Leonie Bulman's recent articles
WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations
Our new Advocacy Tracker, which allows brands to track online consumer recommendations month-on-month, shows the importance of understanding which activities drive positive advocacy. For example, Neutrogena successfully doubled advocacy around its Naturals range with a Facebook campaign.
- The Naturals' campaign on Facebook in April generates advocacy: Encouraged by promotional material around the Naturals's range on Neutrogena's Facebook page, fans recommend the products for their "moisturising" and "cleansing" properties
Once the Facebook campaign is over, total advocacy levels drop in May:
- Total online recommendations for Neutrogena drop back in May: Without the impact of the Facebook campaign, consumer advocacy for Neutrogena in May drops back down towards March levels. This shows the importance of sustaining online promotional activities around a product or range to maintain high levels of advocacy
The Neutrogena Naturals Advocacy sample report was released as part of the WaveMetrix Advocacy Tracker launch, which allows brands to understand what drives advocacy and detraction, which products are most strongly recommended, who your brand advocates are and where they post. Please contact Leonie at firstname.lastname@example.org to find out more.