Tag: Influencer Marketing


10 Family Influencers You Should Follow

We’ve reviewed both the 10 Australian Food Influencers You Should Follow and the 10 Australian Lifestyle Influencers you should follow. We’ve worked with a number of influencers over a wide range of fields over the years at FORWARD, and consider ourselves lucky to have worked with some of the best in the industry. Now, we’re bringing you 10 Australian Family influencers you should follow.  These 10 influencers all have one thing in common: they are dedicated to capturing family life as it really is, at its worst, its best, and all the other in-between moments. However, they have each carved their own, distinct niche in the family genre, setting themselves apart with creative and engaging content that inspires. The influencers featured below are  just a small number of our favourite Australian family and parenting influencers. If you would like to know more, or how your brand can benefit from working with influencers like these, please get in touch.

 

  1. Big Family Little income

@big.family.little.income: 4817

Facebook: 38.9K Likes

Website: http://www.bigfamilylittleincome.com

Bruce Devereaux, the face behind Big Family Little Income, is one of our favourite family bloggers and is one of the most notable blogs in Australia when it comes to covering all things parenting. It is also worth noting that he is the only male in the bunch – something that doesn’t go unnoticed amongst his legion of fans, who love to hear the insights of a a stay at home father to seven children. Bruce uses his blog as a way of sharing his tips on how to run a big, happy family on a small budget. Whether it’s providing a guide to making homemade Playdough or whipping up the World’s Simplest Green Chicken Curry with Rice, BFLI has all bases covered.

Bruce’s down to earth writing style and uniquely Australian sense of humour make him one of our top influencers to follow.

Big Family Little Income has previously worked with a range of brands, and FORWARD were collaborate with Bruce to create easy weeknight meals for Aussie favourite SunRice- see Bruce’s awesome creation below!

 

  1. Fat Mum Slim

@fatmumslim: 99.5K

Facebook: 91.5K Likes

Website: http://fatmumslim.com.au

Chantelle originally started Fat Mum Slim as a private weight loss blog however over time it has evolved into an engaging lifestyle and parenting blog with daily inspiration, recipe ideas and stories that will make you laugh and sometimes cry. Chantelle is also the founder of A Photo a Day, a photography challenge and creative outlet for her followers.

Chantelle’s humour, genuine attitude and honesty have helped her amass a highly engaged following, and she engages her followers on a number of different topics, from parenting to wellness.

Fat Mum Slim has collaborated with FORWARD to create engaging and compelling for a number of successful campaigns with brands including SunRice and True Local.

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  1. My Poppet

@mypoppetblogs: 6239

Facebook: 16.9K

Website: http://mypoppet.com.au

If you’re into original DIY projects, kids craft and all other things creative, look no further than My Poppet.

Cintia is the creative flare behind My Poppet, a blog dedicated to inspirational craft tutorials that turn ordinary objects into totally extraordinary creations. She includes creative tasks and projects perfect suited to all skill levels so kids can easily get involved. Cintia’s creative projects and ideas are frequently inspired by her 6-year-old daughter and the blog incorporates a range of disciplines including crochet, needle felting, paper craft, quilting, digital media, photography and sewing. My Poppet Living is another section of her blog which includes top travel destinations, best new recipes, as well as explore style, health, wellness and family friend activities.

Thanks to her mix of engaging content across a multitude of genres, Cintia continues to grow her following. My Poppet projects and creations have landed on Huffington Post, Elle Interiors, Frankie and Homespun whilst also collaborated with Officeworks and Spotlight. My Poppet Living has also teamed up with FORWARD and SunRice to produce delicious midweek meals.

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  1. Oh So Busy Mum

@ohsobusymum: 6206

Facebook: 24K Likes

Website: https://www.ohsobusymum.com.au

 

Oh So Busy Mum was started by Cheree, with the sole purpose of sharing the things that make her a busy mum i.e. travel, recipes and family. She has four daughters that keep her well and truly on her feet and she loves exploring new places and food with them. As well as managing the Oh So Busy Mum blog, wonder-mum Cheree also runs the Lunch Box Ideas Australia and Decorating Mummas Facebook pages.

FORWARD and Oh So Busy Mum have recently collaborated to work on a MILO campaign.

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  1. Be a Fun Mum

@beafunmum: 6588

Facebook: 226.6K Likes

Website: http://beafunmum.com

Kelly started up Be a Fun Mum, when she realized she wasn’t actually a fun mum at all, and wanted to make a change. Her blog and focus are all about connection, designing your own family life and finding your own individual way to have fun with your kids. Kelly’s blog includes a wide range of activities and ideas that she believes will bring joy to family life, including dinner recipes, crafts, activities for kids, gardening, camping and travel.

Kelly also started the Love the Moment Challenge as a means for mothers to capture, notice, celebrate and enjoy moments as they arise. Through this, she provides mothers with an outlet to weave connection into their lives.

Be a Fun Mum has worked with brands like Nespresso, Disney, Voltaren, Omo, HP and Fountain.

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  1. Bargain Mums

 Instagram: 1037

Facebook: 36K Likes

Website: www.bargainmums.com.au

When it comes to money saving ideas, Bargain Mums is the ultimate destination.

