12 Advocacy Challenge Ideas That Get Advocates Excited to Post

Not all challenges are created equal. The best ones tap into authentic enthusiasm, match your brand's personality, and give advocates a reason to show up that goes beyond ticking a box. Here are 12 ideas drawn from what's worked for Beekman 1802’s Kindness Crew, and how to make them adapt them for your program.

1. The Why it Works for Me Challenge

Ask advocates to share how they discovered your product and why it works for them. This is especially powerful for brands with a functional angle, like Beekman 1802's goat milk skincare positioning around sensitive skin.

Highlighting a successful reel, Jenny Borland Senior Director of Social & Influencer at Beekman 1802, shared it works because, “It speaks to our sensitive skin angle, which is huge for our products. She clearly shows the product and applies it to her face – we have the benefit angle, clearly shown."

Beyond skin type, the why it works storytelling angle applies to specific concerns like hair type, lifestyle, and age.

This approach resonates when advocates speak from lived experience. The content is authentic, specific, and directly tied to a product benefit, making it usable across organic social, paid ads, and your website.

2. The Quiz Challenge

If your brand has a value at its heart – like kindness, sustainability, and wellness – build a challenge around a quiz that brings that value to life. Beekman 1802 partnered with kindness.org to create a Kindness Quotient questionnaire that advocates complete and share their score.

It's participatory, shareable, and reinforces brand identity without asking anyone to sell anything. Advocates engage with the quiz, share it, and naturally draw others in.

3. The Get Ready with Me Challenge

Ask advocates to document their daily routine, featuring your product. Give them creative freedom on format – a reel, a carousel, or even a simple video.

Routine content isn't just popular, it consistently performs across platforms. The TikTok hashtags #nightroutine and #morningroutine have tens of billions of views.

A 2025 survey by Modash of 33 professional influencer marketers found that GRWM ranked as one of the top content formats for driving sales in 2024, described as "consistently strong when it comes to conversions" alongside demos, tutorials, and hauls.

Routine content drives authentic content creation, engagement from repeat views, and gives advocates full ownership of their storytelling.

4. The Random Act of Kindness Challenge

Challenge advocates to perform a random act of kindness and share it. The act doesn't have to involve your product at all. The link is the brand value.

This is directly inspired by the Kindness Crew's challenge structure, where advocates submit evidence of acts of kindness as part of their participation.

It deepens the emotional connection to the brand beyond the product. Advocates feel they're part of something meaningful, and the content is highly shareable because it's feel-good and human.

5. The New Product First Look Challenge

Before a launch, invite a segment of your advocacy community to get early access to a product and share their first impressions. No script, no brief – just their honest reaction.

"Advocates with the ability to see sales earlier, to know what products are coming out beforehand, and to leave reviews on products that no one else has seen before – there is no better feeling,” shares Kemar Brown, Brand Success Manager, Duel.

Early access makes advocates feel genuinely special. It generates authentic pre-launch content and reviews, builds anticipation, and creates a reason to post that doesn't feel transactional.

6. The Retail Moment Challenge

If your brand is in physical retail, challenge advocates to visit a store and capture the moment – finding your product on the shelf, discovering a new display, or trying on something in-store.

"We can have them support us on many different channels, even in-store,” said Jenny Borland Senior Director of Social & Influencer at Beekman 1802. “Let's go into Ulta. Let's show the display that we just launched and get people excited in store too.”

The retail moment challenge creates high-intent, location-aware content that bridges online advocacy with offline retail visibility. It's also a strong proof point for retail partnerships.

7. The Founder Meet & Greet Challenge

Open up access to a founder Q&A, a live call, or even a short voice note from the founder, and ask advocates to share what they learned or what they'd ask. Reserve this as a reward for your most active members.

"Meeting your founders, joining an exclusive webinar, testing out a new product that hasn't launched – there are ways to make people feel so special outside of just the product,” said Jenny Borland Senior Director of Social & Influencer at Beekman 1802.

