as today's newest Americans.
Results

258,929
impressions
+33%
measured double-digit growth in online donations
+53%
email subscriptions
Forum One won the
2013 Gold WOMMY in
the Charitable category
Quick Stats
Founded: 1886
128,700 employees
Background
JOHNSON'S Baby defined Work-and-Pump as the biggest issue among Chinese moms while monitoring discussions taking place over social media platforms like Weibo, China's Facebook + Twitter equivalent. JOHNSON'S Baby took action with the launch of a social program called 'Pump It Forward - 7 Square Meters of Love'.

With these challenges in mind, our objectives were:
1. Help JOHNSON'S Baby regain brand trust by building emotional bonding
2. Increase brand advocacy by building social relevance with moms


Results

700%
increase in Moms re-connecting to JOHNSON'S Baby by following its Weibo
27%
increase in brand likeability
11M
views achieved by the social movie
Won: Vitamine Group and
JOHNSON & JOHNSON China LTD won the
2013 Silver WOMMY in the Charitable category
Quick Stats
Founded: 1998
$1.5 billion has been raised for UN efforts
Background
Giving Tuesday was looking to bring together like-minded individuals who could share experiences and discover information that supported the goals of the Giving Tuesday initiative. Spearheaded by a group of founding partners, including the United Nations Foundation, the 92nd Street Y and 45 others, the Giving Tuesday initiative was launched with #GivingTuesday on November 27, 2012. Occurring after Black Friday and Cyber Monday, the movement's mission is to create an annual day of giving at the start of the holiday season.

Through partner outreach, Facebook, PR, newsletters, homepage links, partner publicity, and integrated communication with Giving Tuesday's social accounts, this community was promoted.


Results
$300K
in earned media value in one month
1M
shared content over members
53%
increase in web donations
Dynamic Signal and UN Foundation
won the 2013 Bronze WOMMY
in the Charitable category
Quick Stats
Founded: 1994
Over 900 franchises world wide
Background
With the increasing prevalence of Alzheimer's and other dementias, Home Instead Senior Care needed to provide resources and effective training to the family members of those afflicted with Alzheimer's and other dementias. They also needed to ignite awareness of Alzheimer's Care Services, and enter the consideration set for family caregivers considering home-based care for an aging parent or loved ones.

Home Instead Senior Care set out to conduct more than 200 free, in-person Alzheimer's Training sessions for family caregivers in all 50 states. They also offered live chats where caregivers could connect with Alzheimer's experts, and allowed caregivers to use a searchable database to find more information on Alzheimer's Care in their community.
Results
9,000
current and prospective clients reached
33.2M
impressions across print, online, and broadcast media
18,229
total Facebook "Likes" during the campaign period
Home Instead Senior Care won the
2013 Gold WOMMY in the
Engagement Category
Quick Stats
Started in 1908
BP is headquartered in London England
Background
Leading up to the 2012 Summer Games, BP was the only major Olympic sponsor with a negative brand perception. Its presence at the Games ranged from controversial to unknown. To demonstrate BP's commitment to Team USA and American consumers, BP focused on something that every American understands: The Comeback.
Strategy
Authentic storytelling was at the core of the social experience, and each piece of content created deep, direct connections between athletes and fans.

Ogilvy collaborated with BP to create an integrated content activation program that spanned across all consumer touch points, via paid, owned and earned media. Using branded digital content, in-person events and social media outreach individualized for each athlete, BP gave fans unprecedented access to the athletes. The athletes' stories were delivered in ways that leveraged the fact that this was the first truly multiplatform Olympic Games.

Results
BP's Olympics sponsorship successfully reframed how it's perceived. A tracking survey found awareness of BP's sponsorship reached 23 percent among target audiences, surpassing BMW and Citibank; 68 percent found it relevant.

