As the world gets older and relies more on digital technology, businesses learn to subscribe to advocacies. This fact generally is an effective marketing strategy. If a company wants to build a brand of its own, then resorting to brand advocacy campaigns is the best.
But once a company establishes its brand advocacy, what comes next? The challenge now boils down to finding the best way to reach an audience. Its end goal is not just wide reception. It is to gain paying customers and make them stay loyal to the brand.
Some Examples Of Popular Brand Advocacy Campaigns
Coca-Cola: Happiness Machine
In 2010, a popular video titled “Happiness Machine” started circulating on the Internet showing a vending machine placed in a university campus. The said machine was a regular vending one that gave out cans of Coke before handing out surprises tailored for the students (Twister game or punnet of strawberries and cream).
The company was then successful in merging human interaction with their product. It was successful in capturing the genuine reactions of the customers and showing it to future paying clients. Scripted or not, it touched a part of human emotions that every client wanted. The people have since associated the said brand with the advocacy.
Say It With Pepsi
The Pepsi Company made use of the fact that we, as digital nomads, have found a way of communicating through emojis. In 2016, the company developed an emoji keyboard with its emoji designs. It also started manufacturing cans and bottles of Pepsi with the said emojis printed on them. The emoji feature allows the customers to show their feelings and express their emotions through their product.
Dove And Self-Esteem
Dove is known for its series of advertisements which empowers women to show who they are amidst all the stereotypes in the modern world. Dove’s Self-Esteem Project covers various issues related to women’s physical appearance. Some of these include racism, colorism, ageism, and body-shaming. The company believes that perceptions of beauty is subjective and is only skin deep. Thus, it should not hinder women from getting opportunities and reaching their full potential.
The company aims for these women to show confidence through the use of Dove soap and going out with less makeup. Dove has a mentorship program to educate women about self-esteem and conveys that beauty should never be superficial.
How Technology Enters The Picture
Advocacy generally targets to touch the hearts and personalities of the customers. It aims to directly find an aspect of individual human nature and ‘attach’ the product to it. The idea is to make the target audience empowered deep inside at the sight of and through the use of their product. That’s what the examples above successfully demonstrated.
Technology mainly involves connecting us, organization to organization, business to business. To many, it only involves emails, software programs for presentation, interactive machinery, or robotics. But once paired with advocacy, this aspect of technology translates to marketing strategies.
Advertisements and social media will now play a very good part. Internet presence now outweighs the physical visibility of a product. Consider the fact that almost everyone has a smartphone and internet connectivity. The challenge now is the creative way of capturing the mind of the target audience in a single advertisement.
Advocacy may only be a tool in an ordinary business, but it is also a powerful factor in a successful one. Paired with technology in the digital age, it can be the most effective marketing strategy to further a business endeavor. If properly utilized with another tool called technology, then a brand can receive every target customer’s loyalty.