How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

Irfan Kamal
John Bell
Insights from the 2013 Social@Ogilvy Global Brand Advocacy Study
How to Build a
Global Passion Brand

3HOW TO BUILD A GLOBAL PASSION BRAND
2013
Table of Contents
Executive Summary 5
What Brands Need to Know About Building a Passion Brand 6
Findings 7
5 Ways to Build Advocacy and Amplify Passion 12
In Depth: What Does Real Advocacy Look Like? 18
Detail: Advocacy Levels by Country Category 19
Detail: Advocacy Drivers by Country Category 20
Detail: Advocacy Intensity: A Look at Real Passion 24
What’s Different about Passion Leaders 25
Spotlight: Deep Dive into Drivers 26
Methodology 27
About Social@Ogilvy 30
Thank You to Our Study Partners CIC | Visible Technologies | Radian6
Contributors Luisa Lorente | Victoria Martins | Tim Parsons

2013
People in China
are more
passionate about
skin care brands
than the latest
action movie.

2013
I
n today’s digitally driven world, advocacy for a brand is just a like,
tweet, pin, reblog or product review away. But what really drives
social advocacy has been a relative mystery.
Understanding how advocacy works is critical to driving real business
value. It helps brands enable and amplify genuine, organic word of
mouth, which translates into financial value. In fact, the data Ogilvy has
collected suggests that social shares drive action at a rate as high as
10x that of paid impressions.
The following study analyses almost 7 million brand mentions in 4
countries and reveals surprising insights on how people talk about
the brands they love. These insights include two “passion brands” that
generated more passionate advocacy than blockbuster movies and the
unexpected #1 driver of advocacy: product features.
Using this analysis, we have developed five recommendations to help
brands build advocacy and amplify passion.
Brands that do not generate substantial advocacy will need to pay more
for reach and consequently have costs substantially higher than those
brands that drive high advocacy.
In an environment where costs to reach consumers continue to
escalate, this advantage could make the difference between a company
with outstanding shareholder returns and one that fails to perform.
Executive Summary

2013
What Brands Need to Know
About Building a Passion Brand
T
o better understand what drives advocacy, and to look at the
differences in sharing across categories and countries, Social@
Ogilvy undertook a comprehensive first-of-a-kind study.
We looked at almost 7 million social media mentions of 22 brands
(and 8 feature films) spanning 4 countries.
We then analyzed the data to answer the following:
ƒƒ What people talk about when they share their thoughts about brands:
from features (rational), benefits (emotional), and cost (deals/
savings) to customer service and advertising
ƒƒ What the degrees of advocacy are, from mere liking (“casual
advocacy”) to enthusiastic support (“passionate advocacy”)
ƒƒ How advocacy differs country by country

2013
Findings
FINDING 1
Where advocacy is
concerned, features
trump emotion.
We looked at advocacy mentions of ads,
benefits, features, costs and customer service.
In all markets, features (e.g. the characteristics
of skin cream) were the most often mentioned.
In comparison, mentions of ads/commercials
typically garnered the fewest mentions.
|||||||||||||||||||||||||||||||
Exceptions included: the Coffee category in Brazil where deals and savings were the biggest driver; and
the Skin Care category in China where there were about as many mentions of ads in advocacy posts as
references to features.

2013
FINDING 2
Advocacy can occur
anywhere; no category is
too “boring.”
Of the 22 brands we looked at, the five with the
highest advocacy percentage included 2 hotels,
2 skin care brands and 1 fashion retailer. One
instant coffee brand came in among the top 10.
This showed us that it’s a myth that people only
advocate in specific categories.

2013
FINDING 3
China boasts the highest
level of brand advocacy.
Overall advocacy rates can vary by as much
as 50% between categories and as much as
5x between countries. China had the highest
overall brand advocacy rate, coming in at about
30% of mentions vs. Brazil’s 6% and the UK and
US’s levels of 12% and 13% respectively.
China 30%
Brazil 6%
300=
60=
Fig. 1

2013
FINDING 4
Few brands are driving
true passion.
For most brands, the majority of mentions
were casual. In the US, only 2 brands out of
22 had over 50% of mentions falling in the
most enthusiastic advocacy category (love,
excitement, must-do/buy). Interestingly, those
2 brands had more enthusiastic advocacy than
blockbuster movies like The Avengers and The
Hunger Games.

