With a follower-base of more than 18 million – and growing, there’s no arguing the MAXCONNECTORS pool of talent is thriving. To help celebrate its troupe of influencers, as well as showcase their star power, today saw MAXCONNECTORS launch a digital campaign starring a selection of its talent.
Featuring Lauren Curtis, Chloe Morello, Danielle Mansutti, Erin Holland, Paula Joye, Michelle Crossan, Karima McKimmie, Stephanie Lange, Rachael Brook, Li-Chi Pan, and Helen Chik, BEAUTYDIRECTORY chats to MAXCONNECTORS talent director Jill Birmingham to find out all about the campaign...
Can you tell me a bit about the new digital campaign showcasing the MAXCONNECTORS talent?
The new campaign for MAXCONNECTORS highlights the incredible portfolio of talent we have the pleasure of managing. Shot by photographer Steven Chee, with make-up by Angie Barton and styling by Michael Azzolini, the resulting images are reflective of the star power of our influencers. They are the digital celebrities of today and have millions of followers at their fingertips.
Does it include all MAXCONNECTORS' list of talent?
We now manage 22 influencers across the beauty and lifestyle sectors so it was impossible to include them all, let alone have them all available (and in the same country!) on the same day. We chose a selection of talent to feature in this campaign and are planning on shooting another one further down the track.
Where will this campaign appear?
The digital campaign will be rolled out across consumer sites such as Elle.com.au, as well as AdNews.com.au for the media industry. And obviously all images will be seen on our website www.maxconnectors.com.au and shared across all social media platforms over the next week or so.
What was the thinking behind the campaign?
We manage Australia’s most popular digital talent and their influence has had a real impact on the way that consumers make purchasing decisions today. We wanted to showcase the power of the influencers that MAXCONNECTORS represents and obviously we wanted to work with some of Australia’s best creatives to make this happen. Photographer Steven Chee produced imagery that highlighted our talent in a truly unique way, and of course it helps that they are all drop-dead gorgeous.
Does MAXCONNECTORS have a bit of a family feel to it?
Our influencers are incredibly supportive of each other and we have nurtured a family-type environment whereby there is very little competitiveness. Our talent genuinely all get along and have become close friends outside the workplace, often collaborating on content together. B*tchiness will not be tolerated!
Can you tell me some of the successes achieved by the MAXCONNECTORS team in 2016?
MAXCONNECTORS has worked with almost every beauty and make-up brand in Australia over the last 12 months, as well as retailing giants such as David Jones, Westfield, Myer and Priceline. Naming a favourite campaign would be like naming my favourite child but there have been many successful partnerships with global brands over the last year, including a limited-edition make-up product currently in development which you’ll find out about soon!
What is your current reach across the talent?
Our influencers reach a combined total of more than 18 million people across all of their digital platforms which is an enormous number of consumers to influence! Brands well-and-truly understand the importance of loyal followers and high engagement and MAXCONNECTORS helps facilitate partnerships and collaborations to ensure brand messages reach their target audience.
Who is the campaign aimed at?
The campaign is a celebration of our influencers, showcasing their vast reach to the brands who partner with them, but also giving their loyal followers the opportunity to see their favourite talent in a different light, shot by some of Australia’s best creatives.
There is already huge awareness of and respect for your influencers in the industry. What message are you hoping to send with the launch of this new campaign?
That partnering with relevant influencers to create on-brand compelling content is an extremely powerful way to reach millions of like-minded people. The extensive reach of our talent cannot be ignored.
What factors do you consider when choosing the right influencer to work with a brand or campaign?
The core values and aesthetics of both parties must naturally align. MAXCONNECTORS works closely with brands to understand key messaging, consumer demographics and campaign objectives. We then offer tailored influencer solutions to help meet the brand's needs and create relevant content that speaks to their customer. The results are always authentic and on-brand.
