Building Brand Advocacy

Paul Archer and Verity Hurd
  • 5,0 (2)
  • MARKETING
  • SEMANAL

The Building Brand Advocacy podcast is your go-to for tactical conversations with marketing minds from fashion, beauty, wellness, and beyond. Hosted by Paul Archer and Verity Hurd, this podcast brings together industry leaders and experts to share how they cultivate communities, empower advocates, and drive results at scale. Whether you’re a founder, CMO, or marketer at a scaling brand, this is your space to stay ahead in modern brand building. From creating authentic connections to mobilizing passionate fans for Social Commerce, learn the principles of building Advocacy.

  1. “You’re Tracking Metrics, Not Listening” & It Shows ft. Jazmin Griffith

    1 DE OUT.

    “You’re Tracking Metrics, Not Listening” & It Shows ft. Jazmin Griffith

    Most brands are looking at the wrong data.  Worse still? You don’t know what to do with it. This week, Verity sits down with Jazmin Griffith (Social Strategist, Content Creator, and Founder @ Social Listening Studio, queloque?). Jazmin pulls back the curtain on what real listening looks like today – and why it’s about far more than sentiment & mentions. From decoding niche communities to spotting Reddit-born Super Bowl ideas, Jazmin reveals how brands can shift from ‘monitoring’ to meaningful intelligence. If you’ve ever asked, "what do we actually do with this data?", this chat delivers your answers, fast. Listen to learn how to: Use The 5 Cs to Guide Listening: Jazmin’s framework covers Content, Culture, Community, Creators, and Channels; and shows how to unlock insights across all of them. Get Past Vanity Metrics: Surface-level engagement doesn’t tell the whole story. Hear how to uncover what’s really working. Spot What Creators Aren’t Saying: Jazmin explains how the most valuable signals are often hidden in broadcast channels, DMs, Substacks, and Slack groups. Build Listener-Led Briefs: Why reactive brands are losing, and what it takes to create culturally relevant, high-performing content today. Think Beyond the Grid: Why Threads, Reddit, and even Substack might be the whitespace you’re overlooking – and how to know if it’s time to pivot your channel strategy. This one’s sharp, strategic, and packed with takeaways.If you’re in social or strategy, do not skip it. Chapters 00:00 – You Think You're Listening. You're Not. 02:04 – The Reddit Insight That Sparked a Super Bowl Ad 07:46 – Why Most Social Teams Still Get This Wrong 12:35 – The 5 Cs That Should Shape Every Strategy 18:00 – What Creators Know That Brands Miss 22:00 – Listener-Led Briefs > Brand-First Briefs 27:56 – Culture Is Not Your Playground 30:02 – Community Isn’t Comments 36:17 – Where Your Brand Should Actually Show Up 41:00 – 3 Signals Smart Marketers Are Already Tracking Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Jazmin: On LinkedIn | On Instagram | On TikTok On queloque?’s Website Subscribe to the ‘Scroll & Tell’ Newsletter

    45min
  2. “All Marketing Is Brand + Performance” & Aerie Knows It ft. Luke Klein

