Building Brand Advocacy

Affiliate links? No thanks.Pop-ups over panels? Think again.A content creator using AI to replace herself? Now we're listening.Season 2 of Building Brand Advocacy is officially in-swing. This week, Verity's in New York with Gigi Robinson – a Creator Expert, Social Specialist, Founder, Chronic Illness Advocate, and trusted partner to brands like Liquid IV, obé Fitness, and Stanford University (yes, really).If you want a real-time pulse check on how creators are thinking (and how your brand should be collaborating) you won't find a realer guide than Gigi.The partnerships that worked in 2017? They don't land in 2025. The best creators now expect co-creation, cross-platform collaboration, and a seat at the strategy table.It's time to ditch the playbook, and build something better.Turn this episode on & up to learn how to…Bin the Conversion-at-All-Costs Model: Gigi breaks down why affiliate deals often miss the mark, and how misaligned incentives turn creators into unpaid salespeople. Instead: hybrid models, consent-first structures, and a focus on value over volume.Build with Creators, Not Just Through Them: The smartest brands are already collaborating before content hits the feed. When creators understand the “why,” they deliver work that moves people – not just products.Rethink the Role of Real-Life: Pop-ups get attention. Panels and curated dinners create Advocates. Learn why deeper, more intentional offline moments are the real unlock for connection.Use AI the Way Creators Actually Are: From replacing assistants to scaling content across five platforms from one idea, creators are using AI now. Marketers who embrace this shift can brief better, expect more, and move faster.Understand the Creator Lifecycle: Micro, macro, mega – it's not a straight line anymore. Learn what marketers are missing when creators ‘grow out' of their lane, and how to evolve with them instead of cycling them out.This isn't about more than content. It's about connection.This conversation will challenge you, while giving you the steps to start again, smarter.Listen. Rethink. Build better partnerships.Chapters00:00 – Finding What Authenticity Really Looks Like07:05 – The Creator Economy Has Only Just Begun13:04 – Why Affiliate Models Are Missing the Mark18:56 – How Brand-Creator Relationships Are Evolving25:10 – AI, Live Shopping & the Future of Content32:06 – What Brands Still Get Wrong About AdvocacyRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Gigi:On LinkedInOn InstagramOn TikTok

What's rarer than viral growth, and more powerful than performance marketing?Sustained Advocacy.It's what the brands on this show have built, and what this 100th episode is here to celebrate.To mark the special milestone, Paul & Verity are looking back on the unforgettable moments, tactics, and truths from 100 conversations with the sharpest minds in brand building – the CMOs, Founders, and community-first Marketers behind some of the world's fastest-growing names.This is more than a recap. It's a look ahead to where marketing is heading next.Hit play to learn how to…Build With, Not For: Advocacy-first brands don't sell at their audience – they co-create with them. From skincare brands embracing mixed-brand content to companies inviting creators into the strategy room, the path forward is participatory.Scale Without Losing Soul: From The Inkey List's £100M+ brand honesty to Beekman 1802's gamified kindness, the most loved brands lead with how they do things, not just what they sell. Culture isn't the garnish. It's the growth engine.Trade Vanity For Substance: Forget follower counts. Nanos & micros are winning: because they educate, convert, and care more. Real fans > rented reach. Brands like REFY, Never Fully Dressed, and Symprove are proving that depth leads to scale, when building trust.Make Your Tactics Transparent: Today's marketers are done with vague playbooks. The best ones don't just share philosophy – they share the numbers. Budgets, CAC, conversion rates, channel tests. It's what the industry needs; a space for open, actionable learning.Whether you've listened to one episode or all 100, this one marks a turning point. Because the brands that will thrive in the next 10 years aren't chasing trends. They're building for Advocacy.Press play. Learn from the best. Build what lasts.Chapters00:00 Kicking Off With A Vocal Warm-Up01:10 What Brand Advocacy Really Means02:26 Celebrating 100 Episodes of the Podcast04:23 What 100 Episodes Taught Us08:32 Why Tactical Marketing Matters11:11 What Surprised Us 15:27 What's Next & Why Feedback Fuels It16:31 Episodes Worth RepeatingRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Paul & Verity:On Paul's LinkedInOn Verity's LinkedIn

Why do polished brands stall, while real ones build Advocacy?Because today's consumers don't want perfection. They want proof. This week, Erica Cocilova (Chief Executive Officer @ Ethique Beauty) joins Verity in New York to unpack why substance, imperfection, and product obsession are the future of brand building. From rebrands & B Corp audits to salon takeovers that win over skeptics, Erica's approach proves brand trust isn't bought – it's built. Solid product, transparent leadership, and customer service that actually puts you in contact with the CEO? They're the building blocks to scaling with integrity. Rethink what brand love looks like, as you learn…How To Build Advocacy Through Service, Beyond Storytelling: Every customer DM, email, and piece of outreach gets a reply; and it's personal. Real care builds real loyalty. It's about accountability, not automation, when you build Advocacy this way.Ways To Turn IRL Conversations Into Scalable Content: From salon takeovers to consumer-led debates on hair washing habits, Erica shares how small, real-world moments are fuelling content that converts – and creating better educated, enthusiastic Advocates in the process.How To Audit Your Brand's True Impact: Erica's first move at Ethique was to strip back 20+ sustainability claims and anchor the brand to one: eliminating plastic. Learn how to run an impact audit that narrows focus, sharpens storytelling, and guides strategy.Advice For Taking Bold, Human Decisions In Public: Erica and her team didn't hide behind the rebrand, they fronted it. Blogs, open Slack huddles; even customer support tickets answered by the CFO. Transparency isn't a ‘for the sake of it' tactic for Ethique, but is part of the team's culture.Why Bridging Purpose & Product Should Be Seamless: Ethique's haircare bars aren't sustainable in spite of their format – they're better because of it. Function & mission shouldn't compete. They should compound.This is what it sounds like when a brand listens, adapts, and leads without losing its soul.Chapters00:00 Turning Skeptics into Believers03:30 Branding at the Crossroads of Sustainability & Efficacy08:40 What It Takes to Become a B Corp12:34 Staying Real with Brand Purpose14:36 Building a Community That Advocates18:42 Starting Real Conversations with Consumers20:41 Why Inclusive Events Build Stronger Communities23:39 Authentic Engagement Starts with Listening24:36 How Brand Advocates Are Made25:56 Why First Impressions Still Matter27:12 Shifting the Consumer Mindset28:34 What Legacy Brands Got Right29:45 Direct-to-Consumer: What the Data Shows32:52 Moving Past Fear to Innovate36:14 Building Culture Through Transparency37:26 Rebranding to Be Understood39:36 Helping Consumers Choose Simply41:53 Why Scalp Care Deserves the Spotlight42:22 Getting the Brand Message Right43:47 Advocacy Is Built on ConnectionRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Erica:Via her team @ EthiqueVia Ethique's Instagram

The strongest brands aren't built through ads. They're built through people.Welcome to a special Advocacy 101 episode, where five expert insights are remixed into one helpful guide. The time, it's Founders' takes on turning creators, customers, and those in your brand network into your most powerful brand champions.Featuring lessons from Lucy Aylen (Founder @ Never Fully Dressed), Marielle Wyse (Founder & Director @ WYSE London), Haeni Kim (Founder & Creative Director @ KITRI), Lucy Toone (Founder @ TOMM Jewellery), and Francesca Kelly (Co-Founder @ Soru Jewellery), this episode breaks down how modern brands win by putting real people at the center of their marketing.Tune in to learn why you should…Make Customers Your Best Influencers: Before influencer marketing was an industry engine, Never Fully Dressed built a brand powered by everyday customers. Lucy shares why micro-influencers and engaged buyers drive more sustainable growth than big-name creators.Understand That Not Every Founder Should Be the Face: WYSE London's Marielle explains why pushing a founder into the spotlight doesn't always work – and how brands can find the right voices to represent them.Turn Negative Feedback Into Opportunities For Advocacy – KITRI's Haeni reveals how handling complaints well can transform unhappy customers into loyal Advocates. Direct customer feedback always fuels better product development.Go For ‘An Army of Ants Over a Queen Bee': TOMM Jewellery's Lucy shares why working with an engaged network of smaller Advocates often outperforms investing in one big creator.Collaborate with Creators Who Truly Align: Francesca shares why the best partnerships start with a simple question: Does this person genuinely inspire us? Every one of Soru Jewellery's collaborations hit this mark, or they don't happen. Listen in. Take notes. Build real Advocacy.Chapters 00:00 – The Power of Word of Mouth Marketing 02:09 – Building Brand Advocacy Through Community Engagement 04:53 – The Role of Founders in Brand Representation 07:29 – Turning Customer Feedback into Brand Advocacy 09:49 – Collaborating with Influencers: Quality Over QuantityRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lucy, Marielle, Haeni, Lucy & Francesca:On Lucy Aylen's LinkedInOn Marielle's LinkedInOn Haeni's LinkedIn On Lucy Toone's LinkedInOn Francesca's LinkedInCatch their full episodes: Lucy Aylen on Creating Word-Of-Mouth MagicMarielle on Turning Feedback To Fan-Led AdvocacyHaeni's Formula For Fashion CommunityLucy Toone on Unexpected Growth StrategiesFrancesca on Not Losing Brand DNA

