In this mastermind episode, Sophie Miller (founder of Pretty Little Marketer) breaks down the exact tactical steps she’d take to build a high-engagement community from scratch in 2026.

If you’re a brand, marketer or founder trying to turn followers into a real community engine, this episode is a step-by-step guide to catapult your community strategy.

In this episode, you’ll learn:

00:00 Introduction to community building

00:56 The Platform Strategy

05:06 Step 1: Connection Point

08:19 Step 2: Mission Sentence

11:09 Step 3: Connection To You, Connection To Each Other

16:24 Step 4: Thin Content

🔔 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

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/

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_advocacy
TikTok: www.tiktok.com/@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

🔔 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