Building Brand Advocacy

Paul Archer and Verity Hurd
  • 5.0 (2)
  • MARKETING
  • UPDATED WEEKLY

Building Brand Advocacy is a tactical marketing podcast exploring how the world’s most impactful brands grow. Hosted by Paul Archer and Verity Hurd, the show explores the tactics and strategies behind modern brand building. Each episode breaks down how category-defining brands, platform leaders, and industry insiders rewriting the rules of growth and the tactics, strategies, and decisions other brands can apply immediately. This podcast is your marketing playbook.

  1. 6D AGO

    Inside Trinny London, Benefit & MADE.com: The Truth About Building Brand Advocacy

    Are you building a real community around your brand or just spending budget on meaningless partnerships and vanity metrics?  In this episode of Building Brand Advocacy, Verity sits down with marketing consultant Lauren Spearman who has worked with Global brands including Benefit Cosmetics, MADE.com, Trinny London to unpack what genuine advocacy looks like today vs. a decade ago and why most influencer strategies are still stuck in 2014. We go deep on how to move from fabricated, performance-led “community” to truly invested brand advocates who buy, refer, and defend your brand online. In this episode, you’ll learn: Evolution of brand advocacy over the last 10 years How Benefit Cosmetics build a ‘warm’ brand through effective influencer strategies  How to find organic advocacy in your existing community  How to build real relationships with your influencer partners  What went into creative authentic advocacy at MADE.com The work behind Trinny London Tribe CMOs, brand and social leads, and anyone tired of pouring budget into influencer campaigns that don’t convert into real advocacy, retention, or revenue, this episode is for you.  CHAPTERS 02:37 Netmums and Real Community 06:24 Inside Benefit Cosmetics   12:20 Employee Advocacy in Action 19:33 Benefit Mascara Maldives Launch 21:37 Reframing advocacy at MADE.com 24:52 Building the Advocacy at MADE.com 30:28 Brand Advocacy vs Performance 34:26 Treating Creators as True Partners 37:26 Behind the Trinny Tribe Community 40:36 Quick fire and Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH LAUREN LinkedIn: https://www.linkedin.com/in/laurenspearman/ Instagram: https://www.instagram.com/laurenspearman/ TikTok: https://www.tiktok.com/@spearmanlauren FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

    42 min

  2. FEB 25

    How Glow For It Used TikTok LIVE to Make 6 Figures (Step-by-Step)

    Glow For It didn’t just “do well” on TikTok Live, they drove 6-figures in revenue in a single live shopping stream. In this 5-minute masterclass, founder Daisy Kelly breaks down exactly how it happened and what every modern brand can steal from their TikTok strategy.  In this episode, we unpack: How Daisy turned community obsession into real-time purchase intent  The TikTok LIVE moment that tipped Glow For It into 6-figure territory The structure of a high-converting TikTok Live Shopping session Why TikTok Shop is replacing traditional “influencer trips” for smart brands The mindset shift founders need to win in live commerce If you’re a founder, marketer, or growth lead wondering how to turn views into live sales, this is your shortcut. Think of it as a behind-the-scenes launch debrief: no fluff, just what actually moved the needle. CHAPTERS 00:00 Inside a Six-Figure TikTok Live 01:24 The First 60 Seconds: Hooking Viewers with a Giveaway + Hero Offers 02:24 The Offer That Made It Pop 03:40 Behind-the-Scenes Chaos 04:45 The Six-Figure Moment 🔔 Follow us to watch our new episodes every Wednesday. CONNECT WITH GLOW FOR IT  Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB Glow For It Instagram: https://www.instagram.com/glowforitshop/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    6 min

  3. FEB 18

    The 3‑Step Framework to Organic Brand Advocacy in 2026

    Influencer trips are dead and they’re killing your organic brand advocacy. This episode is your permission slip to stop burning budget on one-off influencer posts and replace them with an advocacy engine that compounds over time and generates serious EMV. In this advocacy masterclass, we break down a clear 3-step system to build organic brand advocates: the customers, creators, and community members who talk about you relentlessly without a pay cheque in sight. If you’re deep in your influencer strategy and unsure how to switch that to building real brand advocacy, this episode is for you. In this episode, we cover: Why the traditional influencer marketing model is broken in 2026 The 3 steps to building a customer-powered advocacy engine How to turn brand customers into high-impact brand ambassadors The difference between one-off “influencer trips” and scalable advocacy systems How to calculate EMV so you can prove ROI to your CMO, CFO, or board If you want to build a brand that customers proudly talk about, this 3-step strategy is your new advocacy playbook. CHAPTERS 00:00 Why influencer marketing is broken 04:29 The problem with influencer trips & brand dinners 06:10 Building an organic advocacy engine: map your brand network 07:41 Activating advocates: channels, CRM, and ROI of marketing to fans 11:14 The 3-part framework: Who → Activities → Rewards (airline loyalty lessons) 14:13 Advocacy is a feeling: experiences, founder hustle, and early community building 16:43 From influencer pyramid to advocate segments (pro vs amateur vs semi-pro) 19:23 Measuring real brand advocacy: real EMV, revenue, and content value 24:05 The most untapped opportunity: employees & retail teams as advocates 26:36 90-second tactical recap + wrap-up 🔔 Subscribe to watch our new episodes every Wednesday. CONNECT WITH PAUL & VERITY Paul: www.linkedin.com/in/paulkarcher/ Verity: www.linkedin.com/in/verityhurd/ FOLLOW US Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    27 min

