Content marketing doesn’t stop at awareness or action. Some of the most effective strategies go a step further, turning customers or supporters into advocates who promote the brand themselves. Advocacy is powerful because it taps into the most trusted form of marketing: word-of-mouth. When people share their own experiences and content, it carries authenticity no advert can buy.
Here are five standout examples of brands using content to fuel advocacy.
1. Apple – Shot On iPhone
Apple’s long-running campaign showcases photos and videos taken by everyday iPhone users. By curating and amplifying user-generated content (UGC), Apple positions its customers as the stars of the brand story.
Why it works:
- Demonstrates the product’s capabilities in a credible way.
- Encourages users to share their own work for recognition.
- Turns customers into proud advocates — their content becomes Apple’s best advertisement.
Apple “Shot on iPhone” Campaign.
2. GoPro – GoPro awards
GoPro encourages users to submit their most exciting footage shot on its cameras. The best clips are rewarded and featured in GoPro’s global marketing campaigns.
Why it works:
- Empowers users to create and showcase content.
- Builds a global library of authentic, action-packed videos.
- Strengthens the sense of community among GoPro owners.
GoPro user generated content.
3. LEGO – LEGO ideas community
LEGO runs an online platform where fans submit their own set designs. Winning designs are produced as official LEGO products, with credit given to the creator.
Why it works:
- Harnesses fan creativity while driving innovation.
- Encourages deep emotional investment from loyal customers.
- Builds a sense of co-creation: advocates help shape the brand’s future.
LEGO Ideas Community
4. Salesforce – Trailblazer community
Salesforce highlights customer success stories through its Trailblazer Community, where clients share experiences, best practices, and solutions.
Why it works:
- Positions Salesforce users as experts and thought leaders.
- Encourages peer-to-peer advocacy in the B2B space.
- Builds credibility through authentic voices, not just brand messaging.
Salesforce Trailblazer community website.
5. Movember – advocacy toolkits
Movember equips supporters with downloadable resources such as posters, social media graphics, and campaign toolkits. These make it easy for individuals to promote the cause within their own networks, amplifying Movember’s reach far beyond official channels.
Why it works:
- Removes barriers by giving supporters ready-made advocacy materials.
- Ensures consistent messaging while still feeling grassroots and authentic.
- Empowers advocates to spread the movement, multiplying visibility and impact.
Movember downloadable posters.
Takeaway.
- Advocacy happens when audiences feel proud, empowered, or inspired to share content.
- The most successful brands celebrate and amplify user voices, rather than just pushing their own messages.
- Advocacy content strengthens loyalty, builds trust, and extends reach far beyond owned channels.
For marketers, the lesson is clear: don’t just create content for your audience — create opportunities for them to create and share content with you.
