Building Brand Advocacy – Détails, épisodes et analyse

Every brand wants to build brand love. If you’re not actively working on it, you’re actively falling behind the competition.

Do you know the one thing it takes to get there?

Building a Brand Universe first. 

By giving your community something to fall for, you build a world your customers, creators & Brand Advocates can find meaning and love in.  

That’s why, this week, Verity’s welcoming Sekai Masunda (Senior Brand & Content Marketing Manager | ex-Jigsaw, ex-lululemon, ex-Pangaia) to the podcast. 

From a marketing career affirmed when lululemon slid into her DMs, Sekai has fast become an industry go-to for all things content, brand & Advocacy. While she never intended to go into brand building, brand building found her; and the rest is history. 

Now, she’s sharing her tried-and-tested tactics for turning your customers into Advocates via Brand Universes and tapping into taste communities (a term coined by our past guest, Ana Andjelic). From Sekia’s exact formula for good content to her take on why brands must stop taking themselves too seriously, there’s disruptive wisdom afoot. 

Tune in to hear Sekai’s expert advice on…

• Making Money While Making Room for Brand: To drive impactful Brand Advocacy while helping the bottom line, bridging the gap between community feedback and C-Suite decisions is crucial. It’s not just listening to what your community says; it’s seamlessly translating those insights into strategic actions. Sekai knows how.

• Actually Knowing Your Advocates: REFY set a new standard, with community events that put their customers in the spotlight. Lululemon’s affinity for community led the charge and, while at Jigsaw, all VIP events hosted through Sekai were also customer-only. While influencers still play a role in brand strategy, your customers are now your most powerful Advocates. Each customer and every store has unique needs. It’s time to get on the ground, understand those differences, and deliver what your customers truly want — not what you assume they want.

• The Key to Disruptive 360° Campaigns: Dive into the data behind Jigsaw’s ‘New Age Denim’ campaign. This campaign was all about authenticity — featuring real bodies and real store managers, wearing their favorite denim as uniform. With a focus on understanding the customer journey, Sekai asked; when do people actually buy denim, and how can we address their fit concerns? From there, her team built category awareness step-by-step. Now, she’s sharing the playbook. 

  
  

Listen. Learn. Build better brand love. 

Rate & review Building Brand Advocacy:

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Connect with Sekai:

• On LinkedIn
  

When building Advocacy, customers fast become your brand’s new creators. 

Does this spell the end of the powerhouse beauty influencer, once and for all?

Grown Alchemist doesn’t think so. The cult brand sees a place for megas, micros & nano-creators in every influencer & Advocacy strategy – when each is done right.

Here’s how you crack the content code to every. single. creator. approach.

Join Verity in welcoming Colby Wood (Global Social, Content & Community Manager @ Grown Alchemist | ex-Vieve, ex-L’Oréal) to this week’s episode of Building Brand Advocacy. Together, they unpack the playbook for global growth like Grown Alchemist’s.

From launching Lancôme’s first community to turning down a Parisian-headquartered role to partner with an influencer-founded brand, Colby’s career has been shaped by marketing to – and for – passionate people.

Now, she’s sharing expert advice for keeping up with these industry trends, operating on a lean team (even a team of one!), and intentionally activating influencers & creators along the entire marketing funnel.

Listen in to learn from Colby’s take on…

• Cultivating US Communities: Take it from a marketer who’s made it. Breaking a global brand like Grown Alchemist into the US market hasn’t been easy, but it’s happened. Colby’s learnt the lessons you need to hear about, so you can take her shortcuts to sustainable growth. Hear her top piece of advice for any brand looking to do the same, alongside every difference to prepare for when it comes to the inner workings of TikTok Shop across two countries.

• The Influencer vs Community Event Knock-Out: Does a brand have to choose one, or can there be space for both? The answer, according to Colby, is to let them share intentional spaces in your community engagement strategy. By having a good mix of both influencer-led and community-only events in your brand calendar, you can achieve the most important thing – true relevance of the events to the specific community attending. Apply her advice to see your events take off.

