Building Brand Advocacy

Jaksot

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  All Brand Marketing Starts With Advocacy | Camilla Craven on AI, Community & Modern Brand Building 29.07.2026 51min

  In this week's episode of Building Brand Advocacy, Camilla Craven, former Global Brand & Marketing Director at FaceGym, unpacks why advocacy is becoming the backbone of modern marketing strategy, from the operational realities of building community to the rise of employee-generated content and AI's growing role. We also dig into why the best marketing leaders aren't just measuring advocacy, they're listening.In this episode, we cover:Advocacy's place in modern marketing and why it's no longer a nice-to-haveCommunity, influencers, and the power of actually listeningTuning out industry noise to focus on what genuinely makes impactOperational struggles, team structures, and the rise of employee-generated contentAI's growing role in how brands build and scale advocacyChapters00:00 Welcome Back Camilla02:45 Advocacy Over Performance10:20 What To Believe When Everyone’s an Expert16:28 Fractional CMO Patterns20:10 Tools, Data, and Adoption21:57 The importance Of Listening First23:41 Measuring Advocacy Impact25:30 Influencer Performance Nuance27:07 Future Generations and The Social Media Ban28:29 Martha Stewart MAC Campaign33:39 The Rise In Employee Generated Content (ECG)39:39 AI Tool Consolidation43:14 Who Does Advocacy Best?44:41 TikTok Shop Brand Dilution49:56 Cringe or Community Game51:39 Wrap Up🔔 New episodes every Wednesday — subscribe so you never miss an episode.FOLLOW CAMILLACamilla Craven: https://www.instagram.com/camillablyss/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacyVerity: www.linkedin.com/in/verityhurd/
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  Behind LOOKFANTASTIC: Rebuilding a £1B Retail Empire From the Inside 15.07.2026 56min

  In this week's episode of Building Brand Advocacy, Verity sits down with Georgie Fox, Head of Brand at LOOKFANTASTIC, to dissect what it actually takes to rebuild a brand's foundation from the inside out, and how community became their sharpest growth lever.This episode covers the brand-partnership relationship, why consumer connection has to run deeper than product, and how brands can fill the gap left by traditional media. Georgie shares the internal culture shifts that made it possible, LOOKFANTASTIC’s anti-gatekeeping approach to knowledge, and the "sausage machine" analogy that redefines what good marketing looks like.  In this episode, we cover:Rebuilding LOOKFANTASTIC's brand foundation, closing the business-social understanding gap, and why consumer connection must run deeper than productHow brands can fill the void left by traditional media and publishing, using community as the gateway through accessWhat good marketing actually looks like and how to measure it effectively using the "sausage machine" analogy Building a fuelled 360 creator and affiliate strategy, from nurturing genuine partnership relationships to scaling the brand x partner modelAnti-gatekeeping as strategy, making employee content creation part of the role and earning real buy-in across the businessChapters00:00 Welcome and Guest Intro05:47 The Home of Iconic Beauty09:09 Building Brand Foundations16:29 Proving Brand Impact21:45 Anti Gatekeeping Strategy27:30 Creators and LOOKFANTASTIC’s Aspiration Balance29:43 Influencer Strategy Origins31:31 From Funnel To Flywheel37:29 Reddit And Authenticity41:12 Molly Mae’s Evolution42:51 Ambassadors Within The Community53:04 The Future Of Brand Marketing54:58 Cringe Or Community Quickfire56:01 Wrap Up🔔 New episodes every Wednesday — subscribe so you never miss an episode.FOLLOW LOOKFANTASTICLOOKFANTASTIC: https://www.instagram.com/lookfantastic/TikTok: https://www.tiktok.com/@lookfantastic?lang=enFOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacyVerity: www.linkedin.com/in/verityhurd/
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  The 5- Step Framework to Fast & Slow Social Strategy: Beth & Michael from Slice Social 01.07.2026 55min

