25 min

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

    • Marketing

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!

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au



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

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


Special Shoutout to
@russellhobbs_anz 😊

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!

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au



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

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


Special Shoutout to
@russellhobbs_anz 😊

25 min