The document discusses six case studies of successful word-of-mouth (WOM) marketing campaigns: 1) Hugo Boss augmented its traditional marketing with influencers to promote products before Christmas. 2) Marmite enlisted fans to help develop and launch a new flavor. 3) Opera greeted journalists at the airport with a stunt about Steve Jobs to promote its mobile browser at an industry conference. 4) McDonald's promoted coffee with an interactive message at bus stops. 5) Mini Cooper highlighted boxes in an ad campaign after the holidays. 6) Toyota launched an online video campaign to address vehicle recall issues. A bonus round discusses Domino's turnaround campaign on YouTube and its website. The document advocates for setting clear WOM goals and learning from

1. WOM UK February Espresso Briefing Six of the best - 2010

2. Let’s talk about WOM Seriously…

3. What does true WOM success mean? It means YOU WIN But… at what? Customer service? Sales? Brand building? Set. Clear. Goals.

4. Case study time…

5. Case study one: AR to the HB Traditionally, AR has been home to the geeks… … and those at their desks.

6. Case study one: AR to the HB At the tail end of 2009, Hugo Boss decided to augment things… http://www.youtube.com/watch?v=bag1HdO2fQY&feature=player_embedded

7. Case study one: AR to the HB At the tail end of 2009, Hugo Boss decided to augment things… Stylist, Shortlist, 3 week campaign in the run up to Christmas…

8. Why did this work?

9. Case study two: Marmarati In 2010, Marmite are launching a brand new flavour of Marmite… Marmite XO http://www.marmarati.org

10. Case study two: Marmarati To help choose the flavour, Marmite – via ‘The Marmarati’ – enlisted 200 of their biggest fans and advocates to help choose everything about the new Marmite. From the final flavour all the way through to the shape and design of the final jar… http://www.marmarati.org

11. Why did this work?

12. Case study three: Apple @ MWC Mobile World Congress is the biggest mobile phone/wireless conference in the world… Apple, famously (in the industry), never show up Opera – clearly know this – and want to talk about the biggest mobile browser in the world

13. Case study three: Apple @ MWC “ We’re here to collect Mr Steve Jobs? For Mobile World Congress?” Every tech and mobile journalist worth his/her salt was at the event Who was waiting at Barcelona International? “ Opera Mini Express – 50 million rides and counting!” http://www.intomobile.com/2010/02/14/opera-waiting-for-steve-jobs-at-the-barcelona-international-airport.html

14. Why did this work?

15. Case study four: McDonalds Bus stops. We’ve all seen them, but how do we innovate?

16. Case study four: McDonalds “ Sir, your coffee is ready…” http://www.youtube.com/watch?v=FM3X21WT9lw

17. Why did this work?

18. Case study five: Mini Cooper What do we see after Christmas?

19. Case study five: Mini Cooper What do we see after Christmas? BOXES

20. Case study five: Mini Cooper What about these kinds of boxes? http://www.mpdailyfix.com/mini-cooper-ad-fires-on-all-cylinders/

21. Why did this work?

22. Case study six: Toyota http://news.bbc.co.uk/1/hi/8505402.stm

23. Case study six: Toyota The company has already recalled eight million vehicles because of ‘accelerator and floormat problems’ – what to they do now?

24. Case study six: Toyota The company has already recalled eight million vehicles because of ‘accelerator and floormat problems’ – what to they do now? START TALKING http://www.toyota.com/recall/videos/

25. Is this working?

26. BONUS ROUND: DOMINOS The Big Pizza Turnaround http://www.youtube.com/watch?v=8aUJC-6K8qo

27. BONUS ROUND: DOMINOS The Big Pizza Turnaround http://www.pizzaturnaround.com/

28. What about us?

29. Thanks  For more info, please get in touch… James Whatley Engagement Strategy Director + @whatleydude + 44 7774 898681 + james.whatley@1000heads.com