Brands are starting to get serious about Advocacy.

Few understand what it takes to build it.

Here’s the truth: You can’t buy real Advocacy. You have to earn it.

That’s exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting. From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.

Sitting down with Verity, Carol unpacks what brands get wrong about Advocacy. She shares expert insight & first-hand success tactics from Symprove’s journey to get things right, too.

Let’s get into why you should…

• Stop Confusing Advocacy With Influencer Marketing:Brands that rely solely on paid partnerships miss out on the organic, long-term impact of real brand fans. Carol explains why influencers can be Advocates, but not all Advocates are influencers.

• Build Advocacy From Within:Employees should be your first Advocates, as passionate teams create passionate communities. Learn how Symprove ensures its entire internal teambelieves in the product before asking anyone else to.

• Remember Anyone Can Advocate:Many brands fixate on creators, but true Advocacy happens in doctor’s offices, group chats, and real-life conversations. Symprove sees everyone who shares their experience (whether a creator, a professional, or a loyal customer) as a potential Advocate with the power to drive real impact.

• Forget The Shiny Objects:It’s easy to get distracted by trends and competitor noise, but real Advocacy isn’t built on hype. Carol shares how Symprove has stayed laser-focused on its mission, proving that word-of-mouth beats short-term marketing tricks every time.

Brand Advocacy is never a short-term hack. It’s a long-term advantage.

If you want your brand to survive the next decade, this is how you get Advocacy right.

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Connect with Carol:

On LinkedIn

Via Symprove’s Website

The best brands aren’t just broadcasting. They’re building with their audiences.

Welcome to a special Advocacy 101 episode, where we remix four expert insights on what’s next into one tactical guide.

Jo Bird (Creative Consultant | ex-Lounge, ex-Gymshark), Holly Chapman (Head of Brand @ Papier), Victoria Blinova (Senior Strategic Partner Manager @ YouTube), and Lia Haberman (Creator Economy Expert) break down the key shifts shaping content, creators & the social media landscape in 2025.

Tune it to learn why you should:

• Co-Create at Scale: Broadcast channels, TikTok Lives, and real-time audience input are more than engagement tools – they’re shaping the future of brand strategy. Hear how REFY, Gymshark, and Papier are turning everyday consumers into collaborators from Jo & Holly.

• Balance Short-Form & Long-Form for Maximum Impact: Short form grabs attention, but long form builds deep relationships. Victoria & Holly know the smartest brands are mixing viral moments with docu-series, podcasts, and Substack sponsorships to create lasting impact.

• Leverage Live Commerce & Personal Branding: Founders aren’t just behind the scenes anymore. Ben Francis (Gymshark), Aimee Smale (Odd Muse), and Ben Gallaga (Luxe Collective) prove that when brand leaders step in front of the camera, conversions skyrocket – as told by Jo.

• Let Go, But With a Process: Handing over creative control to influencers sounds scary, but structured workflows make it seamless. Learn how the best brands are balancing creative freedom with clear KPIs and approval processes via Victoria.

• Prepare For The Rise of Alternative Content: Carousels aren’t just photo dumps anymore. Swipe-left storytelling, Pinterest collages, and mid-form content are on the rise. Find out how to use them to stand out, from Lia.

Listen in. Take notes. Evolve your strategy.

Rate & review Building Brand Advocacy:

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Connect with Jo, Holly, Victoria & Lia:

On Jo’s LinkedIn

On Holly’s LinkedIn

On Victoria’s LinkedIn

On Lia’s LinkedIn

Catch their full episodes:

Jo on Brand Storytelling

Holly on Papier’s Brand Strategy

Victoria on Cracking The Video Code

Lia on How To Win On Social in 2025

Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search.

Right now, it’s the biggest missed opportunity you might not be talking about.

More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead.

This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn’s Top 25 Marketers to Watch).

From tactical advice that will change the way you create for socials, to candid industry chats exposing how we’re all really feeling, this episode has it all.

(And yes, we really did go there.)

Tune it to learn:

• Why Social Search Is More Than A Trend: Forget SEO. Gen Z is using TikTok and Instagram as their search engines. But is your brand’s content searchable? From adding native text to tagging locations, Beth explains why every post needs to “teach” the platform what it’s about to get discovered by the right people.

• How To Get More From Your Creators: The best briefs are… brief. Beth emphasizes the importance of giving creators creative control while ensuring their work aligns with your brand’s identity. It’s about long-term partnerships, not micromanagement, to build trust, authenticity, and stronger Advocacy.