300K
Facebook fans gained during campaign
1.8M
impressions garnered on YouTube channel
-5.9 to 2.6
growth of brand perception
Social@Ogilvy and Team USA
won the 2013 Silver WOMMY
in the Engagement category
Quick Stats
Founded: 1970
Located across 20 States
Background
Seattle's Best Coffee needed to raise brand awareness and drive trial among a new consumer target. To achieve these goals, they used key consumer insights to create a campaign that leveraged a target-relevant moment. Seattle's Best developed the "Black Friday Coffee Break" to focus on a segment of the target - retail workers - by offering free coffee to those working on Black Friday.

Consumers leveraged the program through an interactive Facebook application. New fans were encouraged to "like" the page and choose from the following options: Have a free sample of Seattle's Best Coffee sent straight to your mailbox, stop by a participating retail location for a free cup of brewed coffee on Black Friday, or print a $2 off coupon.
Results
125M
total impressions in two weeks
6M
YouTube impressions reached
96K
new Facebook "likes"
Zeno Group and Seattle's Best Coffee
won the 2013 Bronze WOMMY
in the Engagement Category
Quick Stats
Founded: 1806
38,000 Employees
Partnered with Palmolive
Background
In November of 2012 Colgate Plax launched its new Green Tea flavored mouthwash to the Russian market. Knowing that most Russians do not habitually integrate mouthwash to their daily oral care routine and that its target audience is highly skeptical of TV ads, the brand decided to take on a new approach.

The campaign message, "Yoga for Your Mouth" was built with the help of key opinion leaders who associated the habitual nature of Yoga, Russia's hottest trend at the time, as a factor that would stick with the brand's key demographic. Group sessions were the inspiration to Mouth Yoga home trial kits which were shared with over 45,000 target consumers who sampled the product, took part in campaign activities and were convinced first hand of Colgate Plax Green Tea oral cleansing effectiveness and ease of use.
Results

355,200
offline brand conversations generated
374,940
online brand conversations
3,173
written product reviews and posted yoga diaries in social networks
BUZZARR and Colgate Plax won
the 2013 Gold WOMMY in the
Introduction category
Quick Stats
Founded: 1963
Lands' End Canvas launched in 2009
Background
Lands' End launched Canvas Lands' End - a new collection geared to the younger Millennial segment of the population and had difficulty raising awareness with this new, younger consumer. Challenges included a small budget and short time frame to raise awareness for the brand and drive new traffic to the brand's website.

They decided to partner with eight established bloggers to create the first-ever virtual "blog-up shop" series. They decided to take the well-known concept of "pop-up" shops and generate the experience online where the millennial customer already is. Their goals were to drive traffic to the Canvas Lands' End site, give Millennials an opportunity to interact with Canvas Lands' End items in a trusted setting, showcase Canvas Lands' End merchandise in a way that fits Millennials' lifestyles, and focus efforts online to make visits to site seamless for the consumer, and purchasing easy.
Results
10K+
entries to Twitter contest
$105K
in sales generated
60MM
earned media impressions on blogger partner sites
M Booth and Canvas Lands' End
won the 2013 Silver WOMMY in
the Introduction category
Quick Stats
Introduced in 1984
Jordan Brand is a division of NIKE, Inc.
Background
Almost two decades after the discovery of the infamous "popcorn video" and Nike's original "Johnny Kilroy" marketing campaign, Jordan Brand leveraged the anniversary and took on the challenge of reviving the Kilroy alias and driving awareness to the upcoming 2012 commemoration retro launch of the Air Jordan IX "Kilroy".

Jordan Brand developed a unique, holistic online and offline promotion that included social media and a real-time scavenger hunt in Chicago. By bringing Johnny Kilroy back-to-life through social media, Jordan Brand gave him a unique online personality that solicited reaction from the target consumer by creating the Twitter handle (@TheRealKilroy4) and established a clear call-to-action (#FindKilroy).


