One of our more forward-thinking clients has asked us to come up with an advocacy programme for a well received but still nascent consumer brand in the UK. Their research shows that there is a lot of positive word-of-mouth about their brand: many personal recommendations being passed between friends, family and colleagues. The client wants to accelerate this word-of-mouth effect. We thought this sounded like an innovative project so we put it into the Content Formula Labs.
We've designed a branded advocacy programme that identifies real brand fans, connects with them, facilitates the whole advocacy process and, probably most importantly, measures the impact. So far, results have been impressive.
Advocates report their "buzzing" activities willingly and often provide online evidence such as links to blog posts. Indeed, many of our advocates are bloggers who post positive reviews (many with images and branding collateral).
