Building Brand Loyalty Through Fan-Driven Advocacy

How do you build an audience that wants to buy bottled water…from Mexico? This was the challenge that Giovanni Gallucci was faced with when building a digital strategy around his client’s effervescent bottled mineral water: Topo Chico. Answer: strike the right balance between internally produced and user-generated content of visually-pleasing photos and emotion-invoking stories on social media. Based on real-world examples from this experience, Giovanni Gallucci will discuss how to further brand loyalty and awareness through increased fan-driven advocacy on social.

After this session, you will be able to:

  • Grow demand for your product organically by building relationships with industry insiders and creating strategic brand scarcity
  • Curate content from regular fans and tastemakers alike at no cost
  • Strike a balance between defining your own brand and taking cues from your fans about what they want your brand to be
  • Select the appropriate resources to produce professional online content without a huge budget