• Rethinking Trends & Discoverability: Beth challenges the trend-chasing mindset, urging brands to create with intention instead of blindly following the crowd. She also redefines discoverability: it’s not just about getting seen but connecting with the right audience.

• Building Community Without Burning Out: Everyone’s talking about building community, but not every brand needs to. Beth unpacks how to decide if it’s right for you and why responding to comments alone doesn’t make a community. For those ready to commit, she shares tactical ways to add real value to online spaces.

• Why Data’s The Secret Weapon In Your Social Strategy: Beth believes brands relying solely on third-party analytics tools are stuck in 2017. Learn how to leverage TikTok’s backend insights to track performance (hello, search data!) and adapt your strategy in real time.

Hit play. Level up your social strategy.

Rate & review Building Brand Advocacy:

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• 
  

• Connect with Beth:

• On LinkedIn
  

What’s driving the next wave of influence in Fashion & Beauty marketing?

Earned Media Value.

It’s the metric brands can’t stop talking about, for good reason.

Conor Begley (Chief Strategy Officer @ CreatorIQ) is here to break it all down.

This week on the podcast, Paul sits down with Conor to explore the exact science behind EMV (Earned Media Value) & the strategies brands need to scale meaningful impact.

By now, it’s clear the brands dominating the conversation – and their markets – know how to build authentic, long-term partnerships. (Spoiler: if your influencer marketing strategy isn’t prioritizing retention, you’re leaving value on the table.)

They’re blending creativity, data & connection to increase their share of voice, and turn conversations into conversion with creators who get it.

Tune it to learn how to:

Unlock the Power of Earned Media Value: Learn why EMV is more than a buzzword. Conor explains how it ties directly to market share shifts, helping brands like Gucci, Prime, and Rare Beauty capitalize on their share of the conversation.

Retain Influencers, Not Just Recruit Them: Retention is everything. The brands crushing it are those nurturing relationships with their core creators. Conor shares tactical advice on building authentic, lasting partnerships that scale naturally over time.

Use Gifting & Experiences to Create Buzz: Think aggressive gifting strategies, unforgettable events, and founder-driven relationship-building. These aren’t just nice-to-haves; they’re must-haves for establishing brand loyalty and long-term Advocacy.

Avoid Common Mistakes That Kill Momentum: Conor highlights pitfalls like focusing solely on campaign ROI instead of Lifetime Value, and why neglecting your core audience can tank even the strongest of strategies.

Don’t just measure the conversation. Own it.

Rate & review Building Brand Advocacy:

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Connect with Conor:

On LinkedIn

What is the secret sauce to launching a brand that stands out, in new markets & established ones?

Connection. Creativity. Building Advocacy.

Papier knows it. Their recipe for this is tried & tested.

Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don’t just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions.

This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK’s favourite stationary brand into the US market – and thrived. From hosting grassroots journaling events to tapping into partnerships with global names like The Met, Holly shares an unfiltered look at the power of two-way dialogue, authentic storytelling, and small but intentional community-building efforts.

Grab your notebook. Find your pen. Make notes on…

• Building Ecosystems, Not Channels: Relying on one big marketing moment or a single channel isn’t enough to create lasting growth. Holly explains how layering partnerships, PR, organic social, and community-encouraging campaigns builds a holistic brand presence that thrives across touchpoints.

• Prioritizing Connection Over Clout: Holly’s approach to co-creating with influencers and tastemakers focuses on authenticity and shared values. Instead of one-off paid posts, she advocates for long-term partnerships; like supporting life milestones or involving creators in content direction, to foster trust and loyalty.

• Leaning Into Localization: Launching in the US taught Papier that every market is a collection of micro-markets with unique needs. By embracing local nuances and amplifying their British identity, they resonated deeply with diverse audiences while staying true to their core brand values.

• Engaging Fans Beyond The Product: Advocacy thrives when customers feel part of something bigger than a transaction. Holly shares how Papier creates opportunities for fans to connect over shared interests, like creativity and self-expression, making the brand a hub for meaningful interaction and connection. (Though covetable items like their exclusive ‘Paper Person’ hats don’t hurt, either.)

  
  

If you’re serious about building an Advocacy-first brand that scales, don’t miss this.

Rate & review Building Brand Advocacy:

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• Connect with Holly:

• On LinkedIn

• By emailing holly@papier.com

• By personally asking for her mailing address, to share handwritten notes!

What if your flagship wasn’t just a store, but the heartbeat of your brand community?

The ‘House of Astrid & Miyu’ lived into this vision, and went viral for it.