  In this week's episode of Building Brand Advocacy, Beth & Michael, founders of Slice social media agency, break down their 5-Step Social Strategy: Discovery, Storytelling, Challenge, Problem-Tension-Goal, and Solution. Plus, why the "Fast & Slow" approach to social is the framework that separates brands that win from brands that just post.This is an episode designed to give you direction in social media, to integrate a purpose into your posting and work strategically to reach your end objective. In this episode, we cover:00:00 Introduction 05:15 The 5-Step Social Media Strategy06:45 Step 1: Discovery20:06 Step 2: Storytelling through strategy 29:24 Step 3: The Challenge33:39 Step 4: Problem, Tension, Goal 34:50 Step 5: Solution 44:17 The Fast & Slow Approach To Social 🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH BETH & MICHAELBeth: https://www.linkedin.com/in/betheleanorthomas/Michael: https://www.linkedin.com/in/michaelrichardcorcoran/Slice Social: https://www.slice-social.com/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacyPaul: TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠Verity: www.linkedin.com/in/verityhurd/
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  Cannes Lions CMO on Community, Advocacy & What Actually Moves Revenue 22.06.2026 45min

  In this weeks episode of Building Brand Advocacy, we invite the CMO of Cannes Lions to join us ahead of the festival to unpack what's actually shifting in advocacy, creator marketing, and how the Lions are judged in 2026. plus hard strategies for measuring community, elevating marketing in the boardroom, and driving real ROI.In this episode, we cover:What to expect from Cannes Lions in 2026 What’s changing in advocacy & creator marketingThe Lion judgement process at CannesOpportunities for CMOs to elevate marketing in boardrooms How to effectively measure community The next generation of CEO & CMO’sBuilding community through credibility Chapters00:00 Welcome and Guest Intro01:36 How Cannes Lions Has Evolved05:20 CMO Pressure and Priorities09:05 How Cannes Lions Judging Works15:12 Proof Creativity Drives Growth18:31 Merging Brand and Performance22:14 Boardroom Alignment and Metrics29:31 How to Measure Community Impact34:19 The CMO of 203039:25 You Cannot Buy Attention42:28 AI and Creative Possibility45:01 Cannes Week Wrap Up🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH ILARIALinkedIn: https://uk.linkedin.com/in/ilariapasquinelliFOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacyPaul: TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠Verity: www.linkedin.com/in/verityhurd/
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  Is The Creator Economy Broken? ft. Manuel Albuquerque 10.06.2026 18min

  In this live episode of Building Brand Advocacy, Verity sits down with Manuel Albuquerque, founder & CEO of Prime Tag, to unpack the AI revolution reshaping the creator economy from the inside out. From the real pressures facing time-poor marketing teams to the problems AI is actually solving (and the myths it's not), Manuel brings the entrepreneur's perspective that brand builders need right now.In this episode, we cover:Manuel’s journey to entrepreneurship in the influencer spaceThe time poor pressures of marketing teamsHow AI is influencing the creator economy The problem that AI is solving for marketing teamsBusting AI myths around the creator economy If you're navigating influencer strategy in an AI-first world, this one is essential listening.CHAPTERS00:00 People And Data First01:18 Creator Economy Boom01:59 From Basketball To Tech Startup04:08 The Influencer Stigma Debate05:24 Current Status: Bad Data And No Time06:38 AI Mindset Myth09:02 Augmented Intelligence Not Artificial Intelligence10:42 Myth Busting Rapid Fire12:17 How AI Is Changing Business Models15:29 Finding Effective Creator X Brand Matches16:45 Brand Advocacy Advice🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow.CONNECT WITH MANUELLinkedIn: https://www.linkedin.com/in/manuelvicalbuquerque/PrimeTag: https://www.primetag.com/FOLLOW USVerity: https://www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  How Grace Andrews Builds A Content Strategy In 5 Steps 27.05.2026 39min

  We’re back with another mastermind episode. This week, Grace Andrews takes us through her 5 step framework for building a high performance content engine, from identifying content signals (before selecting platforms) to measuring success metrics that are relevant to you and your brand.In this episode, we cover:07:05 Step 1: Identifying Content Signals 11:47 Step 2: Approach To Content Formats26:31 Step 3: The Platform Specific Strategy28:43 Step 4: Where Creators Fit Into Your Content Strategy32:56 Step 5: How To Measure For Success 🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH GRACEInstagram: ⁠https://www.instagram.com/graceandrewsss/⁠YouTube: ⁠https://www.youtube.com/@graceandrewsss⁠TikTok: ⁠https://www.tiktok.com/@graceandrews7⁠FOLLOW USSubscribe: ⁠www.youtube.com/@buildingbrandadvocacy⁠Instagram: ⁠www.instagram.com/building_brand_advocacy⁠TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠Paul: TikTok: ⁠⁠www.tiktok.com/@building.brand.advocacy⁠⁠Verity: ⁠www.linkedin.com/in/verityhurd/
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  Building TRIP: How a Challenger Brand Conquered the Wellness Drinks Market 13.05.2026 49min

