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Meet MANTLE and the 3 reasons why the rising Swedish beauty brand chose VOCAST

Meet MANTLE and the 3 reasons why the rising Swedish beauty brand chose VOCAST

by | Feb 9, 2022

Meet MANTLE and the 3 reasons why the rising Swedish beauty brand chose VOCAST

MANTLE is a beauty and skincare brand founded by Stina Lönnkvist and Josefin Landgård. Together they went on a deep dive, exploring the world of CBD, and created simpler skincare routines without compromising with quality and efficiency. Naturally, the work that went into their products needed to be shared with the world, and as a result, they turned to VOCAST. The brand is a part of our growing Swedish client base to have adopted the brand sharing platform. We sat with Stina, Co-Founder, and CMO at MANTLE, who shared with us the 3 reasons why a digital showroom powered by VOCAST was the way to go.

1. Sharing content

Beauty brands rely heavily on quality content to show consumers accurate skincare      « before and afters ». The skincare asset checklist includes, amongst many things: high-quality texture stills to give customers a feel for the product, pack-shots, authentic before and afters, how-to-apply videos, ingredient lists, etc…

VOCAST has re-defined asset sharing and made it easy to showcase a brand’s content. The process of sharing that crucial content is one of the first reasons why MANTLE implemented a digital showroom.

« We love that we can gather all our images and information (from campaign images and videos, to press releases and pack-shots) under the same roof. And that it’s easy for our collaborators and partners to navigate and find the material they need (…) Before VOCAST we sent everything personally to each of our contacts. After VOCAST we found an efficient way to share our latest material and news. »

 

2. Ease-of-use enabling creativity

The simplicity of the platform was an important factor, alongside having a complete product that allows the process of going through every touch-point without hassle. Leaving space for creativity to run free.

« We are all about multi-purpose products and VOCAST is a multi-purpose tool so it was a match made in heaven. Founding an easy-to-use solution while preserving a creative way to communicate was an important factor in our decision-making. »

​

3. Control facilitating time efficiency

By making the content available for their retailers, contacts, and network, MANTLE makes sure the brand’s standards are maintained by facilitating control over how they are represented. This lets Stina focus on what’s the most important, growing and nurturing her business. But to keep the ball rolling, adapting and teaching your team how to use the platform is an important factor for success: 

« It’s important to take the time making sure your digital showroom is user friendly and tailor-made for your network. The next step is to take the time to introduce VOCAST. By doing a proper onboarding you’ll save a ton of time in coordinating material to your contacts personally because they know how and where to find it themselves. Everyone in our growing teams now knows what material to use. » 

« We can focus on other tasks now that we don’t need to share everything manually. This precious time allows us to focus on making our business grow. We recommend VOCAST for structure, efficiency, and creativity. It’s a great tool for targeting your information and news towards partners and it’s a platform that is available and easy to use. »

 

Discover MANTLE’s Digital Showroom

About MANTLE

Josefin Landgård met her Co-Founder Stina Lönnkvist and together they went on a deep dive, exploring the world of CBD. They quickly recognized its powerful potential to upgrade skin health, restore personal balance, and enhance well-being for people leading full lives. From this union, they founded MANTLE – a Scandinavian beauty & wellness brand powered by cannabis. The concept of MANTLE’s range is to combine the best of both worlds. All products consist of a powerful blend of actives + botanicals to promote radical results with minimal effort. Read more about MANTLE or visit their digital showroom.

 

Let’s get digital

Why not give a visual experience that tells a story about your brand, just as you would in your physical showroom? VOCAST supports hundreds of brands by setting up their tailor-made image banks. It’s a place for their hand-picked editors, influencers, buyers, and retailers to access their assets on the go. Learn more about the VOCAST image bank feature here: https://vocast.com/digital-showroom

Ines is the Research and Marketing Manager at VOCAST.  She previously worked in the beauty industry and is now an expert in social media and digital marketing. Every day she helps design-driven brands navigate digital trends and carry out their marketing and brand strategies effortlessly.

 

 

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Lockdown 2022 Update: Scandinavia, Europe and the US

Lockdown 2022 Update: Scandinavia, Europe and the US

by | Feb 1, 2022

Lockdown 2022 Update: Scandinavia, Europe and the US

Throughout the first months of the new year, countries around the globe have had different approaches to pandemic restrictions, reflecting the current situation in their respective markets. Insider knowledge from various markets about the ins and outs of the current lockdown status is useful information to have to keep international businesses running as smoothly as possible.

How are different markets operating as we are closing in on two years of pandemic?

 

What are the current travel regulations in different markets? 

 

How can you best get in touch with the press and influencers?

