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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.

Beauty discovery has moved off the search bar.

Most brands are filtering out their best Advocates before they ever apply.

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.

Beekman 1802 has scaled its brand advocacy program to more than 3,000 members. They haven't run a single ad to get there.

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.