Tag: Influence Marketing


4 minutes with.. Fat Mum Slim

Chantelle Ellem is one of the most established ‘blogger-type people’ in the parenting and lifestyle space, having created her blog Fat Mum Slim back in 2008. Chantelle prides herself on her tight-knit community of followers and providing an inspirational space for women to discuss life, personal interests, photography and her favourite recipes!

Here, we managed to sneak four minutes with Chantelle to tell us about her journey so far, what content she loves to write about (and her followers to read about!) and how she views the fast-evolving blogging and social media industries.

How would you describe yourself – a ‘blogger’, an ‘influencer’ or something entirely different, and why?

In my email signature, I call myself a blogger-type-person, because I don’t really know what my official title would be. I think I started off being a writer of words, and then fell in love with photo-taking and community creating. I don’t really care about the titles (I know some people passionately hate the title mummy blogger) but I just care more about what I’m doing rather than how people are describing me.

You were one of the first to jump on to parenting and lifestyle blogging, back in 2008. What are the top two/three changes you’ve seen to the blogging world since then?

The changes since almost ten years ago have been nothing short of epic. Back then, most of us were writing as a hobby. It was nothing more than a sharing of words and connecting with people over the internet. One of the biggest changes I’ve seen over the years is a movement from hobby blogging to professional blogging. Back then we were coding our own sites and designing our own logos, and now there are big fancy sites and teams of people behind some blogs.

Another change I’ve seen happen is this online to offline moment. Ten years ago it was just people on their computers typing, but now blogging is the great connector. I’ve seen magic happen offline from online connections. With the magic of Facebook and Instagram, it’s become easier to connect than ever. One of my favourite stories is when a lady who played my Photo A Day challenge formed beautiful friendships with people around the world and even travelled halfway across the world to Australia to meet them in person. That’s pretty cool!

How has social media impacted your blog?

When I started I was just writing, and just hoping that people would read it and like it. Now we have social media, which I liken to little parties on the internet. Now I can turn up at the Facebook party and share my content, but even better than that I can continue the conversation with my readers, and create communities of like-minded people so the sharing continues.

If I really consider how social media has impacted my blog, I just have to think about Photo A Day, the photography challenge that encourages people to share a daily photo. There are over 30 million photos shared online to date in the challenge, and that just blows my mind. Social media has made it easy, and wonderful to share creativity online among so many people.

What do you find readers resonate the most with? Recipes, branded content, photography, social etc

I find that different content will connect with different people. I’ve always wanted to be a bit of everything, like picking up a magazine and flicking through and reading what suited the person on whatever particular day. I think my readers love useful content. They love my simple recipes that always taste good. The content I love to write most and share, is the content that has readers thinking, and nodding in agreement, ‘Oh, me too! I thought I was the only one!’ I want people to feel like they’re not alone, and open to sharing their stories too, whether they be about parenting, life, healthy, happiness, or anything.

How do you decide what brands you collaborate with?

Deciding who I work with runs through a filter of sorts for me. I have to think, is this a product/service/brand I use, will the content be useful for my readers, or is this something that will help my readers in any way. I get lots of requests from brands every day, and about 90% don’t make it through the filter. It’s become a bit of a gut feeling now.

Are there any trends you see coming up for the world of parenting/family blogging?

I’d love to see us move to a space where we remove the guilt and we start praising ourselves for all that we do as mums. I think we’re in a space now where there’s a lot of raw and honest sharing of parenting tales, and I love that, especially when it’s authentic and the motivation is right (to share and connect, rather than to shock and attempt to go viral). I think that will continue, and I think that’s a really good thing. We need to have attainable and real people to connect within the online space, rather than seeing people’s highlights that only serve to make us feel like we’re somehow underachieving.

What influences your blog content and style?

I think photography, and that visual element always sparks the creativity for me and then influences the style and changes I make to any aesthetics on my blog. My life, and whatever path it takes will always influence the content as my blog is personal, and always has been.

Any tips for brands when working with you, or general guidelines?

One thing that I’ve learned over the years of working with brands, is that when brands respect your knowledge and experience and truly collaborate, that’s when the magic happens. A lot of brands don’t understand the space, and just want to use bloggers as an amplification tool, to share the brand’s message with strict objectives and guidelines – much like just recreating a press release without any creativity or warmth. They already think they know how that looks and can’t step away from that vision.

