Advocacy Campaigns Can Enhance Brand Value


Brand advocacy is a powerful marketing channel at the intersection of e-learning, loyalty and incentives. Leading local and global brands are recognising its value and including brand advocacy in their strategies, with proven results. This is according to Michael Gullan, Co-founder and Managing Director of Gullan and Gullan Digital.

A Deloitte survey indicates that 71% of millennials are comfortable with technology, embracing its benefits, feeling positive about using digital devices and expecting results. This and other insights into e-learning, social media consumption, the psychology of word-of-mouth referrals, loyalty and incentive marketing, layered with people’s digital behaviours, lead to the development of bespoke technology for advocacy campaigns. Effective advocacy campaigns can be designed to assist B2B, B2C and B2B2C businesses to not only meet, but exceed, their business objectives.

Here are four reasons why advocacy campaigns are breaking through:

Hard-working platform customised to brand objectives

Using front-of-wave technology, advocacy campaigns are customised to deliver on clients’ strategies, by delivering bespoke content to the right stakeholders and taking them on a journey to understand, integrate and apply their knowledge to become powerful brand advocates.

Rich, micro-moments

These campaigns allow teams of strategists and content creators to develop a smart-working content strategy and execute on that strategy to ensure target audiences receive the most appropriate, informative and engaging, rich and diverse content and experiences.

Data, insights and performance

At the heart of the advocacy campaigns is reporting, which empowers agency and client with granular information on each user’s behaviour, to later draw insights, push users through a learning journey, make optimisations, and, most importantly, achieve business outcomes and prove ROI.