Tag: PR


5 Tips to Prepare for a Graduate Job Interview

Applying for your first role can be a daunting experience, especially if you’ve never been interviewed before. Employers look for a number of key skills and personality attributes to make sure they hire someone who will be the right fit for the agency.

Before getting to the interview application stage, when short-listing a potential place of employment, make sure they are the right fit for you before pitching yourself as the right fit for them. Research what company benefits they offer, if they offer a training program, if you agree with their company philosophy and if you could see yourself fitting in easily.

Once you have applied and get to the interview stage, here are our five simple tips to help you prepare and make sure you’re in with the best shot!

  1. The Five P’s

Prior Preparation Prevents Poor Performance. An oldie but a goodie when it comes to advice. Nobody can deny that a little bit of prep goes a long way when it comes to interviews. This doesn’t mean memorising every single one of the agency’s clients or knowing every person’s job title.

The first sign that you’re actually interested the role you’re interviewing for, is knowing what sectors the agency works in, and having a rough idea of their most recent campaigns. It shows great initiative to mention an article in the media that appeared recently that may be relevant to one of their clients, and being able to flag who the journalist was. Those skills are bread and butter for PRs and having a good understanding of the media landscape is crucial. Watch the news, listen to the radio, be across what’s happening in social media trends – and then go into your interview with a few interesting pieces to mention.

Be prepared for basic questions too. Why did you apply for this role? What is it that interests you about PR? What are some recent campaigns you’ve seen that inspired you? Having these answers in your back pocket means you can keep the conversation flowing.

  1. Body Language

Non-verbal communication is just as important as verbal communication when meeting someone for the first time, and is key to creating the right impression. Small habits that come out when you’re anxious like foot tapping, hair twirling or chair swinging may seem minor but can be super off-putting for the person you’re talking to. Try to practice being in an interview situation, and pulling yourself back when you feel yourself starting the bad habit. The same goes for your posture and general sitting pose. Slouched over with crossed arms comes across as uninterested and defensive. Sitting tall with an open posture suggests you’re alert, attentive and eager to chat.

  1. Dress For Success

PR agencies cover a wide range of clients, from corporate to chilled out start-ups. Know who you are trying to impress and dress for the occasion. A corporate agency will want to see you in a suit, or shirt and trousers, whereas a creative agency will be fine with a smart casual look. Also take note of your personal appearance, if you aren’t keen to give up your facial piercings and brightly coloured hair, then the corporate world may not be for you. There will be an agency and PR field that suits your personality so make sure you’re going after the right job.

Choosing the right outfit doesn’t mean you should go out and spend a fortune on new clothes though. Whatever you wear, make sure it is smart, clean and tidy and that a company would be proud to have you representing them.

  1. Question Master

Interviews are a two-way street and it’s very likely your prospective employer will ask if you have any questions yourself, so it’s good to have a few up your sleeve. Not only does it ensure that you look prepared, it also suggests that you’re genuinely keen to learn more about the agency. Have at least two to three questions prepared ahead of time, but also make sure to listen carefully on the day and ask any further questions you have as they come up.

  1. Bring A Pen & Notebook

Write notes!! Having a notebook in front of you suggests you’ve thought about the interview ahead of time and are interested and detailed. It makes you look fully engaged and suggests to the interviewer that you’re actively listening and absorbing what they’re saying.

If you’re interested in working at FORWARD take a look at our recruitment page, or submit your résumé and cover letter to info@forwardagency.com.au

Happy hunting!

FORWARD Wins Best Influencer Strategy

At the annual CommsCon awards ceremony, last night, FORWARD Agency won Best Influencer Strategy for the #itsgottabeMILO – BIG MILO TIN campaign which ran from October to December 2017.

The award recognised this campaign as best in class for influencer marketing strategy.

The #itsgottabeMILO campaign was all about getting Aussies talking and sharing their favourite MILO moments.  To kick-start the campaign, FORWARD identified six iconic Australian influencers and 25 citizen influencers to share their genuine MILO moments and invite their followers on their respective social media platforms to share theirs. These included: Bondi Lifeguards, Lleyton & Bec Hewitt and Em Rusciano.

