Inspired by our Advocate Engagement Campaign finalists from the 2024 CAP Awards, we’ll dive into some key ingredients that successful advocacy campaigns seem to have in common, featuring real-world examples from some brands that have mastered the art of crafting memorable experiences.
Key Ingredients for Successful Engagement Campaigns
Successful advocacy programs thrive on meaningful engagement, which is achieved by connecting with customers, fostering impactful relationships, and, best of all, creating results that leave a lasting mark. At the heart of these programs are well-crafted campaigns. When executed effectively, these campaigns become powerful tools that celebrate customer success, strengthen brand loyalty, and drive real business results. Let’s explore some essential elements that can make your advocacy campaigns truly memorable and effective.
Build Trust Through Connection
Case Study: Intercom’s #Fin5000 Campaign
When Intercom launched their revolutionary AI support agent, “Fin,” they wanted to showcase its transformative potential in a way that would inspire both new and current customers. The advocacy team quickly developed the #Fin5000 campaign, which evolved from a simple promotional tool into a core element of Intercom’s go-to-market strategy for this innovative product.
The campaign adopted a “show, don’t tell” approach, featuring early adopters in a curated Fin Gallery that celebrated customers at the cutting edge of AI in customer service. This visual display not only showcased success stories but also fostered a strong sense of community among pioneering Fin users. Intercom also implemented a thoughtful gifting strategy, presenting standout advocates with unique gifts crafted from native, locally sourced materials.
By creating bespoke experiences, Intercom strengthened brand loyalty and recognition, positioning customers as part of an elite “Fin” community. Each member received a personalized certificate naming them a “CS Innovator,” which encouraged social sharing and amplified the campaign’s reach. To make the experience even more memorable, Intercom's leadership team, including their CEO, actively engaged with customers on social media, ensuring that each advocate’s contribution was publicly recognized.
The #Fin5000 campaign set a new benchmark in advocacy by:
- Building exclusive communities that celebrate customers’ bold support for new products
- Deepening relationships through personalized recognition
- Publicly honoring customer achievements.
So what’s the takeaway? More than just creating product champions, this campaign demonstrated how successful advocacy campaigns can transform customers into true partners in a brand’s vision and success.
Get Personal with Customer Stories
Case Study: Amplitude’s “Aha Moments” Campaign
Amplitude’s approach to customer storytelling demonstrates how authenticity and relatability can create powerful engagement and loyalty.
Their campaign centered around pivotal “aha moments”—key breakthroughs where customers unlocked the full potential of Amplitude's suite of products and recognized their true value.
To bring these customer journeys to life, Amplitude partnered with a production agency, producing two videos and a corresponding blog or case study for each “aha moment”. This multi-format approach allowed Amplitude to maximize reach, making the campaign a central part of their content strategy. And the results were impressive, with over 3 million video plays on Facebook and Instagram alone!
Versatility was also key to the campaign’s effectiveness. By repurposing content across multiple platforms and customer touchpoints, Amplitude ensured the campaign maximized impact and delivered consistent value. This strategy also opens up possibilities for integrating customer stories beyond typical placements, such as:
- Customer onboarding:This pivotal stage of the customer journey is packed with opportunities to shape customer perception, yet it often doesn’t get the spotlight it deserves.
- Product demos: Using customer success stories during product demonstrations will help illustrate real-world applications and benefits for your prospect.
- Customer support interactions: Share relevant success stories when customers reach out for support to showcase how others have overcome similar challenges.
By tapping into genuine customer experiences, Amplitude created content that resonated more deeply with their audience. When customers see their own experiences and insights reflected in a brand’s messaging, it can foster an organic sense of belonging, and in this case, it did. The “Aha Moments” campaign serves as a reminder to look for overlooked touchpoints along the customer journey where advocacy-driven content could strengthen engagement and build trust. By getting personal with customer stories, Amplitude created a campaign that not only stuck but continued to deliver value long after its launch.
Celebrate Achievements
Case Study: Workleap’s Employee Experience Leaders Campaign
Stories have a unique ability to captivate and inspire. When engagement campaigns connect with meaningful narratives, they resonate more deeply with audiences, creating lasting impressions. This is particularly true when it comes to celebrating customer achievements.
As we’ve learned, the most successful advocacy campaigns often highlight customer success stories. Workleap’s first-ever Employee Experience Leaders Campaign exemplifies the power of storytelling in advocacy. Their approach not only honored individual successes but also fostered a sense of community, strengthening brand loyalty in the process. Here’s how they did it:
- Recognized the achievements of their top 60 customers
- Secured 22 new customer testimonials
- Generated 15 case studies
By shining a spotlight on their customers’ accomplishments, Workleap created a ripple effect of inspiration. This strategy goes beyond mere recognition; it cultivates a culture of excellence and appreciation within their customer base.
The success of Workleap’s campaign demonstrates several key benefits of celebrating customer achievements:
- Emotional connection: Story-driven campaigns tap into emotions, making them more memorable and impactful.
- Inspiration: Highlighting success stories motivates other customers to strive for similar achievements.
- Community-building: Shared experiences and recognition foster a sense of belonging among customers.
- Brand loyalty: Customers feel valued and appreciated, strengthening their connection to the brand.
By celebrating achievements, brands like Workleap show that the most effective advocacy campaigns are those that put customers at the center, turning their successes into powerful narratives that resonate across their entire customer base.
Turn Engagement into Action
Successful advocacy campaigns should do more than just create memorable experiences; they should drive real business results. The success stories of our 2024 CAP Awards finalists have shown us how ingenuity, personalization, and engagement can translate into impactful, measurable success.
- But what’s your next move? Consider the following: provide genuine value to participants (think recognition, exclusive access, or skill-building opportunities)
- Amplify customer voices through compelling testimonials
- Leverage case studies to showcase real-world impact
- Create pathways for upselling and attracting new customers
Remember, the most effective campaigns don’t just celebrate customers—they transform them into partners in your brand’s journey. So, if you want to create a campaign that sticks, take inspiration from these top examples and explore how you can build more meaningful, engaging experiences that lead to tangible business outcomes. The path from engagement to action is paved with meaningful connections and shared successes. What story will you tell next?
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