I recently was on a webinar hosted by Born Social, and the topic of discussion was ‘A new age of influence and how do you effectively integrate social-first creators into your strategy‘. One of the main things that I took from it was how people are looking for more authenticity than ever before when it comes to not only their social media feeds but also in most of the media/marketing materials they consume.
With the continuous rise of TikTok, we have seen from Gen Zers that they are more interested in social media that reflects their true personalities and interests. They want to see the real person behind the persona, and they are not as interested in perfect social media feeds consisting of content that is carefully curated.
They are taking a step away from ‘Influencers’ and taking a step towards the new age of ‘Creators’.
We are seeing new brands hit the market that have been created by everyday people, and there is no filter or photoshop behind them. The brands have no polished photos and no perfect captions. The future of creator marketing is brands that have an authentic message and were created authentically, with the ones gaining the most traction being the ones that encourage the creator to be themselves.
The secret to many brands’ current success is in their extensive use of authentic marketing and content to attract customers and get them interested in their products. By creating content like this, businesses can show new buyers and regular clients what they can buy and how it would look on a real person. All you have to do is look at your TikTok feed to see how more and more brands are engaging with real people like never before because they are now seeing the value behind their real honest reviews, which is what your customer wants to see.
Take for example Kim Kardashians’ brand SKIMS, one big part of their marketing is their interaction with content creators – sending them products so that they can show them off, how it fits etc. in a video or picture on their social channels, helping them to get on the radar of someone that might not have considered their product before.
Not only does this technique get your product in front of your audience it also creates a domino effect with other creators that may want to receive some product as well, potentially going out and buying your product on their own, with the hopes the brand will notice them and want to work with them too!
So the main learning that I took from this, was that authenticity is the key to customer engagement and never before has it been so important to be yourself on social media.
Michelle
Michelle Harrison is a Senior Account Manager, part of the PR and Marketing team with Fuzion Communications, a full service brand communications agency that operates from offices in Dublin and Cork
Over a week ago a row broke out at the UK’s national broadcaster, the BBC, over a tweet by its senior football anchor and Match of the Day presenter, Gary Lineker. The one-time England record goal scorer is notable for never receiving a yellow card despite making over 650 appearances in his playing career. However, it was his performance on social media that saw him earn a red card from the top executives at the BBC and taken off air.
The controversy started on the back of a recent policy announcement by the current Conservative government in the UK. To tackle illegal migration into the country, Prime Minister Rishi Sunak and Home Secretary Suella Braverman have launched a new policy campaign ‘Stop The Boats’. This new bill will see anyone who arrives in the UK illegally, swiftly returned back to their country of origin or a safe third country, such as Rwanda.
On the back of this announcement, Gary Lineker – technically a freelance employee at the BBC – retweeted a video from the Home Secretary’s own Twitter account where she was announcing the new bill and said “Good heavens, this is beyond awful.” Responding to another Twitter user who criticised his tweet, Linkeker followed up by stating: “There is no huge influx. We take far fewer refugees than other major European countries. This is just an immeasurably cruel policy directed at the most vulnerable people in language that is not dissimilar to that used by Germany in the 30s, and I’m out of order?”
It was this comparison of the UK Government’s new bill to Nazi Germany that sparked a national debate around impartiality within the BBC. According to the BBC’s editorial guidelines, staff are subject to such guidelines on social media – even on personal accounts. Those editorial guidelines outline that “audiences must be able to trust the BBC and be confident our editorial decisions are not influenced by outside interests, including political or commercial pressures.”
However, long before Gary Lineker, behaviour on social media became a problem for the BBC. It has dealt with long-standing issues over impartiality claims resulting from personnel right at the top of the broadcaster. In February 2021, then Prime Minister Boris Johnson appointed long-time friend and advisor, Richard Sharp, as Chairman of the BBC – an appointment that is widely regarded as political in nature. Subsequently, it has come to light that Mr. Sharp failed to declare at the time of his appointment that only a few weeks prior he acted as an intermediary that saw Boris Johnson in receipt of an £800,000 loan. At a cross-party committee of MPs, Sharp was told to “consider the impact his omissions will have” on public trust in the BBC.