For more information about the awards click here

For a case study on this campaign click here

FORWARD Agency Wins Beiersdorf PR Pitch

Beiersdorf Australia has appointed FORWARD Agency as their retained public relations and influencer agency partner in Australia and New Zealand, following a competitive pitch process.

The appointment will see FORWARD work across the consumer brands in the Beiersdorf stable including NIVEA, NIVEA MEN and ELASTOPLAST.

Julia Braun, General Manager Marketing at Beiersdorf Australia said: “Following a review of PR agencies and a competitive pitch we are delighted to announce our partnership with FORWARD Agency. Throughout the entire process FORWARD demonstrated a deep understanding and passion for our brands. Fergus and his team have some great ideas for how we can drive better communications outcomes across our business using the power of PR.”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We really admire Beiersdorf as a company and are absolutely thrilled to be working with their world leading brands. We are looking forward to collaborating on some exciting projects including innovation in influencer engagement and brand story telling.”

5 Top Beauty Trends We’re Loving

At FORWARD, we are always listening and looking out for emerging beauty trends in Australia and overseas, what beauty bloggers and influencers are talking about, and keeping our finger on the pulse of what beauty media are writing about. Here, we’ve pulled together a list of 5 top beauty trends that we’re loving right now.

1. Changing application of beauty products

The way we view beauty is without a doubt changing at a rapid pace, and applications of different skincare and beauty products are at the forefront of this change. Over the past year we have seen beauty products like blackhead banishing balms, detoxifying seaweed bath bombs and charcoal facial wipes enter the beauty space, highlighting the innovative new paths that are being created.

One form of skincare application that has rapidly grown and transformed in the past year has been masks. One example that we’re loving are slice masks, from Korean beauty brand Kocostar. These are sheet masks cut into round disks and made to look like slices of cucumber, strawberry, kiwi, tulip, rose, and more fruits and flowers. Unlike traditional sheet masks, disks can be used as spot treatments for the face — or anywhere on the body. Each slice mask is designed to target a specific skin concern. The same goes with cream-based masks, which allows the user to target certain areas of the face, or all over, to deeply cleanse, hydrate and moisturise.

2. Clean ingredients

Despite there being constant technological advancements in the beauty category, many brands have discovered the importance of going back to basics, by utilising ingredients that are naturally found in our skin and that are inspired by nature e.g. superfood ingredients. Just as consumers have become more conscious about what they eat and the impact it has on their body, they have also become more interested in exactly what is in their skincare and beauty products. In addition to this, consumers also want to also be inspired and pampered by their skincare products.

The skin is the body’s largest organ, and what we put on it each day directly affects its health and vitality. Ingredients that replenish the skin like hyaluronic acid and Q10 also naturally occurr in the body, and when applied topically, can help fortify and revive the skin’s surface, supplying long-lasting infusions of hydration.

Ingredients that are inspired by nature like argan oil, almond oil, honey, pearl extracts, and charcoal are also very popular ingredients in skincare at the moment, as they all work to gently and deeply nourish skin.

3. Anti-pollution skincare

Skincare in Australia is and will continue to be influenced by the advanced skincare routines and products of Japan, and in particular, South Korea. K-Beauty is based on a holistic approach focusing on innovation, gentle ingredients and nourishing the skin, without the need for makeup. One aspect of K-beauty that we feel resonates in Australia currently is anti-pollution and reversing, or limiting, the damage it can cause to skin.

It’s no secret that pollution can cause premature ageing, inflammation, hyperpigmentation and acne, among other skin issues. Various products have launched into the market that specifically aim to protect the skin from free radicals. They contain anti-oxidants that work to neutralise radical damage caused by environmental aggressors, such as pollution and UV exposure. Korean skincare brands, Cellnco and Laneige, have created skincare ranges that are specifically formulated to protect the skin from pollution and free radicals. They’ve created products including an All Day Anti-Pollution Defensor and Anti-Pollution Refreshing Milk Sleeping Mask.