Jasmine Boothey, the thrifty mum behind this blog, takes the work out of saving for Australian families by helping them find bargains in all aspects of their shopping. The Bargain Mums blog is fast becoming a popular online resource for budget-savvy families in Australia looking for invaluable money saving tips, easy and affordable meals and strategies for living a more minimal lifestyle.

Jasmine is passionate about helping Australian families save money without compromising on the quality of the products they purchase.  This small detail is what sets Bargain Mums apart from other budgeting blogs, and has helped the Bargain Mums blog cultivate a devoted following in a short space of time.

Bargain Mums has partnered with brands including Officeworks and Super Amart.

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  1. The Organised Housewife

@theorganisedhousewife: 39.6K

Facebook: 493.6K Likes

Website: http://theorganisedhousewife.com.au

 

Katrina, wife and mother of three, is The Organised Housewife. This blog is wholly dedicated to sharing daily tips and ideas to keep the home and family organised. Her goal is to help parents enjoy time with their children…whilst also maintaining a clean, tidy and organized home.

In addition to running the blog, Kat has created her own Organised Housewife stationary range, including printable charts, checklists and planners that aim to help her followers live stress-free and create effective routines within their households.

The Organised Housewife is a blog that explores many different lifestyle genres, from interior design to lifestyle ‘hacks’, and with over half a million followers, it’s clear that this mix of engaging content appeals to a wide audience.

The Organised Housewife has collaborated with brands including Sard Wonder, Olay, MasterFoods, Nissan, BIG W, Coles and Praise.

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  1. Stay at Home Mum

@stayathomemum: 24.2K

Facebook:  505K Likes

Website: https://www.stayathomemum.com.au

Stay at Home Mum was founded by Jody Allen in 2011 after she was made redundant, leaving her with a baby and husband to feed, another on the way and only $50 per week to spend on groceries. Jody decided to start sharing her journey with other stay at home parents, including her frugal money saving ideas as well as tips and hints on cooking, cleaning and parenting.

Jody’s message to her followers is that you definitely don’t need to spend exorbitant amounts of money to have a happy, healthy and fun family life. This message has clearly resonated with her audience, which now consists of over 500,000 highly engaged followers.

Stay at Home Mum has worked with many brands including Etsy, Glad, MILO, Penguin and Vicks.

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  1. Mum’s Pantry

Instagram: 5846

Facebook: 348.8K

Website: http://mumspantry.com.au

Mum’s Pantry, run by Belinda Jennings, is our favourite pick for a family blog with a focus on making meal times for the family, easy, quick, delicious and stress-free. Belinda’s blog is all about using common ingredients found in your pantry and fridge to create really easy recipes that the family will love.

Belinda’s worked for over twenty years in Sales & Marketing and is passionate about empowering women to make the best choices they can to raise their families. She is supported by her energetic two boys and husband.

In the short time, it has been around, Mum’s Pantry has collaborated with an extensive list of brands including Aldi, Woolworths, Jenny Craig, OMO, The Heart Foundation, Steggles, Disney and Barbie.

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  1. The Imperfect Mum 

@theimperfectmum: 6174 

Facebook: 67.8K Likes

Website: https://www.theimperfectmum.com.au

 

Motherhood and parenting are far from a smooth and easy ride and this is exactly what The Imperfect Mum aims to celebrate, which is why we are in love!

Kristy Valley is the founder of The Imperfect Mum, a blog created to help women come together, talk and relate to the imperfectness of motherhood. She started the blog after she had two children and developed Post-Natal Depression, with a desire to break down the unattainable image of the ‘perfect’ mother and celebrate the fact that, well, none of us are all that perfect.

The Imperfect Mum touches on incredibly important topics including relationships & marriage, loss & grief, mental health and parenthood guilt. There is also a wide range of tips and advice on parenting toddlers, children and teenagers.

Kristy has previously collaborated with The Insurance Council, Dream World, Paradise Resort and I Want That Course.

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My 3 Big Takeaways from TEDxSYDNEY 2016

TEDxSydney is a celebration of BIG IDEAS. The theme of TEDxSydney this year was “Togetherness”. What does this mean? It means that no big idea happens in a vacuum: the best ideas are the result of conversations and collaborations. I also think more generally it means “we are all in this together and we will all go down together – so let’s get our act together!”

Again this year, there was a great mix of intelligent, brave, inspiring and funny speakers and entertainers, who challenged the audience to think, feel and act differently.

I had three big take-outs from the day. These themes were in many different ways repeated over and over throughout the day and are good principles for us all to remember and try to live up to.

1. If You Don’t Step Over the Line, How Do You Know Where the Line Is?

Remo Giuffré is a thinker and creative strategist with a long track record as an entrepreneur, retail merchant and brand builder. He is also the Founder and Licensee of TEDxSydney.

In his welcome to the day Remo outlined for us TED’s overarching mission to nurture the spread of powerful ideas. His ambition is to continuously challenge people and push the boundaries of our understanding, our compassion, our biases and our use of technology.

Remo eloquently said that in the quest for innovation we not only have to keep moving the line but actually step over it.   I think this is such a powerful metaphor; innovation isn’t a destination, rather a continuous journey we take as humanity. So long as we don’t destroy ourselves or our planet we will have to keep innovating and building our improving understanding of community and acceptance of each other.

