Understanding who the Bobbi Brown online advocates are
Millions of people are sharing advocacy content out of love or passion for brands each day. Trust is simultaneously waning as consumers become savvy to the reality of influencers being bought by brands and now fatigued by it. More than ever before brands need to understand and grow their advocates as part of their digital strategy.
Bobbi Brown commissioned Flamingo to partner on understanding and developing strategies to cue and drive digital advocacy, specifically in Korea and US.
Digital Forensics immersed in over 100k consumer posts from real women advocating for Bobbi Brown and best in class competitors to identify: patterns in behavior, needs, drivers, barriers and opportunities. Flamingo interviewed the most typical advocates along the way and we developed a five phase Advocacy Pyramid Model for understanding advocacy with tactical recommendations to drive and increase advocacy at retail and online.
The study was so successful it was turned into a book and published for all Estée Lauder Companies.