4. Simplified beauty and makeup regime – ‘skin care as makeup’

While a simplified beauty regime might be a trend which has been a long time coming, this is something which we think will come even more into to the mainstream in 2018. Today, women are opting for minimal and simple makeup application, focusing more on a natural ‘glowy’ look and moving away from caked on, heavy makeup. Many makeup brands have been catering for this shift in the beauty industry, with more lightweight BB creams that easily blend into the skin, instead of covering up imperfections. The Premium Beauty Balm by Dr Jart+ is one of our favourites at the moment as it neutralises skin tone but also has sunscreen in it! Win win!
Lightening up on makeup also means doubling down on skin care, which we are completely in support of. Instead of caking on the foundation, this year it should be all about layering serums and moisturizers for a naturally dewy look. If this rings a bell, that’s because we’re following in the steps of K-Beauty, with their mantra of beauty from the inside. Prepare for social media feeds to soon be filled with photos of #nomakeupselfies. One product to help nail the transition to ‘skincare as makeup’ is the Elizavecca Milky Piggy Hyaluronic Acid 100% Serum.

5. Low cost, low effort and high-quality products

Today’s busy skincare users ask for three things when it comes to beauty products. Products that will deliver; products that don’t cost the world; and most importantly, products that are quick and easy to use. In a world when we’re all short on time, want the most out of our skincare, and we’re currently really appreciating the products which reflect these needs. Today, we are seeing everything from express 1-minute facial masks, to tinted sunscreens, and primers that double as moisturisers, in order to give the consumer bang for their hard-earned buck.

We’re also big fans of new skincare products with multi-benefits, and that are time-saving, leaving users with a natural look and more time to spend living their lives. Light Source Illuminating 3 in 1 Primer from Laurac Cosmetics is one good example, it can be used alone as a face primer under makeup, or mixed in with a foundation or moisturiser, or even applied on top of makeup to brighten and highlight.

What else does 2018 have in store for beauty trends? We can only wait and see – and try them out!

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.

 

The Growth of Personalisation

Brand loyalty is not what it used to be, with consumers swayed by anything from lower prices, more options, gimmicks, and even the occasional boycott. As such, to combat brand fatigue and shopper infidelity, mass market personalisation has grown over the last decade, taking cues from pre-mass consumerism to drive pure advocacy.

From a PR perspective, current brand offerings of personalised labels and products have started hundreds of media and social conversations, but it raises the question of ‘is what is on offer really paradigm shifting, or is it mass consumerism under a new guise?’

Evolving technology has allowed brands to create new offerings and show a deeper understanding of their consumers, create talkability and reinforce loyalty. With the generational shift from simply owning a product, to seeking out an experience or emotional connection with purchases, brands are taking offerings up a level, treating people as individuals to create unbreakable bonds between brands and consumers.

The concept of personalisation isn’t a new consumer trend and the argument could be made that the shoppers are attracted to experiences once offered pre mass-consumerism. Before the age of supermarkets and department stores, many shoppers had their particular butcher, baker and grocer who knew them by name and how they liked their bread sliced. Back in the 1930s, Charles of the Ritz in New York (now known as the Ritz-Carlton) offered their visitors a personalised powder press service. The beauticians would blend and press a powder shade matched to each customer’s skin tone in an extremely personal experience. The process made its way into department stores as they grew in popularity in the 1950s – video viewable here

 

As population numbers grew, along with mass production and consumer demand for cheaper products, personalised services fell by the wayside as people wanted a quick solution. Since the turn of the century, personal experiences and deeper connections with brands have become part of shoppers everyday lives, from exclusive offers to experiential marketing campaigns, brands try to entice consumers to purchase their products and experiences as well as build trust. Online personalisation is far easier to attain, as computer algorithms get more sophisticated, personalisation of online shopping has grown from simple segmentation of product types, and purchase recommendations, based on repetition connected to demographic groups, to the introduction of Artificial Intelligence (AI) online assistants able to answer questions pertaining to that individual’s needs.