This is coupled with the appointment of Sir Robbie Gibb to the board of the BBC in April 2021. Gibb is a well-known Tory activist, having previously served as a Director of Communications under Theresa May during her time in 10 Downing Street. Former BBC Newsnight journalist, Emily Matlis, has criticised the current board of the BBC and role of Gibb within the organisation by stating, “Put this in the context of the BBC Board, where another active agent of the Conservative party – former Downing Street spin doctor, and former adviser to BBC rival GB News – now sits, acting as the arbiter of BBC impartiality.”
Matlis described this as: “Tory cronyism at the heart of the BBC.”
The appointments of Sharp and Gibb to senior roles within the BBC strike right at the heart of the debate around BBC impartiality. The BBC cannot expect to be perceived as impartial when it is being run by individuals with clear direct links to a political party, nevermind the current Conservative government of the day. The continuance of such individuals in high ranking positions will only cause further debate and doubt over impartiality within the BBC. Would BBC executives have taken the same course of action if Lineker was tweeting his support of the UK Government’s illegal migration bill?
As for Lineker, he will return to his presenting duties this weekend to host live FA Cup action. His own position is stronger and BBC management’s weakened as they plan to launch an independent review of the organisation’s social media guidelines. Initial speculation has centred around less stringent rules for freelancers.
At Fuzion, we work with businesses and organisations on creating bespoke social media strategies where we detail how both the organisation and its employees should act on social media. This allows organisations to provide clear and concise advice to staff how they should behave when representing their employer online, especially on platforms such as LinkedIn and Twitter. Finding a balance between the employer and employee is crucial.
And in the event that does not work and the proverbial s*** hits the fan our Crisis Communications team can help!
International Women’s Day 2023 – Embracing Equity in Female Political Participation ?
In marking International Women’s Day 2023, many of us might take some time to reflect on what it means to us, our colleagues, families and friends.
The aim of the day this year is to get the world talking about ‘Why equal opportunities aren’t enough’ and to #EmbraceEquity. People start from different places, so true inclusion and belonging are said to require equitable action.
For women currently in or entering politics, this concept can ring true in many cases. While it is positive that there is increasing encouragement for young women to enter political roles and office, the criticism that some are faced with can have a negative impact on our desire to pursue ambitions in the area. In such a case, having an equal opportunity is not enough if there isn’t a feeling of inclusion and belonging.
In recent months, we have witnessed female politicians across the world, such as Jacinda Ardern and Nicola Sturgeon, speak about the mental toll that their jobs have had on them personally. This sentiment was surmounted during the week as Ireland’s Junior Minister, Jennifer Carroll MacNeill noted publicly that politicians should remain contactable for voters but nobody should face vile abuse, as part of the Irish Sun’s Call This Out Campaign.
In recent days, Ceann Comhairle, Seán Ó Fearghaíl met female members of the Oireachtas and announced a taskforce to look at the physical, verbal and online threats that women politicians in particular receive. This builds on the Government’s Zero Tolerance strategy, which, led by Minister Helen McEntee, pinpoints 144 actions under four pillars — protection, prevention, persecution and policy coordination to tackle gender based violence.
Of course, criticism is not exclusive to female politicians – it can happen to anyone, but in a world where we encourage female representation, and as we reflect on #IWD23, it is important that we do our best to look out for each other and facilitate an environment that makes women feel empowered to pursue their ambitions.
Colour has a unique language, and the ability to change its meaning when associated with other colours.
When choosing colours to incorporate into your design, you will have to consider a few issues: contrast and harmony, which affect legibility, but you can also set the mood of a design by using the psychology of colours.
You must be sure your selected colours convey the right message.
Colours have a symbolic association in all societies, depending on the context, and different cultures assign different meanings.
For example, did you know that Green was associated with poison in the 19th century through its link with arsenic, while today it is seen as the colour of spring and sustainability?
The meaning of colour can change over time and of course across different cultures. If you are speaking to an international target audience then you will need to be aware of such differences.
Despite these local differences, colours have universal characteristics. Our brand’s main colour is light blue, which is seen as cool with some notes of calmness, peace and safety.
This is to explain that colour is a powerful tool for us and for you as the eye picks up this difference very quickly.