    17 DE SET.

    “All Marketing Is Brand + Performance” & Aerie Knows It ft. Luke Klein

    What does a decade of building Brand Advocacy look like in practice? Back in May, Paul sat down with Luke Klein (Senior Director of Marketing Strategy & Growth @ Aerie) to unpack one of fashion’s longest-running movements: #AerieREAL. The campaign started in 2014 with a bold commitment: no more retouching. But it was more than a moment; it was a cultural stance. In the 10 years since, Aerie has evolved that stance into a living, breathing ‘brandformance’ strategy that continues to drive relevance & results. Luke shares how Aerie stays intuitive to their customer (not just reactive), balances brand consistency with performance-first cultural agility, and designs a creator strategy that feels genuinely co-owned.  If you’re looking for smart ways to evolve a brand, this episode is yours. You’ll learn: Why Brands Need a Mirror, Not a Magnet – Aerie doesn’t try to manufacture hype. They reflect real conversations their customers are already having; and that’s what earns trust. The Bow Tie vs The Funnel – A customer journey model that actually reflects how people buy and Advocate today. Why Brand Is Performance (& Vice Versa) – Luke shares why separating the two is outdated, and how Aerie uses one strategy to drive both impact and immediacy. How Culture-Driven Content Fuels Strategy – From “Coastal Grandma” to subculture playbooks, Luke breaks down how Aerie turns social listening into scalable strategy. Why Influencers Should Translate, Not Recite – Scripts are dead. Aerie’s creator strategy starts with values, then lets partners lead with their own voice. The Underrated Power of Store Associates – When you empower employees to show up authentically, they become some of your best Advocates. Whether you’re brand-side, agency-side, or founder-led – if you’re serious about scaling with Advocacy, this is one way to do it.  Chapters: 00:00 – Why #AerieREAL Was Never Just a Campaign 02:50 – Evolving the Movement for Gen Z in 2025 08:45 – How Aerie Turns Listening Into Strategy 10:30 – From SEO to Trend Spotting: The Content Nucleus Model 13:00 – Subcultures, Micro-Trends & Translating the Brand 14:00 – Scripts Are Dead: Let Creators Lead With Values 21:00 – Why Brand and Performance Aren’t Separate Anymore 23:00 – The Bow Tie vs The Funnel (and What Actually Works) 26:00 – Segmenting Advocates Beyond Purchase Frequency 30:00 – Store Associates as Advocates: The Untapped Channel 34:00 – The Myth of Message Matching Across Touchpoints 36:30 – Letting the Customer Shape the Brand, Not Just Receive It Rate & review Building Brand Advocacy: 🔗 Apple Podcasts 🔗 Spotify Connect with Luke: On Instagram On LinkedIn

    38min
  3. Marketing Isn’t Boring, You Are: Inside The Comedy Content Engine That’s Breaking Social's Rules ft. Henry Hayes

    10 DE SET.

    Marketing Isn’t Boring, You Are: Inside The Comedy Content Engine That’s Breaking Social's Rules ft. Henry Hayes

    Not Hot Take: Marketing shouldn’t feel like a meeting. It should move you. This week, Verity sits down with Henry Hayes – Head of Marketing @ Passionfruit and the comedic content machine reshaping how brands build attention, internally & externally. Whether you know Henry from his LinkedIn comedy bits or his unconventional marketing strategies at Passionfruit, this conversation peels back the layers on what today’s brand teams really need to nail. Think funny’s overdone, or simply isn’t for you? Think again. Press play to hear: Brand vs. Performance? That’s Old News: Henry shares why separating the two is a risk in 2025 and beyond – and what should be done differently. Behind the ‘Comedy Content Machine’: From Stan parodies to ‘The Bear for Marketers’, Henry breaks down how he ideates – and why truth always trumps polish. Why Passionfruit Doesn’t Spend on Ads: And what their founder said that changed everything. How to Unlock Employee Creators: Why leadership’s job is to get out of the way, and let their teams build personal brands that fuel business growth. D2C Brands, You’re Still Playing It Too Safe: Henry names names, shares what works, and dissects why brands still treat Instagram like a shop window. This one’s part tactical teardown, part creative permission slip. Listen in. Rethink the rulebook. And maybe… be funnier. Chapters: 00:00 – From Creator to Head of Marketing 05:10 – Building Advocacy Internally 10:20 – Marketing at the Speed of Culture 14:40 – Why Passionfruit Doesn’t Spend on Ads 20:15 – D2C Brands Are Still Playing It Safe 25:55 – Let Employees Create (Then Get Out of the Way) 31:25 – Comedy Is a Marketing Tactic 42:35 – You Are Not the Customer Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Henry: On LinkedIn On Instagram On TikTok Via Passionfruit’s LinkedIn

    46min
  4. How You Make Influencers & Affiliates Your Advocates (Not Just Your Megaphones) ft. Lowri Evans

    3 DE SET.

    How You Make Influencers & Affiliates Your Advocates (Not Just Your Megaphones) ft. Lowri Evans

