littleBIG guide to influencer seeding

I’m sure we can all appreciate the power of social media in the 21st century. When it comes to public relations and marketing, the likes of Instagram, Facebook and YouTube (among other platforms) play a massive role in brand awareness and can even translate to sales. The statistics speak for themselves – 71% of us are more likely to make a purchase based on a social media reference.

While it’s important for brands to have their own presence on social media, a great way to gain even more exposure is to get products into the hands of social media influencers.

Over the last few years social media influencing has become a booming, multi-billion-dollar industry. This year alone, a Medikix study estimates that total spend on Instagram influencers has exceeded $1 billion. This amount is expected to double by 2019, so, if you think you have what it takes to influence the masses, now might be a pretty great time to jump on the influencer band-wagon.

Here in littleBIG land we’ve been busy bees working on our latest influencer seeding campaign for Creativity for Kids Australia (CFK).

Based on our experiences, here’s our top seeding tips to make the most of an influencer seeding campaign:

Know who you’re trying to reach

Influencers have the potential to tap into enormous audiences – 800 million monthly active users on Instagram, 2 billion on Facebook, and 1 billion on YouTube. However, when engaging with influencers it’s important to keep in mind who you’re trying to reach, and to select relevant influencers who speak to that audience.

In preparation for our CFK influencer seeding campaign we hand-picked 50 high-reach influencers with strong audience engagement across both parenting and craft, with the hopes of reaching parents with purchasing power, and kids (young and old) with an interest in getting creative.

Choose the right items to accompany your product

Pack your seeding boxes full of goodies to heighten your chances of gaining exposure across influencer channels (remember, if you’re using a contra approach the recipient isn’t obligated to post).

When selecting additional products to send, think about the influencer’s experience upon opening the package. Consider: What do you want them to do, think, or feel? What do you want their social post to look like?

Use a personalised approach

When it comes to gifting it really is the thought that counts. Know who your influencers are and tailor each gift to the individual recipient. In our approach for CFK, we read up on our influencers to ensure that we selected the right craft kit for their child in terms of age and gender. A personalised note is always a nice touch, too!

Stay tuned for updates on the outcomes of our Creativity for Kids Australia influencer seeding approach!

STAFF UPDATE: Meet the newbies at littleBIG

With so many exciting new clients joining our littleBIG family of late, our team has expanded! We have added two new faces to the littleBIG crew in recent times – Talia, taking on the role of Social Media Manager, and Steph, our new Account Director.

Help us welcome the new littleBIGsters on board and learn all about them below.

Talia Schirippa – Social Media Manager

Highlight of 2017 so far?
Travel! I started the year living in Berlin, then camped around the Australian Outback. Now I’m back home.

Something you can’t live without?
My friends, music, my best cat friend Dizzy (9 years old), escaping the city on the weekend.

Favourite place to eat?
My nonna and nonno’s house!

What do you do when you’re not working?
I’m always with friends, playing/listening/watching music, hanging with my boyfriend and using Pinterest.

What are you passionate about?
Music, friends, family, having a good time and always trying to be the best version of me.


Steph Ridley – Account Director

Highlight of 2017 so far?
Spending two weeks exploring NYC. It is the most amazing place!

Something you can’t live without?
My phone! Between being a social media junkie, keeping up-to-date with the latest news and touching base with my friends and family, my phone is never too far out of reach.

Favourite place to eat?
You never need to go far for great food in Melbourne, but Mr Miyagi on Chapel Street and San Telmo in the CBD are my absolute favourites – I am obsessed!

What do you do when you’re not working?
I love to keep active through running, pilates and yoga.

What are you passionate about?
Taking time out to enjoy the little things – whether it’s a trip to the beach, a jog on a nice sunny afternoon or discovering the ultimate espresso martini.

What’s your brand positioning and why do you need one?

This post was written by littleBIG Marketing Strategist Kate Thompson, a superstar when it comes to summing up what a business needs at the brand, strategic and tactical levels. 

You may have noticed marketers love a bit of jargon (I can hear our Creative Director’s eyes rolling here). There’s your brand identity, brand essence, your benefit ladder, your USP, your TOV. And if you’ve ever Googled any of these terms after a meeting with a passionate marketer you will see each one has a myriad of definitions! It can be overwhelming.

Here at littleBIG we like to keep things simple, but effective. A key place to start when building your brand is identifying your brand positioning. So what exactly is that?

Put simply, “brand positioning” is the process of positioning your brand in the mind of consumers.

Who you are, what you do, who you do it for and why it is better, special and different. You could think of it like an elevator pitch to answer “why is your brand different from the others and why is it the best choice for the customer?”.

