Turning Experiences into Advocacy: How ROX Fuels Brand Loyalty
- Darren O'Mahony
- Jan 21
- 4 min read
In today’s experience-driven economy, brands are no longer just competing on products or services—they’re competing on memorable experiences. As consumers become more selective and discerning, creating experiences that resonate on an emotional level is key to turning casual customers into passionate brand advocates. This is where Return on Experience (ROX) comes into play, offering a new way for brands to measure success by focusing on long-term engagement, emotional connection, and advocacy rather than just short-term financial gains.
Why Experiences Drive Advocacy
People don’t just buy products; they buy into experiences. A memorable experience has the power to transform a one-time transaction into a lasting relationship. Studies show that 86% of consumers are willing to pay more for a great experience, and 65% of consumers consider a positive experience with a brand to be more influential than great advertising. This shift underscores the growing importance of creating moments that customers want to share, recommend, and advocate for within their networks.
When brands focus on delivering exceptional experiences, they create deeper emotional connections, which in turn foster long-term loyalty and positive word-of-mouth. In fact, customers who have a positive emotional experience with a brand are three times more likely to recommend it to others and 90% more likely to make repeat purchases.
The Power of Experiential Marketing in Building Brand Communities
Experiential marketing provides a unique opportunity for brands to immerse customers in their world and create share-worthy moments that naturally fuel advocacy. Whether it’s through interactive installations, pop-up events, or immersive digital experiences, these activations allow brands to connect on a personal level, leaving a lasting impression that extends far beyond the initial engagement.
At Watch This Space, we’ve seen first-hand how experiential campaigns can create thriving brand communities. Take, for example, our work with St. George Unwrap Christmas, where an interactive digital experience allowed passers-by to “unwrap” virtual gifts in real-time. Not only did the campaign see high participation rates, but it also generated organic social sharing and brand advocacy as delighted participants shared their experiences online and in-store. This kind of interaction cements an emotional connection with the brand, making customers feel valued and engaged.
How ROX Transforms Brand Advocacy
To harness the full potential of ROX, brands need to shift their focus beyond traditional metrics and start looking at engagement indicators that foster advocacy. Some key ways to leverage ROX for long-term brand loyalty include:
1. Personalisation Matters
• Experiences that are tailored to individual preferences create a deeper sense of connection and belonging. Customers are more likely to advocate for brands that make them feel understood and valued. Whether it’s through personalised product recommendations or custom experiences, brands that prioritise personalisation see a higher return on engagement.
2. Encourage User-Generated Content
• Experiences that invite customer participation lead to organic content creation. When customers become part of the brand’s story—through social media sharing, testimonials, or word-of-mouth—they drive advocacy in an authentic way.
3. Seamless Omnichannel Experiences
• Consistency across touchpoints—whether online, in-store, or at events—ensures customers have a cohesive journey that reinforces their loyalty. Brands that integrate digital activations with physical experiences create a seamless connection that encourages advocacy.
4. Surprise and Delight Moments
• The unexpected has a powerful impact. Creating moments of surprise, whether through gamification, rewards, or exclusive experiences, encourages customers to share their delight and loyalty with others.
5. Community Building Initiatives
• Loyal customers often look for deeper connections with like-minded individuals. Brands that foster a sense of community through exclusive experiences, social media groups, and events create a network of advocates who continuously support and champion their products.
Measuring Advocacy Through ROX
Unlike traditional return on investment (ROI), which focuses on direct financial returns, ROX takes a more holistic view of success by measuring:
• Customer sentiment and satisfaction through surveys and social listening.
• Engagement rates such as participation in events, social shares, and dwell time in activations.
• Net Promoter Scores (NPS) to track advocacy potential.
• Long-term loyalty indicators such as repeat purchases and referrals.
By keeping an eye on these metrics, brands can better understand what resonates with their audience and refine their strategies to enhance advocacy efforts.
Experiences create advocates, and advocates build brands. In today’s competitive market, delivering unforgettable experiences is no longer optional—it’s essential for building lasting loyalty and driving organic growth. Brands that invest in experiences and track their ROX are better positioned to turn their customers into lifelong advocates who not only return but also bring others with them.
At Watch This Space, we specialise in crafting experiential activations that capture attention, capture hearts, and ultimately capture wallets. If you’re ready to take your brand engagement to the next level, get in touch with us today.
1. 86% of consumers are willing to pay more for a great experience
• Source: PwC, “Future of Customer Experience”
2. 65% of consumers consider a positive experience to be more influential than great advertising
• Source: Forbes, “Why Customer Experience Is More Important Than Ever”
3. Customers who feel emotionally connected to a brand are three times more likely to recommend it
• Source: Harvard Business Review, “The New Science of Customer Emotions”
4. 91% of consumers feel more positive about a brand after participating in an event or experience
• Source: EventTrack, “Event Marketing Statistics 2023”
5. Customers with positive emotional connections have 306% higher lifetime value
• Source: Harvard Business Review, “The Value of Customer Emotional Connection”
6. Social media engagement and user-generated content drive advocacy
• Source: Sprout Social, “The State of Social Media 2023”
7. Gamification increases customer engagement and loyalty
• Source: Think with Google, “Why Gamification Works in Marketing”