Analysing the different ways in which consumers can advise others to choose a brand helps understand how advocacy occurs, empowering brands to drive even more recommendations through focused communication strategies.

Heinz Ketchup’s asking of consumers to come up with slogans for a talking label shows that brands can generate positivity and boost engagement on Facebook by prompting consumers to be creative. With a chance to come up with their own slogans, a higher-than-average number of consumers respond to the post, with many utilising the post as an opportunity to express their “love” for Heinz Ketchup.

Sony Ericsson uses a simple advert describing the uses and corresponding benefits that its new Sony Ericsson Experia S will bring to consumers’ lives. By showing how it would specifically integrate into a man’s life the advert successfully engages this target segment.