    Brand budgets? Tighter. Expectations on creators? Higher. Welcome to the new era of influencer marketing; where performance matters most, platforms are merging, and brands can’t afford to get it wrong. Kicking off Season 3, Verity sits down with Lowri Evans – an influencer strategy expert with experience at VIEVE, Coco & Eve, Revive Collagen and more. Fresh from going freelance, Lowri breaks down the real rules of modern creator marketing;  from Spark Ads to affiliate programs, and why relationship-building still outperforms pay-to-play. Turn this episode on & up to learn how to: Merge Performance & Brand Marketing: It’s time to bin the silos. Lowri shares how results and relationships can (and should) work together. Get Smart About Affiliate Programs: From ShopMy to real ROI, Lowri explains how the smartest brands are tracking impact without diluting brand. Build Real Relationships with Creators: Forget transactional. Learn why taking milestones seriously might be your highest-converting move. Use Spark Ads to Supercharge Results: TikTok content that converts? Spark it. Lowri walks through the what, why, and how. Turn Customers Into Collaborators: From fans to featured creators, hear how VIEVE and others are turning everyday customers into stars. If your brand still sends mass gifting with no follow-up, this is your wake-up call.  Listen for the insight (& influencer receipts) you actually need. Chapters 00:00 – Welcome to Season 3: Why This Episode Matters 04:00 – Inside the Evolution of Influencer  07:00 – Relationship-First vs. Pay-to-Play 11:00 – Affiliate Strategy That Actually Drives Sales 15:00 – Spark Ads, TikTok Shop & Performance That Converts 20:00 – Why Brand & Performance Must Talk to Each Other 27:00 – Turning Customers Into Creators 34:00 – Building Real Community Through Real People 39:00 – The Problem With TikTok Shop (& How to Use It Right) 44:00 – Are Nano Creators Your Most Powerful Advocates? 49:00 – What Brands Still Get Wrong About Advocacy Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Lowri: On LinkedIn On Instagram

    41min
  5. What Brands Can Learn From Charli XCX & Beyoncé (& Use It To Win) ft. Joel Marlinarson

    23 DE JUL.

    What Brands Can Learn From Charli XCX & Beyoncé (& Use It To Win) ft. Joel Marlinarson

    Engineering joy > selling stuff. It’s really that simple.  (But how do you do it?) This week, Verity sits down with Content Creator, Social Strategist, and ‘Coldest Creative’ Founder, Joel Marlinarson. Together, they unpack the intersection where fashion, food, music, and culture collide online – and what smart brands are doing about it. Joel’s built a platform decoding brand moves for his audience (over on @coldestjoel), while building for brands behind the scenes. He shares what’s working, what’s next, and what most brands are missing entirely. Turn this on & up to learn how to… Brand Like a Musician: From Cowboy Carter to Brat, musicians are leading the experiential game. Joel breaks down why brands should start thinking more like them. Win with Small Joys: The "little treat" moment is more than a trend. Discover how food, feeling, and brand identity fuse to create Advocacy-ready experiences. Track What Actually Matters: Forget followers. Joel shares why repeat commenters and micro-engagements are the real signal of brand love. Build In-Jokes & Icons: Learn how obscure memes, emoji signals, and recurring brand language can create loyalty (and drive people to comment). Cast Wider: Gen Z doesn’t have to speak to Gen Z. From retail staff to over-50s creators, Joel shares how unexpected casting builds connection. Use EGC The Right Way: From ethics to execution, this is how to make employee content fair, diverse, and seriously effective. From Loewe’s tomato hot air balloons to finding your own “Juno” moment, this chat covers what makes culture tick – and how brands can keep up. Chapters 00:00 – Why Music Marketing Works Better Than Brand Campaigns 06:00 – Brat. Cowboy Carter. Juno: What Brands Can Learn 08:00 – Food as Feel-Good Branding 10:00 – In-Jokes, Emojis & Repeat Commenters: Signals of True Community 14:00 – Is Sass Out? Why Ryanair’s TOV Might Be Tired 20:00 – Doing EGC Right (& Fair) 26:00 – Weird But Works: The Best Brand Collabs 30:00 – Silver Economy & The Power of Over-50s Influencers Rate & review Building Brand Advocacy: 🔗 Apple Podcasts 🔗 Spotify Connect with Joel: On TikTok On Instagram On LinkedIn

    28min
  6. Why MCoBeauty Is Winning the Dupe Economy (& TikTok's Heart) ft. Gabriel Gomez