• Nailing the Content Split per Social Channel: You’ll learn exactly which platforms Grown Alchemist uses, where they see results, and why they’re there. Colby breaks down each platforms ideal content-fit, and the 5 types of community they should  be engaging. 

This is how you stand out & earn Brand Advocates in the beauty space. 

Rate & review Building Brand Advocacy:

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Connect with Colby:

• On LinkedIn

• On Instagram 

• On Grown Alchemist’s Instagram

• 
  On Grown Alchemist’s TikTok

As TikTok gears up for an uncertain, yet ambitious, few months ahead, one thing is clear – TikTok Shop has become a critical player in the Social Commerce landscape. 

Still aiming to grow its US business tenfold to $17.5 billion before the year is through, the platform shows no signs of slowing down.

From the explosive growth in Live Shopping events (where half of all TikTok users have now purchased something) to its impact on brand discovery and consumer conversion, TikTok continues to reshape online retail and what this means for Fashion & Beauty brands. 

Making the best before potential bans begin is at the forefront of every marketer's mind, too.

So, here’s how to do it. 

Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, as they talk to Bri Kennedy (Director of Integrated Marketing @ Maesa) and Broghan Smith (Fashion Key Accounts Lead @ TikTok Shop) on the topic.

You’ll learn all about…

• Launching Influencer-Founded Brands: Starting out as an influencer-founded brand on TikTok Shop requires strategic considerations. There’s order management, warehousing, and stock inventory to consider – especially for brands who don’t yet sell D2C. This is how you do it right. 

  
  

• Mastering In-App Affiliate Marketing: Affiliates play a significant role in driving sales and engagement on TikTok Shop, with creators driving higher conversion rates than brand channels. Driving interest for in-app discounts, bundles, offers, and events through your affiliates on the platform is key to coming across authentically; while reserving your brand channels for entertainment and education. 

  
  

• The Potential of Live Shopping: Live shopping is an exciting and evolving aspect of TikTok Shop – one that continues to offer unique opportunities for product communication and sales in the UK and US. We need only look to Douyin’s example for where this has the potential to go.

  
  

Fashion & Beauty brand builders, here’s your TikTok Shop blueprint. 

Tune into Broghan’s previous episode on ‘How To Win On TikTok Shop’, recorded at the Social Commerce Summit: London earlier this year.

Rate & review Building Brand Advocacy:

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Connect with Bri & Broghan:

• Bri’s LinkedIn

• Broghan’s LinkedIn
  

Every brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers. 

If you’re not yet tapping into them to drive Social Commerce, especially in beauty, you risk falling behind the industry curve. 

Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dynamic intersection of influencer marketing, commerce, and community. They’re joined by marketing experts, Haley Schluter (Head of Consumer Engagement @ LVMH Perfumes & Cosmetics), Hannah Sheahan (Head of Social Content @ ELEMIS), and Bri Kennedy (Director of Integrated Marketing @ Maesa). 

Together, they dive into the insider strategies and obstacles of maintaining an engaged community; and how to compliment this work with creator & Advocate partnerships that increase reach, revenue, and the depth of meaningful relationships. 

Tune in to learn the tactics behind…

• Navigating Brand Community & Advocacy Aesthetics: Influencer-founded brands can significantly enhance brand community building; however, it's not essential for every brand to have an influencer founder. Growth can be catapulted, with or without a popular face behind a brand. The real challenge lies in balancing luxury brand aesthetics with embracing Brand Advocacy, particularly when catering to wider markets and demographics than beauty’s heritage brands typically have.

• Always-On Influencer & Organic Strategies: Organic and paid efforts should work hand-in-hand to build a credible, trustworthy, and – the word of the last years – authentic brand presence. With metrics like EMV (Earned Media Value) helping to measure overall success and win over reluctant CFOs, the earned freedom here allows the necessary resource to experiment with a wider variety of influencers and content styles; uncovering surprising and successful partnerships.

