It is important to note that brand advocacy does require some investment with creative professionals to develop an advertising campaign. The key however is that YOU DON'T NEED TO RUN OR PLACE IT. If it is done cleverly enough other people will do your work for you and your brand will have the buzz that breaks through the clutter.
While this means you will spend money, let's put this into perspective. We live in a world where brand A spends $130,000,000.00 and brand B relies almost exclusively on free media, a press conference and a hairdresser particularly good with aerosols. We can't think of a better advertisement for brand advocacy. No matter what you think of the outcome.