LAS VEGAS – Advocacy, a Shanghai based word-of-mouth (WOM) marketing agency, was the only agency to win 2 WOMMYs- the Oscars of Word of Mouth Marketing, at the WOMMA Summit 2011, which concluded on Friday in Las Vegas. Advocacy is also the 1st ever Asian agency to win a WOMMY award.

WOMMA was founded in 2004 to foster the growth of credible and ethical word-of-mouth marketing and represents more than 350 member brands, marketers, service providers, agencies, nonprofits and academic institutions. The WOMMY Awards are designed to attract and celebrate the very best examples of word-of-mouth marketing in the world today.

Advocacy was nominated in 2 categories for its campaign for Dettol (滴露) in China which drove sales >80% in 3 months with massive ROI (return on investment) – 15 times that of a TV campaign. It won the Gold in Momentum category. It also won Bronze in the Measurement category for being able to establish clear ROI comparison vs media like TV and in-store sampling.

“Marketing with consumers and not @ them is a game changer. Results of our Dettol campaign using moms as Brand advocates prove that. In 3 months, we doubled purchase intent, grew trial 5 times and drove sales >80%.” said Asit Gupta, CEO of Advocacy.

Advocacy was established in late 2010 by Asit Gupta and Sina Farzaneh. The duo have previously worked extensively on WOM campaigns for Fortune 500 companies like Procter & Gamble Co., British American Tobacco, Sony Corp., Kraft Foods, Campbell, Volkswagen.

By: admin


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