How do some brands thrive on social while others struggle to make an impact?The best know they're not just competing with other brands – they're competing with viral creators, meme accounts, and even second-screens.So, here's your tactical framework for standing out in the never-ending scroll.This week, Miranda Shanahan (Brand Consultant & Content Creator on @mirandadoesbrands) joins Verity to break down how brands can win attention, keep it, and convert it into lasting impact. With a career spent dissecting what makes content perform (and what makes it flop), Miranda offers tried & tested advice for short-form success.By now, it's clear – brands need to think like creators. The ones that do are building entertainment-first content worlds, owning trends instead of chasing them, and turning social engagement into real business results.Turn this episode on and up to learn how to…Ditch The ‘Viral' Mentality & Build A Repeatable Content Engine: Going viral is not a strategy. Miranda explains why the brands that win are the ones who nail scalable, signature content formats – and why 90% of your content should be proven, with 10% for experimentation.Stop Competing With Other Brands & Hold Your Own Against Creators: You're up against influencers, memes, and multi-screen distractions (like YouTube or Netflix). Brands that only benchmark against competitors are already behind. Instead, Miranda shares how to create content that holds attention in a TikTok-first world.Why Short-Form Must Deliver One or Both of These: Entertainment + Value = the key to short-form. Miranda breaks down the forumla to creating memorable, shareable content – and why the biggest mistake brands make is overcomplicating it.Nail Your Hooks & Micro-Engagements: Most brands can get the first three seconds of content right, but lose attention soon after. Learn why the most effective short-form content is structured around multiple hooks – visual, verbal, and text – layered throughout to keep people engaged until the last second.See Why The Future Is Social TV: From LuvJus' dating show to Mela's creator-led mini-series, brands are acting like content studios. The best part? You don't need Netflix-level budgets to do it; only Miranda's advice & some dedication.Listen, learn, and start creating content people will actually want to watch.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Miranda:On TikTokOn LinkedInChapters00:00 – Why branding with personality is the only way to stand out01:45 – Brand Advocacy 101: What the best get right02:47 – Short-form content is the battleground for attention06:56 – Legacy brands vs. disruptors: Who's winning and why it matters08:44 – The viral illusion: What actually drives brand growth12:01 – Not every trend is worth your time, here's how to decide14:30 – How to craft scroll-stopping content that actually engages18:08 – Founder-led content isn't enough anymore20:58 – Storytelling that sells: The balance of entertainment & value24:02 – Going niche to go big: Why the smallest audiences build the biggest brands26:01 – The social TV era: Why more brands are becoming broadcasters27:59 – Creators and brands are uniting in new ways: Here's how to do it right30:58 – Frameworks that actually work (and scale) for brand content35:00 – Most brands ignore these hidden growth tracks

Most brands see influencer content as single posts, even when they're part of long-term partnerships. The best brands see these posts as the start of entire campaigns.Creators are more than marketing channels – they're shaping culture, setting trends, and even launching products that outperform legacy brands.This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast. Having spent years advising global brands, Keith knows the most impactful ratio of brand-to-creator content, why “unsexy” industries actually need creators the most, and how smart brands are using a mix of CGC (Customer-Generated Content) & paid media to scale trust at speed.You'll learn how to:Go From One Post to Full-Funnel Impact: The strongest brands don't solely run influencer campaigns – they integrate content from each one into every marketing touchpoint. The same creator content that wins on TikTok should be repurposed across paid, CTV, and even OOH.Partner with Influencers Before They Compete with You: Creators are selling products, yes. They're also launching their own. Nestlé's Unwell Hydration with Alex Cooper proves how brands can get in on the action: collaborate now, or risk competing later. Know the Difference Between CGC, UGC & Influencers: “The people with the following are the ones who build the culture”, Keith says. While CGC (Creator-Generated Content) & UGC (User-Generated Content) fuel performance, influencers set the tone. Expect tactical advice for using all three.The Future of Social Commerce & TikTok Shop: Affiliate strategies work, but don't mix them with influencer campaigns. If you want creators to build brand equity, don't turn them into salespeople.What Brands Keep Getting Wrong: You can't buy your way into relevance. The brands that win are the ones creating something people want to be part of.Rethink how you're working with creator content, before you fall behind.Chapters00:00 – Building Brand Culture for Advocacy02:03 – How Influencer Marketing Has Evolved04:07 – Winning Strategies for Brand Engagement06:14 – Earning Trust in “Unsexy” Industries09:06 – The Trust Factor in Content Creation13:41 – Where Paid Media Meets Influencer Strategy15:53 – Why Influencer Marketing Matters More Than Ever17:21 – Leveraging User-Generated Content for Growth20:06 – What's Next for Content Creation?23:05 – How Brands and Creators Build Together31:54 – The Changing Advice for Marketing Campaigns39:10 – The Future of Short-Form Video42:35 – Mastering Affiliate Marketing for Growth46:09 – Balancing Brand Equity with Sales Targets51:06 – Community, Culture & the Future of Brand AdvocacyRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Keith:On LinkedIn Via Linqia's WebsiteHear more from Keith on his podcast, Creator Economy Live!

Some brand-creator partnerships feel forced. Others just work. Real Advocacy is the difference.This week, Verity sits down with Francesca Kelly (Co-Founder @ Soru Jewellery) to break down how collaboration, not control, has fueled the brand's growth. No rigid contracts. No paid influencer posts. Just long-term partnerships built on mutual excitement – leading to years-long collaborations, a global audience, and even a viral moment thanks to The Kate Effect™.Here, Francesca gets real on her Founder's journey to share how you can… Find Creators Who Actually Want to Wear Your Brand: Soru Jewellery has never paid for a post. Instead, they gift, reward & collaborate with creators – like Laura Wills (@thefashionbugblog) and Arielle Charnas – who already wear and love their pieces. Keep the Buzz Going After Launch: Forget one-off campaigns. Soru's partnerships thrive long after release day because both the brand and its collaborators keep wearing and talking about the pieces. Let Customer Feedback Shape Product: When fans loved a collection but wanted a lower price point, Soru listened. The result = a second drop that was even more successful than the first. Be Ready for Unexpected Virality: When Kate Middleton wore Soru earrings twice in two days, the press went wild. Francesca shares how they handled the sudden global attention, and what they learned from it.If your brand is looking to build real Advocacy (not just follower counts), this episode is a masterclass in letting go of control – and winning because of it.Turn it on. Take notes. Start collaborating like you mean it.Chapters00:00 – Why Brand-Creator Relationships Need Trust02:09 – How Soru Jewellery Built a Creator Network Without Paid Posts07:49 – Common Challenges in Creator Partnerships (& How to Solve Them)10:56 – Why Customer Feedback Shapes Soru's Approach14:32 – The Evolution of Brand Advocacy & Long-Term Collaboration16:26 – How Social Media Drives Growth Without Ads21:04 – Soru Jewellery's Founder Story: From Idea to Global Brand23:58 – Community-Led Growth: Why It Works for Soru28:00 – The Reality of Content Creation as a Founder30:09 – Finding New Opportunities in Emerging Markets31:40 – Taking the Leap: Why Soru May Open a Physical Store35:53 – The Kate Effect™: When a Royal Wears Your Brand38:51 – How Soru Keeps Customers Coming BackRate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Francesca:Via Soru's Instagram Via Soru's TikTok 

Brands are starting to get serious about Advocacy.Few understand what it takes to build it.Here's the truth: You can't buy real Advocacy. You have to earn it.That's exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting. From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.Sitting down with Verity, Carol unpacks what brands get wrong about Advocacy. She shares expert insight & first-hand success tactics from Symprove's journey to get things right, too.Let's get into why you should… Stop Confusing Advocacy With Influencer Marketing:Brands that rely solely on paid partnerships miss out on the organic, long-term impact of real brand fans. Carol explains why influencers can be Advocates, but not all Advocates are influencers.Build Advocacy From Within:Employees should be your first Advocates, as passionate teams create passionate communities. Learn how Symprove ensures its entire internal teambelieves in the product before asking anyone else to.Remember Anyone Can Advocate:Many brands fixate on creators, but true Advocacy happens in doctor's offices, group chats, and real-life conversations. Symprove sees everyone who shares their experience (whether a creator, a professional, or a loyal customer) as a potential Advocate with the power to drive real impact.Forget The Shiny Objects:It's easy to get distracted by trends and competitor noise, but real Advocacy isn't built on hype. Carol shares how Symprove has stayed laser-focused on its mission, proving that word-of-mouth beats short-term marketing tricks every time.Brand Advocacy is never a short-term hack. It's a long-term advantage. If you want your brand to survive the next decade, this is how you get Advocacy right.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Carol:On LinkedInVia Symprove's Website

