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
of marketers have
of marketers can’t
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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
Parent Company: dentsu
- Content Development - Content development can be segmented into two buckets: creation and curation.
- Creation - Regardless of budgets, content creation is still an important part of content marketing.
- Curation - When people or brands curate content online, they're consuming content that they didn't create themselves.
- Syndication and Distribution - Beyond creating quality content, it's critical to ensure that the right people see it.
- Optimization - The work is not over once it goes live. It's important to monitor the conversations about your brand.
Key Recommendation and Actions
Build a team
- 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.
- 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.
Measure and showcase your success
- 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.
- 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.
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.
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.
Verizon Thinkfinity member
visitors to Wonderopolis. org in the first month (Oct.2010).
stories about small businesses were submitted; 30,000 ratings of those stories were collected.
Brains on Fire and NCFL won a Gold
WOMMY in the Cause Marketing
category in 2011
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
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.
Employees: US: 8,000+
Annual Revenue: $3.85 billion
increase in financial
increased the year
over year sales
plus visits to
stories about small
This campaign won a Gold WOMMY
in the Momentum category
and the Grand Prix Prize in 2009
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.
What resulted was a Twebinar, a free multi-dimensional webinar series with
Annual Revenue: $35,000,000
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.
- To provide quality content from social media leaders
- To incorporate social media technologies
- To foster networking among speakers and participants
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
registered for Twebinar.
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
Annual Revenue: $3.4 billion
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.
Why they did it
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.
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.
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.
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.
Completed projects for 500 organizations
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.
measured double-digit growth in online donations
Forum One won the
2013 Gold WOMMY in
the Charitable category
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
increase in Moms re-connecting to JOHNSON'S Baby by following its Weibo
increase in brand likeability
views achieved by the social movie
Won: Vitamine Group and
JOHNSON & JOHNSON China LTD won the
2013 Silver WOMMY in the Charitable category
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.
$1.5 billion has been raised for UN efforts
Through partner outreach, Facebook, PR, newsletters, homepage links, partner publicity, and integrated communication with Giving Tuesday's social accounts, this community was promoted.
in earned media value in one month
shared content over members
increase in web donations
Dynamic Signal and UN Foundation
won the 2013 Bronze WOMMY
in the Charitable category
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.
Over 900 franchises world wide
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.
current and prospective clients reached
impressions across print, online, and broadcast media
total Facebook "Likes" during the campaign period
Home Instead Senior Care won the
2013 Gold WOMMY in the
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.
Authentic storytelling was at the core of the social experience, and each piece of content created deep,
direct connections between athletes and fans.
Started in 1908
BP is headquartered in London England
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.
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.
Facebook fans gained during campaign
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
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.
Located across 20 States
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.
total impressions in two weeks
YouTube impressions reached
new Facebook "likes"
Zeno Group and Seattle's Best Coffee
won the 2013 Bronze WOMMY
in the Engagement Category
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
Partnered with Palmolive
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
offline brand conversations generated
online brand conversations
written product reviews and posted yoga diaries in social networks
BUZZARR and Colgate Plax won
the 2013 Gold WOMMY in the
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.
Lands' End Canvas launched in 2009
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.
entries to Twitter contest
in sales generated
earned media impressions on blogger partner sites
M Booth and Canvas Lands' End
won the 2013 Silver WOMMY in
the Introduction category
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".
Introduced in 1984
Jordan Brand is a division of NIKE, Inc.
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).
Total Organic Media Impressions
uses of the hashtag #FindKilroy
Taylor Strategy and Jordan Brand
won the 2013 Bronze WOMMY
in the Introduction category
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.
Formed in 1999 by the merger Reckitt & Colman and Benckiser NV
Dettol is a brand of Recktit Benckiser
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.
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
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"
The Drumstick was created in 1928
Over 339,000 employees
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.
increase in buy rate
Smith Brothers Agency and Nestlé Drumstick
won the 2013 Silver WOMMY
in the Mobile category
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.
Founded in 1892
Products are available in over 200 countries
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.
We inspired teens & artists to express themselves through music, and influenced the biggest night in
"digital applause" interactions
MRY and Coca-Cola won the
2013 Bronze WOMMY in
the Mobile Category
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.
Founded in 1930
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.
increase in brand favorability
Starcom Media Vest Group and
Bank of America Merrill Edge
won the 2013 Gold WOMMY in
the Momentum category
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.
Founded in 1872
Huggies is a Kimberly-Clark Brand
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:
- 24pc pack of Huggies Diaper pants
- A GUM guide
- Invitations for 6 of their friends to apply for the GUM kit
- A storage drawer for the diapers
- A height chart which allowed moms to attach pictures and measure the growth of their babies as they aged.
growth in shipments
growth in offtake sales in campaign geographies
ADVOCACY WOM and Kimberly-Clark
won the 2013 Silver WOMMY
in the Momentum Category
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.
Founded in 1983
Swisspers is a US Cotton Brand
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.
Growth in Facebook "Likes"
Marcus Thomas LLC and U.S. Cotton
won the 2013 Bronze WOMMY in
the Momentum category
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.
Founded in 1991
Hotels.com is Part of the Expedia Group
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.
destination-tagged photos and check-ins
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
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'.
Established in China in 1998
Located in 60 Countries
- 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.
- Interactive mobile maps for anyone looking for the nearest suitable temporary nursing room.
- China's first motherhood social movie which streamed online to raise awareness of the issue
fan increase on Weibo
views on social movie
Vitamine Group and
JOHNSON & JOHNSON CHINA LTD
won the 2013 Silver WOMMY in the
Social Media category
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.
Founded in 1933
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.
Zócalo Group and Nissan North America
won the 2013 Bronze WOMMY in the
Social Media category
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.
Serve over 150 Countries
Global Enterprise of +$1 Billion
Depend is a Kimberly Clark Brand
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.
Increase in sampling request
earned media impressions
Marina Maher Communications and Kimberly-Clark
won the 2013 Gold WOMMY in
the Influencer Category
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 is a Reckitt Benckiser Brand
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.
lift in sales
Crowdtap and Reckitt Benckiser
won the 2013 Silver WOMMY in the
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
Founded in 2001
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.
of the households bought Anlene again
of them were drinking 2 glasses a day
interactions per daughter/family
ADVOCACY WOM and Fonterra Brands
won the 2013 Bronze WOMMY
in the Influencer category