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

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

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

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

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

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

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

Listen in to learn from Colby’s take on…

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

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

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

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

Rate & review Building Brand Advocacy:

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Connect with Colby:

• On LinkedIn

• On Instagram

• On Grown Alchemist’s Instagram

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  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:

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• 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