The best brands aren't just broadcasting. They're building with their audiences. Welcome to a special Advocacy 101 episode, where we remix four expert insights on what's next into one tactical guide.  Jo Bird (Creative Consultant | ex-Lounge, ex-Gymshark), Holly Chapman (Head of Brand @ Papier), Victoria Blinova (Senior Strategic Partner Manager @ YouTube), and Lia Haberman (Creator Economy Expert) break down the key shifts shaping content, creators & the social media landscape in 2025. Tune it to learn why you should:  Co-Create at Scale: Broadcast channels, TikTok Lives, and real-time audience input are more than engagement tools – they're shaping the future of brand strategy. Hear how REFY, Gymshark, and Papier are turning everyday consumers into collaborators from Jo & Holly. Balance Short-Form & Long-Form for Maximum Impact: Short form grabs attention, but long form builds deep relationships. Victoria & Holly know the smartest brands are mixing viral moments with docu-series, podcasts, and Substack sponsorships to create lasting impact. Leverage Live Commerce & Personal Branding: Founders aren't just behind the scenes anymore. Ben Francis (Gymshark), Aimee Smale (Odd Muse), and Ben Gallaga (Luxe Collective) prove that when brand leaders step in front of the camera, conversions skyrocket – as told by Jo. Let Go, But With a Process: Handing over creative control to influencers sounds scary, but structured workflows make it seamless. Learn how the best brands are balancing creative freedom with clear KPIs and approval processes via Victoria. Prepare For The Rise of Alternative Content: Carousels aren't just photo dumps anymore. Swipe-left storytelling, Pinterest collages, and mid-form content are on the rise. Find out how to use them to stand out, from Lia. Listen in. Take notes. Evolve your strategy.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo, Holly, Victoria & Lia: On Jo's LinkedIn On Holly's LinkedIn  On Victoria's LinkedIn  On Lia's LinkedIn  Catch their full episodes:  Jo on Brand Storytelling Holly on Papier's Brand Strategy Victoria on Cracking The Video Code Lia on How To Win On Social in 2025

Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search. Right now, it's the biggest missed opportunity you might not be talking about.  More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead.  This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn's Top 25 Marketers to Watch). From tactical advice that will change the way you create for socials, to candid industry chats exposing how we're all really feeling, this episode has it all.  (And yes, we really did go there.) Tune it to learn:  Why Social Search Is More Than A Trend: Forget SEO. Gen Z is using TikTok and Instagram as their search engines. But is your brand's content searchable? From adding native text to tagging locations, Beth explains why every post needs to “teach” the platform what it's about to get discovered by the right people. How To Get More From Your Creators: The best briefs are… brief. Beth emphasizes the importance of giving creators creative control while ensuring their work aligns with your brand's identity. It's about long-term partnerships, not micromanagement, to build trust, authenticity, and stronger Advocacy. Rethinking Trends & Discoverability: Beth challenges the trend-chasing mindset, urging brands to create with intention instead of blindly following the crowd. She also redefines discoverability: it's not just about getting seen but connecting with the right audience. Building Community Without Burning Out: Everyone's talking about building community, but not every brand needs to. Beth unpacks how to decide if it's right for you and why responding to comments alone doesn't make a community. For those ready to commit, she shares tactical ways to add real value to online spaces. Why Data's The Secret Weapon In Your Social Strategy: Beth believes brands relying solely on third-party analytics tools are stuck in 2017. Learn how to leverage TikTok's backend insights to track performance (hello, search data!) and adapt your strategy in real time. Hit play. Level up your social strategy.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Beth: On LinkedIn

What's driving the next wave of influence in Fashion & Beauty marketing?  Earned Media Value.  It's the metric brands can't stop talking about, for good reason.  Conor Begley (Chief Strategy Officer @ CreatorIQ) is here to break it all down.  This week on the podcast, Paul sits down with Conor to explore the exact science behind EMV (Earned Media Value) & the strategies brands need to scale meaningful impact.  By now, it's clear the brands dominating the conversation – and their markets – know how to build authentic, long-term partnerships. (Spoiler: if your influencer marketing strategy isn't prioritizing retention, you're leaving value on the table.)  They're blending creativity, data & connection to increase their share of voice, and turn conversations into conversion with creators who get it.  Tune it to learn how to:  Unlock the Power of Earned Media Value: Learn why EMV is more than a buzzword. Conor explains how it ties directly to market share shifts, helping brands like Gucci, Prime, and Rare Beauty capitalize on their share of the conversation. Retain Influencers, Not Just Recruit Them: Retention is everything. The brands crushing it are those nurturing relationships with their core creators. Conor shares tactical advice on building authentic, lasting partnerships that scale naturally over time. Use Gifting & Experiences to Create Buzz: Think aggressive gifting strategies, unforgettable events, and founder-driven relationship-building. These aren't just nice-to-haves; they're must-haves for establishing brand loyalty and long-term Advocacy. Avoid Common Mistakes That Kill Momentum: Conor highlights pitfalls like focusing solely on campaign ROI instead of Lifetime Value, and why neglecting your core audience can tank even the strongest of strategies. Don't just measure the conversation. Own it.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Conor: On LinkedIn

What is the secret sauce to launching a brand that stands out, in new markets & established ones? Connection. Creativity. Building Advocacy.  Papier knows it. Their recipe for this is tried & tested. Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don't just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions.  This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK's favourite stationary brand into the US market – and thrived. From hosting grassroots journaling events to tapping into partnerships with global names like The Met, Holly shares an unfiltered look at the power of two-way dialogue, authentic storytelling, and small but intentional community-building efforts. Grab your notebook. Find your pen. Make notes on… Building Ecosystems, Not Channels: Relying on one big marketing moment or a single channel isn't enough to create lasting growth. Holly explains how layering partnerships, PR, organic social, and community-encouraging campaigns builds a holistic brand presence that thrives across touchpoints. Prioritizing Connection Over Clout: Holly's approach to co-creating with influencers and tastemakers focuses on authenticity and shared values. Instead of one-off paid posts, she advocates for long-term partnerships; like supporting life milestones or involving creators in content direction, to foster trust and loyalty. Leaning Into Localization: Launching in the US taught Papier that every market is a collection of micro-markets with unique needs. By embracing local nuances and amplifying their British identity, they resonated deeply with diverse audiences while staying true to their core brand values. Engaging Fans Beyond The Product: Advocacy thrives when customers feel part of something bigger than a transaction. Holly shares how Papier creates opportunities for fans to connect over shared interests, like creativity and self-expression, making the brand a hub for meaningful interaction and connection. (Though covetable items like their exclusive ‘Paper Person' hats don't hurt, either.) If you're serious about building an Advocacy-first brand that scales, don't miss this.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Holly: On LinkedIn By emailing holly@papier.com  By personally asking for her mailing address, to share handwritten notes!

What if your flagship wasn't just a store, but the heartbeat of your brand community?  The ‘House of Astrid & Miyu' lived into this vision, and went viral for it.  For 2025's first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah's 12 years with the jewelry brand – growing from Assistant to CMO – she has transformed it into a global powerhouse.  How? By mastering experiential retail, customer connection, and values-driven marketing.  From creating immersive brand experiences (think in-store domes that bring the weather in the cities of all major A&M stores to life, as well as in-store piercing, welding & tattoos) to making customers their loudest fans, this episode is packed with actionable strategies to grow through true Advocacy.  Here's what's in store: Treating Customers Like VIPs: Sarah reveals how Astrid & Miyu bridges the gap between customer & influencer by offering deeply personal touches to their biggest everyday fans – like handwritten birthday cards and intimate feedback sessions. These gestures do more than build loyalty; they make customers integral to the brand journey. Balancing Emotion & Commerce: Sarah knows how to get a CFO to buy-in on big plans; sharing how she aligns emotional brand-building with measurable KPIs, to prove that investing in experiences (like HOAM) leads to commercial success. It's about playing the long game while delivering short-term wins. CMO Challenges & Insights: From navigating rapid industry changes to balancing agility with long-term strategy, Sarah shares what it takes to lead marketing for a fast-evolving brand. Hint: forgetting the competition is half the work.  Stay Ahead Without Losing Your Core: In a sea of fleeting trends, staying true to your mission is the ultimate differentiator. By filtering every innovation through their 3 intrinsic values, Astrid & Miyu has built a brand that evolves without compromising its identity. You can, too. Turn this episode up & take notes. The brands that win tomorrow are starting today.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sarah: On LinkedIn On Astrid & Miyu's Instagram On Astrid & Miyu's TikTok 

Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there. In 2025, consumers are demanding realness (but you already know that).  Brands that meet them with honest, engaging content are the ones building trust. It's not about creating any video; instead, it's about using the right formats for the right message.  Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand. For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into million-subscriber success stories.  (And yes, she's been the strategist successfully responsible for this.)  Diving into her expert knowledge, Victoria reveals how any brand can dominate in the creator economy – all through a mastery of video content.  Listen on to learn: Turn Creators Into Growth Partners: Forget quick fixes. Victoria shares underrated ways to build authentic, lasting relationships with creators who really love your brand. From outreaching with customised videos to practicing good Whatsapp etiquette, she shares advice for turning creators into genuine partners who drive scalable, sustainable results for your brand. Leverage Video's Full Potential: Short-form sparks curiosity; long-form builds Advocacy. Victoria breaks down how to use short-form to hook audiences in seconds (quick tip: use ‘How I' instead of ‘How To') and long-form to deepen connections that lead to loyalty. Discover the ideal balance, if there is one. Run Campaigns That Actually Work: Most campaigns fail because brands and creators aren't aligned. Victoria's strategies show how to brief creators effectively, communicate on their terms, and prioritize the right goals. The result? Campaigns that consistently deliver ROI and build stronger connections with your audience. Hit play now. Lead on creator-led video in the new year.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Victoria: On LinkedIn

