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Case Studies


Nokia N97 Mini Mariachi Social Media campaign

Nokia N97 Mini Mariachi Social Media campaign

Best practice from Word of Mouth (WOM) agency 1000heads.


Nokia commissioned 1000heads to design a WOM project that would:
•  stimulate high volumes of positive conversation about the brand’s N97 Mini device beyond launch;
•  drive detailed reviews and recommendations;
•  highlight the tailored care that goes into Nokia products; extend global visibility of the device; and
•  capitalise on the light-hearted Nokia Human Research Department (NHRD) videos already created by agency farfar.

This was top be done by tapping into all the priorities and passions of the target market: flamboyance, personalisation, and mobility.


Six Nokia N97 Minis in personalised boxes were delivered to the leading social media mobile opinion leaders in the UK and New York City, using geo-location and online monitoring tools to surprise each trialist at home, work and play with the device and a full accompanying Mariachi band playing the famous Nokia ringtone.

The reactions, ranging from laughter to complete bewilderment, were filmed and uploaded to YouTube; and the voices themselves went on to discuss and review the devices with a real sense that Nokia had gone out of their way to make them feel valued.

NHRD-branded USBs containing the videos and mariachi ringtone were also sent to 20 leading tech voices around the world, who acted as catalysts to push awareness and conversation around the campaign, and extend the positive WOM ripple to global networks.


The results of the campaign were extremely positive.

The activity generated 91 per cent positive WOM around the Mariachi campaign and 86 per cent positive WOM around the Nokia N97 mini mobile device.

The content reached a combined audience of 203,000+, with the voices creating 31,100+ engagements within social media across 27 unique venues, including Facebook, Twitter, YouTube and forums.

The voices also stimulated 41 unique episodes of conversation and original video content about Nokia, the N97 Mini and the Mariachi campaign.

“The Nokia N97 Mini Mariachi campaign  produced entertaining video content, and tapped into the passions and interests of key Nokia voices around the world, creating a WOM ripple,” said Frank Grindrod, Account Director at 1000heads.

“The engaging online content recorded the spontaneous emotions from people incredibly passionate about Nokia, making it so compelling, and showing users that Nokia will go out of its way to make customers feel valued.”

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