Mastering your Influencer Marketing for Global vs Local Brands with Helen James @i_heart

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Mastering the Mum Market

Christie Nicholas

23 episodes

1 week ago

A podcast by Mumpower. Every month we take a trending topic and explore it through the perspective of brands, influencers and mum shoppers. We leave no stone unturned so you get a complete viewpoint on EXACTLY what it takes to build a brand more Mums know, LOVE and trust. If you are looking for LIVE market insight and PROVEN tips to empower more mums to choose your brand, then this is the podcast for you. We'd love to know what you think! Follow us @mumpower_au or email admin@mumpower.com.au and join our network mumpower.com.au.

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Mastering your Influencer Marketing for Global vs Local Brands with Helen James @i_heart_kmart

Mastering the Mum Market

25 minutes 20 seconds

2 years ago

Mastering your Influencer Marketing for Global vs Local Brands with Helen James @i_heart_kmart

This month’s trending topic - Mastering the Marketing of Global vs Local brands.

PART 2 – THE INFLUENCER

Helen James began her @i_heart_kmart account when Instagram was only just gaining popularity in Australia. Her love for affordable finds at the popular retailer resonated so strongly with her peers that her channel quickly evolved and now attracts a wide range of diverse local and global brands that want to engaged with her highly connected Australian audience. But even if those brands tick all the boxes, align with her values, and respect her worth as a creator, Helen can’t possibly work with everyone. So what can you do to find best-fit collaborators, get in front of the Mum-shopper and connect with the Australian market? Find out now!

FIND OUT
How Helen grew from a Kmart enthusiast to a broadly successful influencer representing numerous affordable brands. (01:35)

How Helen decides what brands to work with and her thoughts on paid vs gifted collabs. (03:29)

Why she values local small business and how important that support was at the outset of her Instagram journey. (04:40)

If her audience values Australian made products or global brands when it comes to the content she shares. (06:10)

How the post-pandemic economy has shifted the acceptance from more local brands to a focus on affordability. (07:45)

Where Helen’s audience is based and how that affects the brands she chooses to work with. (08:29)

Whether there is a difference in the way she is approached for a collab by a global brand vs a local brand. (10:00)

Is it important to have a local representative to coordinate collabs and best market to the Australian Mumshopper? (11:13)

Whether a brand story that has a local connection (ingredients sourced or rags to riches CEO) garners more support from Helen’s audience than an international brand. (12:54)

How to foster a connection with local Mums if you are competing against that ‘local heart’. (15:00)

Why it’s important to allow the creator flexibility to represent the brand and product in their own way. (16:35)

The different approaches to content creation and why they play an equally important role in any marketing plan. (17:43)

What steps should overseas brands take to find the best-fit local content creators to represent their products. (20:40)

Tips for other content creators to grow their audience and get repeat and referral collabs. (24:00

We’re always looking to feature amazing creators and brands on our show – reach out to us at admin@mumpower.com.au to get involved!

Find Helen:
@i_heart_kmart (Instagram)
@mamalovestoshare (Instagram)
@hello.helenjames (TikTok)

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Special Shoutout to @russellhobbs_anz 😊