More than ever, consumers are bombarded with advertising messages and a host of brands to choose from. Since most of your competitors probably offer similar products and services, to truly stand out you need to consistently deliver a positive, memorable experience each and every time consumers think of or interact with your brand (from your Facebook page and recruitment to answering the phone and advertising). Your brand positioning is the tool with which to do this.

Not to be confused with a tagline (which is a customer facing expression of your brand), brand positioning will help you and your team make the right marketing and operating decisions for your business – drive your marketing strategy, determine customer messages, keep communications focused and consistent and ultimately leave a long lasting positive, credible impression on customers. Your brand positioning is the key pillar of every communication.

Let’s look at some world famous examples:
• Target: Style on a budget.
• Volvo: For upscale American families, Volvo is the family automobile that offers maximum safety.
• Home Depot: The hardware department store for do‑it‑yourselfers.

And their taglines:
• Target: Expect more. Pay less.
• Volvo: For life.
• Home Depot: You can do it. We can help.

Don’t make the mistake of trying to come up with brand positioning on your own! To do this effectively, you need to discuss your brand with your employee, customers, and other stakeholders, and do robust research on your competitors.

Closer to home, the littleBIG team have worked some wonderful brands like Winemakers of Rutherglen, Absolute Care & Health, Preston Market and Australian Blueberries to develop their brand positioning.

We like to work through the brand’s objectives, offering, target audience, competitors, brand pyramid, essence and unique selling proposition in an informal, collaborative workshop. Our team then do further research and distill this into a simple, clear document that outlines the brand story, essence, key messages, tone of voice and unique selling proposition.

This will set the tone for all communications going forward so that all key stakeholders have a clear understanding of what is required to successfully communicate the brand to consumers/market.

It can seem overwhelming to try and develop a brand positioning. But actually, once you have that clarity it will simplify and provide certainty to your marketing decision making. Without certainty, you default to the status quo. To actively position your brand means you have to stand for something. Only then are you truly on your way to owning your very own position in the mind of your customer.

Staff update: Welcome to our newest littleBIG babes

Times are a changin’ in the littleBIG office. Steph and Rhi have moved on to their next big career and life adventures and Kris is about to embark on her London move. Not all sad news though as we’ve welcomed a few absolute legends to our family, adding to the wealth of knowledge and experience we already have in the team.

Introducing Darinka, Nevada, Georgie and Penny. Get to know a bit about them below.

Darinka Hrkalovic – PR & Marketing Assistant

Something you can’t live without? 
My phone! I am constantly checking social media feeds and reading news bits from different media outlets.

Favourite place to eat? 
La Camera on Southbank – it is my favourite spot for authentic Italian food.

What are you passionate about? 
Fashion – I see it as a way of expressing yourself. You will always catch me reading fashion blogs and magazines and checking out street style all over the world.

Nevada Fontana – Marketing & PR Coordinator

Highlight of 2017 so far…
The highlight of 2017 without doubt would have to be my move from quiet Perth to the (super cold) hustle and bustle of Melbourne.

Oh and joining the amazing team at littleBIG of course.

Favourite place to eat?
I have a current obsession with the delightful South-East Asian cuisine up for offer at Hawker Hall. If you’re like me and find it impossible to decide what to order, the ‘Feed me’ Menu ticks all the boxes.

What do you enjoy doing when you’re not working?
When I’m not working you’ll find me mastering zen with hot yoga, brunching or searching for the best espresso martini in town.

Georgie Gascoigne – Studio & Senior Account Manager

Highlight of 2017 so far…
Getting engaged!
What are you passionate about? 
Design, physiology and wellbeing/health.

What do you enjoy doing when you’re not working? 
Pilates, sleeping, cooking, painting, crafty projects that take forever to finish.

Penny France – PR Account Director

Something you can’t live without? 
Morning and afternoon tea tend to punctuate my day, so I’d have to say regular cups of tea (it’s the Brit in me) and quality chocolate biscuits.

Highlight of 2017 so far…
Holidaying up in Queensland where my sister lives – beach, sun, good food and good times on repeat.

What are you passionate about? 
Without being too soppy, my beautiful little daughter who brings so much joy and madness into my life!

My 5-tip survival guide for making it through your first day at a new job.

This post was written by the fabulously named Nevada Fontana, who recently joined the littleBIG team as PR & Marketing Coordinator after relocating to Melbourne from Perth. Welcome Nevada!

So, you’ve landed your dream job, had time to celebrate with all your friends and family but now it’s actually time to go to work.

Starting a new job is always super exciting but also a nerve-wracking experience at the same time. Having recently made the leap myself, to help you with your transition from old to new, facing the fear of the unknown, I have listed my top 5 tips to help you survive your first day in your new job.

