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/

In this week's episode of Building Brand Advocacy, Verity sits down with Georgie Fox, Head of Brand at LOOKFANTASTIC, to dissect what it actually takes to rebuild a brand's foundation from the inside out, and how community became their sharpest growth lever.

This episode covers the brand-partnership relationship, why consumer connection has to run deeper than product, and how brands can fill the gap left by traditional media. Georgie shares the internal culture shifts that made it possible, LOOKFANTASTIC’s anti-gatekeeping approach to knowledge, and the "sausage machine" analogy that redefines what good marketing looks like.

In this episode, we cover:

• Rebuilding LOOKFANTASTIC's brand foundation, closing the business-social understanding gap, and why consumer connection must run deeper than product

• How brands can fill the void left by traditional media and publishing, using community as the gateway through access

• What good marketing actually looks like and how to measure it effectively using the "sausage machine" analogy

• Building a fuelled 360 creator and affiliate strategy, from nurturing genuine partnership relationships to scaling the brand x partner model

• Anti-gatekeeping as strategy, making employee content creation part of the role and earning real buy-in across the business

  
  

Chapters

00:00 Welcome and Guest Intro

05:47 The Home of Iconic Beauty

09:09 Building Brand Foundations

16:29 Proving Brand Impact

21:45 Anti Gatekeeping Strategy

27:30 Creators and LOOKFANTASTIC’s Aspiration Balance

29:43 Influencer Strategy Origins

31:31 From Funnel To Flywheel

37:29 Reddit And Authenticity

41:12 Molly Mae’s Evolution

42:51 Ambassadors Within The Community

53:04 The Future Of Brand Marketing

54:58 Cringe Or Community Quickfire

56:01 Wrap Up

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

FOLLOW LOOKFANTASTIC

LOOKFANTASTIC: https://www.instagram.com/lookfantastic/

TikTok: https://www.tiktok.com/@lookfantastic?lang=en

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/

In this week's episode of Building Brand Advocacy, Beth & Michael, founders of Slice social media agency, break down their 5-Step Social Strategy: Discovery, Storytelling, Challenge, Problem-Tension-Goal, and Solution. Plus, why the "Fast & Slow" approach to social is the framework that separates brands that win from brands that just post.

This is an episode designed to give you direction in social media, to integrate a purpose into your posting and work strategically to reach your end objective.

In this episode, we cover:

00:00 Introduction

05:15 The 5-Step Social Media Strategy

06:45 Step 1: Discovery

20:06 Step 2: Storytelling through strategy

29:24 Step 3: The Challenge

33:39 Step 4: Problem, Tension, Goal

34:50 Step 5: Solution

44:17 The Fast & Slow Approach To Social

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

CONNECT WITH BETH & MICHAEL

Beth: https://www.linkedin.com/in/betheleanorthomas/

Michael: https://www.linkedin.com/in/michaelrichardcorcoran/

Slice Social: https://www.slice-social.com/

FOLLOW US

Subscribe: www.youtube.com/@buildingbrandadvocacy

Instagram: www.instagram.com/building_brand_advocacy

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

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

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