2. When We Know Better, We Can Do Better.

Tara Winkler is the Managing Director of the Cambodian Children’s Trust (CCT) which she established in 2007 in order to rescue fourteen Children from a corrupt and abusive orphanage.

Unfortunately, Tara found out that the well-meaning support and donations from the West fuels an industry that exploits foreigners in exchange for donations.

Building more orphanages is not the solution; it was actually part of the problem. To break the cycle of poverty children need to be taken out of institutions and have family based care and love.

This was an eye-opening revelation and puts paid to the some of the charity-tourism, which has become an industry in itself.

Tara made me wonder how many other things we take for granted that may be based on an underlying false assumption or result in unintended consequences?  Curiosity about the world around us is part of the answer; a quest for deeper understanding and knowledge is always a good thing. And most importantly, owning up to our mistakes and having the courage to make a change. Tara was truly inspirational. You can read more about it in her just published book How (Not) to Start an Orphanage.

3. Courage, Kindness and Forgiveness is the Essence of Humanity

Peta Murchinson and Gill Hicks, two incredibly inspiring women, shared powerful and very moving stories. Both connected with and captivated the audience – I doubt there would have been a dry eye in the auditorium for both talks.

Peta’s daughter is dying of Batten Disease, a very rare degenerative genetic disease that affects otherwise healthy children. Peta has had to face the absolute certainty of losing her daughter and at the same time open herself up to the warmth, compassion and generosity of her daughter’s school, community and even complete strangers.

Gill Hicks is a survivor of the London terrorist bombings in July 2005. She shared with us the horror of the attack, her rescue and her permanent injuries, losing both legs from just below the knee. Her vivid account of that day left me breathless, and her acceptance and forgiveness for what has happened to her is inspirational. She has dedicated her life to being an advocate for peace and refuses to talk about ‘the others’ or ‘the enemies’; we are all human and we all have the capacity for kindness and forgiveness.

Although the two stories are quite different what connected them, for me, was that through the depth of their sadness and horrific injuries, both these women found the courage to keep going and to not only endure, but to grow and open up to the love and kindness, sometimes from strangers, that helped them both to face their adversities.

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A day at TEDx is a day well spent and certainly challenges you to think and act differently:  something we should all do more of, more often!

How video content is driving massive engagement for food brands – Part 2

In Part 1 of this blog post we considered which video platforms are available for your food stories and some examples of how brands are using these platforms effectively to drive consumer engagement.

In this post, I am reviewing a few of our favourite food channels. These channels are creating innovative, simple and beautiful content with recipe videos that are driving millions of views daily.

At the end of this post, I will share my top five tips for producing amazing snackable video content for food brands (yes, pun intended!).

 

 buzzfeed

1. BuzzFeed Food

YouTube: 631K+subscribers, 44M+ views

Facebook: 20 K+ likes

Instagram: 2.1M followers

Buzzfeed food is known for their really simple and quirky recipes and hacks that prove that cooking can be fun and entertaining. Reaching different audiences, from true food fans to people who are just curious and enjoy the show.

4tricks

 

 

tastemade

2. Tastemade

YouTube – 606 K subscribers, 70 M+ views

Facebook – 14 M+ likes

Instagram866k followers – 100K to 300K views per day

Tastemade is a video network built for the mobile generation. They enable people to come together to discover and share their passion for great food and travel. From quick recipes to original series, they’re uploading two to three new videos every single day, to share their favorite food and travel stories from around the world.

One of the most popular Tastemade’s platforms is the Discovery section in Snapchat, where they share behind the scenes videos about their crazy food creations, kitchen tips, and trending ingredients.

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tasty

3. Tasty

YouTube: 327 K subscriptions, 17 M+ views

Facebook: 53M+ likes

Instagram: 3M followers

With only three months of being created in 2015, the BuzzFeed’s channel Tasty, has reached almost 17 million views, demonstrating the great impact that food has on people in social media.

This channel makes it easy for people to understand how meal preparation is done and incentive consumers to buy food ingredients and utensils to make it themselves.

Almost all of their video creations are no longer than 1 minute, keeping it simple and easy to engage with the audience.

saltedsmores

 

 

howtocookthat

4. How To Cook That – Ann Reardon

YouTube: 2M+ subscribers, 331,746,754 views

Facebook: 71K

Instagram: 146K

Ann Reardon is a qualified food scientist and dietitian who likes to cook ridiculously unhealthy desserts (in her own words!). Ann is with doubt an Australian YouTube sensation, ranked number nine out of the Top 100 most subscribed Australia channels list

Ann specialises in creating and sharing of creative desserts, cakes, and chocolates. Something people from all around the world seem to enjoy.

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Implications for Brands

Video consumption is booming, with more and more people are turning to YouTube and other social channels to search for new food and recipe inspiration.   To tap into this trend food brands consider these 6 tips for great video:

  • Keep your video content short, snappy and fun to watch
  • Focus on helpful or new ways your product can be used
  • You don’t need scripts or voice-overs, but do use pacey music
  • If a recipe, make sure it is really easy to reproduce
  • Don’t make your video too heavily branded or over produced
  • Allocate budget to promote your video content

If you would like to find out more or discuss how FORWARD Agency can help you develop videos like these, please get in touch!

