Advocracy - Harnessing the Power of the Consumer: Creating a Marketing Program to Encourage Online and Offline Advocacy

This presentation illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, we identify the different variables that create advocacy and show how to engage people at both the category and brand level.

Advocracy – Harnessing the Power of the Consumer: Creating a Marketing Program to Encourage Online and Offline Advocacy

Stephen Phillips

Catherine Willis

INTRODUCTION

This paper reviews the creation of a new model of advocacy, how this new model was used and the insight stemming from it to create an advocacy led marketing program for LG Electronics in the United States.

THE PROBLEM

The project was initiated by the digital marketing team within LG Electronics US who wanted to create a digital advocacy program. They needed a thorough understanding of the new ways people talk about and advocate for brands as...

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