2025 is coming in hot.  Is your brand ready to thrive in the era of co-creation? This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what's next. If you're in fashion, beauty, or any space where community & content matters (spoiler: that's everywhere), this episode is your tactical guide to the year ahead. From Lia, you'll learn about: The Power of Co-Creation: Customers aren't just buying – they're building with you. Lia spills how brands like E.L.F. Cosmetics and Netflix turned audience feedback into blockbuster products and campaigns. The takeaway? Your next big idea might be hiding in the Comments section. Influencers, Reimagined: Forget the airbrushed perfection of yesterday. 2025's creators are experts, superfans, and relatable voices. Lia unpacks how beauty brands are leading the charge in harnessing this shift to connect, convert, and dominate; and what you can learn from them.  Content That Actually Connects: Swipe-left storytelling. Long-form's comeback. Collage culture. The next big content moves are here. Lia breaks down why they matter for brands looking to capture, and keep, attention. AI That Elevates (Not Overpowers): From smarter searches to hyper-personalized connections, AI is no longer the shiny new toy – it's your quiet powerhouse. Lia explains how to use it right (without losing the human touch). This isn't another trends rundown. It's a masterclass in evolving with your audience, building real Advocacy, and making 2025 your best year yet. Press play and take note. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lia: On LinkedIn Subscribe to ICYMI

Scaling fast can cost a brand what matters most…  Your connection to community. So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable. In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone. This week on the podcast, Colette sits down with Paul to share how she and her team built a $100M+ skincare brand in just six years without sacrificing their core values. Colette's insights are gold for any brand builders who want to scale while staying true to their brand ethos. (Aka, all of you.) Hit play to discover how to: Build on Transparency, Not Tricks: When The Inkey List launched, ingredient lists were unheard of on beauty websites. Colette set out to empower consumers with straightforward education, not marketing magic. Learn how this no-BS approach created a fiercely loyal community. Turn Shortcuts Into Long-Term Wins: Fast growth can tempt brands to cut corners. Colette reveals what not to do, from outsourcing field teams to chasing fads, and why the real ROI comes from genuine human connections – like chatting with customers over a glass of wine on Instagram Live. Find The Right Advocates, Not Just The Loudest Ones: From gifting to nurturing grassroots Advocacy, Colette shares how The Inkey List has built a global community of creators, retail associates, and superfans. The key? Relentless focus on education and shared values. Educate Everywhere, At All Touchpoints: Whether it's a TikTok, packaging, or a QR code on a store shelf, Colette breaks down how to make every customer interaction a moment of learning; and why that builds enduring Brand Advocacy. This is your sign to stop chasing the next trend.  Instead, scale with purpose. Build a community that believes in your brand. Nail the basics, to turn your mission into a movement. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Colette: On LinkedIn On Instagram  On The Inkey List's Instagram  On The Inkey List's TikTok

What's better than building a brand for your audience?  Building it with them.  From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advocacy. During lockdown, Marielle turned her living room into a creative studio – using Instagram Lives and raw, unscripted moments to meet her customers where they were. The result? A brand built on trust, dialogue, and joy; one that doesn't just sell clothes, but helps women rediscover their “fashion mojo”.  Tune in to hear her take on:  Two-Way Dialogues on Instagram: Marielle's Instagram Lives transform customers into collaborators. By inviting them to share what they truly want from the brand, whilst also connecting on causes that matter, WYSE fosters a sense of inclusion that feels real and relatable. Marielle's process is refreshingly simple; send a suitcase of clothes home, set up a rail, and let fun & engagement lead the way.  Dark Social as a Relationship Builder: By using DMs in personalised ways (forget mass replies & think voice notes from the Founder) and private polls to spark meaningful action, Marielle is building loyalty. While she no longer replies to every DM personally, her presence in the Comments and other touchpoints ensures her community feels seen and valued. These personal interactions, from bonding over TV shows to addressing individual feedback, strengthen customer relationships and quietly drive sales. Pivoting with Purpose & Imagination: Marielle doubles down on creativity to keep her Instagram strategy fresh and engaging. From testing new formats to embracing the charming chaos of themed Lives, her willingness to experiment kept her audience hooked. This imaginative approach, paired with a focus on listening closely to her customers, ensures she's always designing pieces her audience loves – never “clothes nobody wants to buy”. It's your guide to creating connection through care, relatability & getting creative.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Marielle: On WYSE London's Website On WYSE London's Instagram

Social Commerce is more than a buzzword — it's reshaping the way brands interact with their communities.  At its heart lies a powerful trio: user-generated content, creator marketing, and trust. From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it's clear: the brands that thrive today meet their customers where they are and involve them on their terms. In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona's hands-on experience in building omnichannel, influencer-loved brands, and Yoann's expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders. Hit play to learn: Leverage UGC as Authentic Brand Currency: Cat shares how Pomelo's “Pomelo Girls” activations transformed everyday customers into Advocates. By encouraging content creation, their voices were socially amplified – leading to more trust, and more sales. Yoann dives into how even bad reviews build trust when used transparently, too.  Empower Creators Without Losing Control: Here, Cat explores the best ways she knows how to foster authentic partnerships with creators who align with your brand values. Finding the right fit, using her foolproof methods, ensures their Advocacy feels genuine and trustworthy. Build Community-Driven Social Commerce: Discover how Live selling, loyalty rewarding, and community involvement turn customers into Advocates. By replicating in-store experiences through Lives and rewarding engagement, brands foster deeper connections – encouraging customers to authentically champion you. The key takeaway? Social Commerce is more than a channel. It's a dynamic way to build trust, foster involvement, and turn customers into long-term Advocates. Utilizing creators, turning to community-generated content, and caring is your way in.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Cat & Yoann: On Cat's LinkedIn On Yoann's LinkedIn

Brand builders, take a peak into our crystal ball.  There's you, your entire marketing team, and a whole lot of TikTok Lives. Social Commerce is growing fast, and it's clear that brands leveraging it early are reaping the rewards.  That's why industry leader, Ben Gallaga, has decided to break his silence – sharing how he's built an iconic brand by going all-in on TikTok Shop, so you can too. Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for a conversation equal parts business smarts & real talk. Knowing this space better than most, Ben is fast carving a space for pre-love luxury on TikTok – having turned the channel into 34% of the brand's revenue since launching in July.  By staying adaptable, authentic, and relentless on socials, Luxe Collective has built a loyal following of passionate brand fans & Advocates. Even setbacks – like over-hiring, a break-in & investing in content that didn't work – have been used to take massive steps forward with community connection.  Now, Ben will share how to: Turn Every Live Session Into a “Must-Watch” Show: Ben reveals why TikTok Live sessions should be treated like episodic TV, with new content and offers on set days of the week. Learn his strategies for making each session feel unique, engaging, and worth tuning into, from exclusive product drops to flash sales and live Q&As. “Host the Party” on Social Media: When creating engaging content, think of your brand as the host who brings the latest news, trends, and industry happenings to the table. For Ben, this “hosting” strategy means discussing relevant topics & breaking news while subtly plugging the product — an easy way to establish authority, grow visibility, and consistently offer value to your community. Master the Art of “Irresistible Offers”: Ben explains the psychology behind crafting deals that feel too good to pass up, from limited-time discounts to exclusive bundles. His secret? Make the audience feel like they're getting an offer too good to miss out on. Generosity is key when it comes to building Advocacy, after all.  Here's how you scale on TikTok Shop while staying grounded. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Ben: On LinkedIn On Instagram  On Luxe Collective's TikTok

What's more valuable than a brand that speaks candidly to its customers? A brand that listens to them.  Fostering true Advocacy isn't just a loyal customer base – it's building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy. You may even make a sale, too.  In this live recording from the Social Commerce Summit: Autumn Edition, you're brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L'Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast. Learn L'Oréal's signature approach to creator collaborations, how Represent stays ahead of the community curve, and why brands like Liquid London can earn creators £30k+ from one TikTok post. According to these experts, you should… Put People Over Products: Jimmy says it best – “Put time into people, they'll put time into you.” Building Advocacy means inviting your audience behind the scenes, sharing real moments, and doing things noone else is. This isn't about disruption — it's about connection first. Brands who lean in will come out on top. Let Community Ideas Lead: Sarah's formula for community building? Empowering creators to bring their wildest ideas to life; co-creating with you. “Our community is so inclusive. They create incredible content, and allowing them to come to us with bonkers ideas is where we won.” Trusting your community to help shape your brand. Get Tactical On Rewarding Creators: Joe & Olly share a tested strategy for scaling brand reach with creator communities, leveraging aggressive commission strategies to stand out. “Affiliates are spammed by brands daily. But when you offer £5 for a sale instead of 50p, you unlock the full potential of mass creative testing.” This approach has driven incredible results, including £55k+ revenue in one day on TikTok Shop. Press play. Uncover how Advocacy shapes every area of Social Commerce. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jimmy, Sarah, Olly & Joe: Jimmy's LinkedIn Sarah's LinkedIn Olly's LinkedIn Joe's LinkedIn

How do you cultivate a deeply dedicated community in fashion?  You transform it into a force for good.  For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo's story and the incredibly real impact it had on her drive to build something meaningful.  After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London in less than ten months — Jo's story is one of resilience and impact. To date, the brand has donated more than 53k scarves to women going through similar treatment; and thousands more Superhero Sleep Buddies to children impacted by their mothers' treatments.  Scamp & Dude is not your average fashion brand, but one the whole industry can learn from.  Balancing commercial success with charitable goals, their superpower-infused branding connects with vast audiences for one reason – everyone could use a boost sometimes.  From experience, Jo knows exactly how to… Build Authentic Customer Relationships: The magic of Scamp & Dude lies in keeping things real — no forced strategies. Jo's personal interactions, from Instagram Lives to in-store community events, create a community that feels wholly meaningful. Learn how to foster deep, authentic connections by repeatedly showing genuine care. Tell a Story That's True to You: A brand's story should come from the heart. You can tell when it doesn't. Jo highlights how her personal journey is “intrinsic to the whole brand”, and why fashion & beauty marketers must find their brand's truth and live into it boldly. Customers feel the difference. Create a Community That Advocates With You: Scamp & Dude's community thrives on confidence and support — fans connect, share feedback, and inspire one another in more private digital spaces than you'd know. Jo reveals how empowering customers to be part of your brand's journey creates a supportive environment, where Advocacy naturally flourishes. Learn from Jo. Show you care. Build something that matters.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo: On Instagram On Scamp & Dude's Instagram On Scamp & Dude's Website