When we design a website, we use colours to help people navigate through the structure of the website, and when it comes to brochures or catalogues the process is the same: for example, we use visual associations to delineate sections.
When it comes to printing we, as designers, use spot colours and when selecting colours for this, we use a universal matching system known as Pantone.
It is a mix from 15 pigments. Colour Institute forecasts global colour trends and advises companies on colour in brand identity and product development. Every year the Institute picks a colour. The Pantone colour of this year is PANTONE 18-1750 Viva Magenta – In case you haven’t heard!
From Leatrice Eiseman, Executive Director of the Pantone Colour Institute:“As virtual worlds become a more prominent part of our daily lives, we look to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known. Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, it galvanizes our spirit, helping us to build our inner strength.”
So while many of the major paint companies selected a mix of soft neutrals, deep blue-greens and pretty pinks for their colours of the year, Pantone opted to go bold with a lively red.
The world we are living in is a critical context and for sure we all need to be stronger than ever, and Eiseman highlighted it to Time magazine saying: “As 2022 saw ongoing challenges like turbulent politics, the Covid-19 pandemic, and other issues facing our world, this year’s colour was based on an “unconventional time”“.
When thinking about your next challenge, whether it’s design-oriented or life oriented, remember that sometimes going bold is not always a bad thing!
“It’s the most controversial World Cup in recent history and a ball hasn’t even been kicked. Ever since FIFA chose Qatar back in 2010, the smallest nation to host football’s greatest competition has faced some big questions.
From accusations of corruption in the bidding process to the treatment of migrant workers who’ve built the stadiums where many lost their lives. Homosexuality is illegal here and women’s rights are also in the spotlight. Also the decision to switch the tournament from summer to winter.
Against that backdrop, there is a tournament to be played here that will be watched and enjoyed around the world. Stick to football, say FIFA, well we will – for a couple of minutes at least.”
Those were the words of former England footballer turned BBC presenter Gary Lineker as he opened coverage of the world’s most illustrious football tournament. He made it clear to viewers that the World Cup being hosted in Qatar is surrounded by scandal and it is not just Qatar that should be under the spotlight but world football’s governing body FIFA.
This is not just the view of Gary Lineker but many people in both the football world and outside of that. Roy Keane speaking live from Qatar told ITV viewers that, “It’s been mentioned about the corruption with FIFA, the way they treat migrant workers, gay people…it’s great that it’s been brought up. They shouldn’t have the World Cup here; you can’t treat people like that.” It is such comments from high-profile footballing names like Lineker and Keane that has helped to drive increased media spotlight on Qatar and FIFA.
You might be asking now, ‘How the hell were they ever even selected to host the tournament?’. The US Department of Justice reportedly claims that bribes were taken by high-ranking officials during the selection of Russia and Qatar as the tournament hosts for both the 2018 and 2022 World Cups. These are accusations that are denied by both Russian and Qatari officials. Of course, the words of these regimes have proven so honourable in the past!
FIFA’s reputation amongst football fans has always been one of caution in recent years. In 2015, FIFA headquarters were raided by the FBI and Swiss authorities in connection with an investigation into corruption by officials within the organisation and other associates connected. This investigation led to the removal of Sepp Blatter as FIFA President and investigations into the bidding process for both the 2018 and 2022 World Cups, as mentioned above.
When former UEFA official, Gianni Infantino, was elected President of FIFA in February 2016. He was elected to bring in a new dawn of respected and responsible governance to world football. However, his reign as president has failed to do just that. Infantino has instead overseen an organisation that has been dogmented by its past, failing to usher in that new dawn in which all football fans across the world hoped for.
Infantino remained silent when people criticised the holding of the 2018 World Cup in Russia despite Putin’s annexation of Crimea at the time and his regime’s anti-LGBTQ stance. Criticism of the bidding process into the 2018 World Cup and Russia’s holding of the tournament has become increasingly controversial post the event. Most partly due to the rise of what we now know as ‘sportswashing’ and Russia’s illegal invasion of Ukraine earlier this year.