If they collaborate with the blogger instead, let them use their experience, and understanding of what their audience likes, they have an opportunity to really create great storytelling and beautiful content.

I also think long-term relationships between brands and bloggers is the key to the future. I always think of short campaigns as one-night stands. Of course, they’re fun, and they get the job done… but the long-term relationships is where the magic truly happens. There’s this beautiful understanding of each other (the brands key objectives over a long-term, as well as trust) and an ability to open the conversation and ask how the two can work together, rather than just be an amplification tool.

 

FORWARD recently collaborated with Chantelle on our client, MAGGI.

 

10 Australian Fitness Influencers You Need To Be Following

Today, Australians are without a doubt more conscious of their health and fitness than ever before. Nationally, we spend $8.5 billion each year on gym memberships, sports equipment and the latest fitness trends, highlighting that we’re prepared to pay premium prices to achieve our health and fitness goals.

As we become increasingly active and health focused, as well as more reliant on social media to consume news, be inspired and share our lives, the reach and engagement of fitness influencers has exploded. You might have recently seen that Kayla Itsines and Emily Skye have been included in the 2017 AFR Young Rich List (with a combined wealth of $78 million) emphasising the sheer value of the fitness influencer in today’s society.

In addition to Kayla and Emily, FORWARD has pulled together a list of the 10 Australian Influencers you should be following for your workout fitspo.

  1. Kayla Itsines

@kayla_itsines: 7.8M

At just 26 years old she’s been named the world’s top fitness influencer by Forbes, but Kayla Itsines’ fitness empire has only just begun. Kayla’s fitness journey started back in 2008 when she decided to become a personal trainer and since then she has created a series of ebooks called Bikini Body Guides, a workout and meal-planning app, Sweat with Kayla, and held bootcamps all around the globe. Kayla likes to share transformation images of her BBG girls, nutritious meal inspiration and workout exercises.

Kayla regularly endorses brands such as Adidas, Nike, Apple, Style Runner and Dyson, however she does not do sponsored posts. Kayla has been interviewed for publications including Women’s Health and Fitness, The Daily Telegraph, The Sydney Morning Herald, news.com.au, HuffPost as well as a range of top tier media titles from around the world including The New York Times, Forbes Magazine and Time Magazine.

www.kaylaitsines.com

 

  1. Emily Skye

@emilyskyefit: 2.1M followers

Emily Skye is a health and fitness guru and model, with a passion for getting people moving more, eating healthy foods and appreciating what their body can do. In her quest to show women of all ages and body types how to trim, tone and shape their entire body, Emily has developed a number of fitness products including, F.I.T Programs. These include video libraries of exercises (which can be done in or out of the gym) and nutritionist-developed meal plans. Emily also shares similar content on her social channels encouraging all women to lead active and authentic lives.

Emily is currently a global ambassador for Reebok and Lucozade Sport. She regularly features in publications such as news.com.au, Daily Mail and Women’s Health, sharing her fitness advice and her own body transformations over the years.

www.emilyskye.com 

 

  1. Amanda Bisk

@amandabisk: 680K followers

Amanda Bisk is a former Australian Pole Vaulter who discovered a love for yoga after being diagnosed with chronic fatigue. She found that yoga became an essential part of her life and the key to general wellness. Since then Amanda has become a qualified yoga teacher and has been sharing with her followers all the positive benefits of yoga. If that wasn’t enough, she’s also created a series of online fitness and flexibility programs called Fresh Body Mind Fit. She shares motivating and inspiring images of her healthy lifestyle on her Instagram.

Amanda is the ambassador for H&M Sport, G Active Australia and has recently worked with brands including Qantas and Biotherm, and we were thrilled to work with her for the launch of Purina Beyond in July 2017. Amanda has shared her tips to a balanced and fulfilled life with the likes of WHIMN, Buro 24/7, Sporteluxe and POPSUGAR.

www.amandabisk.com

 

  1. Base Body Babes

@basebodybabes: 654K followers

Base Body Babes was founded by two personal training sisters, Diana Johnson and Felicia Oreb. Their goal? To inspire and motivate women to be as happy healthy, fit, strong and confident as possible. The pair have a passion to educate women on how to work out, eat healthily, get in shape and maintain it for life. In addition to their Instagram they also have their own blog, which they regularly share their fitness advice on.

