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A recap on the freshest influencer media produced each week. Consider this your influencer marketing farmer's market. |
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Read Time: 6 Minutes Missed last week? Read Here |
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I’m not buying Balenciaga, I am Balenciaga |
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We’re a big fan of subversive attention based campaigns. If this Balenciaga AI is a psyop campaign somehow funded by the fashion giant (who was in all sorts of trouble last year), this will go hands down as one of the best AI campaigns ever.
Videos were destroying our TikTok feeds for the last fortnight with all sorts of variations of cinematic universes with Balenciaga aesthetics applied.
The classic PR spin has been to subvert with product placement in random places, maybe this is an example of how to apply to high ticket, luxury or service based items. |
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Coachella: The Influencers’ Playground |
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Coachella kicked off with a flurry of influencer, creator and celebrity appearances. Vlogs, GRWMs and pictures have flooded social media, making the festival experience more accessible than ever to those watching along from their couch. It’s easy to forget that the festival is actually about music, not brand deals.
Sponsored pop-ups and activations this year were held by Revolve, Clinique, Sephora, 818 Tequila, Neutrogena and Adidas. Thanks to TikTok, we can closely follow along with influencers as they attend a makeup and hair session, pregame at a VIP event, change outfits, grab a meal and some freebies, before maybe making it to a festival stage. |
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Though most high profile attendees are in favour of heavily curated content, some influencers offer ‘real’ takes on what the festival actually entails. TikTok star Loren Gray deemed Coachella the “Influencer Olympics” before going on to claim that many influencers drive down to the desert, shoot content in sponsored outfits and then head home without ever actually being ticket-holders. The festival has evolved into somewhat of a content farm and should be considered work for many who attend.
The purpose of many cultural events have changed dramatically since the rise of influencers and creators. It’s also hard to say whether all this sponsored social content adds value to the festival, or deters the general public from wanting to attend. Is a similar fate on the horizon for Australian festivals such as Beyond the Valley or Splendour in the Grass? Only time will tell. |
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E-Comm Giants Oversharing on TikTok |
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TikTok has helped to facilitate the intimacy of consumer relationships with brands, popularising behind-the-scenes this past year. From office tours to warehouse packing processes, the strategy of transparency is being adopted by many Australian fashion brands.
Beginning Boutique, an Australian fast fashion giant, has been pumping out behind-the-scenes TikTok content featuring their CEO. However a popular segment, where sample fittings and design meetings are filmed, has resulted in major backlash for the brand. Users have stitched and commented on videos, expressing their disappointment for Beginning Boutique’s lack of diversity in sizing, and blatant ripping off of other brands’ designs. |
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Feedback actually pushed the brand to address complaints, with a promise to rebrand for better. More recent videos of fittings have featured models in larger sizes, and a new series of meetings covering their “rebrand” has began.
Glassons has faced similar negative feedback on their TikTok this year, typically under videos which cover influencer and PR events. On the other hand, CEO Brittany Saunders has done an excellent job with showcasing the warehouse behind the scenes of Fayt The Label, connecting positively with customers and amassing millions of views.
Evidently, TikTok’s structure differs to other platforms, and has set user expectations high when it comes to accessing information/BTS. The power distance between brands and consumers has shrunk.Though sharing processes can build great public opinion of one’s brand, it’s important to assess when it may be oversharing. |
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Aunty Donna’s latest show, Coffee Cafe, is now available to stream on ABC i-view. The comedy series follows three best mates as they run a trendy cafe in Melbourne |
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Bondi Sands celebrated the launch of their new product line, The Technoverse, with activations in the US, UK and Australia. Across the three events, influencers such as Alix Earle, the Mescia twins, Mia Fevola and Coco Deville were in attendance |
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Heartbreak High is casting! Mitchell Casting are on the hunt for extras for Season 2 of this popular Australian TV show. Apply via Casting Network or submit to assistant@mitchellcasting.com with the subject “Heartbreak High - Block 1 SUGGESTIONS” |
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IMG Talent in conjunction with IMG Models have signed Clayton Carfino. For all enquiries, please contact jason.parlett@img.com |
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We hoped you enjoyed browsing everything we shelved this week!
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