The London Olympic Games was the major global sporting event of 2012 with four million viewers expected for the opening ceremony. Social media now plays a prominent role in TV, and is key for brands, active in social media arenas, to understand how to mobilise the power of social media exposure, utilise it to increase engagement, and affect the legacy of the brand in a positive way. Brands regularly associate themselves with major sporting events around the globe, and these social interactions have the opportunity to affect relationships between the audience and brands to a higher degree than ever before. Through the delivery of successful social media activity around an event, brands can create advocacy for their brand long after the event has finished.
A new methodological approach- Online Anthropology- was applied to surface fresh understanding of customer behaviour in the cellular category. The approach revealed a key insight that enabled Sprint to turn a loss of 565,000 customers a quarter into a gain of 1,100,00 customers a quarter.
This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand level. Using a case study for LG Electronics the authors demonstrate how to identify, engage and empower people to work for our brand.
While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a primary market research study on the presence, levels, and financial impact of word-of-mouth advocacy across eight leisure and travel industry sectors with practical how-to advice for a five-step program to develop, implement, and measure the impact of advocacy strategies.
This paper demonstrates how a campaign embracing advertising and advocacy polling was developed on behalf of the Greater London Council (the GLC) to combat the Government's attempts to abolish the GLC. The paper shows how research shifted from being a method of evaluating the campaign to becoming a major ingredient in the campaign message. Using data from surveys among Londoners, MPs and journalists, together with a content analysis of newspaper coverage, the paper shows the impact of the advertising and advocacy polling on both the public and opinion formers ; leading to a setback for the government in its attempts to push through the "Paving Bill" designed to pave the way for the abolition of the GLC.
Advocacy advertising is a subset of corporate institutional advertising and is concerned with the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the position and interest of the sponsoring corporation and projects the sponsor in the most positive light. Advocacy advertising has many facets and can range from largely educational and informational character about a particular issue or general idea to the advocacy of a specific political or legal act, adoption of a public policy, or attack on the actions of a particular political group or governmental agency. Thus a campaign could be both adversary and non-adversary in character.