Virgin America shows the power of targeted brand advocacy

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport.

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...

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