    16 DE JUL.

    Why MCoBeauty Is Winning the Dupe Economy (& TikTok's Heart) ft. Gabriel Gomez

    What do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules? An equal-parts entertaining, and practical, deep dive into brand building on social today. This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia’s most-followed beauty brands is winning the US market. Spoiler alert: it’s by moving fast, listening closely, and making the right kind of noise online. Turn this episode on and up to learn how to: Spot and Scale the Right Cultural Moments, Without 10 Approvals & a Deck: Gabe shares how MCoBeauty gets from idea to action in minutes, thanks to lean teams, shared instincts, and a refusal to overthink the feed. Build Campaigns with Cross-Functional Input (Without Slowing Things Down): Gabe’s approach flips the usual script: involve people early, keep ideas fluid, and trust that great strategy can come from any level of the org. Choose Creators Based on Connection, Not Clout: Whether it's scouting emerging talent or inviting creators into the concepting process, Gabe breaks down how MCoBeauty treats creators like consultants, not content machines. Balance Viral Chaos with Brand Clarity (and Still Forget the Playbook): Social’s a sprint, but that doesn’t mean strategy gets lost. Learn how MCo blends brand consistency with bold, off-script moves that actually land. Build a Fast-Moving, Emoji-Powered Social Culture that Thrives Under Pressure: From skipping the decks to celebrating team wins with emphasis, Gabe shows how to lead a social team that runs on energy and impact. Decide What’s a Green Flag (and What’s a Giant Red One): In a rapid-fire game, Gabe shares exactly how he filters pitches, rates brand behaviour, and why he’s definitely deleting your “$50 and a lipstick” offer. Plus: you’ll hear why TikTok is their #1 Advocacy driver, how Gabe spots red-flag creators, and the surprising platform he opens first every day. His advice is fast, fresh, and unapologetically honest – just like the brands that win on social now. Chapters 00:00 – Gabe Gomez & the MCoBeauty Mindset 03:00 – Why Dupes, Not Decks, Drive Beauty Culture Now 07:00 – Crashing Trends & Creating Chaos: Moving at the Speed of Social 12:00 – F*** the Playbook: Balancing Strategy with Spontaneity 17:00 – Creators as Consultants: Rethinking Influence & Partnerships 22:00 – The Green Flag / Red Flag Game: What Brands Get Wrong (and Right) 32:00 – Why TikTok’s Driving Advocacy, And Instagram Isn’t 36:00 – The Platform Breakdown: What’s Working, What’s Next 41:00 – How to Really Build Brand Advocacy (It’s Not a Coupon Code) Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Gabe: On LinkedIn On MCoBeauty’s Instagram (US)

    42min
  7. How Surreal, Innocent & Great Copy Wins Brand Fans (Without Losing The Plot) ft. John Thornton

    9 DE JUL.

    How Surreal, Innocent & Great Copy Wins Brand Fans (Without Losing The Plot) ft. John Thornton

    Can you build Brand Advocacy in punchlines? John Thornton thinks so. Kind of. Verity sits down with Surreal's Senior Creative (and ex-Innocent wordsmith) to break down how brand voice becomes a business asset, how humour fuels loyalty, and why you should definitely check your QR codes before a campaign launch. This isn’t another chat about tone of voice. It’s a behind-the-scenes on… The truth about "funny" copy that drives action. What most brands misunderstand about distinctiveness. The forgotten value of comments, not campaigns. Why authenticity is less about saying the right thing, and more about knowing your place (and being flexible on your fonts). John shares the good, the bad, and the copy & collaborations that helped Surreal drive major awareness. Innocent, too.  Whether you’re a brand builder, copywriter or just here for the laughs, there’s no fluff; just real talk from someone who knows how to make cereal & smoothies go viral. Turn it up to learn: How to Create Copy that Converts, Sans-Corporate Feel: When the tone’s too polished, people scroll past. When it’s too offbeat, they don’t trust you. John shares how to strike the balance – writing copy that’s confident, irreverent, and still converts when it counts. The One Test John Uses to Decide if a Risky Idea is Actually Risky: If you want to get bold work signed off, use John’s litmus test: “What would the Daily Mail headline be?” If it’s not scandal-worthy, it’s probably just brave. Let’s break down how to push boundaries without blowing up trust, or approval chains. Why People Love Brands that Hire the “Idiot on Twitter”: It’s not about polish, it’s about presence. John explains why fast, scrappy, weirdly human replies build more loyalty than a year’s worth of branded templates. And why the best moments don’t need strategy decks; just someone funny with a login. The Difference Between Going Viral and Building Something That Lasts: Viral posts spike and fade. Advocacy sticks around. Together, John & Verity unpack how to turn attention into affinity, using humour and product to build content people choose to share – long after the algorithm moves on. Listen. Laugh a bit. Rethink your brand copy. Chapters: 03:10 – Meet John Thornton 07:00 – Why Self-Awareness Beats Tone Guidelines 09:10 – Innocent’s Process (and Freedom to Fail) 11:00 – Writing to Stand Out, Not Just Be Funny 12:50 – A Star Wars CV & Other Power Moves 14:10 – The Best Campaigns Are Barely Planned 15:40 – Defending ‘Vanity’ Metrics 16:30 – The Baked Bean Smoothie ft. Heinz 18:50 – Fonts, Risk & The Daily Mail Test 22:20 – Why Surreal Hides Its Humans 29:50 – Product Posts That Actually Get Shared 31:50 – Advocacy Is a Long Game 36:00 – Turning a Fail Into a Fan Moment 39:00 – The LoveHoney Collab Explained Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with John: On John's LinkedIn On Surreal’s LinkedIn Via Surreal’s Website