 

What are retail regulations as we are approaching a new season?

The Lifestyle Team at VOCAST is made up of native researchers, with specific knowledge about what is happening across international markets. These questions will all be answered below for markets in Scandinavia and Europe – along with quotes from fashion insiders. 

Here is an update on the lockdown status of our 10 markets, updated as of 01.03.2022

Lifestyle industry updates

Lifestyle industry updates from 10 markets – From Denmark to France, to Italy and Germany.

Do you want to know what office regulations are like or what the most efficient ways to get in touch with editors and journalists are right now? Are you looking to contact buyers and want to know the retail status of their market? These questions are answered for you below.

Navigate your way through these updates by clicking on the arrows or the dots: 1. Denmark 2. Sweden 3. Norway 4. France 5. Italy 6. Germany 7. The Netherlands 8. Belgium 9. The UK 10. The US

Denmark's March Update

Lockdown status: Denmark has become the center of attention on an international scale, after lifting all restrictions. The status remains the same, as of the 1st of February, all covid-19 restrictions were lifted and the Danish Government is no longer categorizing covid-19 as a socially critical illness. Businesses and private cultural institutions continue to have the opportunity to enforce their own restrictions, ex. demand presentation of “Coronapas”.

Travel advice: As of the 1st of February the rules for entry into Denmark will change. Vaccinated and previously infected people can enter without testing or isolation from all countries. However, requirements for testing and isolation are still in effect if you have been in a country or area with a virus variant of concern (at the moment, there are no such countries).

Working regulations: Depending on the internal structures, workers are either working from home or working from the office.

Press status: contact via email or phone.

Retail status: All physical retail stores are open.

Sweden's March Update

Lockdown status: On February 9th the government, in accordance with the Public Health Agency lifted most COVID-19 related restrictions. Recommendations to stay home if one has symptoms and to get vaccinated are still in place.

Travel advice: As of January 27th, there is a ban on unnecessary travel to Sweden from countries outside the EU / EEA and Switzerland. The ban applies to foreign citizens until the 31st March 2022. Foreign nationals may only enter the country if they are covered by one of the exemptions from the entry ban and can present a negative test taken within 72 hours of arrival.

Working regulations: There are no longer any work office regulations recommendations imposed by the government or the Public Health Agency.

Press status: The press is available and working, as usual, they can be reached via email, phone, or social media.

Retail status: Retail sales are increasing with all physical stores open and back to regular opening hours with no limitations on customer amount or similar.

Fashion Week: Stockholm Fashion Week took place in February with physical shows, however, with a greater focus on covid safety keeping groups and gatherings smaller, and asking for vaccine passes from all participants.

Norway's March Update

Lockdown status: After advice from the Directorate of Health, the Norwegian government announced that all restrictions would be lifted in the month of February. Thus, as of February 12th, there are no active COVID-19 restrictions in the country. Although there are no requirements to isolate if infected, the government recommends that adults stay home if they experience symptoms. Close contacts do not have to quarantine.

Travel advice: All travel restrictions were lifted on February 12th: you no longer have to test, quarantine or register upon arrival. The only exception is the island of Svalbard, where travelers are required to do a quick test within 24 hours of arrival.

Working regulations: Offices are operating as normal. You are advised to work from home if you are infected and experiencing symptoms.

Press status: It is best to contact the press via email or phone.

Retail status: Retail is open on a national level.

Sales home interior: In general, the pandemic has not affected the interior and home goods industry too badly. Norwegians love home renovations and projects, and many have spent quarantine updating their homes.

Sales fashion: Stores and malls are open on a national level.

 

France's March Update

Lockdown status: The “Pass Vaccinal” (meaning 2 doses of vaccine + the booster shot) has replaced the previous “Pass Sanitaire” and is mandatory for everyone who is older than 16 years old if you wish to access restaurants, concerts, nightclubs, bars, and all other sorts of events and leisure activities. Face masks will no longer be required in indoor spaces that require a “Pass Vaccinal”. 

Travel advice: France is open to travelers, but a few restrictions still apply. EU residents are allowed to enter the country without a negative PCR test as long as they are fully vaccinated. Non-vaccinated travelers, as well as travelers coming from non-EU “green” countries, will be required to have a negative test and to isolate. Finally, non-EU residents coming from “orange” countries will be requested to have a worthy purpose to enter France.

Working regulations: Working from home is no longer mandatory, but still advised.

Press status: It is best to contact the press via email.

Retail status: Stores and malls are open across the country.