In fact, these two issues have also contributed to the increased media scrutiny on current World Cup host Qatar this time round. A nation in which Amnesty International says, “Despite government reforms, migrant workers continued to face labour abuses and struggled to change jobs freely. Curtailment of freedom of expression increased in the run-up to FIFA World Cup 2022. Women and LGBTI people continued to face discrimination in law and practice.”
For Infantino, this is not Russia 2018 and he can no longer ignore the questions being asked by fans, players, football associations, and governments across the world. His and FIFA’s response to those questions centred around the issues described by Amnesty International, above, have left him and the organisation facing even further scrutiny and reputational damage.
On the eve of the tournament kicking off, Infantino held a press conference where hit out at the critics of FIFA, Qatar, and the decision to hold the World Cup there. He remarked, “What we Europeans have been doing for the last 3,000 years, we should be apologising for the next 3,000 years before starting to give moral lessons.” This comment was followed up with a series of personal confessions by Infantino in which he strangely said, “Today I feel Qatari. Today I feel Arab. Today I feel African. Today I feel gay. Today I feel disabled. Today I feel a migrant worker.” That was after Infantino told a packed press conference that he knew how it felt to be discriminated against because as a child he was teased for having red hair and freckles.
This press conference by the FIFA President was met with much backlash, as many felt that he belittled the groups affected by the discriminations of the Qatari regime, especially members of the LBGTQ community and migrant workers. FIFA’s reputation took another hit only days later when it decided that it would book players who dared to wear the ‘OneLove’ armband onto the field of play during the course of the tournament. This came as many European nations had decided that the team captain would do this to show solidarity with the LGBTQ community in Qatar and across the world.
On the back of this penalty, those countries who proposed to wear the armband decided not to do so. Subsequently, FIFA has remained relatively quiet on this decision but only to reinforce their ruling when asked to comment. It seems the approach of FIFA to negative publicity and public outcry over the 2022 World Cup in Qatar is to remain silent on the issues and when they do speak to defend their actions. Even if they are deemed to be extremely unpopular ones, especially in the West.
FIFA’s shaky reputation has taken a hammering in the last few weeks over the World Cup being held in Qatar. And it is clear that Gianni Infantino has not ushered in a new regime that many football fans would have hoped for when he became FIFA President in 2016. His actions of late are proven evidence of this.
Recently, the much disgraced former FIFA President, Sepp Blatter, admitted that it was a mistake to award Qatar the World Cup. If FIFA wants to start to repair its reputation, then its current president could follow Blatter’s lead by doing the same.
Despite all of this, the football continues and while money and corruption brought (or bought!) the tournament to this inappropriate location there has been some refreshing “purity” to the actual matches, The best players from a country play the best players from another country, and unlike club football where the teams such as Manchester City and PSG can buy success we are refreshingly seeing the opposite, with many surprises and shock exits.
So while football is actually winning, it is a real pity that the teams and the players did not come together, wear their armbands or even refuse to play at all. They are the attraction, the ones who have built the fantastic reputation of the World Cup and despite the best efforts of FIFA it still continues to be the most fantastic, celebration festival of football in the world..
Since it first hit our television screens in 1975, the Late Late Toy Show has become an Irish Christmas tradition.
The live two and a half hour programme hosted by RTÉ personality Ryan Tubridy, sees children from across the country play and talk about the toys that they currently love. For families, the Late Late Toy Show has always signified the official start of the Christmas season, with many rushing to have the tree up for the night.
This year more than 1.6 million viewers tuned in across the weekend to watch Tubridy’s portrayal of The Wizard of Oz’s Scarecrow, as well as Saoibh Lonergan, Lucy Hoban, Caillín Joe McDonald, Cuckoo’s Nest, Emmie O’Neill and Billy Brady and more make their Toy Show debut.
As it’s the most watched programme of the year, people tend to have strong opinions of the children’s show.
Starting with the man of the hour, love him or hate him, 2022 is Tubridy’s 14th successive year hosting the toy show. Over the past number of years, the toy show has seemed to reel away from live demonstrations of the toys, with the children almost accessories of the programme and Ryan being central to it. Not once this year was there a mention of how much the toys cost, where they could be purchased and who they would be perfect for – kind of taking away from the point of the programme.
There’s no question about the loyalty of the viewers with the Irish public raising over four million euro over the course of the weekend for the Toy Show charity appeal. Following its creation in 2020, the Toy Show appeal year on year raises huge sums of money for children’s charities around Ireland.
While the programme itself is undoubtedly entertaining, the live Twitter feed can’t be beaten. This year, even brands jumped on board with Ryanair and Aer Lingus competing for the likes as Aron Gibbons from Westport, Mayo gave a live flight demonstration on air. As you can see both brands took a very different approach, with Ryanair causing a few more laughs.
So, do you love it or hate it?
In a way this is an irrelevant question because however you feel about the show it attracts a huge audience and people love talking about it. I think the most important aspect of it from a marketing point of view is the consistency, and this consistency leads to nostalgia and it suddenly becomes something we all end up marking our calendar by.
Getting anyone to change their habits is a difficult thing to achieve, but once you do that it can result in a customer for life.
Creating a special event that you can recreate year after year (month after month, week after week or even day after day) to allow people to form a habit with you and your business mightn’t be the worst idea ever!
1975, RTE – “How about we do a Toy Show instead of our normal chat show?“
I wonder who said yes, let’s do it!
Every nostalgic thing we do, had to have a first time...
After a two-year hiatus on in-person events, it has been a busy few months at Fuzion, planning, organising, and executing a number of events for our clients.
From new pet-store openings to live cookery demos, art exhibitions and high-profile national container terminal launches – it has been a whirlwind……..and we love it!
There is nothing like an event to create a high level of impact – through both the media coverage gained, and the all-important lasting impression with clients and stakeholders. Even the simple act of inviting people to your event is an excellent way of getting their attention and making them aware of the initiative.
Events form a valuable part of a communications strategy, connecting clients with their customers, stakeholders, staff, and the local community….it’s all about taking a moment to thank those who are close to you, reinforce those connections, and celebrate the milestone your company has achieved.
The recent launch of the Port of Cork, Cork Container Terminal in Ringaskiddy was an excellent example of creating impact. Not only did we reach almost every news outlet that day – from national TV and radio news bulletins, to print, online and trade publications, but for the 200 guests in attendance, (some of which chartered flights from overseas to attend) the atmosphere created on the day is something they won’t soon forget.
It’s safe to say at Fuzion, we put on a great show!
(Disclaimer: Working in partnership with an amazing, proactive client is also a great help!)
So how do we do it? Here are my top 10 tips to create a memorable event:
Planning – planning in advance is key. Brainstorm, research and map out your event format and a guideline budget. Keep track of your activities, budget, suppliers, checklists and media targets in one, easy-to-follow spreadsheet that all of the team have access to and keep it updated regularly. A well-thought-out running order will be your bible!
Personalise – wherever possible BRAND IT! Creativity goes a long way – from your event invite (we use Greenvelope.com – an e-invite that works a treat), to your catering, decorations, and staging – a running theme helps create a cohesive look and feel. Guests will appreciate the attention to detail.
Guestlist – inviting high-profile guests, relevant to your event, will help attract media attention and adds a layer of esteem to your event.
Create unique experiences – Add a dash of something EXTRA and involve your guests in an interactive experience to add the wow factor. A boat trip, guided tour, a live demonstration or performance….or a trip up a 50 metre high crane – the possibilities are endless!
Make it ‘instagrammable’ – A quirky photo backdrop, mural, balloon art and other branded elements all help to encourage guests to share photos from your event on the day. Set a memorable hashtag for your event and get trending! Video footage, or better yet, drone footage will bring your insta-game up a notch.
Divide & Conquer – behind every good event is a team of people running behind the scenes. Share out as many of the tasks and responsibilities as possible and have regular check-in meetings with your team to make sure everything is on track and everyone knows their role on the day.
Suppliers – work with trusted suppliers, ideally those you have worked with before to ensure the smooth running of your event. Draft briefs for each supplier detailing your agreed setup and timings. A good working relationship with your press photographer is key – to capture ‘the money shot’
Embargo or Exclusive? Select your key target press and contact them with the relevant information well in advance (at least 3-4 weeks if possible). This will allow them time to plan their story, arrange interviews and schedule time to attend the event in their calendar. Draft your press release early, have it approved and share it with select trusted media contacts under embargo. Sweeten the deal with a first exclusive to one of your high-profile national targets – though caution is advised here – choose carefully!
