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Barilla Targets Moms

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To spread awareness and sales of its product Tortellini, Barilla targeted moms as their core consumers. The word-of-mouth campaign set out to be tremendously successful for the company. The Barilla word-of-mouth campaign engaged 4,000 unpaid, unscripted consumer volunteers which specifically targeted to reach Barilla’s core consumers – moms. As a result, nearly 410,000 communications were captured throughout the campaign and over 82 percent of participants became promoters of the product. Case study