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	August 6, 2007 WOM Marketing ROI: Dunkin' Donuts Case Study Dunkin' Donuts Shows The Value Of A WOM Marketing Campaign by Rebecca Jennings	Average: 10  (1 rating)

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Executive Summary

Dunkin' Donuts engaged BzzAgent to spread the word about its new Latte Lite, resulting in measurable sales increases in the 12-week campaign period. Its experience showed that products with a simple, appealing message can very quickly generate word of mouth (WOM) when directed at the right consumers. However, longer-term tracking of success presents greater challenges.

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