2013
FINDING 5
Brands have an
enormous social
advocacy gap.
Advocacy mentions represented about 15% of
all brand mentions, with the remainder being
either neutral or negative mentions. However,
when we dove deeper into the US hotel
category, for instance, we found less than 1
advocacy mention per 100 stays. 1
With some of the studied hotels reporting
guest satisfaction scores of 80% or more,
there’s clearly a large social advocacy gap:
the vast majority of people satisfied with their
experience aren’t advocating online. Not even
movies have overcome this advocacy gap, with
less than 1 advocacy mention per 100’ movie
tickets sold in the US.2,3
1 Stays estimated based on publicly available occupancy and room counts, as reported in financial
filings, news media statistics and Smith Travel Research data
2 Tickets sold estimated based on boxofficemojo.com US theatrical sales data for the period studied, and
estimated 2012 average ticket price reported by the National Association of Theater Owners
3 There’s some undercounting here because we could only look at publicly visible advocacy mentions

2013
RECOMMENDATION 1
To drive passionate
advocacy, know and
focus on your fans’ true
advocacy (not satisfaction)
inspirations.
What drives passionate advocacy may not be the
same thing that drives consumer satisfaction based
on brand research. It’s important to build programs
that emphasize real advocacy drivers.
For example, we know that hotel advocacy tends to
reference features. Using tools that help identify
“clusters” of discussion, we notice that Holiday Inn’s
breakfast tends to drive more advocacy than other
hotels; in comparison, Kimpton’s bars are more often
cited than those of other brands.
This data can be useful as the inspiration point for
creative/campaign messaging. More deeply, these
insights can be used to inform changes in messaging
and even products.
5 ways to build advocacy and
Amplify Passion

2013
RECOMMENDATION 2
Identify and use your
brand’s differentiated
advocacy drivers.
Different brands often have distinct advocacy
strengths – things people talk about most for
that brand. Understanding and emphasizing
that strength can help a brand stand out in the
conversation.
Two of the highest advocacy brands, even when
compared to movies, were Kimpton and Kiehls
in the US. What’s interesting, however, is that
there are significant differences in what drives
the higher levels of passion when compared
to category averages: for Kiehls, it’s features
while for Kimpton, it’s benefits and customer
service.
Look carefully at the brand and competitive set
to determine what could be the most effective
advocacy driver.

2013
RECOMMENDATION 3
For global relevance,
emphasize product features.
Product features were the number one driver of
advocacy in every country studied, and deserve to be
the key focus of global advocacy programs.
While features should be the key messaging, market-
level and brand-level data can help further refine
the precise execution. For example, a skin care
brand might also consider Brazil’s relatively greater
mentions of cost or China’s relatively greater mentions
of ads when designing the specifics of the program.

2013
RECOMMENDATION 4
Move beyond the blunt
metric of “sentiment” to
tracking advocacy levels.
Brands who really want to strengthen advocacy
need to implement a quantitative advocacy
tracking index.
A simple positive/neutral/negative tracking
system does little to help understand the degree
of recommendation around a brand. Leading
brands should pursue a more advanced scoring
system to look at the ability to increase advocacy
over time, identify key drivers by brand, and
evaluate differentiators between brands.
Ogilvy created its new Advocacy Index to track
category-specific advocacy, including level of
passion. This index can be customized to analyze
specific brands, competitors and markets and be
extended to integrate content metrics to provide
both insights and progress measurement
over time.

2013
RECOMMENDATION 5
Encourage and enable
advocacy everywhere.
Think about increasing advocacy impact in 3 ways:
volume, passion and reach.
To drive volume, map out customer touchpoints and
make it easy for advocacy to happen at any touchpoint.
To increase passion levels, use a process that identifies
and encourages passionate customers to share
more. As an example, we use the Advocacy Pyramid
Framework to help brands customize advocacy
programs based on value and brand passion.
To amplify reach, use owned, earned and paid
channels, including influencer engagement, employee
communications, social content, websites, ads and
email/CRM.