Is there a formula for fashion brand success that goes beyond quality and design? Community, collaboration, and unwavering focus on the customer.  In comes KITRI – the cool girl, high-fashion brand you can actually afford.  For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying industry norms, this former dancer turned fashion entrepreneur knows how to stay on pointe – putting women center stage in every design, with a community-first mindset. Listen in as she and Verity discuss the realities of marketing in fashion's current landscape, and the tactics needed to create a brand that sticks around for the long haul. To Haeni, winning the long game means continually listening to – and learning from – your community. According to the expert, you should… Creating Community-Centric Buzz: It is vital to get direct feedback from your customers, and actively build something a community could care about, from day one. Through exclusive but regular drops and carefully curated edits, Haeni created a routine for KITRI shoppers to look forward to. The power of word-of-mouth – with customers creating their own WhatsApp groups to predict the next drops and share their buying plans – holds all the power.  Balancing Brand With Performance: Haeni learned the hard way that an over-focus on performance marketing can quickly deplete brand strength. The pivot in 2022 to long-term brand building is a crucial lesson for all marketers. If you're not nailing brand, no amount of sales can save you for long.  Turning Customer Complaints Into Advocacy Opportunities: KITRI's approach to customer feedback, especially bad reviews, is golden. By actively listening and addressing concerns, Haeni & her team have managed to turn most dissatisfied customers into loyal Brand Advocates. She shares how you can, too.  Press play to put community first when setting your brand apart, ensuring its story is told for years to come. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Haeni: On Instagram On KITRI's Instagram On KITRI's Website

What's better than Return On Investment when it comes to content & community building?  Return On ‘Involvement'.  It's the sweet spot where Advocacy lives, and the household-name brands know it.  Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection.  This week, welcome Author, TEDx Speaker, LinkedIn Top Voice & Creative Consultant, Jo Bird, to the podcast. Her years building iconic brand identities (ex-Lounge, ex-Gymshark) alongside her own make her expertly placed to advise you here, in conversation with Verity.  By now, it's a fact that the brands that win involve their audiences in their journey. The next frontier of engagement marketing will be co-creating with your community, to tell your brand story. Turn this episode on and up to learn how to… Relinquish Control to Creators – Cautiously: Collaborating with creators of all sizes is key to spreading digital word-of-mouth and Advocacy. Jo warns against blindly handing over control, though. Brands need to be mindful of their intention and ensure creators align with their brand's ‘friendship group', so to speak. Otherwise, you could quickly have the wrong person Advocating for you. The right creators can become invaluable Brand Advocates, but the relationship must be carefully curated. Not Just Follow Trends, But Set Them: Brands that excel don't just follow trends – they're creating them. Experimentation is key here, and taking inspiration from successful brands like Gymshark and Duolingo can help shape a unique strategy. In 2025, this will look like prioritizing co-creation, personal brands, TikTok Lives, and embracing content that fosters a conversational, involved community. Prioritize Advocating With Your Brand, Not For It: A brand must have a clear point of view, and share in it authentically with their community. Asking brand fans to Advocate for your brand, instead of with your brand, is a common mistake. Younger audiences expect brands to take a stance on issues, while allowing them to join in the movements made together. Advocacy is a long-term plan; the only one that ensures brand survival for the next 10-20 years, according to Jo herself. Listen. Learn. Take your brand strategy (personal or commercial) to the next level.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jo: On LinkedIn On Instagram On her Website

How do you actually stand out in fashion?  You stand for something. No, really stand for something.  That's exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving.  Building firmly on the ethos that everyone can wear activewear – no matter their shape, size, or activity levels – has cemented them as a forward-thinking leader in this game.  Today, Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her co-founding story. Disrupting the activewear space from day 1, with industry-leading fabrics and a total embrace of size-inclusivity, Michelle knows exactly how to create a brand identity that resonates with women everywhere.  Gain real insight into how she balanced the demands of running a business while maintaining the passion and deep love for her work across two decades, alongside the one thing she'd do differently if she could go back. For fellow Founders, her advice is clear – don't forget to protect your equity, and don't sleep on the power of wholesale.  Whether you want to hear the hidden challenges of scaling globally, or you're interested in how Beyond Yoga's unique Space fabric came to be a brand signature, this conversation is packed with the knowledge of growing a brand that puts Advocacy first. Tune in to hear Michelle's take on…  Breaking The Beauty Binary: This mission has been at the core of Beyond Yoga's values, as the brand made a bold commitment to inclusivity and authenticity. With a strict ‘no photoshop' rule, the brand took a strong stance on celebrating real bodies. This unapologetic approach not only resonated but also fueled word-of-mouth, as consumers struggled to find the same authenticity elsewhere. Creating Word-Of-Mouth Buzz: Michelle walks us through the tactical steps that helped the brand grow through word-of-mouth and Advocacy. From the moment the team realized Beyond Yoga had "made it", when Reese Witherspoon was pictured buying their leggings in the 2000s, to the importance of offering what consumers truly want – something no one else is doing. Being Generous To Be Kind First, Not To Benefit: There's nothing that builds Advocacy quite like giving your product away for free. That's exactly what Michelle did, time and time again – not just to creators, but directly to the Beyond Yoga community. Rewarding them for their loyalty, dedication, and taking a chance on a new name. In the same vein is employee Advocacy, with Michelle building out a generous company culture that truly cared for its people; shutting down during the holidays and offering flexible work options long before they were popular. Here's how you build for brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Michelle: On Instagram

What do Duolingo's ‘Duo', ‘Percy Pig' & AO's marketing have in common?  Fun, personality & an easily translatable visual identity.  They've cracked the code on breaking through social media's noise.  Industry-leading fashion brands, like Lounge Underwear, are now crossing categories to market like them. Here, you'll learn how to too.  In today's episode, Verity interviews Sonia Hussain (Brand & Communications Specialist | ex-Lounge, ex-Bravissimo) on building a great brand in 2024. Together, they dig deep on the importance of establishing a strong identity, making meaningful connections with your customers, and the three key pillars to any Advocacy strategy – purpose, positioning, and personality.  Touching on direct strategies for building a brand people actively seek out to engage with, Sonia also shares advice for utilizing influencer marketing at every stage of this funnel.  Stand out by challenging the social status-quo.  Get started with Sonia's take on… Retailtainment in Community-Building: Building meaningful connections is made easier by creating experiential marketing that resonates. Brands need to focus on ‘retailtainment' — blending retail and entertainment to engage customers in-store. Hosting community-driven events, like Lounge Underwear's partnership with Girls Who Walk in Manchester, only serves to strengthen relationships and build a loyal customer base. Looking Outside Your Category: The social landscape is oversaturated. Now, to stand out, brands must innovate beyond the playbooks provided by the platforms to make their own mark. Observe and learn from successful strategies outside your category; like Sonia's latest obsession with AO's engaging social content. Tailoring your approach to each platform is necessary – actioning content that fulfills Instagram's need for polished inspiration, while prioritizing playful engagement on TikTok. Thinking Outside The Demographic Box: Actually understanding your audience, from their own input over any assumptions, is crucial for crafting compelling brand narratives. The ‘Barely There Bra' campaign was a success for Lounge when they listened to direct feedback, tapping into Gen Z's preference for comfort over traditional underwear choices. This data-driven approach allowed them to craft a campaign that worked; selling out of bras that were marketed without even a photo. Here's how you build for brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sonia: On LinkedIn

When it comes to kindness, one thing is clear. Everyone could use more of it.  Beekman 1802 is a brand built entirely for one purpose: making beauty kinder. And no, not in a jovial or solely ingredient-based sense.  Join Paul as he digs into this deep dive on kindness as a pillar of Brand Advocacy, in conversation with Brad Farrell (Chief Marketing Officer @ Beekman 1802 | ex-Kiehl's, ex-L'Oréal).  Aiming to be the #1 prestige brand for sensitive skin globally, there are no compromises when it comes to building through word-of-mouth and practical kindness at Beekman.  From the brand's origin story (hello, goat milk farmer who moved in with the Co-Founders) to the tactical ways both analytical and creative skills can create high-performance marketing teams, this is the science of Advocacy down to an art.  Get ready for Brad's expert take on… Making Beauty Kinder: To your skin, your social media sphere, and yourself. Beekman is a brand utilizing ambassadors like any other in the beauty game, with one key twist; any Advocate of theirs is also rewarded for spreading digital kindness over solely product promotion. Dig into the impact of this choice, and the strategy it takes to deliver it at scale – while still scaling the success of your brand.  Two-Way Conversations as The Crux of Community: When innovating from the wants of actual customers, a brand can rarely go wrong. Back-and-forths with those in your community are key. From social listening and customer service insights, to requests from ambassadors & Advocates, all feedback must be welcome. Learn how to identify the most actionable insights to surprise and delight your brand fans, turning their thoughts into meaningful action. It's community building at its best; responsive, inclusive, and genuinely engaging.  Infusing the Mission Into Every Aspect of Brand: Brad unpacks how to be a living, breathing example of your brand's core values – making your brand mission a visible, tangible part of everything you do. From communicating product developments to a cohesive experience at any marketing touchpoint, learn how best to align every strategy and every decision with your brand's north star.  Here's how you build brands with a mission-driven approach.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Brad: On Beekman 1802's website On Brad's LinkedIn

