1. WOM Case Summary: 99,856 conversations about Hami milk 2 by Nutricia Czech Republic (Danone group). 900 carefully-selected connectors were able to generate credible and convincing word of mouth in the relevant target group about Hami milk 2 in a word-of-mouth marketing campaign. Each member of the project team received: 1x 500g box of Hami 2 baby milk. 1x 350g box of Hami 2 Sensitive Stomach baby milk. 1x 500g box of Hami 2 Hajaja baby milk. 1x discount voucher to buy Hami milks on www.hrave-zdrave.cz. 30x 25g sachets of Hami 2 baby milk. A team of 900 connectors – all of whom matched a desired target group - was put together to make up the project team. They became ambassadors of the brand in order to create word of mouth about Hami milk 2. The members of the project team were able to create 99,856 conversations among their friends and families, as well as 2,531 brand touchpoints on the Internet. trnd supported the project members around the clock during the campaign and was able to help generate over 1,863 WOM reports, 4,329 completed market research sheets and 1,567 blog comments. RealLifeWOM 99,856 conversations about Hami milk 2 OnlineWOM 2,531 Online Brand Touchpoints for Hami milk Campaign Panel 900 Connectors from Czech Republic Hana Čiháková Brand Manager Hami PreBuzz Phase RealLifeWOM 25,068 conversations about Hami milk 2 Additional 60% Said, will definitely buy Hami milk after the project “Marvelous, tasty and filling milk that makes sure my children have no stomach problems.”

2. Key questions for planning 1.) What is your business target for 2015 on the promoted brand? 2.) What are the key priorities (marketing objectives?) 3.) Is it possible to try the product? (sampling) 4.) Is there any differentiating news on the product? (communication)

3. Brainstorming & ideas for 2015 co-operation 1000 mothers in the Első 1000 nap program – complex WOM campaign for education (Tesco/Rossmann) Milumil ProNatura Junior 1+  One shot – for trips and outdoor activites Joint WOM campaign with two partners - Shared costs (Milumil+Rossmanó program) Combined Milumil-trnd community WOM campaign – recruitment from members of Miluklub+trnd community Dedicated MAVE, PED help – during the WOM campaign non-stop support on the website Multi-channel campaign: a.) Print(pre)+WOM+online(post) - védőnői rendelő-poster with campaign details (recruitment) - Online recruitment on baby specific sites (szuloklapja.hu,csaladvilag.hu, csaladinet.hu, infomed.hu,babanet.hu,) WOM campaign  to direct mothers to Milumil.hu Online shopping? – opportunities (Tesco co-operation/pick-pack points) Leaflet for mothers from 0-2 years (Milumil products for discount coupons)  loyalty! Include the whole product range.

4. Starter-kit – Milumil Jegesmedve ajándék

5. trnd WOM campaigns – 4 in 1 Market research Communication Online content generation SEO

6. trnd Central Eastern Europe Kft. – Lublaňská 667/42, 120 00 Praha 2 Vinohrady, Czech Republic. – Telefon / Telefax (+420) 221 989 503 – eMail: info@trnd.cz

10. Milumil-Tesco-Rossmann trnd Central Eastern Europe Kft. – Lublaňská 667/42, 120 00 Praha 2 Vinohrady, Czech Republic. – Telefon / Telefax (+420) 221 989 503 – eMail: info@trnd.cz

11. Rossmanó babaprogram

12. Word-of-Mouth Marketing Campaign Campaign overview Idea WOM-Module We invite over 70.000 multiplicators* for the campaign. They shall occupy themselves with the idea of cewe actively, come up with their own ideas and be a brand counselor for cewe, thus generating WOM-Conversations on a wider basis about this product. Guaranteed result We guarantee the following results as minimum reach based on learnings of previous campaigns: Idea WOM Conversations Also, for every participant valuable 40.000 For cewe fotókönyv. Consumer Insight and Enthusiasm Idea WOM-Module: At least 40.000 Idea WOM Conversations (conversations about the service generated by multiplicators among acquaintances) measured based on the reporting of participants in the final measurement (survey) * trnd WOM multiplicators = the people registered in the trnd database. They are the potential brand/product/service ambassadors who help to spread the word during the project and also afterwards.

13. Invitation PhaseIdeaWOM Phase Overview of the IdeaWOM campaign. 13 Invite 70.000 call-for-action letters Engage Min. 5-7000 Applications (coupons for all participants) Test 150 Gift vouchers

14. Rossmanó program