• Test & Learning with Emerging Trends: Continuing this experimentation is crucial to uncover points of community connection. The social platforms have almost unlimited Social Commerce potential, but TikTok is emerging the most powerful; particularly with TikTok Shop’s keen impact on brand sales. Dig into more of the platform’s emerging trends across the US and UK, including lower funnel campaign placements and leveraging Live content to reach more consumers.

Listen. Learn. Nourish your brand's superfans to supercharge your Social Commerce.

Rate & review Building Brand Advocacy:

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Connect with Haley, Hannah & Bri:

• Haley’s LinkedIn

• Hannah’s LinkedIn

• Bri’s LinkedIn
  

Dive deep into the fast-evolving world of digital marketing with Lia Haberman, the USA’s leading expert in social media, the creator economy & influencer marketing. 

Join Paul & Verity LIVE from the Social Commerce Summit: New York, as their conversation with Lia uncovers the latest developments across platforms; including how to deal with the significant TikTok ban, evolving features on the likes of Instagram and YouTube, and the strategic implications these have for brands engaging in Social Commerce. 

(Which, in 2024, should be every brand.

You know it. We know it. Your brand fans know it, too.)

Whether you’re looking to refine your digital marketing strategy or to understand the landscape of social media better today, you’ll be armed with the necessary insights to navigate these changes effectively.

Listen up to learn Lia’s advice for…

1. Quickly Adapting to New Algorithms & Features: Explore recent changes in the social media algorithms (restrategizing for Instagram, anyone?) and the introduction of new platform features. Lia shares tactics for adapting content strategies to align, ensuring your brand remains relevant, engaging, and visible in crowded feeds.

1. Turning Regulatory Challenges into Opportunities: Stare down the unknown and plan for it, optimize for it, and embrace it – a practice needed often in this industry. Hear the expert’s take on what lies ahead for the apps, and how your brand can uncover new opportunities in the face of perceived chaos. 

1. Why Creator Agreements are Crucial: In times of uncertainty, creators are a brand’s holy grail. Product-first content from brand accounts can easily cross the line of trust, into the antithesis of authenticity. Who better to shout about your products than creators who love them, with trusting audiences and values well-aligned to your brand’s. Learn how to collaborate to see true conversion.

Whether you're a seasoned marketer or starting out, this discussion is for you. 

Start curious. Leave equipt with the knowledge to future-proof your strategies and maintain a competitive advantage in a Social Commerce landscape that changes at lightning speed. 

Rate & review Building Brand Advocacy:

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Connect with Lia & learn more:

• Lia’s LinkedIn

• Subscribe to In Case You Missed It

76% of consumers wish their favorite brand had a community. 77% would use an online community to purchase products directly.

So why, in 2024, do some brands continue to ignore the community opportunity?

In the Social Commerce era, brands must tap into the transformative potential of community like never before. Leveraging its power to forge authentic connections, drive sales, and redefine the customer experience.

For today’s episode of Building Brand Advocacy, Verity is joined by Lisa Galt (Lead Brand Advocacy Strategist @ Duel, ex-GM @ LuluLemon). Legend in Brand Advocacy spaces, Lisa shares the expertise gained from nearly a decade shaping brand communities and advising global names on their Advocacy strategies.

Tune in for Lisa’s tactical insights into…

1. LuluLemon's Community Legacy: Learn how Lululemon cultivated a thriving brand community, factored around three core strategies that propelled its growth. From living and breathing their brand values, to embracing a culture of feedback; every brand could learn from them.
2. Navigating Social Commerce & Advocacy Trends in 2024: With staggering stats like 32 BILLION Google searches had ‘Reddit’ added to their terms in 2023, it's clear consumers are seeking advice from real people. Explore emerging trends and best practices, to learn how the brands of the moment are leveraging community – Abercrombie & Fitch, Charlotte Tilbury, GANNI, Wild, Damson Madder, and more included. From amplifying community engagement to harnessing the power of micro influencers, Lisa shares the exact tactics that will help your brand move the needle.
3. Challenges & Success Stories: Learn the two most common obstacles brands face in driving Advocacy, and discover how they can effectively overcome these to achieve their goals. From Mint Velvet's innovative use of user-generated content to REFY's commitment to community-driven product development, prepare to be inspired by the brands making waves.