For 2025’s first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah’s 12 years with the jewelry brand – growing from Assistant to CMO – she has transformed it into a global powerhouse.

How? By mastering experiential retail, customer connection, and values-driven marketing.

From creating immersive brand experiences (think in-store domes that bring the weather in the cities of all major A&M stores to life, as well as in-store piercing, welding & tattoos) to making customers their loudest fans, this episode is packed with actionable strategies to grow through true Advocacy.

Here’s what’s in store:

• Treating Customers Like VIPs: Sarah reveals how Astrid & Miyu bridges the gap between customer & influencer by offering deeply personal touches to their biggest everyday fans – like handwritten birthday cards and intimate feedback sessions. These gestures do more than build loyalty; they make customers integral to the brand journey.

• Balancing Emotion & Commerce: Sarah knows how to get a CFO to buy-in on big plans; sharing how she aligns emotional brand-building with measurable KPIs, to prove that investing in experiences (like HOAM) leads to commercial success. It’s about playing the long game while delivering short-term wins.

• CMO Challenges & Insights: From navigating rapid industry changes to balancing agility with long-term strategy, Sarah shares what it takes to lead marketing for a fast-evolving brand. Hint: forgetting the competition is half the work.

• Stay Ahead Without Losing Your Core: In a sea of fleeting trends, staying true to your mission is the ultimate differentiator. By filtering every innovation through their 3 intrinsic values, Astrid & Miyu has built a brand that evolves without compromising its identity. You can, too.

Turn this episode up & take notes.

The brands that win tomorrow are starting today.

Rate & review Building Brand Advocacy:

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• Connect with Sarah:

  On LinkedIn

  On Astrid & Miyu’s Instagram

  On Astrid & Miyu’s TikTok

• 
  

Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there.

In 2025, consumers are demanding realness (but you already know that).

Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message.

Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand.

For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into million-subscriber success stories.

(And yes, she’s been the strategist successfully responsible for this.)

Diving into her expert knowledge, Victoria reveals how any brand can dominate in the creator economy – all through a mastery of video content.

Listen on to learn:

• Turn Creators Into Growth Partners: Forget quick fixes. Victoria shares underrated ways to build authentic, lasting relationships with creators who really love your brand. From outreaching with customised videos to practicing good Whatsapp etiquette, she shares advice for turning creators into genuine partners who drive scalable, sustainable results for your brand.

• Leverage Video’s Full Potential: Short-form sparks curiosity; long-form builds Advocacy. Victoria breaks down how to use short-form to hook audiences in seconds (quick tip: use ‘How I’ instead of ‘How To’) and long-form to deepen connections that lead to loyalty. Discover the ideal balance, if there is one.

• Run Campaigns That Actually Work: Most campaigns fail because brands and creators aren’t aligned. Victoria’s strategies show how to brief creators effectively, communicate on their terms, and prioritize the right goals. The result? Campaigns that consistently deliver ROI and build stronger connections with your audience.

Hit play now. Lead on creator-led video in the new year.

Rate & review Building Brand Advocacy:

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• Spotify

• Connect with Victoria:

• On LinkedIn
  

2025 is coming in hot.

Is your brand ready to thrive in the era of co-creation?

This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what’s next. If you’re in fashion, beauty, or any space where community & content matters (spoiler: that’s everywhere), this episode is your tactical guide to the year ahead.

From Lia, you’ll learn about:

• The Power of Co-Creation: Customers aren’t just buying – they’re building with you. Lia spills how brands like E.L.F. Cosmetics and Netflix turned audience feedback into blockbuster products and campaigns. The takeaway? Your next big idea might be hiding in the Comments section.

• Influencers, Reimagined: Forget the airbrushed perfection of yesterday. 2025’s creators are experts, superfans, and relatable voices. Lia unpacks how beauty brands are leading the charge in harnessing this shift to connect, convert, and dominate; and what you can learn from them.

• Content That Actually Connects: Swipe-left storytelling. Long-form's comeback. Collage culture. The next big content moves are here. Lia breaks down why they matter for brands looking to capture, and keep, attention.

• AI That Elevates (Not Overpowers): From smarter searches to hyper-personalized connections, AI is no longer the shiny new toy – it’s your quiet powerhouse. Lia explains how to use it right (without losing the human touch).

This isn’t another trends rundown. It’s a masterclass in evolving with your audience, building real Advocacy, and making 2025 your best year yet.

Press play and take note.

Rate & review Building Brand Advocacy:

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Connect with Lia:

• On LinkedIn

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