Brand advocacy is great, right? Sure it is—unless you happen to be an advocate’s best friend.
Peter Ormerod of The Guardian seems a bit confused, though: what he calls “friendvertising” is really just successful content marketing, or brand-produced videos shared by those in his social (media) circle.
Ormerod takes particular umbrage at the WestJet Christmas campaign and Dove‘s “Real Beauty”, claiming that the offending companies are using feel-good, socially positive messaging to hide their true intentions: sales. These were, of course, two of 2013′s most successful campaigns—so we can’t imagine what he’d say about lesser entries in the content marketing field.