Target groups: Youth

 

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'. Communications centered around Chuck, a silent puppet, who feature ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustai ...

In 2005, PC marketing constituted a dry, rational communications landscape. At that time, HP was also struggling following its merger with Compaq, and there was speculation it might even exit the busi ...

At the start of 2007, Dairy Milk was entering its third year of decline. The traditional levers for fmcg growth - range extension and promotion - were at saturation point. Investigation into declini ...

When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience. The promise and personality for t ...

From 1990 to 2006, Ireland's economy increased dramatically in size, and as a consequence, so did its primary energy usage. The challenge faced by the country's Department of Energy, Communications an ...

Teenage life in Ireland had changed dramatically in a few short years, due in large part to the rapid economic growth experienced by the country. The new 'Bebo generation' was empowered with mobile ph ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

Seatbelt wearing rates in both Northern Ireland and the Republic of Ireland have historically been lower than Great Britain. The challenge was thus to increase seatbelt compliance, and thereby reduce ...

In 2005, KFC was facing a declining market, a hostile media environment and an increasing national obsession with childhood obesity and healthy-eating. As a result, the brand was losing penetration, s ...

Acquisitive crime such as burglary and robbery costs Britain some £9.5 billion a year. Ethnographic research provided the inspiration for a strategy that reflected the way offenders really see their v ...

Materialism is an important issue, especially among young people, and especially in a Chinese context. Based on a theoretical model of the endorsement of materialistic values among Chinese youth, the ...

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

Women are still grossly underrepresented at the top levels of public and private sectors in the U.S. This paper presents findings from a study which aimed to give a voice to girls and boys across the ...

Doritos wanted to regain relevance with its target audience - 16-24 year old - in a way that would be regarded by the age group as authentic. To achieve this, it wanted to engage this audience in a wa ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

From its inception, Truth's challenge was to change perceptions of smoking. Rather than being a sign of independence and rebellion, it aimed to reduce tobacco use by changing the way teens think about ...

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, it was forced to produce the Bravia on the same line as Samsung in its attempt to overc ...

Rolling Rock was losing loyal drinkers because of a controversy stemming from the purchase of the brand by Anheuser-Busch. In the beer market, the conversation that surrounds a beer is sometimes more ...

Wrigley is the long-term leader of the gum category with a stable of big brands, but the company wanted a product that dominated both in terms of sales and in the strong bond it had with consumers. Or ...

The 2 SMRT 4U Internet Safety Campaign's had the main objective of increasing the awareness of internet risks among teenage females. The main message of the campaign was to encourage them to change th ...

In 2006, Perrier's US volume had been hit by years of steady decline, and its business had been reduced to a small group of suburban loyalists left over from the 1980s. Marketing was minimal, and prim ...

The South Carolina Department of Health and Environmental Control wanted to create an awareness campaign for 13-18 year olds about the dangers of tobacco use. This was complicated by the fact that the ...

By 2007, Doritos had been suffering a period of declining sales and growth. During this time, the brand had been using inconsistent marketing strategies and messages, meaning that it had become increa ...