Virgin America shows the power of targeted brand advocacy
Stephen WhitesideWarc
When marketers talk about leveraging the power of brand advocates, it usually means they are trying to galvanise a diffuse network of digital enthusiasts across the US.
But Virgin America – an air carrier which has been seeking to disrupt a category full of entrenched players since 2007 – learned first-hand how this strategy can have a significant impact at the local level, too.
With a budget around 20 times smaller than those possessed by its rivals, building positive buzz is a key goal for...