Base Body Babes are current ambassadors for Bare Blends and have previously worked with brands including Pantene, Swarovski and Natural Raw Company.

www.basebodybabes.com

 

  1. Daniel Conn

@dan_dc_conn: 331K followers

Health and fitness has always been a part of Dan Conn’s life. After an impressive 10-year NRL career playing for the Roosters, Gold Coast Titans and Canterbury Bulldogs, Dan turned to training and nutrition after a neck injury sent him into an early retirement.

This year, Dan became Wellness Director with the Collective Wellness Group (CWG) working closely with Anytime Fitness, Orangetheory Fitness and Massage Envy in developing healthy body and mind programs and contributing to digital content.

Dan has worked with brands such as Mass Nutrition Bondi, AussieBum, Zeal Optics and Lenovo, and is currently an ambassador for Body Science. He has featured in the likes of GQ magazine, Men’s Muscle Health, Body + Soul and 9Coach, sharing his eating habits and workout tips.

http://danielconn.com

 

  1. Michelle Bridges

@mishbridges: 262K

She’s the straight-talking trainer behind Channel Ten’s ‘The Biggest Loser’, but Michelle Bridges has become one of Australia’s most influential personal trainers and fitness influencers. With over 20 year’s experience in personal training, Michelle has published 11 bestselling books and launched the highly successful Michelle Bridges 12 Week Body Transformation online program.

Michelle is the current ambassador for The Australian Institute of Fitness, Medibank and RSPCA QLD, she’s also worked with brands including Big W, Holden and Woolworths. Michelle has recently joined the team at Body + Soul writing a monthly column, and also regularly appears in many other publications such as Prevention, Women’s Health, The Australian Women’s Weekly, Woman’s Day, Good Food and WHO.

www.michellebridges.com.au 

 

  1. Sam Wood

@samjameswood: 238K followers

In 2015, Sam Wood, 34-year-old owner of ‘The Woodshed’, Australia’s largest personal training studio in Brighton, and founder of children’s fitness company Gecko Kids was announced as The Bachelor. He met his partner Snezana Markoski on the show and since then has developed his own lifestyle program, 28 by Sam Wood. The program includes quick, simple, delicious meals with a daily 28-minute exercise program. His aim is to show Aussies that good nutrition & exercise shouldn’t be stressful or complicated.

Sam has recently become the new ambassador for Weet-Bix Blends. Sam has also worked with brands including Asahi, Bakers Delight and Hello Fresh. Sam is a writer for lifestyle.com.au sharing his workout tips and top meals, and has also shared these with publications such as kidspot.com.au, Yahoo7 Be and Mamamia.

28bysamwood.com 

 

 

  1. Tim Robards

@mrtimrobards: 158K followers

Tim Robards became a household name when he starred on The Bachelor in 2013, since then Tim has become known for much more. Tim is a Chiropractor, human biomechanics enthusiast, TV personality/speaker and Inspired Educator in Health & Wellbeing. Tim has also launched his own fitness program, The Robards Method. TRM is about simplifying the approach to optimal health so people can live an inspired, fun and active life. Tim shares workout and fitness tips, as well as recipes with his followers.

Tim is currently an ambassador for Deep Heat (a FORWARD client) Jeep, ALDI, Thermomix and Swisse, and regularly works with fashion brands including MYER, Hugo Boss, Calvin Klein and Calibre. He has previously worked with brands including Fitbit, Giorgio Armani, Westfield and NBN. He also regularly contributes to range of health and fitness publications, including Men’s Health, news.com.au and Yahoo7.

therobardsmethod.com 

 

  1. Andrew Pap

@andrew_pap_: 117K followers

Personal trainer to the stars, Andrew ‘Pap’ Papadopoulos, is a self-confessed fitness junkie and endurance athlete, as well as the owner of Battle Fit Australia. After spending time in the Australian Defence Force, Andrew started Battle Fit Australia – a way to simulate military training, but with his own creative twist.

