SOURCE: BzzAgent

BzzAgent

November 29, 2011 11:51 ET

BzzAgent Study Finds Brand Advocacy Has a Lasting Impact

94% of Consumers Still Have a Positive Opinion of a Product One Year Later

BOSTON, MA--(Marketwire - Nov 29, 2011) - BzzAgent, the social marketing arm of dunnhumby, today released results from a study analyzing the long-term effects of brand advocacy. Focused on consumers who had recently participated in BzzAgent campaigns, the study addressed whether the positive attitudes of these consumers, known as "Agents," held up over the long haul.

The BzzAgent programs, which ran for an average of eight weeks, demonstrated measureable increases in favorable opinion of the product, likelihood to recommend the product to others and purchase intent. BzzAgent then conducted a deeper dive and surveyed the consumers every three months for one year following the conclusion of the campaigns to see if their opinions, conversations and purchase behaviors had changed. The study revealed the following:

  • Positive overall opinion of the product doubled due to the social marketing campaign. A year later, 94% of that goodwill was alive and well.

  • The social marketing campaign boosted likelihood to recommend the products by 54%. A year later, 91% of advocates were still talking it up.

  • Purchase intent increased by 81%. A year later, 88% of Agents were still making the cash register ring, saying they were still buying the product.

"This study shows how highly effective advocacy marketing is," said Dave Balter, CEO and Founder of BzzAgent. "Not only was there a significant short-term impact, but a year later the advocates were just as enthusiastic about the brands as they were when they first participated in the campaigns."

A synopsis of the study is available for free download at http://u.bzz.com/longterm.

About BzzAgent
BzzAgent, the social marketing arm of dunnhumby, accelerates word of mouth to drive product sales. Powered by an addressable network of over 400 million shoppers around the world, BzzAgent creates measurable business results for marketers through an influential advocate network, a powerful engagement platform, and a proven analytics approach. BzzAgent has been at the vanguard of word of mouth marketing since 2001, running more than 2,000 programs for global companies including Unilever, Wrigley, L'Oreal, and Michelin. For more information visit: http://about.bzzagent.com.

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