The document discusses a Word of Mouth Impression (WOMI) campaign run by Macy's for their holiday promotion. The campaign encouraged consumers to share their response to "What type of Santa are you?" with their friends on Facebook. This resulted in 5 million WOMI impressions being delivered between friends over 2 months. Research showed the campaign significantly improved brand awareness, favorability, and purchase intent, especially for users who saw at least 4 WOMI messages. The campaign was deemed highly successful based on these metrics.

1. WOMI Case Study
Macy’s Holiday Campaign
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2. Online Rela:onship Pyramid
People I know
People I respect
People with shared interests
No Social component
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3. People I Know
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4. People I respect
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5. People with Shared Interests
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6. What’s a WOMI ? (TM)
WOMI: Word Of Mouth Impression
•WOMI campaigns spread posi:ve messages about a brand
between friends.
•2 step process:
1. Opt‐in: get consumers to express their opinion about a brand
2. WOMI: share the desirable results with the person’s friends.
• Messages are delivered within standard ad units.
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7. WOMI examples
Opt‐in:
WOMI:
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8. Macy’s Holiday Example
•Macy’s holiday campaign encouraged consumers to “Be
Claus” and asked “what type of Santa are you?”
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9. Macysbelieve.com
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10. Macy’s WOMI
• WOMI promoted the Macy’s ‘becoming claus’ message amongst friends
Opt‐in: Mona is asked a ques:on
WOMI: Mona’s response is shared only with her friends
WOMI 2: Campaign goes viral as Mona’s friends
respond to the original WOMI
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11. WOMI Campaign Results
•2 Month campaign
• 5 million Word Of Mouth Impressions delivered between
friends on FB
•Strong click through rates: engaging content+ friend
endorsement
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12. What’s the point?
•Friends influence each other
• On social networks, people care more about their friends
than content
•We believe messages from friends are more relevant, more
believable and less likely to be ignored than messages directly
from a brand.
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13. Real results
•We don’t believe in chasing clicks
• Rela:onships deliver influence
•Objec:ve is to have consumers think more favorably about
your brand and become more likely to purchase
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14. Goal: capture the funnel
1. Brand Awareness
2. Message Association
Brand Favorability
3.
Purchase Intent
4.
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15. A]tudinal research
•Partnered with Dynamic Logic to conduct quan:ta:ve research on 3
month CPG campaign
•Focused on four key measures:
1. Top of Mind awareness
2. Online Ad awareness
3. Favorability
4. Purchase intent
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16. Overall results
• Strong increases in all four key measures:
• goal was to increase unaided (top‐of‐mind) awareness, Ad awareness, Favorability and Purchase intent
• aided awareness was already high for the brand (95% among control),
Overall Respondents: Brand Metrics
Control (n=300) Exposed (n=201)
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17. WOMI vs. Digital Norms
• Top 20% of digital campaigns within category
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
Below Average Average Above Average Excellent
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
Percentile Ranking of Delta (!)
* MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns)
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18. WOMI Bump
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19. WOMI vs. social media
• Rated by Dynamic Logic to be in top 20% of all social media campaigns within
category
Below Average Average Above Average Excellent
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%)
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20. Are friend to friend WOMIs a gimmick?
No:
• More exposure meant significantly improved performance‐‐ even in brand
favorability: no wearout
• Best results across every measure for consumers who saw at least 4 WOMIs
Control (n=300) Exposed (n=74)
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21. Are friend to friend WOMIs a gimmick?
More WOMI= improved results for brand.
• 1 impression per week for campaign dura:on was breakthrough level
Frequency of Exposure: Brand Metrics
1 2-3 4+
Ctrl
Metrics Exp Exp Exp
(%) ! ! !
(%) (%) (%)
Unaided Brand
9 10 +0.4 14 +5.0 23 +13.9*
Awareness: First Mention
Unaided Brand
15 19 +4.2 16 +0.8 26 +10.9*
Awareness: Any Mention
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
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22. Campaign Results
•Millions of unique conversa:ons
•10M+ impressions served across 3 month campaign
• Based on DL study results and historical brand closure rates:
•60K+ addi:onal purchases per 1M unique consumers within 1 year
•ROI es:mate above $1.40
•Deep learning about consumer sen:ment
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