  In this episode of Building Brand Advocacy, I sit down with Alice Ratcliffe, Head of Brand at TRIP — the wellness drinks brand rewriting the rules of brand positioning in one of the most crowded categories on the market.Alice pulls back the curtain on how TRIP went from scrappy challenger to a brand that commands culture, loyalty, and shelf space — and what it's really taken to scale that story into the US.In this episode, we cover:How to stand out in a saturated wellness & drinks marketTRIP's influencer strategy and why it's built differently to most other brandsIntegrating celebrities into your brand without losing authenticityThe real strategy for brand building in the USWhy employee advocacy is one of the most underrated tools in a marketer's arsenalHow to integrate AI for effective brand building in 2026The honest challenges of being the underdog and how to turn them into an advantageCHAPTERS00:00 The Polished Brand Problem02:03 Finding Branded White Space06:00 Regulation Into Advantage07:36 Always On Brand Building10:17 How To Earn Consumer Trust16:06 Creators Influencers Celebs23:25 US Expansion Playbook26:30 Approaching Employee Advocacy28:39 Scaling Without Gatekeeping29:51 Email List vs Community31:15 AI Vs IRL 33:36 Hosting Inclusive Brand Events35:50 Winning on TikTok Shop39:52 Global Growth and Accounts44:26 Powerful Founder Partnerships🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow.CONNECT WITH TRIPInstagram: https://www.instagram.com/trip.drinks/TikTok: https://www.tiktok.com/@trip.drinksFOLLOW USVerity: https://www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  Is your brand engineered for advocacy? | The Advocacy Maturity Model 29.04.2026 31min

  In this mastermind episode of Building Brand Advocacy, we break down the Advocacy Maturity Model, a strategic framework for diagnosing exactly where your brand sits on the advocacy spectrum and the precise steps to move from passive mentions to a fully activated community-led growth engine.Think of it as your strategic advocacy playbook, the kind of session your brand team needs to align on advocacy as a core brand lever rather than a marketing afterthought.Inside this episode:The 5 stages of brand advocacy maturity and how to identify which stage you're at right nowWhy most brands plateau at stage 2 and never break through to genuine brand loveThe structural shifts your team needs to make at each stage of the modelHow to turn community-led growth into a measurable brand assetThe metrics that actually matter when tracking advocacy momentumIf you’re a marketing leader trying to restructure your team's advocacy strategy, this episode gives you the framework to stop guessing and start growing with intention.🔔 New episodes every Wednesday — subscribe so you never miss an episode.FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacyVerity: www.linkedin.com/in/verityhurd/
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  Grace Andrews: Why Your Employees Are Your Most Powerful Brand Asset in 2026 22.04.2026 37min

  In this episode of Building Brand Advocacy, Verity sits down with Grace Andrews to unpack the real shifts happening in social right now  and what forward-thinking brands are doing to stay ahead in 2026 and beyond.Grace brings a sharp, strategic lens to one of the most underutilised growth levers in marketing today: employee advocacy. We go deep on why building brand growth from the inside out isn't just about brand culture but something much bigger.We then go onto discuss how to build an effective and experimental content eco-system as well as understanding how to navigate YouTube as long form presence is growing within the digital landscape. In this episode, we cover:The evolution of social trends shaping brand strategy in 2026A strategic framework for building genuine employee advocacyHow to drive real brand growth through your people not just your paid channelsEffective content experimentation strategies that actually move the needleWhy YouTube is the deepest, most underrated content channel for brand buildingThe trends smart brands are already preparing for in 2026/2027CHAPTERS00:00 Episode Trailer 01:30 Meet Grace Andrews02:23 2024 Trend Check 06:52 Employee Advocacy Basics09:20 Building The Employees Advocacy Infrastructure14:52 Ownership And Founder Role17:11 Incentivising Employee Advocacy19:22 Building A Content Experimentation System22:29Dummy Social Channels for Safe Testing24:09 Case Study of the Shameless Network28:48 YouTube vs Social Scrolling31:29 Where YouTube Fits into Teams33:48 Low Lift YouTube for Brands35:30 Future Creator Brand PartnershipsWhether you're a founder, marketing lead, or brand strategist — this conversation will change how you think about where your next wave of growth actually comes from.🔔 Subscribe to Building Brand Advocacy for weekly conversations with the people reshaping how brands grow.CONNECT WITH GRACEInstagram: https://www.instagram.com/graceandrewsss/YouTube: https://www.youtube.com/@graceandrewsssTikTok: https://www.tiktok.com/@graceandrews7FOLLOW USVerity: https://www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  Why more brands should become entertainment first | The Red Bull Strategy 08.04.2026 6min

