Duel, a brand advocacy SaaS platform for enterprise retail brands, has secured $16 million in investment to enhance its innovative marketing solutions within the flourishing area of social commerce.

Information on the Target

Duel is a brand advocacy SaaS platform aimed at enterprise retail brands, founded by Paul Archer, who serves as the CEO. The platform is designed to facilitate brand growth through the advocacy of passionate customers, leveraging the power of gamification and a unique portal to engage micro-influencers. Duel empowers brands to cultivate long-term relationships with their most vocal supporters, enabling them to generate authentic content—primarily videos—that can be utilized across various marketing channels to attract new customers and enhance sales.

The potential for Duel is substantial, particularly in the fashion and beauty sectors, where there are approximately six thousand brands generating over $100 million in revenue. Advocacy-based marketing strategies are increasingly gaining traction, potentially capturing a significant share of these brands' marketing budgets as they seek authentic connections with consumers.

Industry Overview in the Target’s Specific Country

The influence of social media on consumer behavior has surged since the COVID-19 pandemic, creating a profound shift in marketing strategies. In 2023, social media advertising expenditures surpassed traditional televisio