Presentation on the Wispa campaign. Delivered February 2011 in response to the brief: Prepare to present on a brand campaign that you feel exemplifies a social/WOM strategy.

1. The Wispa Campaign: From word-of-mouth nostagia to confectionary product of the year

2. (1) LISTEN Social media has given brands access to the opinions and behaviour of consumers across the world. Listening is the most important thing they can do.

3. The emotional nostalgia of childhood is a driving force behind the campaign to reintroduce the Wispa bar. The Wispa bar taps into an already popular 80s nostalgia among their target market – 18-30 year olds. The 80s

4. Facebook Campaign

6. In 2007 at Glastonbury Festival, two fans disrupted a performance by Iggy Pop to wave their Bring Back the Wispa banner on stage.

7. (2) ENGAGE By engaging first and delivering the message second, a brand is more able to achieve its goals.

9. The limited edition launch was backed up by a series of billboards celebrating the return of Wispa and the desire for its return…

10. … and a series of long copy press advertisements tapping into consumer nostalgia by reminding people of other products and brands that were popular when Wispa was launched in the 80s.

13. The "For the love of Wispa" campaign asked fans to pledge their time, talent or belongings in exchange for chocolate, and then turned these into a TV ad.

17. (3) RESULTS You can’t improve what you cannot measure

18. The Social:

25. The End