 

How Video Content Is Driving Massive Engagement For Food Brands – Part 1

 

While watching the start of MasterChef Season 8 this week, I have been reflecting on the power of video content marketing to not only stimulate wannabe chefs, but also regular home cooks who are looking for new recipes to break the mid-week boredom of plain old meat and three veg.

Video is making helpful cooking tips more accessible than ever, especially with smartphones, whether you are in the supermarket or the kitchen. It is the perfect medium for a food brands to get people inspired, teach them a new skill, or just put a smile on their faces – and then share it with their networks.

Because of video’s inherent ability to stimulate the taste buds, this format is driving unprecedented engagement and new brand followers. Which means more love and bigger market shares for the brands that get it right.

YouTube

With 4 Billion views per day, and regarded as the second largest search engine on earth, YouTube is the “go to” destination for “how to” videos. So it is perfect for targeting your product and recipe content to people who are asking the perennial question, “what’s for dinner?” or “how do I do that?”.

YouTube has helped content creators (and brands) build massive food audiences through gourmet recipe inspiration, clever kitchen hacks, simple recipe ideas and easy to follow instructions.

For example, SunRice realised there was still a massive job ahead to educate people on the basics of how to cook rice. By listening to their core audience and analysing feedback, SunRice was able to address peoples most frequent questions. The answer was to create a bunch of simple “how to” videos with SunRice’s brand ambassador Poh Ling Yeow of MasterChef fame and then sit back and watch the brand’s views and engagement go through the roof.

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Facebook

Video is becoming the top way to share on Facebook. Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. (Source: Hubspot)

Food plays a big part of this video wave. With a combined 2.6 billion video views on Facebook last month, BuzzFeed Tasty, and BuzzFeed Food were the most watched food publisher pages.

For brands, we feel that Facebook is a great place for lighter, more entertaining or fun short form content that is easy to digest (pardon the pun) as it comes up in your Facebook feed (also another food pun, sorry).

Vegemite does this beautifully with simple recipe ideas like cheesy vegemite pasta in 28 seconds – love or hate the taste of vegemite, the video instantly stimulates an emotional response, requiring everyone to like or dislike it (thanks to that new dislike button on Facebook). But arguably even a dislike for vegemite is good for the brand – think about the “I Hate Marmite” campaign from a few years back in the UK. This is a brand that people just have to take sides on. 

Vegemite 

Instagram

With around 400 million active monthly users, Instagram continues to be one of the most important social platforms for video publication and distribution. Food influencers have amassed huge audiences here – with food pornesque imagery and snackable (yet another food pun) 15 sec videos that make the mouth water.

We love what Ben and Jerry’s is doing with their series of hints and tips that stimulate extra consumption opportunities for ice-cream. These link back the B&J website where people can watch longer form YouTube video tutorials.

Recently, Instagram has allowed users to upload up to 60 seconds videos, instead of just 15, encouraging brands and influencers to develop the creative narrative further, giving brands more opportunities to develop even more emotive, beautiful and engaging content.

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Snapchat

With 100 million daily users and 8 billion daily video views, this platform provides the place to absorb content around the clock and follow the ‘behind the scenes’ of recipes and meals in a very quick and concise way.

Giving users the opportunity to see what the best food channels like Food Network, Tastemade and foodies are sharing in a very short amount of time, but long enough to engage.

snapchat

Next week in Part 2 of this post, I will explore some of the best food and recipe publishers to see what brands can learn for their own video content.

In the meantime, if you would like to find out more about the power of video to drive more connections, engagement and sales for your brand, please get in touch.

 

Disclosure: SunRice is a client of FORWARD Agency.

 

 

 

 

 

 

10 Australian Food Influencers You Should Follow

At FORWARD we are always on the look out for the most knowledgeable, creative, and authoritative foodies to collaborate with and help tell our client’s stories. Here is a selection of 10 amazing food influencers that we think are doing really interesting, creative and fun things with food. They are getting noticed, have engaged audiences, and are open to working with brands. Some of these will have heard of, but all of them you will be hearing about in the year to come.

  1. Teresa Cutter:

@teresacutter_healthychef: 65.8k followers

Facebook: 150,028 likes

The Healthy Chef – Website

When talking about healthy and nutritious recipes, the Australian chef Teresa Cutter is one of our favourites! With more than 25 years of experience, she is a recognised healthy cooking authority. Teresa has several culinary awards and has worked with brands including Blackmores, Empire Clinic, Weight Watchers, Breville, Vitamix + Intercontinental Hotel Groups.

After the great success of restaurant The Healthy Chef, she launched The Healthy Chef Functional Food Range, completely free from chemicals, artificial sweeteners, and fillers and made from whole foods.

Also, Teresa is a certified fitness trainer and a Muay Thai kickboxer!

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  1. Georgeats:

@georgeats: 145K followers

George Eats – Website

Georgia loves good food, good coffee and traveling. After years of building her Instagram with yummy food photos and recipes, and gaining lots of followers (now more than 140k), she has created her own e-book full of delicious and multiple recipes. Worth getting here.

