A digital strategy to find the best brand advocates and create a platform for them to spread the word across blogs, Facebook, Twitter, email, telephone and face-to-face:
- Fans and bloggers were invited to apply to become brand advocates through an online application process.
- We built an automated way to screen applications using artificial intelligence algorithms but also applied human processes to find the strongest advocates.
- Once chosen, advocates could log their buzz activities and share ideas in a specially-built microsite. We designed a points-based rewards system to drive competitiveness between advocates. This also helped measure the success of the campaign.
- Social network marketing kept momentum following launch with a branded Facebook hub, which worked well together with a sustained email marketing campaign.