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:

Jimmy’s LinkedIn

Sarah’s LinkedIn

Olly’s LinkedIn

Joe’s LinkedIn