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: Apple Podcasts Spotify 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: Apple Podcasts Spotify Connect with Colby: On LinkedIn On Instagram  On Grown Alchemist's Instagram On Grown Alchemist's TikTok

New Look has been a staple on the British high street for 50+ years.  Now, they're fast adopting new frontiers. Ready, testing, and learning. For this episode, Paul had the pleasure of interviewing long-time peer and industry pal, Raine Peake (Head of Marketing & Customer Growth @ New Look | ex-Director @ Jigsaw, Mint Velvet & Farfetch).  Together, they dive deep into the importance of – and tactics behind – investing in the right brand strategies to purpose-build passionate communities. Their expert takes on personalization through AI, engaging gamification, Out-Of-Home advertising, store refurbishments & influencer marketing are all included. Tune in to hear Raine's advice for… Creating Strategic Squads to Build Local Communities: Right now, New Look is running a highly successful experiment. The brand has overhauled one of their stores in Manchester, supported with numerous marketing activations – led by a dedicated in-house ‘Squad'. Taking up 25% of the assigned team members' time, the benefits seen in awareness, growth, and conversion have far outweighed the cost. Now you can learn Raine's formula for ‘Squad' success, too. Turning Employees into your Biggest Advocates: Often overlooked, at the expense of your easiest brand win. Your employees are easily your best Advocates – a fact that's especially true when it comes to fashion brands. They know everything about your product, are (ideally!) incredibly passionate about the brand, and (one better) often model the clothes themselves. Learn why the next frontier of building Brand Advocacy lies with them.  Knowing the Place of AI, Personalization & Gamification: Big buzzwords here, for good reason. As Raine explores these domains for New Look, she openly shares her favorite insights so far. Her north star in these realms? Data, data, and data.  All the practical and tactical advice any Brand Builder needs from Raine is waiting. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Raine: On LinkedIn

Understanding your customer is one thing. Crafting content that actually resonates with them is another. The cheat code to nailing this?  Building for brands you would actually buy from.  For this episode of Building Brand Advocacy, Verity is joined by Stefani O'Sullivan (Marketing Consultant and Head of Growth & Marketing @ Staud). It's a conversation fashion marketers won't want to tune out from, spanning all of today's hottest industry topics. Join the pair as they explore how fashion brands are fostering genuine connections, tactically cultivating communities of loyal superfans by seeking them out to create with – just like Glossier, Savage x Fenty, and more. Their discussion dives deep into the impact of private sharing on socials, the success-stories of ‘storytelling-first' brands, and what the future looks like for creative marketing. Listen to hear Stef's take on… The Role of Creators in Driving Brand Advocacy: Co-creation is the past, present, and future of content marketing. It's why seeing the customer as your influencer is revolutionizing Brand Advocacy. The strategic value of nano and micro-influencers in building robust communities and driving that word-of-mouth marketing cannot be overlooked any longer.  The Future of Brand Stunts & Reactive Marketing: One of the biggest powers any brand holds with their community lies here. Put on a remarkable show, impactfully join a timely conversation, and know the boxes you need to tick. Stef shows you them. Integrating Brand & Growth Teams: Right now, Stef sees a critical need for diverse perspectives in brand marketing. To her, brand and growth are not two sides of the same coin – they're the solid material it's made from. Integrate these halves into a whole and watch the brand community you've sought for come together.  Apply these tips. Soak up Stef's knowledge. Elevate your brand's Advocacy game. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Stefani: On her Website On LinkedIn

Pair ‘fun' with ‘leading fashion' and a handful of brands come to mind. Add ‘community-built' to the mix, and there's only one – Never Fully Dressed. Join Verity for today's exclusive episode, as she sits down with Lucy Aylen (Founder @ NFD). This is your chance to learn from an industry titan, levelling up your career savvy and brand strategy in the process. From the brand's first days in her parents attic to sell-out drops, packed events, and a ride-or-die community that spans the globe, Lucy walks us through the moments that transformed Never Fully Dressed's trajectory. The CEO, entrepreneur & training Doula stops at Spitalfields Market, a first NYC pop-up (you and Kendall Jenner's memorable t-shirt know the one), and more from the last 15 years along the way. Tune in to hear Lucy's Founder story, and her practical advice on… The Power of Long-Term Relationships: Establishing long-term, meaningful connections with customers, employees, and partners is an essential part of NFD's sustainable brand growth. By taking the ‘spikes' caused by short-term success out of the business, these enduring relationships are built on trust, foster loyalty, and ensure consistent support. Each is key to navigating market fluctuations, to drive continuous development and innovation. Making Customers Your Influencers: When it comes to community-building, NFD lead the industry for good reason. Creating the fun and empowering culture the brand is known for has fostered belonging and loyalty with superfans. Bonus: it naturally turns loving customers into genuine Brand Advocates, too. Building these deep bonds passes on the power of influence, as each Advocate leverages their authentic voice to promote the brand and enhance its credibility. Amplifying Brand Voice: Encouraging this user-generated content, as well as implementing loyalty programs and rewarded referrals, has created a strong sense of belonging among NFD's customers. As the brand expands to new markets, Lucy is looking to further amplifying the brand's voice through community projects and charitable support. Everything is done in favor of the heroes behind the brand (aka their customers), and never product-first.  Expect brand lessons, expert-but-humble entrepreneurial know-how, and the first-hand Advocacy tactics you can only learn from Lucy. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lucy: Lucy's Instagram NFD on Instagram NFD on TikTok NFD's Website

People are the fuel that keeps brands going. Without them, you simply don't have a brand. That's why it's more important than ever to build companies that connect with customers on a personal level. Lucy Toone knows this intimately.  Join Verity in this episode of Building Brand Advocacy to hear from a Brand Builder who perfectly practices what Brand Advocacy marketing preaches. Lucy (Founder & CEO @ Tomm Jewellery) shares the importance of creating a community, the power of founder-led marketing, and the value of working with micro-influencers over the megas.  By making difficult calls to optimize for sustainable, long-term growth – opting out of $190k+ months and downsizing in the process – Lucy is a Founder with heart in all the right places.  Tune in to hear… The Value of Vulnerability: Embracing vulnerability as a brand fosters genuine connections with your audience, creating a sense of authenticity and trust. By sharing real stories, challenges, and behind-the-scenes moments, Tomm Jewellery humanizes themselves and engages more deeply with their customers – ultimately building stronger loyalty and community. How To Harness Livestreaming's Potential: Leveraging the power of Livestreaming on TikTok has significantly boosted Tomm's engagement and reach, Lucy has found – allowing for real-time interaction and immediate feedback from her viewers. An agile team is crucial to capitalize on this potential, as they can quickly respond to trends, interact with viewers, and adapt content on the fly to maintain relevance and maximize impact. Finding Balance: To prioritize your company, you have to prioritize your personal well-being. Having learnt this lesson through live experience, Lucy knows you can avoid burnout, maintain a positive mindset, and enhance your creativity by stepping away to step back stronger.  You won't forget what you learn here.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lucy: Lucy's LinkedIn Tomm Jewellery on Instagram Tomm Jewellery on TikTok Tomm Jewellery's Website 

Giving up brand control to creators can be frightening. Now though, it's one of the last near-assured ways to grow. Time to face the fear, place your trust in authentic Advocates, and achieve maximum growth through the creators that love you; like Victoria's Secret, Abercrombie & Fitch, and Brooklinen already do.  Join Paul & Verity LIVE from the last of the Social Commerce Summit: New York sessions, where they're joined in conversation by Taylor Cameron (Director of Public Relations @ Victoria's Secret), Stacie (@ Abercrombie & Fitch), and Janna Neinken (Head of Brand @ Grüns, ex-Director of Influencer Marketing & Partnerships @ Brooklinen). Here, they reveal the strategies their brands utilize to harness aligned influence for growth. Each one is built around developing engaging and creative content that actually converts.  From staying ahead in the rapidly evolving social media landscape and quickly adopting new content formats (Alpha and Beta tests with the platforms included), to leveraging new algorithm updates, the guests' advice is as insightful as it is tactical. Listen on to learn about… Creating Viral Content through Customer Feedback: Brands like Abercrombie & Fitch and Victoria's Secret are making successful comebacks for a reason. By directly engaging their actual customers, and the creators in their networks, they've been able to rebrand and own it – creating entirely new product lines from customer preferences and signing contracts with creators who previously avoided them. Balancing Brand Guidelines with Creator Freedom: This is key to maintaining authenticity in creator marketing (but you already knew that). Learn how these iconic brands give up control of their aesthetic, image, and storylines to reap the rewards in community love and awareness. Case studies from all three names highlight the how-tos of successful creator partnerships. Differentiating Content Streams & Creator Tiers: Knowing the destination of your content is crucial. Like Victoria's Secret has, your brand will benefit from practicing differentiating levels of content curation depending on intended audiences. By tailoring creator activities to appeal to niche markets and specific customer segments, these brands tap into the power of micro and nano-influencers to drive engagement and conversion. Tune in. Take note. Grow.  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Taylor, Janna & Abercrombie: Taylor's LinkedIn Janna's LinkedIn Abercrombie's Website