Italy's March Update

Lockdown status: The country adopts a traffic light approach when it comes to introducing progressively new restrictions against covid-19. Currently, most regions are yellow and only one is orange. Masks outdoor are not required anymore. Tighter restrictions in yellow regions mainly apply to unvaccinated people. A super green pass is now required in order to access most cultural and public venues, as well as means of transportation. The super green pass is obtained if you are vaccinated with the third dose (booster shot) and remains always valid. All people over the age of 50 are now required by law to be vaccinated.

Travel advice: As of February the 1st Italy only requires a “green pass” in order to travel from EU countries. The green Pass is a document showing proof of COVID-19 immunity through vaccination, previous infection, or a negative test. The ministry also renewed the go-ahead for travel to a number of non-European tourist spots, widening it to six other destinations along with the previous ones.

Working regulations: In most cases, it is advised to work 2-3 days at the office and the rest at home. All workers are required to provide a green pass. All workers over the age of 50 must now present a super green pass.

Press status: it is best to contact the press via email.

Retail status: currently, all retail stores are open.

Fashion Week: Milan Fashion Week is scheduled from 22 to 28 February in a physical format

Germany's March Update

Lockdown status: Germany’s incidence number is quite high, however, bars are open as well as cinemas and shopping centers including boutiques and stores of essential goods (drugstores, supermarkets). All non-essential establishments (e.g. shops, cinemas, events) can only be entered with the 2G rule and some such as bars and gastronomy businesses with the 2G+ rule. Public transport requires 3G. At some point towards 21.03.2022 the 2G, 2G+, and 3G rules are being dropped completely as Germany goes back to its pre-pandemic state.

2G – Vaccinated or Recovered + ID
2G+ – Vaccinated, Valid corona test (antigen or PCR) + ID
3G – Valid test, Vaccinated or Recovered + ID

Travel advice: In general, travel is allowed and they are no restrictions if you are vaccinated (3 doses). This is valid for travellers from EU member states and countries within the Schengen area. People from overseas territories are also allowed to enter Germany, as long as they have proof of vaccination and their country of origin is not classified as a Virus-Variant area. The digital entry form has to be filled out by everybody, except from individuals from green countries (low infection risk).


Working regulations: Employers are required to offer the possibility of working from home. This legislation is still valid until mid-march. The workplace has a general 3G rule where no exceptions apply. Most people working in office environments are working from home.

Press status: It is best to contact the press via email.

Retail status: Physical retail stores are open and can only be entered when wearing a face mask (FFP2). The number of people allowed in a store could differ from state to state.

The Netherlands's March Update

Lockdown status: Open. From 25th February, the government wants to lift the 1.5-metre distancing rule together with the face mask and corona pass requirement. Also, general closure of public places such as clubs between 01.00 – 05.00 don’t longer apply. However, the government plans to make pre-admission testing (1G) mandatory for all visitors aged 13 and over at certain indoor locations. These are locations with more than 500 visitors per space and without assigned seating.

Travel advice: Travel is allowed with basic rules in place. From the 25th of February, travellers arriving in the Netherlands will no longer be required to self-quarantine. Travellers will only have to quarantine if a new virus variant of concern emerges in the country they are travelling from.

Working regulations: Generally all of the lifestyle industry are working half the time from home and half the time at the office.

Press status: It’s best to contact the press via email.

Retail status: All stores and malls are open (general opening hours).

Fashion week: Amsterdam Fashion Week is scheduled for 01/09/2022 – 04/09/2022 and will be physical as normal.

Belgium's March Update

Lockdown status: Open. Public places such as restaurants, bars, and museums are open, but a Covid Safe ticket or certificate will still be required for access as well as a mask.

Travel advice: Traveling is allowed. However, the Belgian approach for people arriving in Belgium depends on whether they are returning from a red, orange or green zone. Depending on the country or region you are traveling from, different measures apply after you arrive in Belgium.

Working regulations: Generally all of the lifestyle industries are working from home.

Press status: It’s best to contact the press via email.

Retail status: All stores and malls are open (general opening hours).

The UK's March Update

Lockdown status: All restrictions in the UK are now lifted. Some shops across the country ask people to wear masks still, but it is no longer mandatory.

Travel advice: If you are fully vaccinated and arriving in the UK, you no longer have to quarantine or pay for a test upon arrival.

Working regulations: generally, most of the lifestyle industry is working from the office as normal.

Press status: it’s best to contact the press via email or phone

Retail status: all retail, high street shops, and malls, are open and although it is not mandatory to wear face masks individual stores may ask their customers to – though this is rare.

Fashion Week: London Fashion Week took place from the 18th to the 22nd of February. If you haven’t done so already, you can sign up to gain access to LFW’s press portal here.

