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Explore how this leading skin-health brand on a mission to spread kindness, channeled this purpose and the creativity of its passionate customer base into a powerful brand advocacy engine.
Jenny Borland, Director of Community and Affiliate, Beekman 1802
Beekman 1802 strived to unleash the true potential of their dedicated customers, creating an always-on channel to build awareness while fostering a sense of belonging and strengthening ties with their brand community.
Realizing that customers, creators and brand fans were already socially active and sharing Beekman 1802 content within their own networks, the brand wanted to recognize and champion their efforts, and encourage even more of it. Kindness being the brand’s core value, needed to be at the heart of this initiative as well.
The answer? An advocacy program that would empower, incentivize and reward fans to tell the Beekman 1802 brand story, promote their products at scale, and most importantly; spread kindness in the social sphere (which can be an unkind space).
The Kindness Krew is an application-based, gamified program targeting 18+ year old content creators in the US, with over 1k followers on TikTok or Instagram.
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The Kindness Krew’s launch has enabled Beekman 1802 to diversify their marketing mix, focussing on authentic advocacy engagement and the word-of-mouth it drives rather than relying solely on expensive, and less effective paid advertising channels.
For Beekman, this has meant 2192 social posts created by Kindness Ambassadors, driving 32.2m+ reach and 229,408 engagements.
Brad Farrell, CMO, Beekman 1802
So far, the Kindness Krew has generated 2654 pieces of UGC.
The Duel Content Gallery houses all this content and simplifies management through product tagging, AI and automation.
All content is owned by the brand, and can be repurposed on paid social to drive engagement, and Product Display Pages (PDPs) to increase conversion.
Jenny Borland, Director of Community and Affiliate, Beekman 1802
Trackable affiliate links and discount referral codes shared by advocates along with social content makes it easy for both Beekman and Kindness Ambassadors to track sales and revenue.
The Kindness Krew within just 6 months of launch, has driven $92k in affiliate/ referral revenue, and 4x ROAS.
Duel’s Brand Advocacy Platform automates 90% of the labor intensive and manual tasks that come with managing an advocacy program - such as distributing rewards and paying commissions.
This has enabled Beekman 1802 to think bigger and set their sites on scaling the program to thousands of Kindness Ambassadors posting content to their socials regularly.
