Stock Plzeň and Pivovary Staropramen – two companies that gave Outbreak the chance in 2007 to implement its first Word of Mouth Marketing activity. Two years later, seasoned by a number of projects including plenty of these alcohol-related WOM events, we’re now starting with a somewhat different target group – the housewives. And it’s fine, so fine.

We didn’t close our eyes to projects involving alcohol. Ostrava Bazal and Stella Artois Perfect Gastronomy Program still fill out our timesheet, but a while ago we started work on the first Outbreak “housewife” seeding trial of a project for Vitana, and we're just starting up cooperation with the cereal giant Emco.

This is especially fantastic because according to research by the company Lucid Marketing, women pass along positive Word of Mouth around 10 % more frequently than men. And according to more research by the company Keller Fay, America's pregnant women and new mothers engage in one-third more Word of Mouth conversations than the rest of the American population, whereas over two-thirds of these conversations contain recommendations. This group has a weekly average total of 109 conversations about products, services and brands, of which the majority (10:1) are positive. Other mothers perceive these recommendations as highly reliable. This summer we plan on publishing a case study from one of the current housewife projects.