Results
7MM+
Total Organic Media Impressions
1,655
@ mentions
564
uses of the hashtag #FindKilroy
Taylor Strategy and Jordan Brand
won the 2013 Bronze WOMMY
in the Introduction category
Quick Stats
Formed in 1999 by the merger Reckitt & Colman and Benckiser NV
Dettol is a brand of Recktit Benckiser

Background
Dettol's Advocates driven WOM campaign in China decided to construct a testing plan to establish why WOM is an ROI enhancer. They knew two facts: that most WOM is offline (and thus local) and that China is many countries within on country so popular online forums vary hugely across regions.

Their overall study was to test the difference between ROI and TV spend and ROI and WOM. They chose two cities where brands had same level of development, and where brand inputs had been similar in the past, but they were in different regions i.e the chances of WOM campaign in one city reaching the other city are almost nil. Then they designated one as a test city for WOM, another as a control city. Both are Tier 1 cities where Dettol market share was >60%. However target consumers in both cities have vastly different media habits.

Results
Despite 45% less TV GRPs, sales in the test city which had reduced TV support but had Advocates WOM, grew 13.7% vs pre period. In the control city, with normal TV inputs sales grew by only 1.6%

Despite 45% less TV GRPs, penetration in the test city which had reduced TV support but had Advocates WOM still grew by 3.2% pts vs pre period. In the control city with normal TV inputs penetration grew by 4% pts. This meant that with 45% less TV GRPs, the TEST city achieved almost 80% penetration performance of CONTROL city.


ADVOCACY WOM and Reckitt Benckiser
won the 2013 Gold WOMMY
in the Research category
Quick Stats
The Drumstick was created in 1928
Over 339,000 employees
Overview
Nestlé Drumstick's business objective was to increase repeat purchase. Our strategic objective for digital was to drive repeat by increasing relevancy with consumers through our "Raise a Cone to Summer" campaign.

Nestlé Drumstick leveraged first-to-market units by running real-time, local temperature/forecast ads as well as a 360-degree view landing page across both iPhone and Android. Using geo-targeting, weather- triggered ads were served via mobile to users in high temperature areas. Ad units initiated by appearing to melt the apps on a user's screen and served a "Temperature" warning prompting the user to "swipe to cool down". Upon swiping, the user was taken to a branded landing page offering a 360-degree view of a Nestlé Drumstick cone with calls-to-action to explore parts of the cone and ultimately locate the product at retail.

Results
1.74%
click-through-rate
2.04%
engagement rate
10%
increase in buy rate
Smith Brothers Agency and Nestlé Drumstick
won the 2013 Silver WOMMY
in the Mobile category
Quick Stats
Founded in 1892
Products are available in over 200 countries
Background
Coca-Cola Mix'On is a mobile-first interactive collaboration that engages Hispanic teens in a meaningful way through music by turning fans into producers, right from their favorite digital devices.

They decided to invite three Latin artists to collaborate in the studio on entirely new songs, one of which would perform with pop-sensation Jason Derulo at the 2012 AMAs. Week after week the artists stories unfolded, with over 60 pieces of votable content, including three entirely new music collaborations released on the site. Fans supported their favorite artists through "digital applause" by tapping along in real-time as they watched collaborations and by sharing their favorite artists' videos and photos.

Results
We inspired teens & artists to express themselves through music, and influenced the biggest night in music entertainment.
72K
vote submissions
+340K
"digital applause" interactions
8.5MM
social impressions
MRY and Coca-Cola won the
2013 Bronze WOMMY in
the Mobile Category

Quick Stats
Founded in 1930
260,000+ employees

Background
What do you do when nearly half of all young Americans are not saving for their future? We think the answer is simple. You bring the future to them.

