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Lululemon crossed $1 billion in revenue in 2011 – built almost entirely on community-led marketing, not paid media. Local ambassadors, in-store yoga classes, Sweatlife events. Word of mouth at scale.

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.

When a Brand Advocacy program plateaus, it’s usually for the one reason. It was built as a channel, not as a system. The brand recruited for aesthetics, not alignment. They rewarded transactions instead of building belonging.

CMOs track everything. Customer Acquisition Cost (CAC), Lifetime Value (LTV), Return on Ad Spend (ROAS), Earned Media Value (EMV), the list goes on. Yet ask any marketing or brand leader: “What’s the commercial value of your word-of-mouth?” Cue the silence.

(And why most brands are still optimising for the wrong thing)

If marketing in 2025 felt fragmented, unpredictable, and occasionally contradictory, that wasn’t because the industry lost its way. It was because we were in the middle of a transition that most brands hadn’t fully named yet.

Download the The New Operating System for Modern Marketing 2026 Playbook

Watch the CEW x Duel Masterclass: Co-creating with your Most Passionate Customers. 

What if the key to long-term brand success wasn’t about reaching more people, but building deeper connections with the right ones?

At The Drum Predictions 2025, Duel’s Head of Category & Content, and co-host of the Building Brand Advocacy Podcast, Verity Hurd, took the stage to break down why Advocacy should be every marketer’s next obsession.

In a landscape where social engagement is plummeting, the brands that thrive will be the ones that turn customers into champions.

This organic fashion brand burst onto the scene with its colorful dungarees, and has built a dedicated fanbase. Now, they’re taking things to the next level with their Ambassador program.