  In this episode of Building Brand Advocacy, we're unpacking the seismic shift happening in marketing right now: is branded entertainment replacing paid ads? We dig into why the smartest brands are investing in long-form content, storytelling, and entertainment-led campaigns, and how this changes everything from team structure to ROI measurement.What we cover:Should brands have Global or local social media accountsThe perfect niche to scale strategy Branded entertainment vs paid adsThe  Redbull playbookWhether you're a founder, a marketing lead, or a brand builder trying to do more with less — this is the episode that reframes where your budget should actually be going.🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH PAUL & VERITYPaul: www.linkedin.com/in/paulkarcher/Verity: www.linkedin.com/in/verityhurd/FOLLOW USPaul: https://www.linkedin.com/in/paulkarcher/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  Is Community The New Influencer? Founder of CLIQ Community App 01.04.2026 48min

  Are communities replacing influencers? In this episode of Building Brand Advocacy, Paul sits down with Nicola Gunby, co-founder of CLIQ,  to talk about why the brands winning right now aren't chasing reach, they're building belonging.We go deep on the concept of the 'third space' and why it might be the most underutilised tool in your brand's growth strategy right now.In this episode we cover:The journey behind CLIQ and why Nicola built itWhat 'third space' communities are and why they matter for brandsWhat it actually takes to build real, lasting community (it's not what you think)How brands can use CLIQ as a community-building toolFrameworks for measuring community impact — beyond vanity metricsOnline vs IRL: which builds deeper brand loyalty?This one is essential listening if you're a CMO or marketing lead questioning where influencer budgets should actually go in 2025.CHAPTERS00:00 Introduction04:29 Community as the Third Place08:19 Where Brands Go Wrong with Community13:59 Cliq Brand Case Studies 19:21 Measuring Community ROI26:17 Measuring Community Event Demand28:30 Tap Into Existing Communities29:40 Samsung Community Case Study35:17 Online vs In Person Community 37:34 Sub Communities Strategy41:40 Geo Local Community44:18 Cringe Or Community🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH NICOLAInstagram: https://www.instagram.com/nicolargunby/LinkedIn: https://www.linkedin.com/in/nicola-gunby/CLIQ: https://www.instagram.com/findyourcliq/
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  Why Every Brand Should Think Like a Creator | Sidemen's Manager Reveals All 25.03.2026 44min

  Is influencer marketing dead? Jordan Schwarzenberger, the man behind the Sidemen's evolution from creators to a multi-million pound enterprise, thinks brands have got content eco-systems wrong. In this episode of Building Brand Advocacy, we break down why the smartest brands are ditching traditional influencer marketing and becoming organic content engines instead.Jordan reveals the exact content strategy that scaled the Sidemen from a YouTube group into a business empire and how any brand can steal from the creator economy strategy. We go deep on building a content hemisphere, why entertainment-first marketing beats ads, and how to turn community into customers through brand advocacy.In this episode we cover:Sidemen evolution from creators to an enterprise business.The opportunity for brands to become content engines.Why influencer marketing is dead.Why brands and 10 years behind in content and how to create a solution to get ahead.Whether you're a CMO, marketer or brand founder, this episode is your blueprint for building a content marketing strategy that actually compounds.CHAPTERS00:00 Introduction02:38 Building the LADBible Agency07:16 Scaling The Sidemen Businesses11:16 Defining A Content Infrastructure12:27 Side Plus Membership Model17:27 How Brands Should Be Working With Creators20:23 End Of The Transactional Influencer Model 23:04 Discovery IS Replacing Followers26:07 The Influencer Economy Collapse28:33 Traditional Campaigns Are Dead30:04 Monoculture To Micro Communities38:24 The CMO Playbook 41:40 Contribution Marketing To Serve Then Sell🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH JORDANLinkedIn: https://www.linkedin.com/in/jordanschwarzenberger/Instagram: https://www.instagram.com/jordanschwarz/TiKTok:  https://www.tiktok.com/@jordanschwarzenbergerFOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  How to Build, Scale & Actually Use AI in Marketing 18.03.2026 42min