Abercrombie & Fitch are blazing trails in Brand Advocacy. Having seen their shares grow 222% this year, compared to the fashion industry's average of 12%, the brand is onto something. They've been busy leveraging the dynamism of Social Commerce and the authentic voices of their community to win.  Join Paul & Verity LIVE from the Social Commerce Summit: New York, as they delve into Abercrombie's remarkable transformation story with the team. Uncover the tactics Abercrombie applied to deliver a strategic brand pivot – one that empowers their customers and creators, giving them the freedom to tell the brand's story through their own eyes. Tune in to discover… Listening to Customers & Taking Action: Feedback from Abercrombie's brand community informs every move these marketers make. In fact, this feedback informs every single team in the business. By listening to their customers closely – and actually taking action on the thoughts, feelings, and ideas they share – Abercrombie has launched hyper-successful new lines, collections, and activations. Choosing Authentic Advocates: Authenticity is key when selecting Advocates, as the brand looks for influencers who entirely align with their brand purpose. Working with creators across various niches – from weddings, to workouts, to everyday staples – Abercrombie taps into their insights to drive brand awareness in new ways.  Tapping into Unexpected Audiences: Abercrombie is now built around the idea of outfitting their customers for the perfect long weekend. Every product is an answer to a customer's direct needs. That's how the brand has found success tapping into unexpected audiences to expand their reach. You can, too. Listen. Learn something. Apply it. Evolve. Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Abercrombie & Fitch: On Instagram On TikTok Via their website

As Social Commerce evolves, so do the roles and skill sets needed to drive it.  This transformation is fast reshaping the landscape of fashion & beauty marketing. Collaboration between social and eCommerce teams, and sharing technologies to utilize, is crucial for crafting a seamless and connected customer journey; one rich with remarkable experiences.  The emergence of more specialized roles within Social Commerce, and teams entirely dedicated to it, are a significant symbol of this shift. Social Media Managers and their wider teams are increasingly held accountable to sales goals. Research shows this trend will only intensify, making it essential for marketers to adapt swiftly. In this episode, Paul is joined by Doug Foulkes (Social & Creator SME, Team Lead @ Bazaarvoice) LIVE from the stage of the Social Commerce Summit: New York. Together, they piece together a playbook for navigating this fast-approaching future. Listen up to learn about… Demonstrating the Business Value of Content: Social Media teams need access to accurate, impactful data and the keen analytical skills to translate these insights into proof of tangible value. Social content can, and should, live far beyond the realms of social to influence customer purchasing decisions. The further into the right analytics you lean, the faster you prove worth. The faster you prove worth, the faster your budgets can expand. Opportunities for AI in Brand Safety: The potential impact of AI on content creation and brand safety is a hot topic. While there's concern, there's opportunity for helpful innovation here, too. AI is helping streamline creative processes in marketing, but it could also be used in influencer & Advocate approval. Take a peek into the not-far-off future. Utilizing User-Generated Content Effectively: Doug's research has found fresh user-generated content (UGC) can make all the difference. 74% of consumers say it's a prerequisite for them to see social proof on product pages, to help them make up their mind before buying. Of this on-page social content, recent UGC works 4x better for sustaining high conversion rates. Find out why. Learn how to optimize.  This episode is presented by Bazaarvoice – a MarTech solution making magic for thousands of brands & retailers, growing sales through authentic social content on their websites.  Find out more about these good folk here: https://www.bazaarvoice.com/  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Doug: Doug's LinkedIn Bazaarvoice's LinkedIn 

Social Commerce has evolved. Once simple shopping destinations have transformed into entirely new channels for brands to reach their consumers; to purchase, to take part in meaningful experiences, and to be entertained.  The entire practice of marketing has to grow with this landscape. Tune into this conversation, LIVE from the Social Commerce Summit: New York, to hear Paul tackle the tried-and-tested approaches to mastering this marketing synergy with some of beauty's best.  He's joined by Anna Vale (Modern Marketing & Communications Expert), Jessica Riffle (Senior Manager of Social Commerce @ Coty; including Kylie Cosmetics, SKKN by Kim & Philosophy), Amanda Griffiths (Director of Digital Marketing & eCommerce @ Davines), and Djalal Lougouev (CSO & President @ Ometria).  Listen up to learn about… The Evolution of Social Commerce: A strategy for the integration of digital marketing and Social Commerce with traditional retail experiences is essential in 2024. No brand can create a seamless customer journey, connecting in-house and out-of-house commerce, without one. Perfecting your ‘B2C2B' approach is the next horizon. Hear the experts advice for doing so. Data & AI to Personalize the Customer Experience: Every customer experience that can be, should be personalized. That's why the use of first-party data and AI is crucial for elevating the customer experience, and communicating with your brand fans in the most effective way possible. Almost everyone is now aware of AI's advantage, and the consumers of tomorrow are coming to expect a personalized experience as standard. Don't get left behind.  Generational Shifts in Marketing Strategies: Gen Z is here. Gen Alpha is coming into the Advocacy picture, faster than you think. The impact of these generational shifts on spending and marketing strategy require brand builders to be savvy. Focus on ethical marketing practices and targeting the right segments within these mass audiences to win. This episode is presented by Ometria, a customer experience data platform that helps deliver scroll-stopping marketing across multiple channels. Find out more about these good folk here: https://ometria.com/  Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Anna, Jess, Amanda & Djalal: Anna's LinkedIn  Jess' LinkedIn Amanda's LinkedIn Djalal's LinkedIn

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: Apple Podcasts Spotify 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: Apple Podcasts Spotify 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… 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. 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.  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: Apple Podcasts Spotify 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… 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. 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. 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: Apple Podcasts 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: Apple Podcasts Spotify 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: Apple Podcasts 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: Apple Podcasts Spotify 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:Apple PodcastsSpotifyConnect with Fiona:Fiona's LinkedInWild's WebsiteWild's Instagram Hosted on Acast. See acast.com/privacy for more information.

Some brands are built to effortlessly attract communities. Lucy & Yak is one of them. Here, we uncover the secret sauce to cultivating an irresistible brand experience.In this episode, Lucy Greenwood (Co-Founder and Creative Director @ Lucy & Yak) shares her journey building the iconic community-led brand.Lucy & Yak first ignited their flame with a creation story rooted in passion and purpose. Known for sustainable and inclusive fashion, particularly their playful dungarees, they've had stratospheric success over the last 7 years. Most of this success can be attributed to engaging a passionate community of customers, the rise of dopamine dressing, and an unwavering commitment to solid brand values. In conversation with Paul, Lucy gives exclusive insight into the brand's community of 843k+ members across Instagram and Facebook – 76k+ of these coming from private Facebook communities, built by and for dedicated brand fans. In the month since recording, this community has only grown. Today, the brand has over 855k followers on these platforms alone.Lucy & Yak's community is powerfully fan-created. Brand Advocacy at its finest!This conversation dives into…Authentic Community Building: Lucy & Yak's remarkable story is testament to the power of holistic community building. From humble beginnings on Depop to explosive growth, their community-first approach has fostered genuine Advocacy and unwavering loyalty among their customers.Embracing Brand Values: At the heart of Lucy & Yak's ethos lies a commitment to sustainability, inclusivity, and authenticity. Explore how Lucy's personal values shape the brand's identity, and how she strategically prioritizes the causes they get behind.Innovative Marketing Strategies: Delve into Lucy & Yak's innovative marketing strategies, from incentivizing user-generated content to treating their customers as influencers since day one. Discover how a focus on word-of-mouth marketing and strategic gifting has amplified Brand Advocacy and fueled next-level growth.Navigating Growth Challenges: Though the journey has been steady, it hasn't been without moments of doubt. Lucy shares insights into the challenges and triumphs of scaling a brand – from overcoming imposter syndrome and balancing creative flow with the day-to-day of brand building, to embracing uncertainty and responsibility as the team expands. Gain valuable lessons on navigating the complexities of growth while staying true to core brand values.Tune in to learn from one of the UK's trailblazing fashion founders.Elevate the brand you build.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Lucy:Lucy's LinkedInLucy & Yak's WebsiteLucy & Yak's InstagramLucy & Yak's Facebook Hosted on Acast. See acast.com/privacy for more information.

It's no longer good enough to have a brand community. In 2024, brands need to strategize, engage, and monetize the legion of Advocates they've been building. Industry leaders Katie Adams (Senior Marketing Director EMEA @ Abercrombie & Fitch) and Claudia Nappo (COO @ LK Bennett) join Paul & Verity for the last installment of Building Brand Advocacy LIVE – straight from the stage of the Social Commerce Summit: London.They uncover how their brands have cultivated superfans and monetized brand engagement, delving deep into the transformative power of community-driven storytelling and compelling brand narratives.From Abercrombie & Fitch's transformation story – of how they redefined brand narrative by embracing authentic storytelling, entrusting creators with control to resonate with their audiences on a deeper level – to LK Bennett's tried-and-tested tactics for success, every fashion brand builder will learn something here.Consider this episode the playbook for: Relinquishing Brand Control: To any brand, handing over the reins of your carefully curated aesthetic can be worrying. It's a move often blocked by those in control of the company, also. You'll hear how the big leagues do it, and do it successfully – seeing the payoff in community love and Advocacy.Cultivating Superfans: Explore the delicate balance of community cultivation and the art of harnessing superfans for your brand. Learn how these iconic brands strategically nurture relationships with dedicated Advocates, fostering genuine connections that transcend transactional engagements.Monetizing Community Engagement: Uncover the strategic transition from community building to monetization, where brands leverage their cultivated communities to drive meaningful engagement and foster brand loyalty. Gain insights into effective strategies for monetizing brand communities, while maintaining authenticity and trust.Navigating In-House Creators: Explore the challenges and opportunities associated with in-house creator programs, where brands strike a delicate balance between creative control and empowering creators to own their storytelling. To learn the ins and outs of cultivating Brand Advocacy, reimagining traditional brand narratives, and acing Social Commerce for your community, tune in.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Claudia & Katie:Claudia's LinkedInKatie's LinkedIn Hosted on Acast. See acast.com/privacy for more information.

