How MorningStar Farms used WOMM to drive a 6% sales lift — and had fun doing it

Today on the Word of Mouth Marketing Association (WOMMA)’s blog, you’ll find an interview with our SVP of Research & Analytics, Peter Storck, on his upcoming presentation at November’s WOMMA Summit 2014. In that presentation, Peter and Louise Cotterill, Senior Digital Strategist at Kellogg, will share results from the recent MorningStar Farms Feel Good Grilling House Party campaign, which identified 3,000 MorningStar Farms fans and empowered them to throw exclusive branded BBQs for their friends and family.

You can read more here about the great results of that campaign, which include 30,000,000 impressions, increases in favorability and purchase-intent of almost 50 points, and a 6.3% lift in sales, as measured by a Nielsen matched-panel analysis.

We also posted an interview earlier this year with MorningStar Farms Associate Brand Manager Bryan Fuller. In it, he discusses the House Party process and what the campaign delivered:

The amount of rich user-generated content we saw — both in the lead-up to the event and coming out of the event itself — was definitely a very pleasant surprise. House Party hosts and attendees were enthusiastically posting their excitement for the campaign across multiple social channels, creating tons of great content and earned-media impressions. In addition to being able to host much of this great content directly on our Facebook page, we’ve recently built an entire section of our website around sharing user-generated content as well.

And it’s worth noting once more — just in case you missed it at the time — that the campaign won this year’s Forrester Groundswell Award in the “social reach marketing” category! Thanks again to our partners at MorningStar Farms for working closely with us to make the party such a success, and thanks to Louise Cotterill for sharing the stage with us at the Summit in a few weeks.

If you’ll also be attending the WOMMA Summit (November 17-19), you can catch the presentation at 11:30 on Tuesday in Studio D. While you’re at it, don’t miss the Tuesday keynote, in which Peter and others will unveil the findings from WOMMA’s recent landmark study to reveal the true value of word of mouth. You can read more about that study here.