Elements of Word of mouth marketing relate to citizen journalism , the real time nature of social media changes how audiences access and consume news. It has lower barriers to entry for publishing which has decentralized who is considered a publisher.  Mobile technologies change how the news is sourced and broadcast. With instant live feeds and videos being uploaded constantly its easy to see why social media is challenging traditional notions of advertising. Social media also enables  content from multiple sources on its platform, like discussing news articles on The New Yorker to generate user feedback and discussion. This can also get shared across onto Facebook, according to Ofcom 51% of 18-24 year- olds with a social networking profile agreed that  they often find out about breaking news stories first via a social networking website. Traditional methods of journalism have high barriers to entry and were uni directional, now anyone can set up a blog. It is also available in  real time and is constantly updated. An example in culture would be the London Riots in 2011, rioters, spectators and journalists  were able to communicate through blogs, Tumblr, tweets, photos, maps and videos. All on their smartphones. Even after the riots, social media was being used to spot and catch out rioters. Tumblr has a blog named ‘Catch a Looter’ which is in contact with Crimestoppers calling people who recognize looters in the pictures uploaded.


Ooo this advert isn’t about Jamie Oliver!

This is always a plus!

Sainsbury’s now appears to have a very clear strategy focused heavily on their reputation as a quality food retailer. This comes through in their advertisements, especially in this adorable Bare Nessesities Television ad.

Starting off with a child waking his dad up on a hazy morning, to them making pancakes, in comes Jungle Books ‘Bare Nessesities’. Let’s stop here and talk about Sainsbury’s brand strategy. Every brand stands for something,  Sainsbury’s I believe  it’s “First for Food”,  delivering products of quality and great service. In terms of this advert, the proposition would be that of ‘the best father and son bonding’, and comes through exceptionally well. Why do I think this? I’ll explain. The ad consists of a father and son day out, the child wakes his dad up, they make pancakes from scratch, they take a train to the beach. They barbecue sausages, go to the fair and come back sleepily to apple crumble, only to fall asleep on the sofa. This is essentially what every dad wants and strives to be  to and with his child. The consumer is sucked in to this little story of this day of their lives. The emotional triggers are spun from Jungle Books ‘Bare Nessesities’ playing in the background, and the pancakes, barbecue and crumble are emotional foods. What I mean by this is the notion of baking with your child, barbecuing on a beach and coming home to apple crumble are generally enjoyable memories.

It subtly tells the consumer what it wants them to do, by this I mean that the food isn’t the center stage of the ad, unlike M & S. It’s there to tug on heartstrings and generate consumers to want to have this father and son experience. This reiterates Sainsbury’s “live well for less” strap line at the end of the advert. They create their own visions and values of what the best father and son day out will be and how to be a good parent, then tie that in to advertising quality products for less.

Once again (Unilever) Lynx have produced another clever advert, this one based upon the 2012 (end of worlds) conspiracy. It’s Topical, and even plays on the story of Noah’s Ark. “THE END IS NIGH. PROPHESY SAYS THAT COME 2012, WE’LL BE WITNESS TO THE END OF DAYS. WELL, IF IT’S YOUR LAST DAY ON EARTH, YOU’RE GOING TO NEED TO BE READY FOR THE LADIES.”

So what does Lynx (Unilever) stand for? It’s visions and values are cool, seductive fragrances and innovative products that give guys the tools to get ahead in the mating game. It’s working too, 8 million males across the UK & Ireland use Lynx every day. That puts a can of Lynx in 1 of every 4 households. Lynx is a very friendly and colloquial brand, all about quality yet value and of course smelling great and getting the ladies.

What I believe to be this brands proposition for the advert is what it says it in the copy, ‘If it’s your last day on earth, you’re going to need to be ready for the ladies.’ Also, using the three box model method we have what the audience need/want, this would be to smell great and attract females at an affordable price (before the world ends). We then also add that to the brand truth which would be seductive smelling deodorant that is affordable and stylish(created for when the world ends), this equals the simple striking idea of ‘final edition Lynx’. This comes through clearly in the execution, the ad tells the consumer to buy this as an impulse buy (because the world is ending). This emotional trigger, yet light-hearted changes the consumers behavior. Being funny and topical it raises the brands profile into being more tailerd for its target audience.

