Tag: PR


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.

6 Tips for Surviving as an Intern

As a brand spanking newbie to the fabulous FORWARD team, I have had a whirlwind 3 weeks diving headfirst into the ‘real job’ world. Although Uni was a great and valuable experience for me and I loved learning about interesting new media theories, the real world of boutique consumer PR and influence marketing isn’t like this at all. Shock horror! From my experience as an intern in the Public Relations field (this is my third agency experience), I have gathered some helpful tips, tricks and insights into surviving your transition.

  1. Ask questions. Intern is literally defined as “any official or formal program, to provide practical experience for beginners in an occupation or profession”. You are there to learn, questions are the best way to absorb all the knowledge your colleagues hold. A good question to keep top of mind when being assigned a project, is to always ask for the deadline. This will avoid any awkward mishaps, and allow effective time management and prioritising. Just be mindful they say there is no such thing as a stupid question, this is a trap, please think things over before you ask for the tenth time where the scissors are. Similarly, endeavour to group your questions together to avoid interrupting the busy work schedules of your colleagues.
  2. Be proactive. Being proactive is a good character trait that can be applied across numerous professional disciplines and life experiences. If you know something falls within your capabilities and needs to be done, do it. Similarly, if time allows, don’t be afraid to go above and beyond when completing a task. So go on, don’t wait to be told…show the team what you can do.
  3. Pen and paper (or iPad) are paramount. Having these simple stationary supplies by your side at all times will vastly improve your strike rate. Details are often important in this line of work (read: very), and having a reference point for the 12 different pies you have your fingers in will be a lifesaver come 4pm Friday ‘fried brain’. Don’t be afraid of taking notes and the humble list, relying solely on your brain is risky business.
  4. Be switched on. One of the first, and best things my mentor did, was link me to a range of PR and influence newsletters that I could sign up for (e.g here and here). Staying on top of industry news and views is a must in the fast-paced media industry, seeing all of the cool and exciting things being accomplished by industry peers also reminds me why I worked so hard to get here in the first place.
  5. Google maps and comfy shoes. These boots were made for walking, to the Post-office, the Caterer, Officeworks… It’s not all dreary, the great outdoors can be a welcome change from the office environment.
  6. Be a smiling, friendly face that says yes. Stay positive and the hard work will pay off. Having a great attitude towards your work and your colleagues will go a long way. Yes, you have a degree. Just remember everyone around you started off in the exact same position, doing all sorts of odd jobs and errands around an office much like where you’re sitting now.

If all else fails, keeping top of mind the official FORWARD values of fun, fast, friendly and flexible will see you through.

The 6 most important things to put in a brief

Depending on your professional background, marketing experience and available time, the briefing process may be something that you adore or avoid. But be assured the time spent in this process is directly correlated to the results you get from your agency.

The type and quality of information we get from our clients at the start of a project has a dramatic impact on the quality of our thinking, speed of response and ultimately will impact on the outcomes we can achieve for you.

If you only give us six pieces of information, please give us these:

1) Brand Objectives

We want to understand the bigger picture of your brand and business, in order to make sure that we ultimately deliver outcomes that are aligned to your overall commercial strategy. Sharing your objectives and business KPIs are important and give us insight into the size and type of the job to do.

We do not have a “one-size-fits-all” approach to strategy and starting with brand objectives gives us the most important insight into the types of channels, content, tactics and activities that may be most relevant to your brand.

2) Target Audience or Personas

Please share as much rich information about your target audience as you can – current users, prospects and non-users. Research helps us to understand triggers and barriers, audience hopes and aspirations, as well as their media habits, consumption and spending patterns. This applies to both B2C and B2B target audiences.

We will develop rich lifestyle or professional personas that bring to life a qualitative and quantitative picture of who we are trying to influence. If you already have brand personas, please share!

3) Brand Essence, Values and Tone of Voice

Let us know about your brand history, architecture, personality, and important symbols, past communications/advertising, tone of voice or characters. This is essential to ensure we respect, protect and build on your existing brand assets. Also please share brand graphic style guides, key visuals and digital assets; these are vital for content development.

Of course, part of your brief may be for us to help build your brand or evolve it – which we often work on with clients – especially if it is a new brand or product.

4) Integrated Activities

In most cases, you’ll probably brief all your agency partners together, but sometimes there isn’t time or practicality to do this. But don’t leave it to the last minute to brief for PR or influence – the earlier, the better! Our work rarely takes place in isolation, so please let us know what your other agency partners are doing and what other campaign activities are taking place. Understanding timings of these activities is really important for our planning.

Most importantly, knowing when and where paid media is occurring is vitally important for us in recommended the channels and timing of our earned media activities. Synchronisation is everything, right?

5) What do you love and hate?

What have you done before on the that you love and has been successful? What has worked well? And what has perhaps missed the mark? Are there other brands or campaigns you love or hate? What really stands out for you?

We will paint a picture of what success looks like, so knowing where you have been before and what benchmarks have been achieved helps to determine what are the most appropriate KPIs for this project or campaign.

6) Budget

Do you want a BMW or a Barina? No, seriously. We will always come up with biggest ideas your budget can afford and can provide options if extra investment is available – but please give us a starting point or ball park. It helps us to craft the most effective and realistic response to your brief and will get you to the outcomes you are looking for faster. And, by the way, we sometimes drive Barinas and sometimes drive BMWs – it just depends on where we are going and how we want to get there……

With all of this information in hand, we will have a really good starting point to craft a smart, effective, creative and cut-through program for you. If you need an FORWARD briefing form, let us know, and we can send you one!