Meeting a brand’s founders provides the kind of access money can't buy. Advocates who feel connected to the people behind the brand are the ones who stay and advocate.

8. The Community Question Challenge

Post a question in your community chat or challenge portal, think something like “What product has been a lifesaver this winter?” or “What's your go-to routine?” Ask advocates to respond and engage with each other's answers.

"We'll go into the chat and say: hey guys, what products are you enjoying this week?” said Jenny Borland Senior Director of Social & Influencer at Beekman 1802. “Little things to get them talking, not only to us, but also to each other, bonding over products and bonding over other things."

Sparking discussion builds lateral connections among your customers, not just vertical ones between advocate and brand. Those peer bonds are what turn a program into a real community.

9. The Event Content Challenge

If your brand is hosting or appearing at an event – like a launch, a pop-up, or partnership activation – challenge advocates to attend and capture the experience in their own style.

Beekman 1802's Hershey's Times Square activation saw 90 creators show up, the majority from the Kindness Crew. They drove over $120,000 in EMV – not through contracted influencers, but through their ambassador community turning up.

Live events create urgency and a shared experience. The content that comes out of them is diverse, real, and impossible to replicate through branded production alone.

10. The Storefront Promotion Challenge

Challenge advocates to actively promote their personal storefront or affiliate link across a specific week – sharing it in a group chat, posting it to stories, texting it to a friend, or featuring it in a post. Reward performance, not just completion.

"We want to incentivize through performance – rewarding people for their video views, rewarding people for the dollars driven,” said Jenny Borland Senior Director of Social & Influencer at Beekman 1802. “So it gives more incentive to do well, not just cross it off the list."

Sharing their storefront or affiliate link aligns advocates’ efforts with brand outcomes. Performance-based challenges attract the advocates who want to take their role seriously and rewards them appropriately.

11. The Gifting-Forward Challenge

Challenge advocates to introduce one person in their life to your brand – by gifting them a product, sharing their discount code, or simply texting them a recommendation. Track referrals and reward the advocates who bring in new customers.

"Just because you are not an influencer doesn't mean you can't support the brand in other ways, whether it's sharing a link in a Facebook group, or texting a friend an affiliate link," said Jenny Borland Senior Director of Social & Influencer at Beekman 1802.

Gifting operationalizes word-of-mouth at scale. Every advocate becomes a gateway to a new customer, and the challenge format makes it trackable, rewardable, and repeatable.

12. The Review Challenge

Ask advocates to leave a detailed, honest review on your site, on Amazon, on a retailer's product page. Call out a specific product for reviews, give advocates a timeframe, and allow creative freedom on how they frame it.

65% of customers have left a review after being prompted by the business, meaning simply asking is the most underleveraged tool in most brands' arsenals. And the payoff is significant – displaying five or more product reviews increases conversion rates by 270% (Capital One Shopping Research, 2026).

Reviews are a compounding asset. They improve search performance, build social proof for new customers, and give advocates a low-barrier way to contribute that doesn't require a full video or a large audience.

A Final Note on Challenges that Actually Work

The best challenges share three qualities: they feel worth the effort, they give advocates creative ownership, and they make the advocate feel like part of something bigger than a marketing calendar.

"Connect on something deeper than just product,” said Jenny Borland Senior Director of Social & Influencer at Beekman 1802. “Offer them real value. And maintain the energy and the excellence after you launch – being consistent and creative in the ways you engage them."

Challenges are only as strong as the community behind them. Build that first, and keep a regular cadence of engaging with your community, updating fresh challenges, and rewarding – especially based on performance. And you have the recipe for an advocacy content engine that converts 2-3x better than paid ads.

How strong is the community behind your challenges?

Challenges are only as good as the program they sit inside. See how your advocacy program scores across the five categories that separate a content pipeline from a community that actually converts.