Face Retirement at faceretirement.merrilledge.com is an online experience where users tell us their age, take a photo and we shock them into thinking about their retirement by showing them just how ugly their future could look. When people come face to face with their under-prepared, over-the-hill selves - real photos of themselves aged to 67, 77, 87 and older - we know they are more likely to save for tomorrow. And because Father Time can be a real mother, we also banked on people sharing their aged photos on Facebook. They didn't disappoint, and helped spread the idea to nearly 10 million people.

Results
500K
visitors
10M
social impressions
8%
increase in brand favorability
Starcom Media Vest Group and
Bank of America Merrill Edge
won the 2013 Gold WOMMY in
the Momentum category


Quick Stats
Founded in 1872
58,000+ Employees
Huggies is a Kimberly-Clark Brand
Background
Diaper-pants in China account for <5% of the total diaper category but are growing rapidly. Huggies was the market leader in the segment with almost 70% share but despite heavy advertising support momentum was slowing. The challenge was to grow the segment by convincing moms that it was worth paying more for Huggies over cheaper alternatives.

They developed a WOM campaign titled "Growing up Moments"" (GUM) become even better with Huggies diper pants. 1,000 moms were chosen to participate in the campaign and were awarded GUM kits which included:
  1. 24pc pack of Huggies Diaper pants
  2. A GUM guide
  3. Invitations for 6 of their friends to apply for the GUM kit
  4. A storage drawer for the diapers
  5. A height chart which allowed moms to attach pictures and measure the growth of their babies as they aged.


Results
161%
growth in shipments
104%
growth in offtake sales in campaign geographies
ADVOCACY WOM and Kimberly-Clark
won the 2013 Silver WOMMY
in the Momentum Category
Quick Stats
Founded in 1983
Swisspers is a US Cotton Brand
Background
How do you get people talking about an unknown brand in an unadvertised category of undifferentiated products? The Sleep Naked campaign was aimed at convincing women 18-34 to remove their makeup before bedtime. Apparently, 50 percent of women don't, and those who do, don't do it well. This was causing many skin problems and Swisspers would attempt to set them straight.

By taking five beautiful, well-known, women with large social followings we invited them to Sleep Naked for charity. They sent in their makeup-free photos which we revealed on a Swisspers Facebook Tab during a virtual event called National Sleep Naked Night. The woman with the most votes would receive a donation to her charity.
Results
74M+
Impressions
20K+
Growth in Facebook "Likes"
40K
Votes Generated
Marcus Thomas LLC and U.S. Cotton
won the 2013 Bronze WOMMY in
the Momentum category
Quick Stats
Founded in 1991
Hotels.com is Part of the Expedia Group
Background
Through Facebook, Hotels.com aimed to utilize social data to personalize the customer experience, generate brand awareness via Facebook story generation, provide a place for customers to interact with the brand, and test Facebook as an effective channel for driving hotel bookings.

They decided to introduce the Hotels.com Facebook App: A one-stop shop for personalized destination inspiration, social deals, and a fun and engaging experience between bookings. The app allowed consumers to see where their friends have been around the world, rank destinations, provide hotel options in desired areas, add locations to "wish lists", gain reward coupons, and play games.

Results
18.7M+
destination-tagged photos and check-ins
12M
impressions
460K
times users added destinations to Hotles.com wish lists
Brand Networks Inc. and Hotels.com
won the 2013 Gold WOMMY in the
Social Media Category
Quick Stats
Established in China in 1998
Located in 60 Countries
Background
JOHNSON'S Baby defined Work-and-Pump as the biggest issue among Chinese moms while monitoring discussions taking place over social media platforms like Weibo, China's Facebook + Twitter equivalent. JOHNSON'S Baby then took action with the launch of a social program called 'Pump It Forward - 7 Square Meters of Love'.

