Building Brand Advocacy

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

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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

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

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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

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_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy

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

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_advocacy
TikTok: www.tiktok.com/@building.brand.advocacy