What is Advocacy Advertising?

 

Advocacy Advertising, for institutions to pave the way for consumers to establish an emotional bond with themselves; It is to put forward the position they stand on the issues that they care about and that are on the agenda of the society, that is, to take a side. The advertising campaign must achieve the desired results, stand behind this decision and be supported by other communication efforts.

 

❗️If a brand only talks and takes no action; Consumers will surely realize this. Advocacy Advertising is the use of tools in the marketing mix to support a specific message or purpose and to reveal the side of the institution on issues that are on the agenda of the society. The aim of the Advocacy Advertising strategy is to draw the attention of the audience to the problem and as a result, by increasing the awareness of the issue; is to provide "institutional benefit" from an event that occupies the agenda.

 

One of the most important advantages of this advertising strategy is the exposure effect. It enables any organization that is interested in a topic that is, or is likely to be, and has the courage to speak up, to find like-minded people from all over the world and motivate them to take action. Social media is one of the platforms that contribute the most to the promotion processes of Advocacy advertising and to reach the targeted results. While providing the opportunity to reach large audiences with a low budget, it also increases the interaction with the advertisement thanks to various content formats.

 

Nike - Colin Kaepernick Advertising Campaign

 

Airbnb - We Accept Advertising Campaign

 

Heineken - Cheers To All Advertising Campaign

 

All of the above advertising campaigns can be classified as examples of Defensive Ads that have been carefully crafted, well executed, and have added great value to the brand.

 

Source: https://lnkd.in/exGRKTNZ