Leonie Bulman's recent articles
Advocacy Tracker: identifying the different types of advocacy helps brands understand how consumers recommend them
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.
- Implicit advocacy: Over half of Neutrogena Naturals advocacy is driven by implicit recommendations, as consumers compare its products favourably to competitors, subtly suggesting that potential customers should choose them. For example, they say Neutrogena Facial Cleanser is "the best" or "more effective" than other cleansers
- Prompted advocacy: Jergens advocacy is driven by prompted recommendations, which occur on review and shopping sites where consumers are asked to say whether or not they would recommend the product to a friend.
- Explicit advocacy: Explicit recommendations, which are direct calls to action from consumers telling others that they "should choose" or "try" a particular product, are much a rarer, but also the most powerful form of advocacy. Nivea has double the proportion of explicit advocacy as Jergens and Neutrogena Naturals
If you would like to find out more about our new Advocacy Tracker, you can download a full overview here or read our sample report on why consumers recommend Neutrogena Naturals. Advocacy Tracker helps brands understand why consumers recommend them to others.