This freelancer has done menu and product styling and photography for We Are Combi, Elwood, Pana Chocolate, Five AM Organics; done recipe development, styling and photography for Bare Blends; worked with Sushi Sushi, Sodastream Australia and Nourish Magazine (Lorna Jane); and currently working with FORWARD and SunRice on content creation.

Georgia’s recipes include delicious, healthy and gluten free options, such as herby goat cheese pasta, banana donughts and Christmas pizzas with blue cheese, rosemary roasted potatoes and currants!

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  1. Lick Your Phone:

@lickyourphone: 67.7K followers

If you’re not so much into calorie counting, then you should consider following @lickyourphone.

This food porn Instagram account is managed by three best friends: Rita, Tiffany and Katherine; enthusiastic Instagram users who understood the power of this platform and started using it as a tool to search and share the newest eateries and hot spots, making it a visual menu that encouraged interaction.

After joining the “food Instagramming” industry in 2015 their followers grew exponentially as they shared atypical and even controversial food photographs. Eventually, invitations for events and reviews flowed in from PR agencies and restaurants. Most of Lick Your Phone’s followers are from Sydney, but they’ve managed to build and engage with a global community. Some of the world foodie favourite brands they’ve worked with include Nutella, Oreo, Grounds of Alexandria, and surprisingly Bondi Wholefoods.

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  1. Elizabeth Hewson:

@elizabethhewson: 3,895 followers

Moving Out Eating In – Website

Elizabeth has latched onto a trend of real, cook-able food for those just out of home – back to basics goodness that tastes great.

She first started with self-taught kitchen skills when she moved out of home to study a degree in Bachelors of Organisational Communications and PR. However, while developing her cooking abilities, she realised this had become her main passion. After putting all the puzzle pieces together, she managed to work with Quay, Australia’s best butcher; Victor Churchill, Australia’s best providore, Simon Johnson and the world’s best glassmakers; Riedel.

She finally achieved her dream of launching a cookbook and has the support of food heavyweights including Valli Little and Sophie McComas, watch this space.

Some of her collaborations include Cleo Magazine, The Versatile Gent, Breakfast with Audrey, The Today Show, Broadsheet, Real Living Magazine, Good Food, Inside Out Magazine, Daily Life, amongst others.

Plus, her Instagram is not only about the food but the beautiful places she visits. *Spoiler alert: cute dogs and cows included!

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  1. Jacqueline Alwill:

@brownpapernutrition: 55.1K

Facebook: 7,915 likes

The Brown Paper Bag – Website

Jacqueline Aiwill is all about healthy and holistic living. Her passion to improve the health of others took her to another level of commitment; she founded The Brown Paper Bag with the purpose of inspiring her clients and share with them her love for nutritious food in a simple but creative way. This Australian has positioned herself as a leading nutritionist, health writer, and presenter.

Currently, Jacqueline is an ambassador and nutritionist for FIVE:AM Organics, Bioglan Superfoods and has worked on numerous campaigns in nutrition and health for The Cook’s Grocer, Tetley Tea, Brita, Breville Australia, Australia Beef (MLA), Jurlique and more. She has contributed with RUSSH magazine, Sporteluxe, Men’s Health, Cleo, Dolly, Good Health, Prevention, GMHBA, FMTV, amongst others. Besides, she joins the panel on Channel Seven’s The Daily Edition, The Morning Show, The Project and Sky Business News.

Jacqueline is definitely a great example of an Accredited Practicing Dietitian, who is making her name through healthy eating.

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  1. Nadia Felsch:

@nadiafelsch: 12.5K followers

Nadia Felsch – Website

Nadia turned her life around with whole foods living: she’s a regular woman who shares her experiences healing herself with food. Her emerging passion for nutrition and wholefoods took her to create pathtowholefood, an eight-week online program that guides busy women to eating freedom.

Some of the brands she has worked with include Bare Blends, Lululemon, Women’s Fitness, The Whole Daily, I Quit Sugar and Body Beyond Birth.

If you’re overwhelmed with work and your everyday life routine in general, this simple wholefood recipes account is for you!

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  1. Mitch Orr  

@instakrill: 7k

Mitch Orr has become one of the hottest chefs in town. After years and years of great experience and winning Best Young Chef at SMH’s Good Food Awards in 2010, he finally opened his restaurant in Rushcutters Bay, ACME, with a promising food and drinks menu.

This irreverent food celebrity has filled his Instagram with plenty of gourmet food and recipes that with no doubt you’ll get obsessed with.

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  1. How To Cook That:

@howtocookthat: 140K followers

Facebook: 67,948 likes

YouTube: almost 1M views

How To Cook That – Website

Ann is a blogger (and qualified dietitian and food scientist!) that doesn’t appear to follow food trends – she sticks to good old cake and cupcake recipes, published on her YouTube every Friday.

She’s currently the third biggest baker in YouTube in the world with almost 453 million views!

Media worldwide loves her work and as a result of this, she has participated on numerous occasions with BuzzFeed, Weekend Sunrise, BBC, The Huffington Post, ten, Cake Central Magazine, The Canberra Times and much more.

She pretty much loves cooking ridiculously unhealthy desserts and doesn’t feel bad for it.

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  1. The Inspired Table:

@theinspiredtable: 6,191 followers

Facebook: 1,960 likes

The Inspired Table – Website

The Inspired Table’s objective is for people to enjoy food and the process of preparing it, with inspirational recipes and tips.