Tip 1 – Be early.

I once read that people who are fifteen minutes early, are more successful in life (who knows if this is entirely true) but from then on, I made it my goal to always arrive early. For your first day allow enough time to tackle traffic, find parking, oh and suss out the closest coffee shop.

Nev’s tip: Being fashionably late on your first day is not cool.

Tip 2 – Buy lunch.

We all know bringing lunch to work is the key to successful saving but for this first week I give you permission to treat yourself. Sure, store bought lunches are delicious, but it’s also good to take a break from the first-day information overload, socialise and help avoid the awkward “who’s lunch smells?” situation.

Nev’s tip: Think twice about bringing canned tuna on day 1. 

Tip 3: Listen and ask questions.

I know…everyone says it over and over again, but it is a must to always ask questions. No one expects you to know or remember everything – so it’s always better to ask before completing one of your first tasks completely the wrong way.

Nev’s tip: No question is a stupid question (even if it’s asking where the toilet is)

Tip 4: Smile

A smile is contagious, makes you feel better and live longer – so what’s not to love? Walk in every morning with a giant smile and you’ll set yourself up for success.

Nev’s tip: Keep smiling… it makes people wonder what you’re up to. 

Tip 5: Be yourself.

The most important part of starting a new job is just to be you.

Remember, It was you who landed the job (so you must be doing something right!). Stay friendly, happy and passionate from the get go, and you’ll be a part of the furniture in no time.

Nev’s tip: But maybe try to keep the Harry Potter obsession under the rug until week 3. 

Bonus Tip: Say Thank you.

I would like to extend a massive thank you to every single member of the LittleBIG Team. Thank you for making me feel so welcomed and especially for making last week the best first week, ever.


YOU by Skechers: A woman’s shoe, designed for you

One of our longest standing clients (and global footwear giants!), Skechers is expanding its lifestyle range to include a collection curated for women in all walks of life, Skechers YOU.

Dropping in stores this month, Skechers YOU combines lifestyle and wellness in one, providing the modern woman with both comforting support and style.

Featuring a responsive, cushioned insole to make every step comfortable, the lightweight sneaker has been constructed with soft woven mesh fabric, providing breathability and freedom of movement with each step.

Available in six stylish colours, the YOU sneaker is extremely versatile and easily paired with active-wear for a casual stroll, or styled up for lunch with friends for a sport-luxe look.

These affordable sneakers are priced at $149.95 for the lace-up style and $119.95 for slip-ons.

YOU by Skechers is launching Australia-wide, both in-store and online.

Set to be a wardrobe essential for any modern woman, Skechers YOU doesn’t compromise style for comfort with an active lifestyle in mind.

Facebook: /SkechersAusNZ

Instagram: @skechersausnz

Where to find images that don’t suck

This post was written by littleBIG’s youngest creative gun, Joel Langford. With an ever-growing list of design tools under his belt, he lets us in on some of his latest learnings… 

Design and imagery have always gone hand in hand. The combination of great photography and epic design will always create beautiful artwork. However, this imagery needs to be the correct match for the design work. Hence why it is vital to have a strong free stock image library, providing high quality images to pair with high quality design.

The following are my top five sites for free stock images, that have helped me improve my design work…

Unsplash is the most valued free stock image website in my library.
Its collection of stunning photography and user friendly interface makes it a clear first on the list.

Lifeofpix showcases some exceptional free photography, providing images with an excellent range of applications.

Kaboompics provides a large spread of images, useful for a broad range of design work.

Negativespace boasts a broad range of high quality free stock images, useful to any designer.

Lastly, Pixabay contains an array of excellent photography, a perfect tool for any design work.





Market Love

This post was written by chief boss-lady and littleBIG founder Sally Harley (née Urquhart). 

We have had the pleasure of working with many of Melbourne’s wonderful fresh produce and general merchandise markets for six years now, including the magnificent Queen Victoria Market, Melbourne’s most visited tourist attraction. I will never stop pinching myself over this fact. Melbourne’s markets are such amazing places.

After attending our VIP launch for the Queen Victoria Market’s Winter Night Market 2017 season Wednesday night, I’ve been bitten by the market love bug but again and I’m buzzing. We got a taste of the warmth, flavour and intrigue our Wednesday nights now have on offer thanks to: amazing lighting installations from John Fish (“think hazy walls of red smoke, glowing neon lights and bright white beams illuminating the entire main food hall,” as Timeout put it); incredible eats from Pacos Tacos, 400 Gradi, Southside Smokers and so many more; and awesome design and gift shopping including Out of Anakie’s epic leather and canvas bags and purses and deliciously smelling Coconut Revolutions goods.

