What it is

A growth framework that shows how brands move people from awareness to advocacy through social, culture and community.

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Why it matters

People do not move in a straight line anymore. They discover a brand through a TikTok, see it again through a creator, save it on Instagram, talk about it with friends, join the community, then eventually buy. The Culture Circle helps brands create a connected ecosystem where every touchpoint feeds the next.

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How it works

Awareness: Get the brand seen in the right cultural spaces.
Consideration: Give people a reason to care, understand and trust
Community: Build familiarity through conversation, participation and shared values.
Conversion: Turn interest into action through clear, timely social moments.
Advocacy: Give people something worth sharing, repeating or recommending.

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CPI: Cultural Performance Indicators

Use this to show that you measure more than just reach.

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Cultural relevance: Is the brand showing up in conversations people already care about?
Community pull: Are people commenting, sharing, saving and participating?
Sentiment: Are people responding with warmth, humour, trust or emotional connection?
Repeat engagement: Are people coming back for more?
Advocacy signals: Are people tagging friends, quoting the brand, creating UGC or recommending it organically?

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Best for

Social strategy, community building, brand growth, launch planning and campaign ecosystems.

Clients: 
TikTok: 2023 Eurovision, Freeda UK: Social Channels, Tita's Coffee: Brand Launch, Communications and Socials