  AI for brands is already here. It’s making a shift and as marketing teams, we should be reactive. But the reality is that most brands are still figuring out where to start.In this episode of Building Brand Advocacy, we break down the real state of AI for brands right now. What's working, what's just noise and how to make AI work for YOU without losing the human touch that drives real brand advocacy.In this episode, we cover: The current state of AI for brandsHow to make AI work for you and your team todayHow AI will reshape marketing resources and team structuresPractical ways to use AI in your day-to-day work lifeUsing AI to create real efficiencies across your content and marketing opsHow to build, scale, and manage an AI team from scratchCHAPTERS00:00 Build Your AI Native Dream Team02:32 Manager of Infinite Minds03:54 Onboarding and Feedback Loop09:49 Future Proof Marketing Roles Form AI 15:14 Building AI Agents into Your Workflow22:30 Repurposing Content With Agents25:54 Scaling To 11 Agents31:58 AI Native Mindset Shift34:45 Create A Preference Sheet for AI38:34 Training Cadence And GrowthWhether you're a brand team trying to do more with less, or a marketing leader figuring out how to upskill your team, this episode is your AI starter kit.🔔 Subscribe to watch our new episodes every Tuesday.CONNECT WITH PAUL & VERITYPaul: www.linkedin.com/in/paulkarcher/Verity: www.linkedin.com/in/verityhurd/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  How To Build A Community-Led Brand From Scratch (If I Started Over) | Sophie Miller’s Masterclass 11.03.2026 23min

  In this mastermind episode, Sophie Miller (founder of Pretty Little Marketer) breaks down the exact tactical steps she’d take to build a high-engagement community from scratch in 2026.If you’re a brand, marketer or founder trying to turn followers into a real community engine, this episode is a step-by-step guide to catapult your community strategy.In this episode, you’ll learn:00:00 Introduction to community building 00:56 The Platform Strategy05:06 Step 1: Connection Point08:19 Step 2: Mission Sentence11:09 Step 3: Connection To You, Connection To Each Other16:24 Step 4: Thin Content🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH SOPHIELinkedIn: https://www.linkedin.com/in/sophiealicemiller/Instagram: https://www.instagram.com/sophiemillerrrr/Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/FOLLOW USSubscribe: ⁠www.youtube.com/@buildingbrandadvocacy⁠Instagram: ⁠www.instagram.com/building_brand_advocacy⁠TikTok: ⁠www.tiktok.com/@building.brand.advocacy⁠Verity: www.linkedin.com/in/verityhurd/
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  Inside Trinny London, Benefit & MADE.com: The Truth About Building Brand Advocacy 04.03.2026 41min

  Are you building a real community around your brand or just spending budget on meaningless partnerships and vanity metrics? In this episode of Building Brand Advocacy, Verity sits down with marketing consultant Lauren Spearman who has worked with Global brands including Benefit Cosmetics, MADE.com, Trinny London to unpack what genuine advocacy looks like today vs. a decade ago and why most influencer strategies are still stuck in 2014.We go deep on how to move from fabricated, performance-led “community” to truly invested brand advocates who buy, refer, and defend your brand online.In this episode, you’ll learn:Evolution of brand advocacy over the last 10 yearsHow Benefit Cosmetics build a ‘warm’ brand through effective influencer strategies How to find organic advocacy in your existing community How to build real relationships with your influencer partners What went into creative authentic advocacy at MADE.comThe work behind Trinny London TribeCMOs, brand and social leads, and anyone tired of pouring budget into influencer campaigns that don’t convert into real advocacy, retention, or revenue, this episode is for you. CHAPTERS02:37 Netmums and Real Community06:24 Inside Benefit Cosmetics  12:20 Employee Advocacy in Action19:33 Benefit Mascara Maldives Launch21:37 Reframing advocacy at MADE.com24:52 Building the Advocacy at MADE.com30:28 Brand Advocacy vs Performance34:26 Treating Creators as True Partners37:26 Behind the Trinny Tribe Community40:36 Quick fire and Wrap Up🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH LAURENLinkedIn: https://www.linkedin.com/in/laurenspearman/Instagram: https://www.instagram.com/laurenspearman/TikTok: https://www.tiktok.com/@spearmanlaurenFOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  How Glow For It Used TikTok LIVE to Make 6 Figures (Step-by-Step) 25.02.2026 5min