Expect anecdotes, practical advice, and plenty of actionable strategies.

This episode promises to be a game-changer for brands looking to cultivate authentic community, and drive sustainable growth in today's competitive market. 

Rate & review Building Brand Advocacy:

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• Spotify

Connect with Lisa:

• Lisa’s Linkedin

Tune into previous episodes: 

• How Abercrombie & Fitch and LK Bennett Strategize, Engage & Monetize their Brand Communities

• REFY, ELEMIS & The Beauty Power Players: A Tactical Guide to Beauty Marketing in 2024

Apply for your space at the Social Commerce Summit: New York on May 8th! 

Use the code PODCAST100 to apply for free here:

https://www.duel.tech/socialcommercenewyork2024 

Growth. The one thing every brand wants. The one thing most brands get wrong.

For this episode of the podcast, Paul sits down in conversation with Matt Lerner (Growth Specialist and Founder @ SYSTM) to uncover the secret sauce to massive brand growth. 

With a unique approach rooted in deep customer insights, fast iteration, and quantitative analysis, Matt shares tactical advice for driving true brand success through growth marketing.

Delve into this dynamic world as Matt discusses:

• Uncovering Growth Levers: Matt shares insightful stories and strategies, including finding PayPal’s growth levers, and emphasizes the importance of understanding your business – inside and out – to find your own.

• Matt’s ‘Growth Model’: Explore Matt’s Growth Model, which focuses on finding and unblocking bottlenecks to surprise and delight customers, turning them into Advocates. 

• Agile Marketing: Explore Matt’s approach to in-the-moment marketing plans, and gain valuable strategies for fast iteration and continuous improvement.

• Collaborative Leadership: Discover the importance of this in driving organizational success, and learn how to empower your team to achieve remarkable results.

Listen to gain insights into top-tier growth, marketing, and Advocacy strategies. Use them to help your brand grow. 

Rate & review Building Brand Advocacy:

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Connect with Matt:

• Matt’s LinkedIn

• SYSTM’s Website
  

What does it take to energize a thriving community of superfans, in today’s Social Commerce era?

Community-building gurus Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch), Sian Pilkington (Senior Marketing Manager @ Mint Velvet), Grace Andrews (Marketing Director for Steven Bartlett & The Diary Of A CEO), Angelic Vendette (Founder @ Ave Advisory, ex-Alo Yoga, ex-Sephora), and Daisy Morris (Founder @ The Selfhood) know.

In this ‘Advocacy 101’ episode, you’re invited to dive back into Building Brand Advocacy’s best advice on the world of community. A compilation of insightful conversations and tactical advice from past episodes, the experts share exact strategies that have worked for nourishing their world-renowned brand communities.

Follow the timestamps to hear from…

1:32

– Katie @ Abercrombie & Fitch

On how full-funnel marketing remains pivotal for fostering community, why evolving alongside your brand fans is key, and her direct engagement strategies for building meaningful connections.

3:46

– Daisy Morris @ The Selfhood

On the nuanced distinction between an audience and a community, building for the Advocates who love you, and why it all comes down to speaking to your community to foster loyalty. 

11:32

– Angelic @ Ave Advisory (ex-Alo Yoga, ex-Sephora)

On harnessing the power of word-of-mouth, spotting strategic community investment opportunities, and how to attribute success back to your community building efforts; despite its notorious difficulty. 

15:01

– Sian @ Mint Velvet

On combating dark social by leveraging community engagement, how to authentically participate in relevant conversations outside of your brand, and why cultivating a sense of belonging is the ultimate lever for connection.