Andrew is an ambassador for SKINS, Performix, ANKORR & AUSFIT Torsion Bar, and has recently worked with brands such as The Athletes Foot, You Foodz and Isowhey. Andrew is also a contributing writer for GQ magazine and has previously shared his fitness tips with Sporteluxe, Body + Soul and Australian Men’s Health.

www.andrewpap.com.au

 

  1. Dani Stevens

@danistevens365: 117K followers

She’s a stay at home mum with four children and one of the world’s most popular health and wellness motivators, but Dani Stevens shows no signs of slowing down. Dani’s fitness philosophy is that having children or a busy lifestyle, should not require you to sacrifice a healthy existence. Dani is also the author of e-book, ‘30 Days of Fitness & Food’ which includes a range of recipes and workouts designed for the time poor. She also has a successful blog called website Fitness Food and Style. Her blog and social channels feature weekly motivating weight-loss success stories, monthly challenges to keep followers motivated and regular recipes and activities to keep followers consistently checking in.

Dani is currently an ambassador for American Express and has previously collaborated with Jamie Oliver, Volvo, Telstra Dr Oz, FORWARD worked with Dani for Thermos.

www.danistevens.com

With Australians becoming more health conscious, health, nutrition and fitness brands will continue to grow and need to develop strategies to obtain and retain market share. The importance of being able to identify current, as well as up and coming, influencers that align with particular brand values, campaigns and messaging is more important than ever.

If you would like to know more about how your brand can benefit from working with influencers like these, please get in touch with the FORWARD team.

 

4 minutes with: Zoe Bingley-Pullin

Brand ambassadors can be a powerful way to support PR and influence campaigns. They provide expert voices to tell brands’ stories and can help establish a brand’s credibility and authenticity with the media, bloggers and other influencers.

We love to showcase the people we work with and for this month’s ‘4 minutes with’ we chatted with a brand ambassador we work with: nutritionist, chef, co-star of Good Chef Bad Chef and Vitasoy ambassador, Zoe Bingley-Pullin.

What do you love about your job?

I think of what I do as an evolution. I wasn’t very good at school when I was younger – I’m dyslexic and this affected my confidence. I had no idea what I wanted to do when I finished, but I’d always loved food so I went and studied at Le Cordon Bleu in London. I then combined this with a Diploma of Nutrition.

Nutrition and the socialisation of food is something I’ve found really freeing and fun. Being able to help people improve their knowledge and relationship with food makes me feel good and I love creating healthy dishes for others and myself and get such a kick out of seeing everyone enjoy it.

How has PR and media played a role in your career?

PR and media have been integral to my career and my work as a nutritionist, chef and brand ambassador. For me, food is all about enjoyment and I want to help people find joy in food through educating them on healthy choices, and PR and media have helped me get this message out there. Specifically I’ve worked closely with brands and PR teams through my role as a brand ambassador, where I raised awareness about nutritious eating.

What’s the most valuable career lesson you’ve learnt?

The most valuable career lesson I’ve learnt is to always say when you can’t do something. And if you realise you can’t do something, don’t pretend that you can. If you’re unable to deliver on something, it could have a negative impact on your business or brand.

I’ve also learnt the benefits of partnering with experts myself. There’s a wealth of talent out there than can help you, which has been especially important since becoming a mother. I’m trying to expand my business and I’m now working with a business coach to do this.

How do you choose which brands to work with?

I’m very strict about the brands I work with. I only work with brands that I love and that I’d give to my whole family. I also look to work with brands that are aligned with my views on nutrition and wholefoods, so that we can work together to build Australians’ knowledge on nutrition and healthy eating.

And a final question we’re all dying to know from a foodie – what’s been your most memorable meal?

One of my most memorable meals was in Rome with my husband, at a restaurant called Maccheroni. The dish was a simple pasta dish with olive oil, sea salt, chili and black truffle. I’m not talking about a little truffle either – there was so much truffle on there! I had it with a crisp green salad and a glass of rosé. It was a beautiful time and just showed that food doesn’t have to be overcomplicated.

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NOTE: FORWARD has been working with nutritionist, chef and co-star of Good Chef Bad Chef, Zoe Bingley-Pullin for the past year as an expert for Vitasoy.