  Glow For It didn’t just “do well” on TikTok Live, they drove 6-figures in revenue in a single live shopping stream. In this 5-minute masterclass, founder Daisy Kelly breaks down exactly how it happened and what every modern brand can steal from their TikTok strategy. In this episode, we unpack:How Daisy turned community obsession into real-time purchase intent The TikTok LIVE moment that tipped Glow For It into 6-figure territoryThe structure of a high-converting TikTok Live Shopping sessionWhy TikTok Shop is replacing traditional “influencer trips” for smart brandsThe mindset shift founders need to win in live commerceIf you’re a founder, marketer, or growth lead wondering how to turn views into live sales, this is your shortcut. Think of it as a behind-the-scenes launch debrief: no fluff, just what actually moved the needle.CHAPTERS00:00 Inside a Six-Figure TikTok Live01:24 The First 60 Seconds: Hooking Viewers with a Giveaway + Hero Offers02:24 The Offer That Made It Pop03:40 Behind-the-Scenes Chaos04:45 The Six-Figure Moment🔔 Follow us to watch our new episodes every Wednesday.CONNECT WITH GLOW FOR IT Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GBGlow For It Instagram: https://www.instagram.com/glowforitshop/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  The 3‑Step Framework to Organic Brand Advocacy in 2026 18.02.2026 27min

  Influencer trips are dead and they’re killing your organic brand advocacy.This episode is your permission slip to stop burning budget on one-off influencer posts and replace them with an advocacy engine that compounds over time and generates serious EMV.In this advocacy masterclass, we break down a clear 3-step system to build organic brand advocates: the customers, creators, and community members who talk about you relentlessly without a pay cheque in sight. If you’re deep in your influencer strategy and unsure how to switch that to building real brand advocacy, this episode is for you.In this episode, we cover:Why the traditional influencer marketing model is broken in 2026The 3 steps to building a customer-powered advocacy engineHow to turn brand customers into high-impact brand ambassadorsThe difference between one-off “influencer trips” and scalable advocacy systemsHow to calculate EMV so you can prove ROI to your CMO, CFO, or boardIf you want to build a brand that customers proudly talk about, this 3-step strategy is your new advocacy playbook.CHAPTERS00:00 Why influencer marketing is broken04:29 The problem with influencer trips & brand dinners06:10 Building an organic advocacy engine: map your brand network07:41 Activating advocates: channels, CRM, and ROI of marketing to fans11:14 The 3-part framework: Who → Activities → Rewards (airline loyalty lessons)14:13 Advocacy is a feeling: experiences, founder hustle, and early community building16:43 From influencer pyramid to advocate segments (pro vs amateur vs semi-pro)19:23 Measuring real brand advocacy: real EMV, revenue, and content value24:05 The most untapped opportunity: employees & retail teams as advocates26:36 90-second tactical recap + wrap-up🔔 Subscribe to watch our new episodes every Wednesday.CONNECT WITH PAUL & VERITYPaul: www.linkedin.com/in/paulkarcher/Verity: www.linkedin.com/in/verityhurd/FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  The Exact Strategic Framework To Build A Community-Led Brand (ft Sophie Miller) 11.02.2026 40min

