This document discusses how to build a passion brand through customer advocacy. It summarizes a global brand advocacy study of 7 million data points. The key findings are that emotional benefits, rather than rational features or deals, are the strongest drivers of advocacy. Advocacy is also higher in markets like Brazil and China than in the US. The document recommends that brands identify advocacy drivers by customer segment, create separate advocacy programs tailored to each segment's values, and track advocacy metrics over time.

1. How to Build a Passion Brand
(and Why It is a Breakthrough Strategy)
Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study
PRESENTED AT IAB CONECTA 2013 by IRFAN KAMAL

2. 2
Goals
• 3 Goals for Session
– Consumer behavior has changed but we have not fully adapted
– I now have a new framework and tools to harness this change to
reach them even more effectively than I ever did before
– And, I know a couple of very specific ways I can starting doing
that as soon as I leave this event

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It used to be simpler

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More channels =
harder to market
Harder to break
through today

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Trusted Most

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Social Engagement is
High

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• In 2011 Social Engagement was still in its ascendance but we still saw almost 4%
of audiences in Brazil and China & around 2.8% in Mexico engaging with Brands
online
Mexico in top 3
• Social Engagement in Mexico is 75% higher than the USA

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There’s a
better way

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Our next-5 year
approach to drive
large gains in ROI?
Dramatically increase reach and effectiveness
by:
1. enabling and
2. inspiring
your customers and purchase influencers to
talk positively about and recommend your
brand
This is brand advocacy.

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Here’s an example of
brand advocacy in action

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The gain potential is
huge compared to
other investments
• Consumers exposed to social content, by itself or in conjunction with other
media, are up to 7x more likely to spend or consume more product (Ogilvy)
• Word of mouth accounts for up to 80% of the reach of marketing campaigns
(WOM amplifies paid reach by up to 4x) (Purchased)
• Based on telecom co. experiments, social media program ROI exceeded that
of traditional marketing (McKinsey)
SOURCES: Demystifying Social Media, McKinsey 2012; Does Investing in Social Media Create Business
Value, Ogilvy 2011; Internal research from Purchased

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Two
components
of advocacy

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volume

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Passion
passion

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The largest study to
date of global brand
advocacy
7 million data points
20+ brands
4 categories
4 countries

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What do people really
think about sharing?

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What are some
specific examples?

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What drives
advocacy?
• Which drives the most advocacy?
1. Features (rational)
2. Benefits (emotional)
3. Cost/deals/savings
4. Ads
5. Customer service

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What drives
advocacy?

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The US must have the
most vocal brand
advocates, right?

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What about passion?

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My category can’t
possibly generate
advocacy

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True passion is tough,
but can be done

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Here’s the 10 top
without movies

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Big picture: Vast
majority of brands are
failing

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So, what to make of
all of this? 4 steps
1. Understand your brand’s overall advocacy drivers (by market)
2. Create messaging & content approach by identifying very specific
customer segments and topics driving advocacy within each
segment
3. Create separate advocacy programs based on customer value
segments
4. Track progress

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1. Find where you stand
out against the category

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2. Then dig deeper into
advocacy drivers by segment

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3. Implement multiple advocacy
platforms and programs based on
segment and value

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4. Track progress

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Further information:
Oscar Rojas, Head of Social@Ogilvy Mexico, oscar.rojas@ogilvy.com ,
twitter @amenazza
Irfan Kamal, Global Head, Data, Products & Partners, Social@Ogilvy,
twitter @irfankamal
Gracias!