Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing. 

Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority. 

Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy.