7 April 15

Sometimes the questions are complicated and the answers are simple – Dr Seuss

After attending the Networx Media’s Toughest Gatekeepers event earlier this year, we got to thinking: maybe the simple solutions are actually the most effective?
Dan Mullins producer at 2GB, planted this seed with his endearing tale of how one the Blue Mountains Hospital got cut through on their poppy campaign. read more

27 March 15

Bloggers in bikinis – how social media stars can boost your brand

Palm trees, neon colours and beautiful, influential girls. It was a simple social media strategy that turned a small Australian bikini e-retailer into multi-million dollar global business.

With a marketing budget of zero, Triangl Swimwear knew they had to get creative if they wanted their synthetic rubber bikinis to make a splash. They decided to send bikinis to local bloggers in the hope a cute ‘selfie’ would generate interest in the brand. It took just one year for the team to learn that young women with followers on Instagram were the secret to $25 million in sales – and 2.1 million loyal, engaged followers.

So why are more and more companies like Triangl making the move to employ Instagram influencers instead of celebrities? It’s because influencers create original content. They have an individual voice. They have a very devoted community, and they have tremendous credibility in the online space.

Influencers work hard to establish authentic, long-term relationships with brands and develop collaborative, credible content with them. They won’t let their followers down by promoting a product they haven’t tried, tested and ticked themselves, and they won’t post anything that doesn’t resonate with their personal brand and style. This allows brands to communicate their story in a way that is native and true to the consumer. The New York Times even went as far as to say, “For the millennial generation, which spends a lot of time scrolling through social media feeds,Instagram influencers are far more important than celebrities.”bikini 1

And the success of employing social media influencers isn’t restricted to just fashion labels and Instagram. We can draw on a couple of key learnings that ring true in any industry:

  1. By building content in their own voice that ties in your message, influencers remain authentic and relevant to their fans, which can have more impact than traditional advertising.
  2. Influencers leverage their devoted community and that community then shares their content through their own Facebook, Twitter and Instagram accounts. This creates many different and effective ways of sharing your message.

So what does this mean for our clients? Build relationships with influencers and develop collaborative, genuine content that weaves your messages into the influencer’s style and brand. This will resonate with consumers, particularly millennials, by proving you’re still relevant. Make sure your message is directed towards the right audience by choosing the right influencer and most importantly, never underestimate the power of bloggers in bikinis.

5 January 15

5 tech tips to win at PR

During my six years working in consumer technology PR, I’ve waxed lyrical about wearables, watched mobile phones get really small, then really smart, then really big, and dreamt up the most bizarre use cases for new products. read more

19 November 14

Digital trends for 2015

This year has been one of the most transformative in social media – and it could just be that I’m now working on the other side of the world – but *damn* things got interesting.

read more

13 November 14

We’re looking for a Group Account Director

Over the past five years Fuel’s success has been underpinned by the incredible talent we have managed to attract and retain. We are an innovative agency that has grown more than 126 per cent over the past four years and has ambitious growth plans for the next five. read more

29 October 14

Big Data and Better Measurement

Measuring results is essential to good PR. We fly blind without it, not knowing what did and did not work, not understanding which elements of a campaign should be replicated and which should be retired, unable to properly report the value of the campaign to the client. Without measurement, we cannot be as effective and we cannot be as accountable. read more

10 October 14

Selfish and entitled or philanthropic and caring: Who are the millennials?

The common image of the millennial generation is of a bright but lazy 20-something who, after two gap years and three semesters of an Arts degree, has moved back into their parents’ place. They are flaky, entitled and over-confident. But is this assessment entirely fair? We know from projects like Optus RockCorps that that Millennials can also be ambitious, conscientious world-changers. Stereotypes exist at both ends of the spectrum.

With the help of years of data, we might just be able to paint a clearer picture of millennials. So who are they? And what makes their generation different?  read more

17 June 14

PR at the World Cup 2014: Adidas strikes back

When the results of the 2010 World Cup were announced, I bet Adidas CEO Herbert Hainer was fuming. That his national team, Germany, didn’t make the final was only a small part of it. What would have really irked Hainer is that, after reportedly spending $1.25 billion on becoming an official FIFA World Cup partner, Adidas wasn’t linked to the World Cup as much as Nike was. read more

11 June 14

Rekindling the art of storytelling

Once upon a time the art of storytelling evolved . . .  or at least we thought it did.

With the onslaught of new digital mediums, modern day communications professionals battle to adapt and mould their stories to play out as effectively in a tweet or Vine video as they would in a press release, experiential event or piece of marketing material. read more

6 June 14

Political PR blunders that will make you cringe

Sometimes our leaders make PR blunders that seem to go above and beyond the regular farce of political life. The ones that get remembered aren’t always the most cover-your-eyes cringe-worthy, they’re the most revealing. The worst mistakes are the ones that don’t look like slip-ups at all, but seem to be true of a politician’s real personality. Most often, these blunders are made when the mic is left on or the cameras still rolling. It’s when politicians don’t know the public is listening or watching that they offer their most candid moments. And, in a time where the media is seemingly omniscient – where smartphones and twitter have made every citizen a journalist – the public is always listening.

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