Get stuck in – often with events, not everything is going to go exactly to plan, so allow for flexibility and get stuck in wherever needed. Comfortable shoes on the day are a must…..and breathe!
10. Got to have Swag – offering a small gift or goodie bag to guests on departure is a nice touch that will ensure they are taking home something to remember you by…..
We also co-ordinate the speeches, ensuring that content isn’t duplicated (not always easy!) and for the team members who are in the spotlight with the media, we make sure they are well trained and prepared, to ensure that they do manage to communicate the important messages about the respective initiative – there is so much involved!
Of course, this list could go on for days, and there is no one-size-fits-all approach…..but executed correctly with the right event partners, who are as organised as they are creative, you are sure to create a memorable event and that all-important IMPACT.
Suzanne
Suzanne is a Senior Account Manager with Fuzion Communications, a key part of our PR and Event Management team. We operate from offices in Dublin and Cork, Ireland.
welcome to the eleventh of our Fuzion Friday series, where we put 21 devilishly difficult questions to a team member, giving you an insight that Freud would be proud of.
Next up is professional Norrie… Olivia!
Fuzion Communications
Picture: Miki Barlok
Tell us something about you that nobody else in the team might know.
I actually don’t think there is anything they don’t know – I like to talk 🙂
What film have you watched more than five times?
Pretty Woman
What work are you most proud of in the past year?
The TUS event – the team pulled off an amazing event in a short space of time!
Dream job?
Wine taster in a vineyard in France – like what could be any better?
Favourite brand? – Why?
Toyota – my first car purchase from my first paycheck from my first full time job!
Favourite Holiday Destination?
Jamaica – loved it
Best lesson from your career?
Own up when you make a mistake
Eurovision or World Cup?
World Cup – 100%
Who is the joker on the team?
A toss between Ciarán and Dylan – but maybe Dylan as he is a norrie!
Recommend a podcast.
The 2 Norries
Reality shows – Love or Hate?
Love!
Dinner party with 3 people – dead or alive – who do you invite?
Roy Keane, My Granda John (RIP) and my Dad – what a conversation that would be!
If you could be anywhere in the world – where would you be & what would you do?
Somewhere hot and bringing people out on daily boat tours! Stress free!
Who is your role model?
Love Michelle Obama
What was your first job?
Aged 12, Cons shop – Gurranabraher
Death Row meal?
My mums roast chicken and mashed potato
Favourite book?
Marian Keyes – Rachel’s Holiday (light reading but loved it)
Your a grammar nazi oar not?
1000000%
First album you bought or downloaded?
Bought – Michael Jackson’s Bad, Downloaded – Christina Aguilera’s Stripped.
Work from home – or office?
Bit of both
Most memorable ad slogans – why?
“McDonalds – I’m lovin it” – both the slogan and the logo are so well known all around the world.
welcome to the tenth of our Fuzion Friday series, where we put 21 devilishly difficult questions to a team member, giving you an insight that Freud would be proud of.
Next up is Tokyo and Jesus fan…..Ciarán!
Tell us something about you that nobody else in the team might know.
Once danced in front of Heidi Klum & Anne Hathaway on a movie. Was on Blackboard Jungle.
What film have you watched more than five times?
Intouchables. Die Hard. Willy Wonka & the Chocolate Factory (original). Beetlejuice.
What work are you most proud of in the past year?
Just helping everyone in the team to be the best human they can.
Dream job?
Donald Trump speechwriter.
Favourite brand? – Why?
Apple. Just pristine in everything they do. (Apart from ports & cables)
Favourite Holiday Destination?
Japan. Everyone should go once before they die a slow, miserable death.
Best lesson from your career?
Never be afraid to ask what might seem like a stupid question.
Eurovision or World Cup?
Scratch my last answer, sometimes you should be afraid to ask a stupid question!
Who is the joker on the team?
Like, Michelle.
Recommend a podcast.
Bill Burr. Revisionist History (first season). Winds of Change.
Reality shows – Love or Hate?
Hate. Pity. Despair.
Dinner party with 3 people – dead or alive – who do you invite?
