What’s more valuable than a brand that speaks candidly to its customers?

A brand that listens to them.

Fostering true Advocacy isn’t just a loyal customer base – it’s building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy.

You may even make a sale, too.

In this live recording from the Social Commerce Summit: Autumn Edition, you’re brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L’Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast.

Learn L’Oréal’s signature approach to creator collaborations, how Represent stays ahead of the community curve, and why brands like Liquid London can earn creators £30k+ from one TikTok post.

According to these experts, you should…

• Put People Over Products: Jimmy says it best – “Put time into people, they’ll put time into you.” Building Advocacy means inviting your audience behind the scenes, sharing real moments, and doing things noone else is. This isn’t about disruption — it’s about connection first. Brands who lean in will come out on top.

• Let Community Ideas Lead: Sarah’s formula for community building? Empowering creators to bring their wildest ideas to life; co-creating with you. “Our community is so inclusive. They create incredible content, and allowing them to come to us with bonkers ideas is where we won.” Trusting your community to help shape your brand.

• Get Tactical On Rewarding Creators: Joe & Olly share a tested strategy for scaling brand reach with creator communities, leveraging aggressive commission strategies to stand out. “Affiliates are spammed by brands daily. But when you offer £5 for a sale instead of 50p, you unlock the full potential of mass creative testing.” This approach has driven incredible results, including £55k+ revenue in one day on TikTok Shop.

Press play. Uncover how Advocacy shapes every area of Social Commerce.

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Connect with Jimmy, Sarah, Olly & Joe:

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Sarah’s LinkedIn

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Joe’s LinkedIn

How do you cultivate a deeply dedicated community in fashion?

You transform it into a force for good.

For this episode, Verity is joined by Jo Tutchener Sharp (Founder & CEO @ Scamp & Dude). Diving deeper than this podcast has before, they explore Jo’s story and the incredibly real impact it had on her drive to build something meaningful.

After navigating personal highs and lows — including major surgery, surviving cancer, the launch of Scamp & Dude, and going live with Liberty London in less than ten months — Jo’s story is one of resilience and impact.

To date, the brand has donated more than 53k scarves to women going through similar treatment; and thousands more Superhero Sleep Buddies to children impacted by their mothers’ treatments.

Scamp & Dude is not your average fashion brand, but one the whole industry can learn from.

Balancing commercial success with charitable goals, their superpower-infused branding connects with vast audiences for one reason – everyone could use a boost sometimes.

From experience, Jo knows exactly how to…

• Build Authentic Customer Relationships: The magic of Scamp & Dude lies in keeping things real — no forced strategies. Jo’s personal interactions, from Instagram Lives to in-store community events, create a community that feels wholly meaningful. Learn how to foster deep, authentic connections by repeatedly showing genuine care.

• Tell a Story That’s True to You: A brand’s story should come from the heart. You can tell when it doesn’t. Jo highlights how her personal journey is “intrinsic to the whole brand”, and why fashion & beauty marketers must find their brand’s truth and live into it boldly. Customers feel the difference.

• Create a Community That Advocates With You: Scamp & Dude’s community thrives on confidence and support — fans connect, share feedback, and inspire one another in more private digital spaces than you’d know. Jo reveals how empowering customers to be part of your brand’s journey creates a supportive environment, where Advocacy naturally flourishes.

Learn from Jo. Show you care. Build something that matters.

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Connect with Jo:

On Instagram

On Scamp & Dude’s Instagram

On Scamp & Dude’s Website

Is there a formula for fashion brand success that goes beyond quality and design?

Community, collaboration, and unwavering focus on the customer.

In comes KITRI – the cool girl, high-fashion brand you can actually afford.

For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand. Defying industry norms, this former dancer turned fashion entrepreneur knows how to stay on pointe – putting women center stage in every design, with a community-first mindset.

Listen in as she and Verity discuss the realities of marketing in fashion’s current landscape, and the tactics needed to create a brand that sticks around for the long haul. To Haeni, winning the long game means continually listening to – and learning from – your community.

According to the expert, you should…

• Creating Community-Centric Buzz: It is vital to get direct feedback from your customers, and actively build something a community could care about, from day one. Through exclusive but regular drops and carefully curated edits, Haeni created a routine for KITRI shoppers to look forward to. The power of word-of-mouth – with customers creating their own WhatsApp groups to predict the next drops and share their buying plans – holds all the power.

• Balancing Brand With Performance: Haeni learned the hard way that an over-focus on performance marketing can quickly deplete brand strength. The pivot in 2022 to long-term brand building is a crucial lesson for all marketers. If you’re not nailing brand, no amount of sales can save you for long.

• Turning Customer Complaints Into Advocacy Opportunities: KITRI’s approach to customer feedback, especially bad reviews, is golden. By actively listening and addressing concerns, Haeni & her team have managed to turn most dissatisfied customers into loyal Brand Advocates. She shares how you can, too.

Press play to put community first when setting your brand apart, ensuring its story is told for years to come.

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Connect with Haeni:

On Instagram

On KITRI’s Instagram

On KITRI’s Website