2013
5 Ways to Close the Social Advocacy Gap.
When we analyzed the US hotel category, we found
less than 1 social advocacy mention per 100 stays.
With some of the studied hotels reporting guest
satisfaction scores of 80% or more, there’s clearly
a large social advocacy gap: the vast majority of
people satisfied with their experience aren’t talking
about it online.
OPPORTUNITY
Brand Satisfaction 80%
Brand Advocacy 1%
Recommendations
1 To drive passionate advocacy, know and focus on your fans’ true
advocacy (not satisfaction) inspirations.
2 Identify and use your brand’s differentiated advocacy drivers.
3 For global relevance, emphasize product features.
4 Move beyond the blunt metric of “sentiment” to tracking advocacy
levels.
5 Encourage and enable advocacy everywhere.

2013
In Depth:
What Does Real
Advocacy Look Like?
T
here’s a common perception that advocacy is viral,
big and relies heavily upon big ad campaigns like
the latest Old Spice campaign or Super Bowl ads. In
our research, we found there’s a high volume of advocacy
driven by everyday experiences such as being delighted by
a great product feature, an exceptional service experience
or a good deal.
In this study, we took an in-depth look at advocacy,
analyzing both the level of advocacy and the driver of
advocacy. For the level of advocacy, we looked at both the
volume and intensity of the advocacy mentions. Intensity is
what we refer to as the level of passion.4
To determine the
drivers of advocacy, we evaluated advocacy mentions for
their content.
4 The ratio of the most passionate advocacy mentions to all advocacy mentions

2013
Coffee 14% 31
Fashion Retailers 12% 33
Hotels 13% 29
Movies 14% 45
Skin care 18% 39
140=
120=
130=
140=
180=
310=
330=
290=
450=
390=
Passion
(On a scale of 0-100, with
100 being the highest)Advocacy
Advocacy Levels by Category
Passion
(On a scale of 0-100, with
100 being the highest)
Brazil 6% 22
China 30% 18
United Kingdom 12% 43
United States 13% 49
60=
300=
120=
130=
220=
180=
430=
490=
Advocacy
Advocacy Levels by Country
Detail: Advocacy Levels
by Country Category
We found that, on average, about 15% of all
brand mentions were advocacy mentions
where the person expressed some positive
comments about a brand.5
This differed across
categories, ranging from 12% for fashion
retailers and coffee, to 18% for skincare.
Differences across countries were more
pronounced, ranging from 6% for Brazil to
30% for China.
While Brazil had a much lower overall
advocacy % than China, its advocates were
just as passionate. The home of the most
passionate advocates was the US, with the
UK a close 2nd
.
5 Advocacy mentions include neutral mentions. For example, a simple
announcement or mention with no specific personal context (e.g. “bought”
or “stayed”) would qualify as neutral. A negative mention would not include
advocacy-related keywords.
The results by category in Figure 3 (above)
were much more uniform, showing that
advocacy is not constrained by category – it
can happen in any industry.
The passion levels varied a bit, with movies
and skincare a bit higher than hotels
and coffee.
“There is nothing like a good pair of
worn-in Levi’s…I just want to get rid of all
my other skinny jeans and wear Levi’s for
the rest of my life.”(USA)
Fig. 2
Fig. 3

2013
At the aggregate level, there were both
differences and similarities in advocacy
across countries. Figure 4 shows more
detail and Figure 5 on page 21 provides a
summary of some of the key observations
from the data. Some of the country
observations include:
ƒƒ Features were consistently the largest
drivers of advocacy mentions across
countries
ƒƒ In China, benefits were the #2 driver
ƒƒ In Brazil, the UK and the US, cost
was the #2 driver
Detail: Advocacy Drivers
by Country Category
China
Ads
Benefits
Cost
Features
Customer Service
152=
163=
148=
448=
88=
Avg. Value
15.2%
16.3%
14.8%
44.8%
8.8%
United Kingdom
Ads
Benefits
Cost
Features
Customer Service
79=
186=
241=
334=
160=
Avg. Value
7.9%
18.6%
24.1%
33.4%
16.0%
United States
Ads
Benefits
Cost
Features
Customer Service
111=
197=
242=
330=
120=
Avg. Value
11.1%
19.7%
24.2%
33.0%
12.0%
Brazil
Ads
Benefits
Cost
Features
Customer Service
145=
183=
230=
333=
109=
Avg. Value
14.5%
18.3%
23.0%
33.3%
10.9%
Advocacy Driver by Country
“I went to Zara today... There are many
beautiful clothes! And they are not too
expensive.”(Brazil)
“Man, today I confirmed it that this Dove
Man Care really does have 48 hours of
effectiveness.”(Brazil)
“A cup of Nescafe in the morning, wakes
me up and stay sharp all day long [sic] ”
(China)
Fig. 4