The aims of this ad I believe would be to get existing customers to keep buying lynx, the objectives would be to link it to something topical and a bit quirky. It starts with the desolate beginnings of everybody packing up like something out of a movie, and cuts to a well built guy in a field with lots of mysterious wood. He draws some plans and hammers away like a true man. After a day and night an ark appears. After the guy has swept up he sprays himself with lynx and women come in two by two.  this meets the aims and objectives because it’s playing on a topical event conspiracy. It’s also quirky and risky because of the nature of the world ending and playing on the story of Noah’s Ark.

Word of mouth marketing, is the act of consumers providing information to other consumers. Okay, Say I brought Asda’s new medium priced shampoo, and told my friends that my hair smelt better then Herbal Essences. My friends try this shampoo and agree and tell their mothers and etc etc. The word gets out, in effect we do the the companies advertising for them, giving that the average person see’s over 3,000 advertising messages every day.

All this is well and good, but it helps the company or agency if the product is actually any good. The consumer needs to see that they can trust a company, only five percent of the UK trust advertising. Conversations are the drivers of growth, and naturally people like to share their thoughts and opinions.

My example?

50’s Tupperware Parties, all across the world, women invited their friends over and demonstrated, advertised and praised Tupperware. Thus creating outstanding brand awareness,  the company generated more than $1 billion in revenues in 1998. This rapid success can be thanked to its recruitment of almost 9,000 independent consultants by 1954, most of them women.

This may be deemed ‘old fashioned’, but companies such as Ann Summers use the exact same principle.

Just with different products, Ann Summers have been very clever here though, as it’s difficult to sell adult material widely.

When you really think about it, it’s quite simple. It’s a graph (simple bit) that connects people, organisations and objects by one or more kinds of links. The graph grows as relationships happen through content sharing through devices, such as smartphone’s.

Here is Facebook’s Social Graph –

This links friends to friends through friendship and also through ‘likes’ and Facebook groups etc etc. Anything that you share with your friends, links in to this infinite web.

It contains the largest number of defined relationships between the largest number of people among all websites due to the fact that it is the most widely used social networking service in the world.

Sounds confusing?

This is so Facebook can connect to us on behalf of brands, they own the Like button that connects us to said brands. Also putting Facebook on a data ownership position.

I know it’s fiction, but there is a great example in the US TV series called The L Word.

Titled ‘The Chart’


This links characters who have slept with each other, as you can see Shane McCutcheon appears to have the most links.

I don't even like pineapple

Just a quote from my housemate, God I love living here. It gets messy at times, and people moan. At the end of the day however, we all love each other. How soppy…

The tattoos healing well, still hurts though like I’ve been punched in the arm hah.

Sat in Mitch’s room (my housemate), he’s also blogging, he has seemed to grasp it so quickly…

He just stroked my foot O__o

Right, well here is a picture that made me giggle the other day:

As it was the other day I can’t quite remember where I found it, possibly just a Google image search.

I was loosely thinking it could be used for an advert for sanitary towels ‘Feels like you haven’t even got one on’. Or something like that I’ll work on it.

Reminds me of a clever campaign by: Downy washing detergent -‘ You feel like your clothes are not there.’


Advertising Agency: Grey, Buenos Aires, Argentina
Executive Creative Directors: Pablo GilSebastián Garín
Creative Directors: Diego Rubio
Art Director: Diego Rubio
Copywriter: Coco Olivera
Photographer: Nacho Ricci

Inspiring deisgn: T Mobile – Video Chat Ad

Advertising Agency: Y&R, Guaynabo, Puerto Rico
Creative Director: Sylvia Soler
Art Director: Javier Claudio
Retoucher: Otto Canchani
Photographer: Juan Matthe
Published: November 2010

Well Written:


Thought Provoking:


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