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how to Build Brand Advocacy in 2024


Community-Centric Marketing: Building Brand Advocacy Through Authentic Engagement

2nd April 2024

In today's digital age, where consumers are bombarded with advertising messages at every turn, building genuine connections with your audience has never been more critical. Community-centric marketing has emerged as a powerful strategy for brands seeking to foster meaningful relationships with their customers. By prioritising authentic engagement and creating spaces for community interaction, brands can cultivate brand advocacy and loyalty like never before. 

Why Community-Centric Marketing Matters 

Community-centric marketing goes beyond traditional marketing tactics focused solely on selling products or services. Instead, it centres on building a community of engaged customers who share common interests, values, and experiences. By nurturing this community, brands can tap into the power of word-of-mouth marketing, leverage user-generated content, and foster brand ambassadors who champion their products or services. 

Bank of the West 2

Examples of Community-Centric Marketing in Action 

Let's take a closer look at some brands that have successfully embraced community-centric marketing: 

  1. Airbnb

airbnb 2-1

Airbnb has built a thriving community of hosts and guests who share a passion for unique travel experiences.

Through its online platform and offline events, Airbnb facilitates connections between hosts and guests, encouraging them to share stories, tips, and recommendations. This sense of community fosters trust and loyalty among users, driving repeat bookings and positive word-of-mouth referrals. 


    2. Bank of the West

Bank of the West initiated a unique project to engage communities across America by encouraging people to donate their footsteps on Pavegen tiles. Each step taken contributed to supporting various charitable causes, showcasing the bank's commitment to fostering community-driven action for meaningful change. Leveraging technology and social media, Bank of the West facilitated connections among participants, encouraging them to share their experiences, challenges, and successes.

By promoting physical activity and rallying individuals around common philanthropic goals, the initiative not only strengthened community bonds but also enhanced the bank's brand reputation as a socially responsible organisation dedicated to making a positive impact. Learn more.

Bank of the West, USA

  1. LEGO


LEGO has long recognised the importance of community in its marketing strategy.

Through initiatives like LEGO Ideas, where fans can submit their own design ideas for new LEGO sets, the company empowers its community to participate in the product creation process. By listening to customer feedback and incorporating user-generated content into its marketing campaigns, LEGO has fostered a passionate community of builders and collectors around the world.


How to Implement Community-Centric Marketing 

So, how can your brand harness the power of community-centric marketing? Here are some key strategies to consider: 

  1. Create Online Communities: Establish online forums, social media groups, or dedicated platforms where customers can connect with each other and with your brand. 
  2. Encourage User-Generated Content: Actively solicit and showcase user-generated content, such as customer reviews, testimonials, photos, and videos, to amplify the voices of your community members. 
  3. Facilitate Co-Creation: Involve your community in product development, marketing campaigns, and decision-making processes to foster a sense of ownership and collaboration. 
  4. Listen and Respond: Regularly monitor conversations within your community, listen to feedback, and respond promptly to questions, concerns, and suggestions from your customers. 
  5. Celebrate Your Community: Recognise and celebrate the contributions of your community members, whether through shoutouts, rewards, or exclusive perks, to show appreciation and reinforce a sense of belonging. 

Community-centric marketing offers a powerful opportunity for brands to build lasting relationships with their customers by prioritising authentic engagement and fostering a sense of community. By investing in community-building initiatives and empowering their audience to become brand advocates, businesses can unlock the full potential of community-centric marketing and drive sustainable growth in the digital age. 



For more information about how Pavegen kinetic technology is helping pave the wave for a more sustainable future, contact press@pavegen.com.

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About Pavegen

Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, Pavegen Kinetic Paving harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen calls this Citizen Impact; powered by Pavegen.

Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, and Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos, festivals and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.

The company was founded in 2009 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.