They created:
  1. Free reusable 'Work-and-Pump' Stickers which attached to any door of a vacant space, turning it into a temporary nursing room and notifying passerby's the need for privacy.
  2. Interactive mobile maps for anyone looking for the nearest suitable temporary nursing room.
  3. China's first motherhood social movie which streamed online to raise awareness of the issue
Results


700%
fan increase on Weibo
11M
views on social movie
2.5M
Tweets increase
Vitamine Group and
JOHNSON & JOHNSON CHINA LTD
won the 2013 Silver WOMMY in the
Social Media category
Quick Stats
Founded in 1933
155,000+ Employees
Background
Prior to the launch of the all-new, redesigned Pathfinder, Nissan wanted to generate awareness for its next-generation SUV and drive social engagement. They decided to launch an Improv-tastic Road Trip by creating a custom Facebook application. Prior to the event, the application featured an intro video starring a Second City cast member who outlined details.

Fans were asked to submit suggestions ranging from song genre to whom and what they would want to bring on a road trip. They also chose features of the all-new Pathfinder, which were woven into the lyrics and/or theme of each song. In just 12 hours, a live band, 10 comedians and two directors helped create more than 50 improvised real-time music videos based on crowdsourced suggestions from Facebook - all in celebration of the all-new Pathfinder.
Results
489
suggestions submitted
182M+
impressions
143,589
total views
Zócalo Group and Nissan North America
won the 2013 Bronze WOMMY in the
Social Media category
Quick Stats
Serve over 150 Countries
Global Enterprise of +$1 Billion
Depend is a Kimberly Clark Brand
Background
When Depend, the #1 brand for incontinence protection, introduced new briefs with a look, fit and feel like real underwear, they knew there was an opportunity to return a sense of normalcy to people with incontinence and change the brand's image. If only they could convince people to try them to see how truly different they are.

The Great American Try On was born, where Depend made incontinence part of a pop culture conversation and compelled consumers to try Depend for themselves. Working with sexy and active role models such as Lisa Rinna, Clay Matthews, DeMarcus Ware, Wes Welker - who don't need the product - they showed how undetectable the fit was, allowing people to forget about their condition and do the activities they wanted to.
Results
$68M+
Gross Sales
720%
Increase in sampling request
1.1B
earned media impressions
Marina Maher Communications and Kimberly-Clark
won the 2013 Gold WOMMY in
the Influencer Category
Quick Stats
Founded 1814
+35,000 Employees
Durex is a Reckitt Benckiser Brand
Background
Research showed that a lack of brand awareness, weak identity, and prominent competitor prevented Durex from growing U.S. Durex released new messaging and creative geared at inspiring couples to expand their emotional connection through the process of sexploration.

Durex recruited tens of thousands of couples aged 25-45 to be brand ambassadors. Once they joined, Durex "Sexplorers" were inspired to participate through a fun, social game where couples could preview new content; sample products; share ideas; and qualify for a chance to win Durex gift cards, discounts and perks. Sexplorers were also encouraged to drive peer conversations by creating organic content such as doing something sweet for their significant other and share original photo content across all of their social media channels.
Results
230M+
social impressions
15,655
advocate growth
21%
lift in sales
Crowdtap and Reckitt Benckiser
won the 2013 Silver WOMMY in the
Influencer Category
Quick Stats
Founded in 2001
17,000+ Employees
Background
Anlene, the # 1 high Calcium milk powder in East and South China were targeting people over 50 years of age with high risk of osteoporosis. Despite high media spending, new consumers were not adopting the brand and less than 10% of existing users were drinking 2 glasses a day. The "Take care of your Parents" campaign was developed, engaging daughters as Influencers instead of targeting the end consumer.

Out of 12,000 applications, 3,000 daughters received a bone health habit building kit which contained a sample of Anlene together with tools to support the habit building. While engaging daughters online, the kit included a reminder wrist band, a consumption tracking calendar, and rewards if consumption met healthy requirements.
Results
78%
of the households bought Anlene again
43%
of them were drinking 2 glasses a day
50
interactions per daughter/family
ADVOCACY WOM and Fonterra Brands
won the 2013 Bronze WOMMY
in the Influencer category





Sources