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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.

CMOs track everything. Customer Acquisition Cost (CAC), Lifetime Value (LTV), Return on Ad Spend (ROAS), Earned Media Value (EMV), the list goes on. Yet ask any marketing or brand leader: “What’s the commercial value of your word-of-mouth?” Cue the silence.

Download the The New Operating System for Modern Marketing 2026 Playbook

Watch the CEW x Duel Masterclass: Co-creating with your Most Passionate Customers. 

What if the key to long-term brand success wasn’t about reaching more people, but building deeper connections with the right ones?

At The Drum Predictions 2025, Duel’s Head of Category & Content, and co-host of the Building Brand Advocacy Podcast, Verity Hurd, took the stage to break down why Advocacy should be every marketer’s next obsession.

In a landscape where social engagement is plummeting, the brands that thrive will be the ones that turn customers into champions.

Elizabeth Scarlett makes beautiful, luxury accessories that are both inspired by and working to protect iconic wildlife. Through their 2% to the wild pledge, the brand is on track to raise £2 million for conservation causes by 2030.