Jordanna’s main features include holistic wellness coaching, cooking workshops and recipe development.

She’s currently writing meal plans for Sarah Wilson’s, I Quit Sugar 8-Week Program, and has also worked for Australian Good Food, Bondi Harvest, New Idea, and Australian Women’s Weekly Cookbooks.

This account is a great example of all the healthy ways in which we’re looking at food at the moment and making the most out of the food we eat. Plus, she does some pretty good giveaways frequently!

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  1. Silvia Colloca:

@silviacolloca: 11.6 K followers

Facebook: 22k likes

Silvia Colloca – Website

Who said you have to study nutrition to be a famous food expert and blogger? Silvia Colloca proves that wrong; as an opera singer, married to an Australian actor, she is making a name for herself in food. Founder of the blog Silvia’s Cucina, she has been able to explore and share her Italian heritage. Besides, she has since published two cookbooks, hosted TV shows on SBS, participated in Sunday Telegraph, InStyle and is now working with Delicious Magazine and Sunday Style.

Silvia is proof that some people are born with more than one outstanding talent!

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4 Marketing Opportunities From 2016’s Biggest Food Trends

Whether they’re creepy, ugly or sweet-as-pie, tapping into the latest food trends can generate massive sales for marketers. For food brands looking to build stronger engagement and loyalty among customers, these trends can unlock opportunities for your innovation pipeline, more relevant communications and marketing programs, and ultimately, fuller shopping baskets.

Here is our take on some of the larger food trends currently generating buzz and our insights into how brands can capitalise on them

1. HEALTHY PROMISES

Superfoods, clean eating and soup cleanses are still amongst this year’s biggest trends. But what’s so new about healthy eating? Well, consumers are taking note of what’s in their food more than ever before. Major health activists like Jamie Oliver and Pete Evans are rallying people to simplify their meals. Sugar is in the spotlight and continues to be on the agenda of health professionals and government regulators. People want nutritional good news stories, and this presents a great opportunity for brands to promote the positive attributes of their product offering.

healthy promises 2

What it means for brands. More than ever, nutrition information that’s easy to understand should be an important part of a brand’s communication strategy. Brands should consider how the nutritional nuances of their products can be communicated in a way that will engage customers and help them make more informed choices. Education about portion size and responsible consumption is also a smart way to help people better understand what they’re buying and eating.

2. THE FLIP SIDE TO FOODIES

Foodies and their social media counterparts, Instafoodies, are dominating popular culture, and they’re here to stay. A recent survey found that almost half of respondents identified with the term ‘foodie’ and a whopping 52% of 21-32 year olds would prefer to go to a food festival than a music festival. But what about the anti-foodie? The people who don’t know how to boil an egg or cook a bowl of rice. The anti-foodie represents a significant untapped market, and brands have a unique opportunity to capture their loyalty through simple and educational food marketing.

flipside to foodies500

What it means for brands. While it’s easy to get swept up in the world of the foodie, brands shouldn’t forget about the other half. Consider how to make the basics of cooking interesting and relatable. Your customers might not want to be MasterChefs, but they might be interested in skipping takeaway for a night to test a brand’s simple ‘how to’ video. These people still want food inspo! Simple doesn’t mean boring, and still has to be beautiful.

3. IS A GREAT BRAND STORY ENOUGH?

More than ever, people are seeking an emotional connection with the products they buy. Whether it’s where the product was sourced or the story behind the people who made it, consumers want to care about the food choices they’re making. But it’s a cluttered space. From boutique brands to supermarket fruit and veg, everyone’s trying to win the hearts and minds of their customers with a great brand story.

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What it means for brands. This cluttered storytelling space is creating discerning consumers, so an authentic brand story is vital to the success of your communications and content strategy. Listen to your consumers, interrogate the brand history, and look for the unique and interesting things about your product. Consider where or how it is made, and what its interesting ingredients or manufacturing processes are. This will help you to create a unique brand story that stands out from the crowd. Brands should also identify someone to tell that story, and carefully consider how they build on and integrate with the characteristics of the brand.

4. DECADENT DELICIOUSNESS.

Flipping the healthy eating trend on its head, a growing number of brands are serving up indulgent foods with new twists on old favourites, pop-up stores or creative flavour combinations. And consumers love it. Memes about sacrificing diets and photos of overindulgent foods are provoking engagement with a broader online community, beyond just the Instafoodies. This trend is about food in all its richness, flavour and complexity. This is not just a marketing opportunity for brands, but also for new product development.

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What it means for brands. Decadent foods play neatly into the hands of foodies, online and offline. Creating photo-worthy situations with product in hand is a good first start. Brands should consider indulgent food pairings, product personalisation and creative recipes to really tap into this trend. But don’t forget that while indulgent foods are causing a stir, healthy eating is still dominating this year’s food trends.

Interested in talking about how your brand can take advantage of this year’s biggest food trends? Email me on Fergus@forward.agency.com.au

 

TrueLocal appoints FORWARD Agency to manage PR & Influence

FORWARD Agency today announced its appointment as public relations and influence agency partner for TrueLocal, following a competitive pitch.