  4. FEB 11

    The Exact Strategic Framework To Build A Community-Led Brand (ft Sophie Miller)

    Most brands think they have a community, but they’re actively building an audience, not community engagement. In this week's episode, we dive into community building strategy with Sophie Miller, Founder of Pretty Little Marketer. Sophie reveals why relying on followers alone is a dangerous game for modern brands. “If you don't build your community, someone else will define it for you”. We break down exactly how to transition from "broadcasting" to "building" and why community-led growth is the most defensible asset your brand can own in this era of digital marketing. In this episode, you’ll learn: The exact 3-step system to build a loyal brand community. Audience vs. Community: The critical difference that most marketing teams miss. Why silence is a liability and how to take ownership of your brand narrative. How to turn passive followers into active brand advocates. Whether you are a Social Media Manager or a Brand Director, this episode covers the marketing strategy you need to future-proof your brand. CHAPTERS 00:00 Introduction to Sophie Miller 02:25 The Birth of Pretty Little Marketer 04:50 From Despare to Community Building 06:35 Strategic Growth and Community Engagement 13:22 Community Monetisation and Membership Launch 20:28 The Power of Community in Business 21:04 Navigating LinkedIn and Social Media 22:51 Building a Community-First Strategy 24:01 3 Pillars of PLM's Community 28:30 Measuring Community Success 33:30 Common Mistakes in Community Building 37:26 Final Thoughts and Community Advice for Brands 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH SOPHIE LinkedIn: https://www.linkedin.com/in/sophiealicemiller/ Instagram: https://www.instagram.com/sophiemillerrrr/ Pretty Little Marketer: https://www.linkedin.com/company/prettylittlemarketer/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

    40 min

  5. FEB 4

    Maximising Global Sporting Partnerships: What Rexona | Sure Knows That Most Brands Don’t

    In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world’s biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships. Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level. In this episode, we cover: How Rexona | Sure uses sport to drive authentic brand awareness What “good” looks like in global sporting partnerships, and how to maximise them The rise of female sports and how to advocate for it as a global brand The role of ambassadors and athletes for a global brand How to engage and activate community at global scale, while still feeling local and human Where AI fits into the future of brand building and how Rexona | Sure are already tapping into it CHAPTERS 00:00 Introduction 01:39 The Evolution of Sports Marketing at Rexona 04:22 Expanding into Female Sports Partnerships 07:47 Maximizing the Value of Global Sports Partnerships 10:48 How To Gain Value from Brand Ambassadors 17:45 Sports Marketing Strategies for Smaller Brands 20:51 Exploring Brand Advocacy Beyond Major Campaigns 22:07 Leveraging Cultural Moments for Brand Relevance 25:01 The Impact of AI on Brand Marketing 28:56 Quick Fire Round: Personal Insights and Fun Facts 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH EMILY LinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    37 min

  6. JAN 28

    How SoulCycle Turned Riders Into a Cult Community (Director of Social Reveals)

    In this episode, we break down how SoulCycle built a community-powered content engine that keeps fans sharing, and showing up. Our guest this week is McKinley Hart, Director of Social Media at SoulCycle who shares more around the brand’s social and community storytelling, how they turn riders, instructors, and studio culture into a constant flow of authentic content and brand advocacy. We dig into the strategies, systems, and mindset that any brand, marketer, or creator can steal, even if you don’t have SoulCycle’s scale or resources. In this episode, we cover: How SoulCycle turned its community into a content engine (without making people feel “used”) The creative strategies used at SoulCycle to maxmise brand advocacy on social Turning instructors and front-line teams into on-the-ground storytellers Building internal infrastructures that benefit the content loop The difference between “posting about your brand” and “building your brand” How to measure the impact of community-driven content beyond likes and views Practical advice for brands that don’t currently have a passionate fanbase CHAPTERS 00:00 Introduction to SoulCycle's Community 00:24 The Social Impact of SoulCycle 03:14 The Nomad Baddies: A Community Story 05:55 Creating Fans and Advocates 10:11 SoulCycle's Unique Social Media Strategy 12:05 The Future of Social Engagement 14:58 Balancing Real Life and Digital Presence 19:36 The Role of Employees in Brand Growth 22:40 Engagement and Commercial Results 25:34 Breaking Down Barriers to Participation 30:34 SoulCycle’s Community and Brand Advocacy 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH MCKINLEY LinkedIn: https://www.linkedin.com/in/mckinleyhart/ SoulCycle Instagram: https://www.instagram.com/soulcycle/ SoulCycle TikTok: https://www.tiktok.com/@soulcycle?lang=en-GB FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacy

    36 min

  7. JAN 21

    The Hidden Reason Your Brand Is Failing on Social Media (ft Sean Cook)

    Most brands are still using a 20th‑century playbook for a social‑first world and it’s damaging their marketing. In this episode, we’re joined by Sean Cook, ex Global Senior Social Media Manager at Deliveroo, to unpack why the current “brand architecture” model is completely outdated for how social actually works today. Sean shares what he learned leading an in‑house social team at scale, where the system is failing brands, and what a modern brand architect needs to look like in 2026 and beyond. We dig into how social fits inside the wider business, why brand books don’t translate to TikTok, Instagram or LinkedIn, and the structural changes leaders need to make if they want social to be more than just a content factory. In this episode, we cover: Current state of the digital marketing infrastructure Introduction of brand and content architects The role of CMO’s to enable best performance  Duty of care towards social media teams The balance between strategy & experiementaiton  Why culture is key to fostering success on social media  If you’re internal infrastructure is exhausting, overwhelming and no longer working. This episode is for you. CHAPTERS 00:00 Introduction 01:07 The Role and Challenges of Social Media Teams 03:40 Building Effective Social Media Strategies 05:23 The Importance of Knowing Your Audience 13:30 Wellbeing and Duty of Care in Social Media 18:41 The Evolution of Social Media Teams 24:36 The Need for a Brand and Content Architect 31:12 The Role of Culture in Social Media 35:28 Empowering Social Media Teams 37:27 The Future of Social Media Strategy 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH SEAN LinkedIn: https://www.linkedin.com/in/sean-cook-333b52a3/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    38 min
  8. The TikTok Strategy That Built A Cult Following ft Daisy Kelly (Glow For It Founder)

    JAN 14

    The TikTok Strategy That Built A Cult Following ft Daisy Kelly (Glow For It Founder)

    Daisy Kelly made 6 figures in just 12 hours on TikTok shop without spending a penny on ads. In this episode, Daisy Kelly, the founder of Glow For It reveals why the era of traditional influencer marketing is dead and how to build a cult following that buys every product you launch. If you're trying to build a brand on TikTok in 2026, the old playbook doesn't work. We sit down with Daisy to discuss the huge shift toward "Founder-Led" marketing and why your customers are your best advocates. We break down the exact strategy Glow For It used to turn followers into super fans and why you need to stop hiding behind your logo if you want to scale your DTC business. In this episode, we cover: The Power of TikTok for Business Inside a Six-Figure Live Effective DTC marketing strategies Founder led marketing  Building real community in 2026 If you’re looking to level up your TikTok strategy this year, this episode is for you! CHAPTERS 00:00 Introduction and TikTok's Impact 00:55 Building a Brand from Scratch 01:46 Black Friday Preparations 04:11 The Power of TikTok for Business 08:28 Inside a Six-Figure Live 13:50 Marketing Strategies and Team Dynamics 18:01 Reflections and Lessons Learned 19:07 Navigating Business Advice and Trusting Your Gut 20:19 The Role of the Founder in Brand Building 22:03 The Impact of Live Presenters on Sales 25:31 Adapting to Potential Changes in Social Media Platforms 28:37 Engaging with Customers Through Community Events 37:33 Future Plans and Inspirations 🔔 New episodes every Wednesday — subscribe so you never miss a launch. CONNECT WITH GLOW FOR IT  Glow For It TikTok: https://www.tiktok.com/@glowforitshop?lang=en-GB Glow For It Instagram: https://www.instagram.com/glowforitshop/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy

    39 min
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About

Building Brand Advocacy is a tactical marketing podcast exploring how the world’s most impactful brands grow. Hosted by Paul Archer and Verity Hurd, the show explores the tactics and strategies behind modern brand building. Each episode breaks down how category-defining brands, platform leaders, and industry insiders rewriting the rules of growth and the tactics, strategies, and decisions other brands can apply immediately. This podcast is your marketing playbook.

Information

  • Creator
    Paul Archer and Verity Hurd
  • Years Active
    2022 - 2026
  • Episodes
    130
  • Rating
    Explicit
  • Copyright
    © Paul Archer and Verity Hurd
  • Show Website
    Building Brand Advocacy

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