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The Community Flywheel
How to turn lurkers into loyalists—and brand fans into founders
Jack Willoughby
May 09, 2025
🧠 The Thought
Brands that broadcast die off.
Brands that build community never have to launch again—because the crowd launches for them.
💬 Quote
Brand is what people say about you when you’re not in the room.
Add this: Community is what people build around you when you’re not watching. It’s the real compounding asset.
📊 Stat Drop
76 % of consumers say they’d rather buy from a brand they feel connected to over a competitor.
57 % of those consumers spend more when they feel that connection.
81 % report that social media directly drives impulse purchases.
48 % interact with brands more on social now than six months ago.
90 % rely on social to keep up with trends and cultural moments.
Take-away: Authenticity builds trust; trust prints margin.
🎯 Tactic — The 3-Tier Community Flywheel
Every winning brand builds these 3 layers:
Lurkers → Watchers
Offer zero-barrier value: a free tool, an insider PDF, a community poll.
Watchers → Fans
Give them recognition: badges, shout-outs, “first to know” invites.
Fans → Evangelists
Empower them to collaborate: user-generated content challenges, ambassador programs.
Spawn momentum by sequencing these activations weekly.
Build up, not just out.
🧰 Framework — The Belonging Loop
Stage | Brand Role | Outcome |
|---|---|---|
Signal | Send a belief or inside joke | People feel seen |
Feedback | Engage with reactions | People feel heard |
Reward | Highlight or empower them | People feel proud |
Why it works: Emotion → action → identity → loyalty.
🎥 Campaign Breakdown — Louis Vuitton x Pharrell SS24
Product & Concept:
Pharrell Williams’s debut men’s collection “LVERS,” merging Virginian roots with LV’s luxe DNA.
Creative Execution:
Runway spectacle on Pont Neuf bridge, capped with an original Pharrell composition and Damoflage print garments. Show featured surprise cameos (Beyoncé, Jay-Z).
Performance & Reach:
500M views live during Paris Fashion Week; over 1 B total views thereafter—a historic digital engagement.
Key Takeaway:
Design brand moments people want to re-experience. Make every show, drop, or livestream feel like an exclusive club entry.
📌 Task of the Day
Sketch out your brand’s 3 tiers: lurkers, fans, evangelists.
Create one idea this week to move lurkers → fans (e.g. free tool, behind-the-scenes video, personal reply).
Post it. Track what happens in 48 hours.
➡️ Next Up
Next Week: The 4-Word Test — The brutal clarity exercise that’ll stop you from ever writing “brand experience” again.
Questions? Hit reply—I read every one.
— Jack
Brand Building Mentor