The famous Jesus Christ and his two parents (we think), Mary and Joseph. They’d have *some* great chats.
“Dad, why are the lads in class saying mam’s a virgin?”
“Oh Jesus, I mean, son…ah…sure lookit. More wine, Mary?”
If you could be anywhere in the world – where would you be & what would you do?
Japan. Riding Bullet trains all day long, and eating mad-flavoured Kit Kats with folks dressed like Super Mario characters.
Who is your role model?
Nanda – my grandfather, was my idol. Gave me a love of cycling and I’m not sure I’ve ever been happier than when he was on the side of the road at a race I won.
What was your first job?
Roches Stores. Not sure what I was meant to be doing.
Death Row meal?
Eddie Rocket’s burger with garlic cheese & cyanide chips.
Favourite book?
Impossible to choose. But I wish I could read The Long Walk (Stephen King) and Going Solo (Roald Dahl) again – for the first time.
Your a grammar nazi oar not?
Ja!
First album you bought or downloaded?
Introducing the Hardline According to Terence Trent D’Arby.
Work from home – or office?
If ‘home’ was in Dubai or Tokyo, then home – but miss the camaraderie of an office.
Most memorable ad slogans – why?
“‘Snap! Crackle! Pop!’” Almost 90 years old, but still amazingly sharp.
It’s been one month since we last ran to the couch at 9pm to hear, for the last time this summer, “Previously… on Love Island”.
For eight weeks of summer, Love Island almost has a chokehold over the nation. Those out for a Sunday drink calling it a night at 8.30pm, those holidaying abroad praying that their wifi is strong enough for Virgin Media player.
An average of 204,000 viewers tuned in across Ireland each night to see how the contestants were getting on, and who they were getting with. For those eight weeks, the reality TV show basically took over our social lives and had us hooked to our screens.
Each season, while romances, friendships and tensions build inside the villa, we watch the contestants’ social media followings build on the outside, particularly on Instagram. The rise to fame is fast, as fast fashion brands scramble to secure their newest brand ambassadors, fighting for the ‘best’ with their top competitors.
Take Molly-Mae Hague – the most successful contestant ever on the show. Molly-Mae was slowly breaking her way into the world of influencer marketing before ever appearing on or being associated with Love Island, regularly posting on Instagram and sharing to her YouTube channel. She entered the Spanish villa with approximately 170,000 followers. Coming not in first, but in second place on series 5 of the show, there were countless fast fashion brands lining up left, right and centre to sign her up.
She was the first UK influencer that Starbucks had ever paid to post content for them. She exited the villa, to sign a deal with fast-fashion retailer, PrettyLittleThing (PLT), as a brand ambassador. Fast forward three years, she is now their Creative Director – she now has a whopping 6.4 Million Instagram followers, making her the most successful Love Island contestant to date.
Fast forward to this year. Gemma Owen, daughter of famous English football player, Michael Owen – remember that goal in the 1998 World Cup? Well, Gemma has now almost surpassed her fathers fame, at least with this generation. Gemma entered the villa with 79.5k followers and has now hit the 2 Million mark. Following in the footsteps of Molly-Mae, she has just last week signed an ambassador deal with PrettyLittleThing.
Ekin-Su, the queen of this summer’s Love Island who did a 180 on the show and won the nations hearts, has quickly jumped to a whopping 3 Million followers, proving she is most deserving of that title. She has signed (supposedly) the biggest deal in Love Island history, with fast-fashion brand, Oh Polly, worth £1 Million.
It has to be questioned whether Love Island has become the gate-way to fashion deals, as opposed to a path to ‘finding love’?
Molly-Mae has previously admitted on her YouTube channel that she went on Love Island as a career move and did not think she’d find love, only to meet Tommy (queue the “awwww”). But was this a one-off?
Can Ekin-Su and Gemma maintain their Love Island romances? Deep down, do they really care once they have their brand deals? It is early days for them but time will tell – if love fails, they have fame and fast-fashion…
And as for brands, they all love a good influencer!
Mary
Mary O’Mahony is an Account Manager with Fuzion Communications, a full service PR, Marketing and Graphic Design agency operating from offices in Dublin and Cork.
Fuzion Blog 