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...