How You Make Influencers & Affiliates Your Advocates (Not Just Your Megaphones) ft. Lowri Evans

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Building Brand Advocacy

Paul Archer and Verity Hurd

117 episodes

2 days ago

The Building Brand Advocacy podcast is your go-to for tactical conversations with marketing minds from fashion, beauty, wellness, and beyond. Hosted by Paul Archer and Verity Hurd, this podcast brings together industry leaders and experts to share how they cultivate communities, empower advocates, and drive results at scale. Whether you’re a founder, CMO, or marketer at a scaling brand, this is your space to stay ahead in modern brand building. From creating authentic connections to mobilizing passionate fans for Social Commerce, learn the principles of building Advocacy.

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How You Make Influencers & Affiliates Your Advocates (Not Just Your Megaphones) ft. Lowri Evans

Building Brand Advocacy

40 minutes 47 seconds

2 months ago

How You Make Influencers & Affiliates Your Advocates (Not Just Your Megaphones) ft. Lowri Evans

Brand budgets? Tighter.

Expectations on creators? Higher.

Welcome to the new era of influencer marketing; where performance matters most, platforms are merging, and brands can’t afford to get it wrong.

Kicking off Season 3, Verity sits down with Lowri Evans – an influencer strategy expert with experience at VIEVE, Coco & Eve, Revive Collagen and more. Fresh from going freelance, Lowri breaks down the real rules of modern creator marketing; from Spark Ads to affiliate programs, and why relationship-building still outperforms pay-to-play.

Turn this episode on & up to learn how to:

Merge Performance & Brand Marketing: It’s time to bin the silos. Lowri shares how results and relationships can (and should) work together.

Get Smart About Affiliate Programs: From ShopMy to real ROI, Lowri explains how the smartest brands are tracking impact without diluting brand.
Build Real Relationships with Creators: Forget transactional. Learn why taking milestones seriously might be your highest-converting move.
Use Spark Ads to Supercharge Results: TikTok content that converts? Spark it. Lowri walks through the what, why, and how.
Turn Customers Into Collaborators: From fans to featured creators, hear how VIEVE and others are turning everyday customers into stars.

If your brand still sends mass gifting with no follow-up, this is your wake-up call.

Listen for the insight (& influencer receipts) you actually need.

Chapters

00:00 – Welcome to Season 3: Why This Episode Matters

04:00 – Inside the Evolution of Influencer

07:00 – Relationship-First vs. Pay-to-Play

11:00 – Affiliate Strategy That Actually Drives Sales

15:00 – Spark Ads, TikTok Shop & Performance That Converts

20:00 – Why Brand & Performance Must Talk to Each Other

27:00 – Turning Customers Into Creators

34:00 – Building Real Community Through Real People

39:00 – The Problem With TikTok Shop (& How to Use It Right)