3 Word of Mouth Success Stories
We all want to join the ranks of brands that have succeeded in creating buzzworthy marketing campaigns that drive word of mouth and impact sales. Unfortunately, there is no magic answer, no silver bullet. But what we can do is be inspired by what other brands have done and try to learn from their ways of thinking.
This week a co-worker told me a story about a marketing campaign she felt was worth talking about, one that she actually participated in. The idea was simple: Banana Republic held a photo shoot outside of their Toronto store on Bloor Street. The twist was that Banana Republic shoppers were the stars of the shoot. A photographer took pictures of customers dawning outfits fresh off the racks of Banana Republic - complete with music and a large crowd of onlookers. This is a perfect example of a simple, engaging marketing idea beautifully executed.
Or, there is the now classic example of the IKEA store in Malmo Sweden that created a Facebook profile for the store's manager. People were encouraged to befriend the store's manager in hopes of tagging a photo he uploaded with the correct product name. The first person to tag the item correctly won it. The campaign generated huge buzz and culminated in the successful launch of the store and plenty of free press from the blogs and news outlets that picked up the story.
The last idea I'll highlight was a recent campaign for Trident Layers gum. Trident honed in on the power of Twitter by publishing real tweets about their new product on a full page ad in major newspapers. The ad contained (for all intents and purposes) mini testimonials on how great the product is, and of course generated organic word of mouth driven by those featured in the ad and all of the internet and mainstream press that surrounded it.
These examples gave consumers a reason to interact with the brand, when you do that, you give people a reason to talk and share their experiences, spread word of mouth.
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