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

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 advocacyThe importance of consumer co-creation & digital communityUsing purpose, values, and generosity as advocacy currency How to adapt with consumers without sacrificing authenticity Chapters00:00 Introduction To Samantha01:20 e.l.f.’s Zero Distance Philosophy03:34 Hiring For e.l.f Culture05:24 Values, Cost, Quality, And Speed07:00 The Significance Of Superfans And Co Creation10:41 The New Age Of Social Content As Conversation14:31 The Purpose Led Advocacy Flywheel18:30 Zero Distance In Practice24:27 How Generosity Fuels Word Of Mouth28:07 Unexpected Community Activations29:22 Cannes Goals And Wrap Up 🔔 New episodes every Wednesday — subscribe so you never miss an episode. FOLLOW SAMANTHASamantha Critchell: https://www.linkedin.com/in/samantha-melissa-critchell1016/e.l.f Beauty: https://www.instagram.com/elfcosmeticsuk/ FOLLOW USSubscribe: www.youtube.com/@buildingbrandadvocacyInstagram: www.instagram.com/building_brand_advocacyTikTok: www.tiktok.com/@building.brand.advocacyVerity: www.linkedin.com/in/verityhurd/