High level personalisation is cost restrictive in physical store fronts, not all brands can offer the same experience of personalised online shopping or AI assistance, however, there are currently a range of offerings which use techniques as simple as pen and paper. Starbucks rolled out writing consumer names on cups across its global franchises in 2012, a technique already utilised by independent baristas worldwide. Comically, it led to endless misspellings by staff and a surge of people named Voldemort and Batman, but the consumer made the experience their own. The offering enabled them to make a connection to the experience, either by being able to try out a new name, joke with friends using nicknames, or share their misspelled names on social media.

Blurring the lines between customisation and personalisation, and harking back to the ‘Charles of the Ritz’ experience in the 1930s, beauty brand Clinique launched a foundation which enables the consumer to blend a unique shade to match their skin pigment. As skin tone changes throughout the year, the required colour and viscosity of foundation changes. This simple idea allows consumers to customise their own shade at home giving complete personalisation of a technically generic product, making them feel no-one else has that product.

In 2009, Vegemite started offering jars with a space to write a name, to either claim the jar or give it as a gift. The simple action of writing a name invoked an emotional response and meant the jar was no longer a generic jar, but each time they reached for it, it became a more personal experience. From there the brand began spruiking names printed on jars as a gifting gimmick in 2016, something that Nutella has also jumped on.

An example of a brand introducing personal customisation into a storefront is McDonald’s. The fast food giant overhauled its Australian offering in 2014 after sliding sales, showing that heritage brands also need to keep innovating to stay relevant. McDonald’s first tested out its touch screen ordering in select stores in Victoria and NSW. Following the success of the initiative, many more stores now offer the touch screen personalisation option. Customers can choose from a variety of buns, burgers, vegetables, sauces, sides and drinks, making what was once a faceless fast food experience far more personal.

Low level personalisation sees no signs of slowing down this gifting season, with Myer’s latest Christmas offering at the Wonderland in Pitt Street, Sydney. Shoppers can have gifts personalised, including monogrammed leather products, personalised Beatrix Potter character art and framed Mr Men and Little Miss covers.

Personalisation may never again resemble what it did 80 years ago, brand loyalty may never be guaranteed, and online may always lead the way with true product personalisation offerings; but there are lessons to be learned from the past to combat consumer fatigue.

The PR implications for next gen personalisation, as technology evolves, means true personalisation will become possible, enabling brands to create an authentic connection with their customers, think A.I. However, one thing is clear, gimmicks get tired, consumers get bored so the next big thing which drives consumer engagement, sharability, talkability and media will surely surprise us all, one person at a time.

 

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.

 

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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The power of crowdsourcing in social media campaigns

Crowdsourcing is a powerful tool for influencer campaigns because it drives participation, it generates content and achieves higher levels influencer engagement.

Although commonly thought of as raising funds for an idea or project (which is crowdfunding), crowdsourcing in social media campaigns can include activities such as running competitions with fans to come up with a new ice cream flavour, find loyal fans to help take part in filming a brand’s new ad campaign or asking for fan images to build out a brand’s Facebook page.

How is crowdsourcing powerful for social media campaigns?

  1. Crowdsourcing drives participation To influence influencers you have to be influential yourself, which means using the technology and techniques available to gain audience participation. Nowadays it’s not uncommon to be called upon, as a consumer, to participate in a brand’s new marketing campaign – whether it be to design a bar (Jack Daniels, Australia) or help create a new soft drink flavour for Pepsi, for example. We frequently see calls to action from brands on social media. Social media has fostered a community based on participation, and we now expect to be able to interact with the brands we use every day, and smart brands are responding.
  2. Crowdsourcing generates content Crowdsourcing for brands is an excellent content generator – and it’s all about the content! You can tap into your audience’s knowledge and creativity – after all, if they’re a fan of your brand, they’ll know the brand almost as well as you. It’s content that you can use on your channels – social, television commercials and so on. But it’s important you don’t exploit your fans’ loyalty and creativity – look to ask fans to participate with the brand in a way that will produce interesting, meaningful and relevant content, but don’t just ask them to ‘create our new television ad!’ It’s important to identify what’s in it for them and what they’ll get out of it. One example of this is Vanish powder’s The Tip Exchange – the brand has built a website and Facebook page based entirely upon an exchange between fans of stain removal tips. As fans are familiar with how to use the product, they can easily share tips with other fans, helping other Vanish users and creating great content for the brand.
  3. Crowdsourcing drives higher levels of influencer engagement Crowdsourcing also works to make your audience feel more connected to your company or brand. Our favourite subject is ourselves, and we love to feel as though we’ve contributed to the greater good. By asking fans to participate in a project, you invite them and their ideas in, making them feel appreciated and heard. Plus, fans will get a real kick seeing the project come to fruition knowing they had a part to play, deepening the brand-audience connection and loyalty. A great example of this is using user-generated content on a brand’s Facebook page – fans get excited seeing their content shared on the page, and they’re more likely spend longer on your page enjoying the images they and other fans have contributed.

