Womi Case Study
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A case study of Macy's using SocialMedia.com's WOMI (Word of Mouth Impression) word of mouth advertising product.

A case study of Macy's using SocialMedia.com's WOMI (Word of Mouth Impression) word of mouth advertising product.

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    Womi Case Study Womi Case Study Presentation Transcript

    • WOMI
Case
Study Macy’s
Holiday
Campaign Monday, April 20, 2009
    • What’s
a
WOMI( TM)? Monday, April 20, 2009 i promise this is the most text on any slide
    • What’s
a
WOMI( TM)? WOMI: Word Of Mouth Impression Monday, April 20, 2009 i promise this is the most text on any slide
    • What’s
a
WOMI( TM)? WOMI: Word Of Mouth Impression • WOMI
campaigns
spread
posi@ve
messages
about
a
brand
 between
friends.
 Monday, April 20, 2009 i promise this is the most text on any slide
    • What’s
a
WOMI( TM)? WOMI: Word Of Mouth Impression •WOMI
campaigns
spread
posi@ve
messages
about
a
brand
 between
friends.
 •2
step
process: 1. Opt‐in:
get
consumers
to
express
their
opinion
about
a
brand 2. WOMI:
share
the
desirable
results
with
the
person’s
friends. Monday, April 20, 2009 i promise this is the most text on any slide
    • What’s
a
WOMI( TM)? WOMI: Word Of Mouth Impression •WOMI
campaigns
spread
posi@ve
messages
about
a
brand
 between
friends.
 •2
step
process: 1. Opt‐in:
get
consumers
to
express
their
opinion
about
a
brand 2. WOMI:
share
the
desirable
results
with
the
person’s
friends. • Messages
are
delivered
within
standard
ad
units. Monday, April 20, 2009 i promise this is the most text on any slide
    • WOMI
examples Opt‐in: WOMI: Monday, April 20, 2009
    • WOMI
examples Opt‐in: WOMI: Monday, April 20, 2009
    • WOMI
examples Opt‐in: WOMI: Monday, April 20, 2009
    • WOMI
examples Opt‐in: WOMI: Monday, April 20, 2009
    • WOMI
examples Opt‐in: WOMI: Monday, April 20, 2009
    • Macy’s
Holiday
Example •Macy’s
holiday
campaign
encouraged
consumers
to
“Be
 Claus”
and
asked
“what
type
of
Santa
are
you?” Monday, April 20, 2009
    • Macysbelieve.com Monday, April 20, 2009
    • Macy’s
WOMI • WOMI
component
promoted
the
Macy’s
campaign
message
of
‘becoming
 claus’
amongst
friends Monday, April 20, 2009 Clicks
on
the
WOMI
ads
drove
consumers
to
Macy’s
exis@ng
applica@on
    • Macy’s
WOMI Opt‐in: Monday, April 20, 2009 Clicks
on
the
WOMI
ads
drove
consumers
to
Macy’s
exis@ng
applica@on
    • Macy’s
WOMI Opt‐in: WOMI: Monday, April 20, 2009 Clicks
on
the
WOMI
ads
drove
consumers
to
Macy’s
exis@ng
applica@on
    • Macy’s
WOMI Opt‐in: WOMI: WOMI
2: Monday, April 20, 2009 Clicks
on
the
WOMI
ads
drove
consumers
to
Macy’s
exis@ng
applica@on
    • WOMI
Campaign
Results Monday, April 20, 2009
    • WOMI
Campaign
Results •2
Month
campaign • 5
million
Word
Of
Mouth
Impressions
delivered
between
 friends
on
FB •Strong
click
through
rates:
engaging
content+
friend
 endorsement Monday, April 20, 2009
    • What’s
the
point? Monday, April 20, 2009
    • What’s
the
point? •Friends
influence
each
other Monday, April 20, 2009
    • What’s
the
point? •Friends
influence
each
other • On
social
networks,
people
care
more
about
their
friends
 than
content
 Monday, April 20, 2009
    • What’s
the
point? •Friends
influence
each
other • On
social
networks,
people
care
more
about
their
friends
 than
content
 •We
believe
messages
from
friends
are
more
relevant,
more
 believable
and
less
likely
to
be
ignored
than
messages
directly
 from
a
brand. Monday, April 20, 2009
    • Real
results Monday, April 20, 2009
    • Real
results •We
don’t
believe
in
chasing
clicks Monday, April 20, 2009
    • Real
results •We
don’t
believe
in
chasing
clicks • Rela@onships
deliver
influence Monday, April 20, 2009
    • Real
results •We
don’t
believe
in
chasing
clicks • Rela@onships
deliver
influence •Objec@ve
is
to
have
consumers
think
more
favorably
about
 your
brand
and
become
more
likely
to
purchase Monday, April 20, 2009
    • Goal:
capture
the
funnel Brand Awareness 1. Message Association 2. Brand Favorability 3. Purchase Intent 4. Monday, April 20, 2009 1. become aware 2. understand value
    • AZtudinal
research Monday, April 20, 2009
    • AZtudinal
research •Partnered
with
Dynamic
Logic
to
conduct
quan@ta@ve
research
on
3
 month
CPG
campaign Monday, April 20, 2009
    • AZtudinal
research •Partnered
with
Dynamic
Logic
to
conduct
quan@ta@ve
research
on
3
 month
CPG
campaign •Focused
on
four
key
measures: 1.
Top
of
Mind
awareness

