Did you hear about Ed Sheeran DM’ing Heinz with a commercial idea… and Heinz actually making it?
As it turns out, that campaign is still a masterclass in PR. Heather Holmes, founder and CEO of Publicity For Good (featured in Forbes, Fox News, Business Insider, and Authority Magazine) says it’s a perfect example of how authenticity always wins over polish.
I had a chance to interview her to learn more.
What is a "fan-first" storytelling approach and why does it do better than influencer-driven campaigns?
A fan-first storytelling approach prioritizes real customers—the people already choosing, loving, and advocating for the brand—over transactional influencer endorsements. Unlike influencer campaigns, which can feel polished but distant, fan-first stories are grounded in authenticity. They highlight lived experience, emotion, and loyalty. When you tell stories through real fans, you’re not renting attention—you’re deepening belonging. And in today’s landscape, belonging lasts far longer than reach.
How does genuine brand love build loyalty?
Genuine brand love is built through consistency, trust, and shared values. It’s not created through discounts or flashy ads—it comes when customers feel seen and understood. When people emotionally connect with a brand, they don’t just buy once; they return, refer, and defend it. Loyalty becomes less about habit and more about identity: “This brand represents who I am.” That emotional bond is what sustains brands through competition and market shifts.
How can brands foster genuine relationships with customers?
Brands foster real relationships by shifting from broadcast to dialogue. That means listening to customer stories, featuring them in your narrative, and rewarding participation—not just purchase. It also means showing up consistently, especially outside of launch moments. Invite feedback. Share behind-the-scenes. Respond like a human, not a logo. When customers feel like partners instead of targets, relationships move from transactional to emotional—and that’s where true advocacy is born.
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