2013
Features
(Rational)
Benefits
(Emotional) Cost
Customer
Service Ads
Brazil High Med-Low Med Low Low
China High Med-Low Low Low Med-Low
United Kingdom High Med-Low Med Med-Low Low
United States High Med-Low Med Low Low
Total Advocacy Driver Volume by Country*
* High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or lessFig. 5
ƒƒ Customer service was more important in
the UK while least important in China
ƒƒ In the Ads category, UK mentions were least
linked to ad mentions (while in China they
were the highest)
“River Island is an absolutely fantastic
store both on the high street and on their
website as I have never had any type of
item off them that is faulty or had any
problem…”(UK)

2013
Advocacy Driver by Category
Coffee
Ads
Benefits
Cost
Features
Customer Service
123=
150=
258=
358=
111=
Avg. Value
12.3%
15.0%
25.8%
35.8%
11.1%
Fashion Retail
Ads
Benefits
Cost
Features
Customer Service
74=
263=
169=
401=
92=
Avg. Value
7.4%
26.3%
16.9%
40.1%
9.2%
Hotels
Ads
Benefits
Cost
Features
Customer Service
84=
161=
212=
385=
158=
Avg. Value
8.4%
16.1%
21.2%
38.5%
15.8%
Movies
Ads
Benefits
Cost
Features
Customer Service
132=
164=
169=
459=
77=
Avg. Value
13.2%
16.4%
16.9%
45.9%
7.7%
Skincare
Ads
Benefits
Cost
Features
Customer Service
192=
161=
234=
306=
108=
Avg. Value
19.2%
16.1%
23.4%
30.6%
10.8%
Fig. 6

2013
Features
(Rational)
Benefits
(Emotional) Cost
Customer
Service Ads
Coffee High Med-Low High-Med Low Low
Fashion Retailers High High-Med Med-Low Low Low
Hotels High Med-Low Med Med-Low Low
Movies High Med-Low Med-Low Low Low
Skin care High Med-Low Med Low Med-Low
Total Advocacy Volume Driver by Category*
* High=30%+; High-Med=25-29.9%; Med =20-24.9%; Med-Low=15-19.9%; Low=14.9% or less
Fig. 7
“Nescafe Rich Colombian instant coffee
is deliciously cheap compared to dropping
$20 a week at timmies [sic]. Best decision
ever.”(US)
“Shopping at HM last night, so sweeeeet
[sic], super love the royal-blue shoes, and
the skirt, green hot pants, Bravo! All look
so amazing, feeling high all the night.”(US)
ƒƒ Feature discussion was the highest driver
of advocacy ranging from 31% to 46% of
mentions.
ƒƒ Cost advocacy for the coffee category was
the highest of any of the categories studied.
ƒƒ There’s a substantially higher mention
of advertising among skincare advocacy
mentions. But at 19% of mentions, it’s still
quite a bit lower than the 31% attributable
to discussions of features.
ƒƒ Fashion retailers advocacy mentions refer
more to the benefits around the shopping
experience than the other categories
studied.
When we look at the categories, we see a similar pattern in what drives advocacy.
Figure 6 shows the detail, and Figure 7 provides a summary, including:

