awards including most creative PR stunt in Southeast Asia after receiving earned media values like 52000+ organic video shares, 152000+ engagements in online communities, 3.1M video view in first 72-hour and hundreds of traditional publication mentions (including Mashable, The IndependentQuartz, Indian Express, Buzzfeed, Adage, Campaign) across 80+ countries. Impact A Nielsen study in 2013 found that earned media (also described in the report as word-of-mouth) is the most trusted source of information in all countries it surveyed worldwide, and is the channel most likely to stimulate the consumer to action. Other authorities make the distinction between online and offline earned media/word-of-mouth, and have shown that offline word-of-mouth has been found to be more effective than online word-of-mouth. Both traditional earned media (publicity and press events) and social earned media (social network and blogs) have been found to increase sales, with social earned media having the greatest impact. References External links Earned Media proponent Fred Wilson gives relevant examples of earned media success stories Public opinion Public relations Social influence Marketing techniques