A recent trend we have noticed when pitching to lifestyle journalists from publications such as News.com.au and Daily Mail, is their appetite to report on the human/consumer experience over a media release issued by a brand.
Hardware giant, Bunnings, are very good at this type of human/consumer experience PR and use a range of mid-tier influencers to undertake a DIY projects, using products from Bunnings, which they then publicise through earned lifestyle media and across the influencers’ socials, as well as their own media channels (digital and print).
In regards to Bunnings, lifestyle media (earned) generally write stories around a DIY projects that their influencers undertake and show the before and after shots. The topics that are covered include what inspired their DIY project, top tips, issues that they encountered/overcame and what products they used and why – crediting Bunnings of course!
Social media has also had a big impact on lifestyle storytelling. To find topics to report on, media actively search social platform to see what content is trending and what consumers are saying about brands, issues, and events. These social posts by the public/consumers are being reported on and are making the news lists of major lifestyle news sites around the country.
Celebrity endorsement through ambassadorships or one-off opportunities, like an event, do remain popular with lifestyle media but the connection to the brand they’re promoting needs to credible and newsworthy.
Here are some examples of the influencer coverage for Bunnings and Spotlight:
- Bunnings: https://www.news.com.au/lifestyle/home/interiors/twice-blessed-twins-2k-bunnings-solution-to-drab-house/news-story/f75ba31bb14bd94243d7cdb4def29525
- Spotlight: https://www.mamamia.com.au/how-to-style-your-home-on-a-budget/
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