2013
Top 10 studied brands
with the highest advocacy
The top 10 brands
with the highest passion
Brand
Sheraton
Estee Lauder
Kimpton
Levis
Olay
Dove
L’Oreal
Nescafe
Gap
Starbucks
260=
240=
230=
210=
200=
180=
180=
150=
150=
140=
Advocacy
26%
24%
23%
21%
20%
18%
18%
15%
15%
14%
Passion
68%
63%
50%
49%
45%
44%
39%
37%
37%
34%
Key
Hotels
Skin care
Fashion Retailers
Coffee
50=
50=
50=
50=
Fig. 8 Fig. 9
Brand
Kimpton
Kiehls
Folgers
Banana Republic
Olay
Estee Lauder
L’Oreal
Levis
Dove
Zara
Detail: Advocacy Intensity:
A Look at Real Passion
We took a look at high advocacy and the
intensity of advocacy – to explore how often
brands generated “brand passion,” as
compared to simpler forms of advocacy such
as check-ins or simple mentions of a brand.
We looked at advocacy at different levels,
including high, medium, low and total.
We also looked at the ratio of high to total
advocacy conversations (we refer to this as
Passion). When we look at this from a “passion
brand” lens1
, we see a slightly different
ranking.
If you compare Figure 8 to Figure 9, you can
see how brands with the highest advocacy are
not always the ones with the highest passion.
1 Calculated as % of advocacy mentions that fall into the highest level of advocacy,
as defined in the Methodology section

2013
Features (Rational) 33.0% 27.3%
Benefits (Emotional) 18.0% 21.2%
Cost 23.8% 23.7%
Customer Service 20.8% 24.3%
Ads 4.5% 3.5%
330=
180=
238=
208=
45=
273=
212=
237=
243=
35=
Hotels avg (US) Kimpton
Discussion breakout vs. category averages Hotels
Kiehls
Features (Rational) 29.8% 35.0%
Benefits (Emotional) 16.6% 15.0%
Cost 27.7% 24.8%
Customer Service 7.1% 8.4%
Ads 18.8% 16.8%
298=
166=
277=
71=
188=
350=
150=
248=
84=
168=
Skincare avg (US)
Discussion breakout vs. category averages Skincare
Fig. 10
Fig. 11
What’s Different about
Passion Leaders
W
hat about the “passion brands,” i.e.
the leaders that generate either high
passion or high advocacy (as % of
mentions)? What do they look like relative to
other brands? The following table compares
discussion breakout vs. category averages
for the two highest advocacy passion brands:
Kimpton and Kiehls (US only).
Kimpton Hotels over indexes in the hotel
category on benefits and customer service.
Conversely, they under index on advocacy
associated with the more rational based
features and advertising.
Conversely, Kiehls over indexes in the skincare
category for Features.

2013
Keyword Hilton Holiday Inn Hyatt Marriott Sheraton Kimpton
airport 1.94 1.83 1.67 1.84 1.77 N/A
amenities N/A 1.33 0.83 N/A 1.41 1.64
area 1.39 2.11 1.08 1.92 1.79 1.61
bar 1.24 1.41 0.9 1.42 1.39 1.97
bathroom N/A 1.52 0.82 N/A 1.42 1.74
beach 1.71 1.36 1.45 2.15 2.05 N/A
bed N/A N/A 0.84 N/A N/A 1.66
boutique N/A N/A N/A N/A N/A 1.8
breakfast 2.25 3.15 1.72 2.32 2.22 N/A
Keyword prevalence
Fig. 12
With good advocacy analytic tools, we’re able
to look competitively at brands to dig into the
specific features that are being emphasized.
For example, we looked at feature related
keyword prevalence among US hotel brands.
The numbers represent the relative presence
of keywords within each brand’s advocacy
mentions. For example, discussion of the bar
and bathroom for Kimpton are higher than for
its peers; similarly, breakfast at Holiday Inn
generates more advocacy related discussions.
Spotlight:
Deep Dive into Drivers