For a long time, communications worked in a very one-way style – a brand would put out a marketing campaign devised through internally led-focus groups. Now, we’re seeing much more of a crowd-focus in communications.

Crowdsourcing is a powerful tool for social media campaigns because it drives participation, content and engagement, ultimately strengthening the connection between brands and audiences.

2 Insider Tips to Power Up your Media Relations

Content might be the buzzword in marketing right now, but for some of us seasoned PR professionals, content is what we’ve been producing to help us tell our story to consumers via the medium of editorial, or earned media for years.

Media relations has become synonymous with Public Relations yet it’s just one part of the broad scope of PR. I continue to read valid articles written by journalists telling their audience to ‘never trust a bad PR’ – and invariably they’re entirely focused on media relations.

The perception extends outside of media; I’m often asked for ‘PR advice’ by friends starting their own business. This week’s request was for feedback on a media release and how to pitch to the titles my friend sees as her target audience. If only media relations was as simple as writing the copy you want to see published and emailing it to your preferred outlets! It’s confirmed two things for me that I want to share.

1. Get the essentials right

I had to break it to my friend that Vogue Living does not want to write about the opening of a yoga studio in Brisbane. And then I gave her some pointers on:

  • how to write a press release, recalling the tried and trusted w.w.w.w.w formula (who, what, where, when, why).
  • what makes news – that is, the information that people need or will want to know. It needs have controversy, proximity, utility or entertainment at the very least.
  • tailored pitching and targeting. A media release tells the whole story, but it’s the thoroughness of a verbal or email pitch that explains why it’s relevant to a particular outlet, especially for lifestyle media.

2. Hitting the Content Sweet Spot powers media relations

Good media relations is about knowing your facts, the outlet you’re talking to, having communication skills and a healthy dose of empathy.

Great media relations involves understanding not just the types of stories target media and bloggers write about, or knowing the news cycle, such as the best time to pitch a print or a radio story, but also:

  • knowledge of meta trends that can link to your brand, product or initiative
  • a well articulated benefit for the end user (we call this ‘what’s in it for me?’)
  • an ownable platform or concept that intrinsically links a brand or product to a news story, making it impossible for the brand to be cut out.

At FORWARD, we call this the Content Sweet Spot and we don’t talk to media or bloggers without looking at our comms plans through four key lenses to find it.

It’s what makes media relations a strategically planned part of a campaign. (Yes, I did just use the words media relations and strategy in the same sentence.) With a strategic foundations, I can manage expectations and to have the courage to recommend against a media release as a piece of content when there’s no news.

3. When to look beyond media relations

When there’s no significant news, but you still wants to raise brand awareness, we might look outside of the earned media channel. For example, an activation or an influencer campaign that can drive buzz in social might lead to an opportunity to create content that we can leverage through media relations as a supporting pillar of the campaign.

So next time you want to build your brand through earned media, bear in mind that there is more to public relations than a ‘one size fits all’ media release. Media relations still has a role to play within the comms mix and is one part of a PR strategy. We believe combining these three points – the essentials of media relations, finding the Content Sweet Spot and looking at the bigger picture are what delivers impactful results for you and build valuable relationships with your media network on your behalf.