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A case study of Macy's using SocialMedia.com's WOMI (Word of Mouth Impression) word of mouth advertising product.
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WOMICaseStudyMacy’sHolidayCampaign
Monday, April 20, 2009
What’saWOMI(TM)?
Monday, April 20, 2009
i promise this is the most text on any slide
What’saWOMI(TM)?WOMI: Word Of Mouth Impression
Monday, April 20, 2009
i promise this is the most text on any slide
What’saWOMI(TM)?
•WOMIcampaignsspreadposi@vemessagesaboutabrandbetweenfriends.
WOMI: Word Of Mouth Impression
Monday, April 20, 2009
i promise this is the most text on any slide
What’saWOMI(TM)?
•WOMIcampaignsspreadposi@vemessagesaboutabrandbetweenfriends.
•2stepprocess:
1. Opt‐in:getconsumerstoexpresstheiropinionaboutabrand
2. WOMI:sharethedesirableresultswiththeperson’sfriends.
WOMI: Word Of Mouth Impression
Monday, April 20, 2009
i promise this is the most text on any slide
What’saWOMI(TM)?
•WOMIcampaignsspreadposi@vemessagesaboutabrandbetweenfriends.
•2stepprocess:
1. Opt‐in:getconsumerstoexpresstheiropinionaboutabrand
2. WOMI:sharethedesirableresultswiththeperson’sfriends.
•Messagesaredeliveredwithinstandardadunits.
WOMI: Word Of Mouth Impression
Monday, April 20, 2009
i promise this is the most text on any slide
WOMIexamplesOpt‐in:
WOMI:
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WOMIexamplesOpt‐in:
WOMI:
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WOMIexamplesOpt‐in:
WOMI:
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WOMIexamplesOpt‐in:
WOMI:
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WOMIexamplesOpt‐in:
WOMI:
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Macy’sHolidayExample
•Macy’sholidaycampaignencouragedconsumersto“BeClaus”andasked“whattypeofSantaareyou?”
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Macysbelieve.com
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Macy’sWOMI•WOMIcomponentpromotedtheMacy’scampaignmessageof‘becomingclaus’amongstfriends
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ClicksontheWOMIadsdroveconsumerstoMacy’sexis@ngapplica@on
Macy’sWOMIOpt‐in:
Monday, April 20, 2009
ClicksontheWOMIadsdroveconsumerstoMacy’sexis@ngapplica@on
Macy’sWOMIOpt‐in:
WOMI:
Monday, April 20, 2009
ClicksontheWOMIadsdroveconsumerstoMacy’sexis@ngapplica@on
Macy’sWOMIOpt‐in:
WOMI:
WOMI2:
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ClicksontheWOMIadsdroveconsumerstoMacy’sexis@ngapplica@on
WOMICampaignResults
Monday, April 20, 2009
WOMICampaignResults
•2Monthcampaign
•5millionWordOfMouthImpressionsdeliveredbetweenfriendsonFB
•Strongclickthroughrates:engagingcontent+friendendorsement
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What’sthepoint?
Monday, April 20, 2009
What’sthepoint?
•Friendsinfluenceeachother
Monday, April 20, 2009
What’sthepoint?
•Friendsinfluenceeachother
•Onsocialnetworks,peoplecaremoreabouttheirfriendsthancontent
Monday, April 20, 2009
What’sthepoint?
•Friendsinfluenceeachother
•Onsocialnetworks,peoplecaremoreabouttheirfriendsthancontent
•Webelievemessagesfromfriendsaremorerelevant,morebelievableandlesslikelytobeignoredthanmessagesdirectlyfromabrand.
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Realresults
Monday, April 20, 2009
Realresults
•Wedon’tbelieveinchasingclicks
Monday, April 20, 2009
Realresults
•Wedon’tbelieveinchasingclicks
•Rela@onshipsdeliverinfluence
Monday, April 20, 2009
Realresults
•Wedon’tbelieveinchasingclicks
•Rela@onshipsdeliverinfluence
•Objec@veistohaveconsumersthinkmorefavorablyaboutyourbrandandbecomemorelikelytopurchase
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Goal:capturethefunnel
Brand Awareness
Message Association
Brand Favorability
Purchase Intent
1.