  Most brands think they have a community, but they’re actively building an audience, not community engagement. In this week's episode, we dive into community building strategy with Sophie Miller, Founder of Pretty Little Marketer. Sophie reveals why relying on followers alone is a dangerous game for modern brands.“If you don't build your community, someone else will define it for you”. We break down exactly how to transition from "broadcasting" to "building" and why community-led growth is the most defensible asset your brand can own in this era of digital marketing.In this episode, you’ll learn:The exact 3-step system to build a loyal brand community.Audience vs. Community: The critical difference that most marketing teams miss.Why silence is a liability and how to take ownership of your brand narrative.How to turn passive followers into active brand advocates.Whether you are a Social Media Manager or a Brand Director, this episode covers the marketing strategy you need to future-proof your brand.CHAPTERS00:00 Introduction to Sophie Miller02:25 The Birth of Pretty Little Marketer04:50 From Despare to Community Building06:35 Strategic Growth and Community Engagement13:22 Community Monetisation and Membership Launch20:28 The Power of Community in Business21:04 Navigating LinkedIn and Social Media22:51 Building a Community-First Strategy24:01 3 Pillars of PLM's Community28:30 Measuring Community Success33:30 Common Mistakes in Community Building37:26 Final Thoughts and Community Advice for Brands🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH SOPHIELinkedIn: https://www.linkedin.com/in/sophiealicemiller/Instagram: https://www.instagram.com/sophiemillerrrr/Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  Maximising Global Sporting Partnerships: What Rexona | Sure Knows That Most Brands Don’t 04.02.2026 37min

  In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world’s biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships.Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level.In this episode, we cover:How Rexona | Sure uses sport to drive authentic brand awarenessWhat “good” looks like in global sporting partnerships, and how to maximise themThe rise of female sports and how to advocate for it as a global brandThe role of ambassadors and athletes for a global brandHow to engage and activate community at global scale, while still feeling local and humanWhere AI fits into the future of brand building and how Rexona | Sure are already tapping into itCHAPTERS00:00 Introduction01:39 The Evolution of Sports Marketing at Rexona04:22 Expanding into Female Sports Partnerships07:47 Maximizing the Value of Global Sports Partnerships10:48 How To Gain Value from Brand Ambassadors17:45 Sports Marketing Strategies for Smaller Brands20:51 Exploring Brand Advocacy Beyond Major Campaigns22:07 Leveraging Cultural Moments for Brand Relevance25:01 The Impact of AI on Brand Marketing28:56 Quick Fire Round: Personal Insights and Fun Facts🔔 New episodes every Wednesday — subscribe so you never miss an episode.CONNECT WITH EMILYLinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/FOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy
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  How SoulCycle Turned Riders Into a Cult Community (Director of Social Reveals) 28.01.2026 35min

  In this episode, we break down how SoulCycle built a community-powered content engine that keeps fans sharing, and showing up.Our guest this week is McKinley Hart, Director of Social Media at SoulCycle who shares more around the brand’s social and community storytelling, how they turn riders, instructors, and studio culture into a constant flow of authentic content and brand advocacy.We dig into the strategies, systems, and mindset that any brand, marketer, or creator can steal, even if you don’t have SoulCycle’s scale or resources.In this episode, we cover:How SoulCycle turned its community into a content engine (without making people feel “used”)The creative strategies used at SoulCycle to maxmise brand advocacy on socialTurning instructors and front-line teams into on-the-ground storytellersBuilding internal infrastructures that benefit the content loopThe difference between “posting about your brand” and “building your brand”How to measure the impact of community-driven content beyond likes and viewsPractical advice for brands that don’t currently have a passionate fanbaseCHAPTERS00:00 Introduction to SoulCycle's Community00:24 The Social Impact of SoulCycle03:14 The Nomad Baddies: A Community Story05:55 Creating Fans and Advocates10:11 SoulCycle's Unique Social Media Strategy12:05 The Future of Social Engagement14:58 Balancing Real Life and Digital Presence19:36 The Role of Employees in Brand Growth22:40 Engagement and Commercial Results25:34 Breaking Down Barriers to Participation30:34 SoulCycle’s Community and Brand Advocacy🔔 New episodes every Wednesday — subscribe so you never miss a launch.CONNECT WITH MCKINLEYLinkedIn: https://www.linkedin.com/in/mckinleyhart/SoulCycle Instagram: https://www.instagram.com/soulcycle/SoulCycle TikTok: https://www.tiktok.com/@soulcycle?lang=en-GBFOLLOW USVerity: www.linkedin.com/in/verityhurd/Subscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy