In this week's episode of Building Brand Advocacy, Camilla Craven, former Global Brand & Marketing Director at FaceGym and now Fractional CMO & Consultant to multiple beauty brands, unpacks why advocacy is becoming the backbone of modern marketing strategy, from the operational realities of building community to the rise of employee-generated content and AI's growing role.

We also dig into why the best marketing leaders aren't just measuring advocacy, they're listening.

In this episode, we cover:

• Advocacy's place in modern marketing and why it's no longer a nice-to-have

• Community, influencers, and the power of actually listening

• Tuning out industry noise to focus on what genuinely makes impact

• Operational struggles, team structures, and the rise of employee-generated content

• AI's growing role in how brands build and scale advocacy

  
  

Chapters

00:00 Welcome Back Camilla

02:45 Advocacy Over Performance

10:20 What To Believe When Everyone’s an Expert

16:28 Fractional CMO Patterns

20:10 Tools, Data, and Adoption

21:57 The importance Of Listening First

23:41 Measuring Advocacy Impact

25:30 Influencer Performance Nuance

27:07 Future Generations and The Social Media Ban

28:29 Martha Stewart MAC Campaign

33:39 The Rise In Employee Generated Content (ECG)

39:39 AI Tool Consolidation

43:14 Who Does Advocacy Best?

44:41 TikTok Shop Brand Dilution

49:56 Cringe or Community Game

51:39 Wrap Up

🔔 New episodes every Wednesday — subscribe so you never miss an episode.

FOLLOW CAMILLA

Camilla Craven: https://www.instagram.com/camillablyss/

FOLLOW US

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

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

Verity: www.linkedin.com/in/verityhurd/