    37min
  8. Forget Followers, Find “10 People That Believe In Your Brand” To Build Real Brand Love (Like ASOS, Red Bull & REFY Do) ft. Sedge Beswick

    2 DE JUL.

    Forget Followers, Find “10 People That Believe In Your Brand” To Build Real Brand Love (Like ASOS, Red Bull & REFY Do) ft. Sedge Beswick

    Is your brand actually building Advocacy – or are you still buying influence? This week, Verity’s joined by Sedge Beswick; humbly, one of the most sought-after voices in modern marketing. She’s the exited Founder of Seen Connects, Strategic Advisor to multiple brands, a Public Speaker, Mentor, and the original architect behind the ASOS social team. From why the term ‘community’ is losing meaning, to what TikTok Shop strategies are still missing, Sedge offers a cutting breakdown of where brands get it wrong – and how to build smarter, bolder, more human-first influence strategies. Expect insights marketers at every level need to hear, on… How to Spot (and Support) Your First Advocates – It starts with 10 true believers. Here’s how to find them, involve them, and scale it. Why Vanity Metrics Are Killing ROI: Brands still chase follower counts and forget to audit audience fit. Sedge explains the one data check every team should make before a partnership. Creator Briefs Need an Overhaul: Trust and autonomy drive results. Learn what a great 2025 brief looks like, and how to adapt for different tiers of creators. Performance Isn’t the Enemy of Brand: There’s a new era of collaboration on the cards, right now. Hear how smart teams are reconnecting the full marketing funnel. From Run Clubs to Book Clubs: Why IRL community isn’t just a trend, it’s your moat. Sedge explains how brands like New Balance are turning participation into brand equity. Inside REFY’s Influence Model: What makes their creator strategy so sticky? From co-founders to customer-led trips, Sedge unpacks the moves that matter. It’s time to ditch short-term tactics and rethink what lasting brand love really looks like. Chapters 00:00 – Bloopers, Blunders & Building a Career in Influence 05:40 – Why Influencer Marketing Fails (And How to Fix It) 10:00 – Followers Aren’t Community: What Some Brands Still Don’t Get 12:30 – Brand vs. Performance? Merge It. 15:15 – How ASOS Built a Creator System That Actually Worked 21:30 – The Data You’re Ignoring (TikTok Shop, Instagram & Beyond) 24:10 – Refy, Glossier & the Real Power of Customer-Led Growth 34:00 – New Balance & The Action Plan for Full-Funnel Advocacy Rate & review Building Brand Advocacy: Apple Podcasts Spotify Connect with Sedge: On LinkedIn

    40min
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Sobre

The Building Brand Advocacy podcast is your go-to for tactical conversations with marketing minds from fashion, beauty, wellness, and beyond. Hosted by Paul Archer and Verity Hurd, this podcast brings together industry leaders and experts to share how they cultivate communities, empower advocates, and drive results at scale. Whether you’re a founder, CMO, or marketer at a scaling brand, this is your space to stay ahead in modern brand building. From creating authentic connections to mobilizing passionate fans for Social Commerce, learn the principles of building Advocacy.

Informações

  • Criado por
    Paul Archer and Verity Hurd
  • Anos de atividade
    2022 - 2025
  • Episódios
    117
  • Classificação
    Explícito
  • Copyright
    © Paul Archer and Verity Hurd
  • Site do podcast
    Building Brand Advocacy

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