2013
W
e created advocacy filters and
worked with partners CIC, Visible
Technologies and Radian6 to assess
the advocacy content of approximately 7
million social media conversations around 22
brands and 8 feature films in four countries
(Brazil, China, the United Kingdom and the
United States) during the first 6 months of
2012. In some cases, there were differences in
brands and feature films by country (the latter,
based on theatrical availability during the
study period).
We looked at advocacy at different levels,
including High, Medium, Low and Total.
We also looked at the ratio of High to Total
advocacy conversations (we called it Passion).
Here are a few examples of the types of
keywords used to create searches for each
level:
High Amazing; love; fabulous; awesome;
perfect; incredible
Medium Good; like; nice; decent; standard;
reasonable
Low Bought; purchased; picked up; tried;
saw; stayed; went to
We categorized advocacy drivers into the areas
of Features (Rational), Benefits (Emotional),
Cost (deals / savings), Customer Service,
and Ads and Campaigns. Here are a few
examples of the types of keywords used to
create searches around each area for the hotel
category (note that one mention may fall into
more than one driver area):
Features (Rational) Room size; amenities;
location; cleanliness; food
Benefits (Emotional) Refreshing; relaxing;
peaceful; romantic; comfortable
Cost Discounts; special offers; deals; coupons
Customer Service Friendly; helpful;
accommodating; efficient; enthusiastic
Ads and Campaigns Ads; commercials;
giveaway;
Methodology

2013
For feature films, we used a different
categorization system. Features (rational)
reflect directors, actors and other rational
features such as plot, soundtrack or
movie format; benefits (emotional) reflect
emotions experienced during the movie; cost
reflects prices; customer service reflects
the customer service/shopping/attendance
experience; ads and campaigns added in
keywords related to trailers and previews.
We made some adjustments to keywords to
reflect differences across markets, while
attempting to preserve comparability across
the broader categories.
This study looked at real world advocacy
through the lens of social media mentions
(text). It did not look at advocacy that occurs
through the visual web (images and video).
It also did not look at advocacy expressed
via means other than publicly visible social
comments.

2013
About CIC
CIC is China’s leading social
business intelligence provider,
enabling enterprises to fully
leverage the power of social
media and Internet Word of
Mouth (IWOM) intelligence
across an organization.
Recent acquisition by WPP’s
Kantar Media, the media
research and insight division
of Kantar, has strengthened
CIC’s position and is a step
towards expansion of its
social offering across Asia
Pacific. CIC will continue
to provide social business
intelligence from an objective,
third-party perspective, to
the world’s leading brands
and agencies. Other language
services are now available
through the Kantar network.
http:///www.cicdata.com
About Radian6/
Salesforce
Marketing Cloud
Salesforce Marketing Cloud is
the world’s only unified social
marketing suite, organizations
creating compelling social
presences, amplifying
content, tracking campaign
ROI and ultimately driving real
business results. Marketing
Cloud allows businesses
to make better decisions in
marketing, sales and service
and in decisions that will
impact the bottom line. This
is used to empower brands to
turn insights into action, and
connections into Customers
for Life™. http://www.
salesforcemarketingcloud.
com/
About Visible
Technologies
Visible’s social monitoring,
analytics and engagement
platform and expertise help
businesses analyze social
media conversations to
better understand consumer
preferences, market
dynamics, competitive
strengths and weaknesses
and other information critical
to a company’s reputation
and brands. Visible’s insights
and ability to connect with
customers on social channels
enables brands to rapidly
gauge effectiveness of their
existing programs and
optimize in real time leading
to greater ROI, increased
marketing effectiveness,
improved customer
satisfaction and brand loyalty.
www.visibletechnologies.
com, @visible
extensive experience in text analytics, natural language
processing, machine learning, and information retrieval. And
because of Visible’s considerable human labeling practice, ou
scientists have access to an extensive set of sentiment data.
Bellevue (Headquarters)
3535 Factoria Blvd SE
Suite 400
Bellevue, WA 98006

About Social@Ogilvy
S
ocial@Ogilvy is the largest social media marketing communications
network in the world. Named 2011 Global Digital/Social Consultancy
of the Year by The Holmes Report, the practice leverages social
media expertise across all Ogilvy Mather disciplines, offering an
extensive list of services within the foundational business solutions
-- Listening and Analytics; Social Business Solutions; Social Media
Marketing and Communications; Social Shopping; Social CRM; Social
Care; and Conversation Impact™

How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

How to build a global passion brand: Insights from the 2013 Social@Ogilvy Brand Advocacy Study

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