2.
3.
4.
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1. become aware2. understand value3. form an opinion4. decided whether or not they’ll buy
AZtudinalresearch
Monday, April 20, 2009
AZtudinalresearch•PartneredwithDynamicLogictoconductquan@ta@veresearchon3monthCPGcampaign
Monday, April 20, 2009
AZtudinalresearch•PartneredwithDynamicLogictoconductquan@ta@veresearchon3monthCPGcampaign
•Focusedonfourkeymeasures:
1.TopofMindawareness
2.OnlineAdawareness
3.Favorability
4.Purchaseintent
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Overallresults• Strongincreasesinallfourkeymeasures
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• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
Overallresults• Strongincreasesinallfourkeymeasures
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Monday, April 20, 2009
• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
Overallresults• Strongincreasesinallfourkeymeasures
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Monday, April 20, 2009
• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
Overallresults• Strongincreasesinallfourkeymeasures
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Monday, April 20, 2009
• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
Overallresults• Strongincreasesinallfourkeymeasures
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Monday, April 20, 2009
• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
Overallresults• Strongincreasesinallfourkeymeasures
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Monday, April 20, 2009
• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
Overallresults• Strongincreasesinallfourkeymeasures
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Monday, April 20, 2009
• 75%lifttotop‐of‐mind‐awareness,50%liftonlineadawareness
• 10%bumpinbrandfavorability15%increaseinpurchaseintent
WOMIvs.DigitalNorms
Percentile Ranking of Delta (!)
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
* MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns)
Below Average Average Above Average Excellent
• Top20%ofdigitalcampaignswithincategory
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WOMIBump
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WOMIvs.socialmedia•RatedbyDynamicLogictobeintop20%ofallsocialmediacampaignswithin
category
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%)
Below Average Average Above Average Excellent
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base of 65 campaigns
ArefriendtofriendWOMIsagimmick?
Monday, April 20, 2009
top‐of‐mind‐awareness:lift155%(previously75),liftonlineadawareness61%(50)
• bumpinbrandfavorability:20%(10)purchaseintent29%(15)
ArefriendtofriendWOMIsagimmick?
• No:moreexposuremeantsignificantlyimprovedperformance‐‐eveninbrandfavorability
Monday, April 20, 2009
top‐of‐mind‐awareness:lift155%(previously75),liftonlineadawareness61%(50)
• bumpinbrandfavorability:20%(10)purchaseintent29%(15)
ArefriendtofriendWOMIsagimmick?
• No:moreexposuremeantsignificantlyimprovedperformance‐‐eveninbrandfavorability
Frequency of Exposure: Brand Metrics
Metrics Ctrl
(%)
1 2-3 4+
Exp
(%) !
Exp
(%) !
Exp
(%) !
Unaided Brand
Awareness: First Mention 9 10 +0.4 14 +5.0 23 +13.9*
Unaided Brand
Awareness: Any Mention 15 19 +4.2 16 +0.8 26 +10.9*
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:lift155%(previously75),liftonlineadawareness61%(50)
• bumpinbrandfavorability:20%(10)purchaseintent29%(15)
ArefriendtofriendWOMIsagimmick?
Control Exposed (n=74) (n=300)
• No:moreexposuremeantsignificantlyimprovedperformance‐‐eveninbrandfavorability
Monday, April 20, 2009
top‐of‐mind‐awareness:lift155%(previously75),liftonlineadawareness61%(50)
• bumpinbrandfavorability:20%(10)purchaseintent29%(15)
CampaignResults
•Millionsofuniqueconversa@ons
•10M+impressionsservedacross3monthcampaign
•BasedonDLstudyresultsandhistoricalclosurerates:
•60K+addi@onalpurchasesper1Muniqueswithin1year
•ROIes@mateabove$1.40
•Deeplearningaboutconsumersen@ment
Monday, April 20, 2009