The appointment will see FORWARD help TrueLocal build its brand profile and educate Australian small business and consumers about the benefits of using Australia’s largest online local directory.

Ruth Trewhella, TrueLocal Group Manager, said: “The FORWARD team impressed us with their strategic understanding of our category and innovative ideas to help us build relevant and engaging content. We were looking for a partner with solid traditional and digital public relations expertise as well as experience in working with influencers.”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We are looking forward to working with TrueLocal and the extended Sensis team to help educate and inspire both businesses and consumers on how they can get more out of TrueLocal. The directories landscape is constantly changing, especially given the rise and rise of mobile apps, so we are pleased to be working with one of the lead innovators.”

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4 minutes with: Sean Pickwell, Director – Waterfront

A celebrity partnership could  help your brand to drive fast awareness, engagement and fan love;  and not to mention media interest. The right famous face paired with the right brand can sometimes be a match made in heaven, but finding that perfect fit might not be as easy as you think.  

We spent 4 minutes with Sean Pickwell, Managing Director of Australia’s number one international celebrity sourcing agency, Waterfront to get some expert advice on celebrity partnerships.

In your opinion, what are some of the most successful brand and celebrity partnerships of the last 12 months, and why?

There are so many… but a few favourites over the last year for me are:

Mila Kunis – Jim Beam – I love it because it’s unexpected and cuts through. She makes me want to start drinking Beam. Likewise, Anna Kendrick’s anti-ads for Newcastle Ale are so clever. Using female celebrities for male-skewed drinks cuts though, but the execution like in these two cases needs to be great.

Globally I love the use of celebrities in the Snickers campaigns from Betty White to Mr Bean, and even our own Ray Meagher (Alf from Home and Away).

Jacobs Creek does a great job with their tennis stars and the amount of great content they develop – first was Andre Agassi then Novak Djokovic this year.

Some good Aussie celebrity campaigns – Barry Hall/Kleenex – nice connection to the soft side he showed on I’m A Celebrity, Julia Morris and Westinghouse – not an obvious fit, but the execution is great, and she is so loved, and self-deprecating that it makes the brand shine.

While they do cancel themselves out a bit, both Curtis Stone and Jamie Oliver’s ongoing campaigns for Coles/Woolies, are strong, clear branding efforts. Both have outstanding brand values that each of the supermarkets desperately wants, and both speak to middle Australia. And to some degree they are both working.

What are the top 3 things a brand should know before starting the search for a celebrity ambassador?

The key things are what you are trying to achieve with the celebrity partnership, what are the brand values you want them to represent, and what do you need them to do. Sounds fairly straightforward but it is amazing how often these basics get skipped.

Understanding your brand is really important, and what you want to say in the market. Celebrities and the message they convey vary so much.

Also, you need to know that you will be dealing with someone (and their team) who has opinions, and will often have input – they aren’t machines. So it can be a hot kitchen…and you need to understand it can be a wild ride. But that’s why we use celebrities – to harness that personality and power for your brand. But it’s not always easy.

What should a brand look for when searching for a celebrity?

Fit is the key – their brand values and yours – making sure they are aligned.

Although often the celebrities brand values may be where you want your brand to end up, rather than where it is now. In many cases, the reason you might look to a particular celebrity is where the celebrity can take your brand.

Ideally you want someone who you can work with, and who wants to work with you. This is not always easy to know upfront, but there are ways to see if you will be compatible.

What are the most important rules of engagement when working with a celebrity?

Be upfront in the negotiating about what you are trying to do, and what you want from them – specifically.

Try and build a strong relationship with them and the team, so when you do maybe need something extra, it won’t be a problem. And they will want to go the extra mile for you.

Don’t skimp on extra things like accommodation, transport, meals, etc. just to save a few bucks. If they feel you are being cheap, it can rub off on their attitude.

Don’t try and sneak things in once the deal is done. One company we know added extra category exclusions into the contract right at the last minute. Got everyone off side.

What are the most common things a brand can forget when working with a celebrity?

It’s not so much what you might forget; it’s more know what to remember. That’s not just being tricky with words, more to make the point that when you do something everyday, you get good at it, and you know what to look for in each situation. It’s really a great argument to use a specialist to help secure your celebrity. We know who to talk to, how much you should be paying, what you need to include and remember, and how to make it as smooth as possible.

Sean Pickwell(lowres)

4 minutes with Emma Koubayssi

Your first job in PR?

I first got a taste of PR and publicity when I was studying at Glasgow University. I was hosting a radio show on Subcity Radio for four years and in my final year I joined the Comms team to help promote and raise money for the station.

It was an incredible experience and I was responsible for hosting and promoting three key events throughout the year. They were all music and arts focused and I was pursuing my passion.

It was a huge team effort and I did everything from helping to secure the artists and venue but ultimately promote the gigs and boost tickets sales. One of my proudest moments was our flagship event at The Arches – where we had 6- 7 acts and 800+ people through the door, a record in the history of the station.

It was tough juggling the role with final year dissertation, exams and general uni stresses but I loved it. You could say I was hooked!

After that I went on to work in one of Scotland’s busiest press offices. In Scotland they are passionate about two things – politics and football. And usually football comes first. So I cut my teeth at one of Glasgow’s famous football clubs – Glasgow Rangers, also known as one half of the Old Firm.