16:03

– Grace @ The Diary Of A CEO

On adding immediate values to the community you’re cultivating, resisting the urge to chase every trend, and tried-and-tested strategies for Advocate retention. 

Tune in. Take your community strategy to the next level.

Rate & review Building Brand Advocacy:

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• Spotify

Connect with the experts:

• Katie’s LinkedIn

• Sian’s LinkedIn

• Grace’s LinkedIn

• Angelic’s LinkedIn

• Daisy’s LinkedIn
  

Every brand hopes to sell hundreds of thousands of products in their first 18 months of business. 

This brand has.

Say hello to SURI, a sustainable name disrupting the electric toothbrush market. Niche, but they come with a powerful marketing story that can’t be ignored.

The brand amassed 5k+ pre-orders for their first round of toothbrushes through ads, traditional press, and social media alone. At $95 each, our math establishes that was $475k raised before a customer ever had the product in their hands.

Now, we welcome Mark Rushmore (Co-Founder @ SURI) to the mic for this episode of Building Brand Advocacy. In conversation with Paul, Mark shares strategic insights into the brand’s fast evolution and exactly what makes SURI special.

(Spoiler alert: it’s the basics, and they’ve got them nailed.)

Tune in to hear more on…

• Sustainable Innovation: Discover how SURI pioneers eco-friendly oral care, in the shadow of the industry’s long-standing (and planet-unfriendly) players. Through innovative use of plant-based production, including plans for a new product that uses materials yet to come to market, Mark shares the brand’s formula for prioritizing environmental responsibility without compromising on product excellence.

• Underdog Wins: Explore the challenges and triumphs of ascending in this market, as Mark unveils SURI’s strategic maneuvers to carve out its niche, ignite Brand Advocacy (even before the first product was in a customer’s hands), and forge authentic connections with their customers.

• The Power of Advocacy: Uncover the integral role of customer feedback and word-of-mouth in SURI’s growth trajectory, as Paul & Mark dive into the importance of listening to customer stories, fostering genuine relationships with store staff and consumers alike, and showcasing the transformative power of Brand Advocates in building a loyal customer base and driving sustainable growth.

To gain exclusive insights into SURI’s story, and apply their growth lesson to your own brand, listen on.

Rate & review Building Brand Advocacy:

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Connect with Mark:

• Mark’s LinkedIn

• SURI’s Website

• SURI’s Instagram
  

Influencer marketing in the Social Commerce era is an art. 

As advice changes almost weekly, and the industry’s future becomes more malleable than ever, consider this the blueprint for brand success – taken directly from Wild’s stratospheric rise.

For this episode of Building Brand Advocacy, Paul & Verity are joined by Fiona Macpherson (Head of Influencer Marketing @ Wild). Together, they explore the ever-evolving influencer landscape.

With almost 500k followers across social platforms, Wild has emerged as one of the fastest-growing brands in the UK. Fiona shares how influencer marketing became the brand’s growth engine, driving customer acquisition across new markets and platforms; all while effectively telling the brand's story. 

This tactical deep-dive explores:

• Wild’s Step-by-Step Guide to Influencer Campaigns: Get a behind-the-scenes look at how Wild plans, executes and tracks the results of influencer campaigns in 2024. This includes overarching targets, team sizes, budget allocation, and tracking methodologies.

• The Art of Leveraging Influencers: Delve into the intricacies of content creation, briefing documents, and video content preferences to craft captivating content that resonates. Across diverse channels, the role of different creator sizes in achieving varied content goals is laid out plainly.

• The 3 Things Every Influencer Marketer Should Hear: Tap into Fiona’s invaluable advice for other influencer marketers; including the importance of collaboration, diversifying channels, and embracing failure as part of the learning process.

Tune in to unpack the secrets of Wild's success, offering invaluable insight for brand builders navigating Brand Advocacy and creator partnerships in 2024.

Rate & review Building Brand Advocacy:

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Connect with Fiona:

• Fiona’s LinkedIn
• Wild’s Website
• Wild’s Instagram

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