And that’s just the Winter Night Market. In Melbourne, every day of the week but one there is an authentic market experience to be had. I can’t think of anywhere else you can replicate it. WE ARE SO LUCKY.

Where else do you find every ingredient you could possibly wish for, and countless ones you never knew existed – fresh, blissfully free of ridiculous superfluous packaging and at great prices (crazy great prices come 3-4pm!!!)

Where else do you find down-to-earth, knowledgeable, approachable salespeople (traders) who make grocery shopping a delight not a chore?

Where else do you find local craftspeople making clever and creative jewellery, art, fashion, furniture… you name it… and selling it direct? Where else do they get that opportunity to make a buck from their own ideas without crazy retail rents and multi-national overlords dictating their prices/brand/direction?

Where else can you grab a great coffee, a comforting meal from one of Australia’s best chefs (hello Pickett’s Deli & Rotisserie), gorgeous flowers for home, a gift for your girlfriend and your grocery shop in the one place? Only one tram-ride, stroll or car-park required.

Where else not only provides us incredibly fortunate Melburnians with a soul-feeding place for all of the above on the regular, but is the place we send our interstate and overseas friends to spend time on their Melbourne holiday. Because “you have to experience a Melbourne market”. We’re not sending them to Aldi, Coles or Woolies, that’s for sure!

Ah, markets. I love you.


This month we are thrilled to welcome our newest Designer to the team, Joel Langford. Joel has been part of the littleBIG family as an intern for some time now so you may be familiar with his face. He joins us in a more official capacity after putting in the hard yards and kicking creative goals.

Get to know a bit about Joel…

Something you can’t live without? 
Food. Quite literally, but jokes aside, eating is without a doubt my favourite activity. Breakfast, lunch or dinner, I’d be out 7 days a week if it were possible.

Highlight of 2017 so far…
Without a doubt it would be seeing one of my favourite bands, Catfish and the Bottlemen, live. Amazing band, amazing venue filled with amazing friends, it really cant get much better…

Favourite place to eat? 
A quiet little Japanese restaurant tucked away in Ivanhoe – Kanda. They serve some unbelievably high quality traditional Japanese cuisine. Truly a hidden gem. 

What are you passionate about? 
The beach. Any chance I have to get myself on a beach, I’ll take it.

What do you enjoy doing when you’re not working? 
I love sports and exercise. If I’m not playing football, I’ll be playing basketball, and if I’m not playing basketball, I’ll be at the gym. Few things are better than running around getting fit with your mates.

The PR power of the effective visual

This post was written by littleBIG’s PR Specialist Camilla Speirs, one of Melbourne’s all time PR guns. Camilla’s a pro when it comes to media communications and smart strategy so listen up y’all…

We’ve all heard the cliché, a picture tells a thousand words and in today’s landscape, it’s never been so true.  The impact of imagery on our daily lives is at an all time high with the constant bombardment of unavoidable visual stimuli evoking an array of emotions at any given moment, from joy to sadness, bliss to fear and humour to elation.  Thus, the power of the visual.

From the moment we awake, our minds are submerged in a world of varying imagery, all of which our brains respond to and the world around us becomes a veritable smorgasbord of stories. Images created with a particular message or story in mind, when created well, can be a brand’s most valuable tool. And with the rise of social media, we are now incessantly consuming and reacting to more visuals than ever before and a clever but conscious marketer will know and understand how to best use imagery to tell a story which will ultimately illicit a response.

No one can argue that unlike text, a strong visual can tell a story that will remain in our neurological library for years to come. Pictures not only help us recall experiences they enhance our emotional response so, it’s no surprise that visuals are paramount when it comes to communicating a brand ethos or a campaign message.

So, if the main ingredients for telling a story or selling an idea are words and images, PR’s are required to be outstanding in both areas.  This requires educated thought and the ability to respectively work with a myriad of visual talent such as photographers, illustrators and graphic designers alike.  And with rapid digital processing at our fingertips, there is no excuse for poor visuals when it comes to creating an impactful and relevant media kit.  The industry is filled with talented photographers keen to hone in on their skills and produce engaging and impactful images so brands need to willing to invest in quality imagery in order to clearly tell their brand story when it comes to PR.

Quality imagery in a media kit can mean the difference between standing out and demanding attention or falling to the bottom of the pile.  Storytelling visuals in a media kit create greater recall relating to both product and brand.  So when communicating with media and consumers alike, strong visuals are imperative.

So, the moral of this story is to invest in great imagery because as a crucial ingredient to selling a story idea, if content is king, then visuals are the crown jewels!