Target groups: Opinion leaders, mavens

 

Word of mouth (WOM) is attracting increased attention as a vital source of influence on purchase decision- making. The rapid uptake of online social networking and other types of Web 2.0 applications ...

This article argues for the importance of influencers (or advocates) in shaping the future growth of a brand, and introduces FutureView, a TNS research tool for identifying the 'future shapers' for sp ...

This paper discusses the recruitment and image campaign run in 2005-06 by the Police Service of Northern Ireland (PSNI). It was important for the PSNI to attract community leaders and ethnic minoritie ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovat ...

The campaign "Drunk Driving's a Serious Crime. Let's Treat It That Way" was originally created in 1997 for the Connecticut chapter of Mothers Against Drunk Driving (MADD). ...

In 2002 the nonprofit arts-advocacy group Americans for the Arts (AFA) teamed up with the Advertising Council, the producer of a myriad of public-service advertising campaigns, to present the " ...

In 1999 the American Civil Liberties Union (ACLU), a nonprofit corporation dedicated to the preservation and extension of constitutional liberties, hired its first advertising agency, New York City-ba ...

This paper describes the 2005 campaign by the Comic Relief coalition to 'Make Poverty History'. It demonstrates how the unifying idea was built and communicated to key individuals attending the G8 con ...

The NSPCC's 'Full Stop' campaign began in 1999 with the objective of making people understand that stopping child cruelty was everyone's responsibility by bringing the issue into the open, and getting ...

This 2005-06 campaign to launch the Sony Bravia LCD TV set out to target digital influencers, who would then in turn influence more mainstream consumers. To be successful in this area, the campaign so ...

This small budget campaign for the Disability Rights Commission in 2005 was intended to raise awareness among opinion formers (journalists, politicians, and the ABC1 public) of the extent to which dis ...

This short paper discusses the launch of the new Citroen C6, a top of the range car, in the second quarter of 2006. The campaign aim was to create a VIP database of prospective buyers, and update the ...

Toyota faced an industry challenge of establishing a credible positioning as 'environmentally friendly', and it achieved this through getting buy-in from opinion leaders throughout Europe, and via a m ...

It's okay if you're a Muslim, a Christian or a Jew. It's okay if you're agnostic, and don't know what to do. Join the all-inclusive celebration, with no contractual obligation. Happy Chrismahanukwanza ...

By November of 2004, Vonage had secured 268,000 subscribers and was ready to break into the broader market for fixed line telephone service. It wanted to increase brand awareness, solidify its leaders ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

Hewlett-Packard faced a tough challenge when the printing market shifted to photo printing, leaving the brand with less relevance versus competitors. It took a dramatic shift in advertising - from spe ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

Claire Spencer, chief executive at i-to-i research, describes research undertaken in January 2005 to better understand the 'rogue' 30% of the British public who did not support London's bid to host th ...

Trendsetters' habits and behavior form the mass culture and help forecast the overall tendencies of market development. This paper reviews the methods of revealing and studying trendsetters, analyzing ...

Cosmocrats are an elite of luxury consumers estimated to number 20m worldwide, which could double in size between 2000 and 2010. Luxury advertisers find it difficult to reach this highly attractive gr ...

Marketers can fast-track new products or marketing campaigns by targeting early adopters and opinion formers. Building on earlier research and work by Procter & Gamble, this paper tries to identify ty ...

Explores the role of children as innovators or adopters of new products. A research study (2003) is reported amongst children and young people aged five to 18, with different questionnaires for the th ...

Argues that turning quantitative data into `insight’ is no longer enough: market researchers, especially in new product development, need `foresight’, the ability to predict future trends. A key compo ...

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth i ...

Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research find ...