Inside e.l.f. Beauty's Top 1% Advocacy Strategy | Building Brand Advocacy - Building Brand Advocacy | Lyssna här

In this week's episode of Building Brand Advocacy, Samantha Critchell, VP of Corporate Communications at e.l.f Beauty, explores how e.l.f built a zero-distance community by blurring the line between employee passion and consumer co-creation.

We also unpick how generosity, cultural alignment, and asking consumers what they actually want transforms advocates into brand co-creators, and why straying from your core values is where advocacy collapses.

In this episode, we cover:

How e.l.f's zero-distance community model blurs boundaries between brand and consumers
Why employee passion and internal alignment fuels external advocacy
The importance of consumer co-creation & digital community
Using purpose, values, and generosity as advocacy currency
How to adapt with consumers without sacrificing authenticity

Chapters

00:00 Introduction To Samantha

01:20 e.l.f.’s Zero Distance Philosophy

03:34 Hiring For e.l.f Culture

05:24 Values, Cost, Quality, And Speed

07:00 The Significance Of Superfans And Co Creation

10:41 The New Age Of Social Content As Conversation

14:31 The Purpose Led Advocacy Flywheel

18:30 Zero Distance In Practice

24:27 How Generosity Fuels Word Of Mouth

28:07 Unexpected Community Activations

29:22 Cannes Goals And Wrap Up