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Word of Mouth Architects
Superette
Superette is a marketing agency.
We help companies use their consumers' social influence, as a powerful communication medium.
We design contagious stories and experiences, based on a deep understanding of the target audience.
Brand
At the start of the century, a vast majority of marketing ROI still came from its direct persuasive effect on the consumers’ purchasing behaviour. Consumers’ view of brands has changed dramatically in the last decency, and lead to an important decline of trust in marketing. People directly persuaded by a brand’s advertising messages have become scarce. The remaining few that are listening, luckily make up for the loss in marketing ROI by being much more vocal about their favorite brands. MarketShare estimates that today half of marketing ROI comes from the social influence generated by these attentive few.
Historically companies have allocated massive resources to understand how they could better influence the consumer’s purchasing behaviour. But following up on the above, these insights will only explain 50% of their marketing ROI. The other half -generated by social influence- remains unknown territory. Many b2c companies have the Net Promoter Score as their No. 2 KPI, right after sales figures, illustrating the importance of social influence on their businesses (in many cases the NPS has proven to have a direct correlation with future sales). Unfortunately these companies’ marketing and market research departments have no qualitative insights nor a plan of action to understand their consumers’ social influence and increase their NPS and thus future sales.
Vision
Direct Persuasion
Majority of marketing ROI… - 2006
Brand
Vision
0
25
50
75
100
2009 2010 2011 2012
Trust in advertising (Nielsen 2012)
Vision
Direct Persuasion2016 - … 50% of ROI
50% of ROI(MarketShare 2013)
Brand
Vision
50% of ROI
50% of ROI
• Well researched • Effective marketing
strategy
• Well measured (NPS) • Not researched • No effective marketing
strategy
Direct Persuasion
Brand
Vision
Social influence research:
Understanding what is relevant in the target audience’s conversations, by studying
different aspects of occurring social influence: the nature of shared stories, sources, context, triggers, motivation,
contagion patterns…
Services
Brands across Europe, such as Citroen, Unilever, Fox and Lenovo have benefitted from our research insights, strategic consultancy and word of
mouth campaigns.
Strategy and creativity:
Designing a strategic framework based on our expertise and/or research insights,
empowering the creative process, to maximise the contagion potential of the
brand messages.
Cases
The following cases have been created based on our insights and strategic framework:
