Let's Wrap-Up The Brand Advocacy Summit: London 2025

Find yourself in the photos:

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The conversations were sharp, honest, and full of insight.

Here's a few takeaways from the stage, with ideas worth taking back to your team today...

The Experience Economy: Turning Feelings Into Advocacy

🎤 Speakers:

Pascale Montaner @ Kurt Geiger,

Louisa O’Connor @ Seen Presents

💥 Takeaways:

Memorable experiences drive momentum. Think beyond the moment, build something worth sharing after it ends.
IRL activations are content engines. Make every physical space a backdrop for Advocacy, not just social posting.
Great brand experiences don't just entertain, they emotionally connect.

Social Search: The Future of Discovery

🎤 Speaker:

Beth Thomas @ Frankly

🔥 Takeaways:

Social platforms are indexing like search engines. If you’re not optimising metadata (captions, text, hooks), you’re invisible.
Understand the lifecycle of content: fast (reactive, trend-led) builds momentum; slow (evergreen, searchable) builds brand.
Discovery is now the KPI. Think in questions and create content that answers them.

Gen Z Unfiltered: How to Build Brands They Actually Care About

🎤 Speakers:

Lara Stallbaum @ Twirl,

Rosie Donoghue @ Umberto Giannini

💥 Takeaways:

Gen Z doesn’t want perfect, they want relatable. Raw UGC outperforms branded gloss when it comes to trust.
TikTok isn’t just for reach, it’s your new product page. Invest in content that educates and connects.
The creator needs the freedom to speak in their voice. Brands that try to control the message will lose relevance.

The YouTube Evolution: Why It’s More Than Just a Channel

🎤 Speaker:

Chloe McCullough @ JD Sports

🔥 Takeaways:

Episodic storytelling and creator-led series are outperforming one-off campaigns. Consistency is currency.
Community building comes before conversion. Know your audience, optimize for their habits, then layer in commerce.
Treat YouTube like a platform and a strategy. It's search, social, and TV in one. Plan accordingly.

Building Community That Lasts in 2025

🎤 Speakers:

Emily Mitchell @ Tropic Skincare,

Lucy Murray @ Freesoul,

Paul Hickey @ SAMY Alliance

💥 Takeaways:

Community starts when your customers talk to each other, not just to you.
Real belonging can’t be forced. You earn it through consistency, value, and participation.
Don’t chase scale too early. Start small, listen hard, and build trust before reach.