It was an eye opener to say the least. I didn’t know anything about football before started but I learnt a few things:

  1. To survive you need to adapt and you need to learn quick
  2. High profile often means high adrenaline and severe scrutiny from the media, your fans and your enemies
  3. Building relationships really is the crux of what we do

What is it you enjoy about working in this industry?

I guess that it is constantly changing and we are always learning.

No two days are the same and I like the variety of that. I also like that we can influence decisions and behaviours.

I learnt a huge amount about behavioural economics when I worked at London’s Kindred Agency and how it could drive social action and change. It really is quite fascinating.

From all of the marketing disciplines I also find that PR, influencer and content marketing is the most agile and frankly the most interesting. It’s not for everyone but I truly believe story telling is in our DNA. And I like telling stories and sharing useful, helpful content with people – in my personal life and also my professional.

We are often connectors. We like to join the dots, understand the whys and wherefores and then make things happen.   I often think I was born to communicate and bring ideas to life.

I probably had two career paths either PR or psychology and they are fairly similar when you think about it.

Best campaign to date?

It has to be the first project I ever worked on for the Scottish Government called Determined to Broadcast. We single handily converted a double decker bus into a radio studio, partnered with commercial stations to make it happen and secured local radio DJs and musicians as ambassadors.

The purpose of the project was to inspire and educate young people, using music and radio production to help develop their softer skills such as team working, problem solving and communication.

I was very junior but was the only team member in the country. My directors were working remotely so by default I got a huge amount of responsibility and it was the steepest learning curve of my life.

I got to manage the design & build and was the key point of contact for the school liaison, workshop training and facilitation, ambassador team and press and publicity. We managed a very high profile Ministerial launch with a live truck broadcast, it was fantastic.

That year I probably had the least amount of sleep I’ve ever had in my life but it was well worth it. I also won my first industry award and thought this is something I could get used to.

Why FORWARD?

FORWARD is a boutique agency but with big clients and big thinking. I enjoy working in a small team and for an independent company that values excellent work, creative minds, responsiveness and the people who make FORWARD.

The team is nimble and bold. We are on the front foot and able to offer clients something different to many agencies in the market – influencer and content marketing which is underpinned by strategic communications.

One last thing…

There are three kinds of people in the world – people people, places people and things people. Once you figure out which one you are it will all fall into place. I promise.

Emma is an Account Director at FORWARD

5 Reasons why bloggers add brand value

Blogging has become big business. Not only do agencies and brands liaise with established bloggers to create and amplify campaigns, but also the industry of brand publishing platforms and business blogs are increasing in value.

Major bloggers are now commonly represented by specialist agents and draw big crowds and dollars, successfully leveraging their audience share for conversion into social and economic capital. Leandra Medine’s curated blog on outrageous fashion trends adored by women and despised by men, Man Repeller, is estimated to be worth $8.1 million, with more than 1.5 million unique page views a month. Similarly, Australian blogs such as Gary Pepper Girl, Substance Blog and Fat Mum Slim all have powerhouse followings.

‘Ordinary’ individuals are well and truly cementing their place as authoritative voices in the competitive fashion, beauty, health and lifestyle industries, but why should businesses reach out to bloggers to engage with their brands?

1. Your audience is hanging out there

There are approximately 214 million blogs on Tumblr alone. The general popularity of blogging can be traced back to the ease and low cost associated to connect with like-minded individuals, share personal views and spark conversation. Humans are social beings, blogging and social media just expands the friendship circle.

2. Personality counts

Blogging is such a powerful tool for brands as the flexible linking of text, pictures and video content assists in engaging audiences with a powerful brand message, story or personality. We recently introduced Rentokil to a new audience and made the issue of pest control approachable with a sponsored post and giveaway on Retro Mummy.

3. Click this way

Blogs, and online in general, provide an important digital point-of-sale for customers that can drive traffic or influence purchase decisions. Today it is fair game to spot something on a blog, check Instagram and link to an online store to check price and availability all before buying. Bloggers are now realising the power of their influence and receiving up to $200,000 commission a year on sales driven by their sites, through platforms such as RewardStyle.

4. Community spirit

People look to blogs to document life experiences, express emotion, involve in community forums and present opinions or ideas in writing (hence the need for effective community management – the good, the bad, the ugly). Working with blogs, brands have an opportunity to speak with audiences through a trusted influencer in a familiar online community space. Helpfully, bloggers are your audience, “they are as much consumers as they are media to be consumed”, so they know how to tap into their audience (and yours).

5. Be like the cool kids

Successful bloggers engage with relevant brands in an exchange of their social following and cultural influence. The illusive idea of ‘coolness’ is forever being chased by marketers to add brand value, but it isn’t so easily attained. Coolness is most often attributed to cultural objects (people, brands, products, trends, etc.) inferred to be autonomous. AKA: zero cares given.

Bloggers are considered an independent and trendy alternative to the mainstream media. This concept is particularly prominent in the fashion blogging industry – there is a reason girls with messy hair and a nonchalant attitude have the biggest online followings.

To wrap things up, here are two of my favourite major blogger x brand collabs:

Oraclefox x Billabong
Stab Mag x Corona Extra