 2.
Online
Ad
awareness
 3.
Favorability
 4.
Purchase
intent
 Monday, April 20, 2009
    • Overall
results • Strong
increases
in
all
four
key
measures Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • Overall
results • Strong
increases
in
all
four
key
measures Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • Overall
results • Strong
increases
in
all
four
key
measures Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • Overall
results • Strong
increases
in
all
four
key
measures Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • Overall
results • Strong
increases
in
all
four
key
measures Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • Overall
results • Strong
increases
in
all
four
key
measures Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • Overall
results • Strong
increases
in
all
four
key
measures Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Monday, April 20, 2009 • 75%
lift
to
top‐of‐mind‐awareness,
50%
lift
online
ad
awareness
    • WOMI
vs.
Digital
Norms • Top
20%
of
digital
campaigns
within
category AdIndex Score: Normative Benchmarking of Brand Metric Deltas* Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent Percentile Ranking of Delta (!) * MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns) Monday, April 20, 2009
    • WOMI
Bump Monday, April 20, 2009
    • WOMI
vs.
social
media • Rated
by
Dynamic
Logic

to
be
in
top
20%
of
all
social
media
campaigns
within
 category Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%) Monday, April 20, 2009 base of 65 campaigns
    • Are
friend
to
friend
WOMIs
a
gimmick?
 Monday, April 20, 2009 
top‐of‐mind‐awareness:
lift
155%
(previously
75),
lift
online
ad
awareness
61%
(50) • bump
in
brand
favorability:
20%
(10)
purchase
intent
29%
(15)
    • Are
friend
to
friend
WOMIs
a
gimmick?
 • No:
more
exposure
meant
significantly
improved
performance‐‐
even
in
brand
 favorability Monday, April 20, 2009 
top‐of‐mind‐awareness:
lift
155%
(previously
75),
lift
online
ad
awareness
61%
(50) • bump
in
brand
favorability:
20%
(10)
purchase
intent
29%
(15)
    • Are
friend
to
friend
WOMIs
a
gimmick?
 • No:
more
exposure
meant
significantly
improved
performance‐‐
even
in
brand
 favorability Frequency of Exposure: Brand Metrics 1 2-3 4+ Ctrl Metrics Exp Exp Exp (%) ! ! ! (%) (%) (%) Unaided Brand 9 10 +0.4 14 +5.0 23 +13.9* Awareness: First Mention Unaided Brand 15 19 +4.2 16 +0.8 26 +10.9* Awareness: Any Mention Aided Brand Awareness 95 92 -2.6 91 -4.0 99 +4.0 Online Ad Awareness 36 56 +19.6* 48 +12.5* 58 +22.2* Brand Favorability 60 62 +1.7 56 -3.9 72 +11.5* Purchase Intent 45 44 -0.5 50 +5.0 58 +13.1* Sample Size 300 63 64 74 Monday, April 20, 2009 
top‐of‐mind‐awareness:
lift
155%
(previously
75),
lift
online
ad
awareness
61%
(50) • bump
in
brand
favorability:
20%
(10)
purchase
intent
29%
(15)
    • Are
friend
to
friend
WOMIs
a
gimmick?
 • No:
more
exposure
meant
significantly
improved
performance‐‐
even
in
brand
 favorability Control (n=300) Exposed (n=74) Monday, April 20, 2009 
top‐of‐mind‐awareness:
lift
155%
(previously
75),
lift
online
ad
awareness
61%
(50) • bump
in
brand
favorability:
20%
(10)
purchase
intent
29%
(15)
    • Campaign
Results •Millions
of
unique
conversa@ons
 •10M+
impressions
served
across
3
month
campaign • Based
on
DL
study
results
and
historical
closure
rates: •60K+
addi@onal
purchases
per
1M
uniques
within
1
year •ROI
es@mate
above
$1.40 •Deep
learning
about
consumer
sen@ment Monday, April 20, 2009