Harnessing the power of Cool Guys
One of the insights from our celebrated Saudi Youth study was the undoubted power of Cool Guys in their social circle. They are admired by their friends who like to imitate the style of clothes they wear and the brands they use. Given that over 70% of the population in the region is under 30 years of age, we wondered if there was a way to tap into their social magnetism and harness it for marketing purposes.
With support from one of our major clients, we developed a new promotional method which we termed Advocate Marketing.
The first step we took was to develop a valid multi-step model that measured the level of Cool Factor of potential recruits. We then developed a program that recruited 150 of the coolest guys in Jeddah to support the re-launch of a major brand by becoming brand ambassadors.
Our program was part of a slick marketing launch that was so successful that the brand was sold out in shops within weeks of the launch. Our input was evaluated by a multi-national research agency which gave a glowing report of how we helped to create a cool and aspirational image for the brand, prior to launch.
We can also use this method effectively with housewives as well as men, as, in every social circle, there are opinion leaders we can identify and recruit to support your brand as ambassadors.
Contact us to see how Advocate Marketing can be integrated into your marketing strategy.
With support from one of our major clients, we developed a new promotional method which we termed Advocate Marketing.
The first step we took was to develop a valid multi-step model that measured the level of Cool Factor of potential recruits. We then developed a program that recruited 150 of the coolest guys in Jeddah to support the re-launch of a major brand by becoming brand ambassadors.
Our program was part of a slick marketing launch that was so successful that the brand was sold out in shops within weeks of the launch. Our input was evaluated by a multi-national research agency which gave a glowing report of how we helped to create a cool and aspirational image for the brand, prior to launch.
We can also use this method effectively with housewives as well as men, as, in every social circle, there are opinion leaders we can identify and recruit to support your brand as ambassadors.
Contact us to see how Advocate Marketing can be integrated into your marketing strategy.