TikTok, with 1.8 billion monthly active users and a presence in over 150 markets, has emerged the #1 app globally for content consumption. As we look ahead to 2024, it's evident this will be a big year for the platform. And the thing they're driving hardest? Undoubtedly, TikTok Shop.In a world where people crave entertainment in e-Commerce, TikTok stands out. As a content-first consumer destination, it is fast redefining Social Commerce as we know it. Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, as they talk to Laura Mallows (Founder @ Mallows Beauty and TikTok Shop legend) and Broghan Smith (Fashion Lead @ TikTok Shop) on the topic. First, explore how TikTok is revolutionizing the shopping experience with an exclusive deep-dive from Broghan. Hear how to harness the power of TikTok Creators and where the big opportunities lie for 2024,, before discovering case studies from Victoria Beckham, Pretty Little Thing & Mallows Beauty. It's time to uncover the facts, tactics, and insider strategies shaping the fashion & beauty landscape within TikTok Shop.This episode explores:The power of #TikTokMadeMeBuyIt: Why is this hashtag a phenomenon, with over 78 billion uses, and how is it reigniting the joy of shopping? TikTok is becoming the new storefront for customers, with content creators playing a pivotal role in driving true customer Advocacy. With ‘family & friends' still the No. 1 trusted source of purchasing recommendations, the authentic content driving TikTok Shop powerfully bridges the gap between brands and consumers.From your ‘for you page' to basket: This is the next frontier of shopping. It's revolutionizing the shopping experience – from Live Shopping, to in-feed videos and product showcases. There's something for every user here.Mallows Beauty's TikTok journey: The platform is already changing the game for brands like Mallows Beauty. Delve into the Mallows TikTok Shop story, and learn how the brand saw a 500% increase in revenue from a bold Live Shopping strategy; seeing the Mallows team go live for 8 to 10 hours a day and utilize 10k+ affiliates.Fashion & beauty brand builders looking to win on TikTok Shop, you'll want to join us.The future of Social Commerce starts here.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Broghan & Laura:Broghan's LinkedInLaura's LinkedIn Hosted on Acast. See acast.com/privacy for more information.

The beauty industry thrives at the cutting edge of Social Commerce and Brand Advocacy. It's fast-moving, easily visual, and fully embraced by creators. Join Paul & Verity LIVE from the Social Commerce Summit: London 2024, at the dynamic intersection of beauty, commerce, and community. They're joined by industry insiders, Charlotte Geoghan (Head of Brand Marketing @ REFY), Camilla Craven (Fractional CMO, ex-Charlotte Tilbury, and ex-FaceGym), and Hannah Sheanan (Head of Social @ ELEMIS). Their tactical conversation dives deep into: The changing dynamics of Social Commerce and Advocacy in the beauty space; from the rise of nano influencers and the concept of ROBO (Research Online, Buy Offline), to the resurgence of OG word-of-mouth marketing and the pivotal role of in-store experiences to bridge the digital divide.REFY's remarkable journey over the last 18 months, dissecting the factors that propelled the brand's success and sharing the secrets behind what makes REFY one of the hottest beauty brands right now.Nailing the briefing process when working with creators, and the success formula ELEMIS has cracked when it comes to the creative execution of conversion briefs.The art of working with creators across the entire marketing funnel – from awareness, to conversion, to creating conversations. REFY shares success in partnering with nano and micro-influencers to deliver authentic product education, while ELEMIS leverages affiliate marketing to fuel a content-making machine. They do both while driving Advocacy, and fostering stronger connections with customers. Tune in to gain practical strategies and considerations that are necessary for navigating the changing retail, marketing and influencer landscape in the beauty industry. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Camilla, Charlotte & Hannah:Camilla's LinkedInCharlotte's LinkedInHannah's LinkedIn Hosted on Acast. See acast.com/privacy for more information.

Seismic shifts and emerging trends are reshaping the Social Commerce landscape in 2024. Join Paul & Verity LIVE, from the Social Commerce Summit: London 2024, as they dive deep into this ever-evolving world with Matt Navarra; renowned social media consultant and industry expert. Reflecting on the key moments from 2023, Matt delves into the rise of private communities as the new frontier for content, sharing, and engagement. From Meta's strategic pivots to TikTok's ambitious foray into Live Shopping, Matt breaks down the developments that will continue to impact brands in the coming year.Discover the crucial trends brands must leverage to navigate the touchpoints of technology, consumer culture, and Social Commerce successfully. From the growing importance of user-generated content (UGC) to the power of authenticity in creator-led brand marketing, there's plenty of actionable insights for brands looking to thrive in the digital marketplace.Explore what lies ahead for the key platforms, including TikTok, Snapchat, Meta (Facebook, Instagram, WhatsApp), and YouTube, as they race to innovate and capture the attention of billions of social users worldwide. From augmented reality (AR) integration to exclusive predictions on the future of the social media and commerce crossroads, you'll hear the roadmap for success over the next 3-5 years. Don't miss this insightful conversation; one that equips brand builders with the knowledge and strategies needed to thrive in the dynamic world of social commerce. Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Matt:On LinkedIn Subscribe to his Geekout Newsletter Read his Speaker Notes Hosted on Acast. See acast.com/privacy for more information.

Brand building legend, marketing innovator & community expert, Angelic Vendette, is here. She's demystifying the secrets of brand marketing, one tried-and-tested tactic at a time. Recognized by Forbes, Business Insider, Vogue, and Glossy as one of the most influential figures in the industry, Angelic is ex-Global Head of Marketing @ Alo Yoga, ex-Global Head of Social & Influencer @ Stitch Fix, and the Founder and CMO of Ave Advisory.Tune in for an insightful discussion that promises to reshape your perspective on brand engagement and community cultivation.In this episode, Angelic shares her expertise on fostering thriving communities, even amidst lockdowns; revealing the secrets behind her success in nurturing a community of over 20,000 devoted members. From innovative approaches to engagement to the pivotal role of AI in shaping brand marketing strategies, Angelic offers invaluable insights that transcend conventional wisdom.Discover how and when to invest in brand marketing, learn how co-creation with community can elevate your brand to the forefront of consumer preference, and explore frameworks for effectively attributing community efforts. Angelic also uncovers the untapped opportunities within communities, guiding brands to identify and empower their most passionate Advocates.Peering into the future, she paints a vivid picture of what 2024 holds for community-first brand growth – highlighting the importance of optimizing the customer journey and focusing on priorities to stay ahead in a rapidly evolving landscape. From navigating the complexities of the sales cycle to embracing industry best practices, consider this episode a comprehensive roadmap for brands striving to thrive in the digital age.Tune in as we explore the intersection of innovation, technology, and human connection; uncovering the strategies that leading brands are leveraging to dominate their markets.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Angelic:On LinkedIn Hosted on Acast. See acast.com/privacy for more information.

Social Commerce is more than the biggest trend in Brand Advocacy marketing for 2024.It is a dynamic force, reshaping the landscape of business as we know it. Socializing and shopping have become near-seamlessly integrated. With 4.5 billion social media users globally, Social Commerce is expanding at 3x the speed of traditional eCommerce; set to reach an industry valuation of $1.2 trillion by 2025 (Statista). The way people shop has evolved, extending Social Commerce beyond the realm of social media purchases to a channel of community-driven commerce.This is largely fueled by the creator economy, where creators of sizes smaller than you'd expect have become pivotal in shaping purchasing decisions. These creators act as a proxy for your customers' trust, feeling more like dependable friends than traditional ‘influencers'.For this episode of Building Brand Advocacy, Paul and Verity delve into the strategies they predict will be the most powerful drivers of Social Commerce in 2024.To help activate your brand community in the year ahead, you'll hear how to build meaningful and fully individualized relationships, tips for utilizing AI to enhance and automate moments of connection, and why your data should quickly be moving from purchasing-led to personally-led. To making the omnichannel shopping experience more dynamic, all while wrestling with the rise in consumer debt, there are three channels a brand can't ignore. Viewing creators as their customers' new shopping guides, enabling strong word-of-mouth marketing, and starting to utilize employee Advocacy.The brands that stand out, and will survive the Social Commerce boom, are the ones who put the work in. Move beyond community building, and pour value into the people behind your profits to win.Rate & review Building Brand Advocacy:Apple PodcastsSpotifyConnect with Paul & Verity:Paul's LinkedInVerity's LinkedInVerity's InstagramTo hear more on the Social Commerce Summit: London, our first experience taking the podcast you know and love live, head to 22:30.If you are a fashion or beauty marketer for the biggest brands in the UK, apply for your place at the Summit. Use the code PODCAST100 to get your ticket for free…http://tinyurl.com/social-com-summit-application When: January 31st, 10am to 5pmWhere: The Soho HotelLearn more: http://tinyurl.com/social-commerce-summit-london Look forward to seeing you there! Hosted on Acast. See acast.com/privacy for more information.