Video: How Mattel got fans voting for Barbie for president without...
As a celebrity, Barbie has to stay culturally relevant. As an icon, she has to represent girls doing amazing things. That’s why it seemed natural that she would run for president last year. But to make...
View ArticleVideo: How ARIA got more word of mouth out of their traditional advertising
You’re probably already doing some pretty cool stuff with your traditional advertising. But it’s rare that these one-off campaigns in commercials and magazine ads start sustainable conversations. To...
View ArticleVideo: How Life Technologies encouraged employees to engage in online word of...
Just because an employee isn’t on your social media team doesn’t mean he or she can’t participate and add value to your online conversations. But many of them hesitate to take part because they’re...
View ArticleVideo: What General Mills looks for in community managers
General Mills understands that people are passionate about food. So passionate, in fact, that they needed someone more connected, more opinionated, and more loyal than the agencies who were running...
View ArticleVideo: How Raytheon got people talking about one of their top secret events
Sometimes the people that will talk about you the most aren’t the ones buying your stuff, but they’re still great advocates for your brand. These people are called your talkers and for Raytheon,...
View ArticleVideo: How “Don’t Mess With Texas” became one of the most talked about ad...
In 1985, Texans were paying millions for litter cleanup along highways, and the cost was getting bigger every year. The nation as a whole was facing a similar issue and putting out public service...
View ArticleVideo: How American Eagle Outfitters turned their customers into their marketing
The companies that start the most word of mouth conversations are the ones that offer something truly remarkable — the ones that stand out from their competitors. So, when American Eagle Outfitters...
View ArticleVideo: How Moen inspires word of mouth through influencer outreach
Sometimes the best way to start word of mouth conversation is to know what your fans are talking about already. But, where do you find these conversations in the first place? For Moen, it was all about...
View ArticleVideo: How Humana builds fan relationships by focusing on their goals
For health insurance companies, it’s hard to start conversations with your fans when things like negative industry perceptions stand in the way. But Humana broke through this wall by making their...
View ArticleVideo: How Grainger makes their customers the heroes
Grainger supplies the stuff that helps businesses run: from janitorial supplies and fire extinguishers, to Lipton tea bags and labware. It’s the kind of stuff you probably don’t notice that often (and...
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