How consumer brand advocates can engage Australia’s millennials

This article covers how brands can build brand resonance among Australian millennials by using loyal customers and influencers as brand advocates on social media.

How consumer brand advocates can engage Australia's millennials

Dion Appel DDB Melbourne

How does a brand go above and beyond being part of the millennial vernacular? What is left for your brand once you're already a verb?

Once a brand has established 'social capital' and achieved 'cultural infusion' (For more insight, read 'Social capital' and 'cultural infusion': how brands can engage Australia's millennials), the next step to engage millennials involves relinquishing control even further. It involves letting go, backing the brand's commitment to millennials and allowing them to become true advocates.

This is called Supercharged Consumer Sovereignty,...

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