The US's March Update

Lockdown status: The US has lifted restrictions across the country and reports of new cases have declined by 80% from their peak in January. The Biden administration authorized free Covid-19 home tests as well as masks to the public after seeing the highly infectious Omicron variants spread. However, most states have or are in the process of lifting mask mandates.

Travel advice: The US lifted travel restrictions for vaccinated international travelers in November admitting international foreigners entry into the US. However, The CDC continues advising Americans not to travel internationally until they are fully inoculated against Covid-19 and is cautioning travelers to “pay close attention to the situation at your international destination before traveling outside the United States.” The US also requires both international inbounds and returning Americans to provide negative tests taken within one day of departure upon arrival.

Working regulations: Businesses are open across the country and people in the lifestyle industry are back in the office.

Press status: It is best to contact the press via email or phone at the moment.

Retail status: U.S. retail sales increased by the most in 10 months in January. “The strong rebound in January retail sales suggests consumers still have plenty in the tank to propel the expansion forward this year,” said Sal Guatieri, senior economist at BMO Capital Markets.

Fashion Week: New York Fashion Week took place in February and there is a small section of digital-only brands noted on the calendar, however, most brands are expected to show in person. The CFDA and IMG are monitoring COVID precautions and follow protocols instated in September that call for mandatory vaccination, mask-wearing indoors, and scaling back the size of audiences.

 

 

 
 
 
VOCAST - the Brand Sharing Platform

This blog post was a collaborative effort written by our in-house team of curators, who are experts in identifying relevant influencers, as well as building email lists of important contacts for our fashion and home & interior brands.

 

 

 

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Behind the curtains: the power of celebrities in the world of fashion

Behind the curtains: the power of celebrities in the world of fashion

by | Jan 12, 2022

Behind the curtains: the power of celebrities in the world of fashion

Fashion is a unique art form. Every day we choose how we express ourselves creatively and morally to the world through the outfits that we wear and the brands that we choose to spend our money on. Culturally speaking, immense credibility can be given to brands and designers when the reach of their art crosses multiple mediums. By expanding your marketing strategy by working with celebrities across various artistic fields, whether they be TV hosts, DJs, musicians, comedians, artists, actors, singers, or models, your brand can reach new audiences and impact them in a heartfelt way. 

For designers who value the artistry and soul of their work and for directors who meticulously curate a unique and impactful brand story, working with these talents authentically has the power to place your brand on a golden, global pedestal. Here are the best ways to work with celebrities across various artistic fields so your fashion brand can have a greater impact on the market.

VOCAST spoke to two incredible industry insiders who work with both celebrities and fashion brands, to give you some insight into the dos and don’ts of collaborating with entertainers.

Meet Bryant: Bryant Von Woodson II has over four years of public relations experience at Chapter 2 Agency in New York. Beginning his professional career in the PR department, Bryant grew with the company, transitioning to VIP services, where he now helms the department. Bryant has worked with many brands and has secured placements with the likes of Lizzo, Gabrielle Union, Dua Lipa, Noah Cyrus, Future, Vic Mensa, Joe Jonas, and more.

 

 

​Meet Isabelle: Isabelle Kube is the PR Manager for creative, Copenhagen-based agency LOAD Creatives. With experience working with PR in the UK as well as Germany and Denmark, she has a broad network of different creatives from influencers and stylists to celebrities. Working primarily digitally her expertise lies within influencer and celebrity giftings and collaborations globally.

 

 

Let’s talk artistry

Entertainers and artists have so much meaning behind everything they do. They need to think about what the colors they wear represent, what their outfits pay homage to, what values they are showing that they stand for. If your brand is chosen for these kinds of cultural messages, why does that create so much value and credibility among consumers?

What celebrities wear has a connection to who they are – it’s part of their art that they’re expressing. Designers can benefit from this because people see the clothes these celebrities wear as part of their artistic expression, rather than just a brand in a campaign. 

Isabelle explains that celebrities are offered so much when it comes to fashion. They have the pick and choose of everything in the world whether it’s a high-end brand or a tiny-little brand someone is hand-making somewhere, and brands can benefit so hugely from being worn by these people. Fans respond because they believe in celebrities’ values. Celebrities need to think about who they are and what they represent and they need to align themselves with brands who have similar values, their fans trust them and this can turn a market. She says:

« A stylist can find something online, a celebrity wears it and it can be sold out in minutes. You have a huge impact on the market when your pieces are seen and associated with art. »

Creating authentic relationships

Although we feel connected to the artists and entertainers that we love, through the TVs in our living rooms or the headphones in our ears, there is a sense of exclusivity and inaccessibility that comes with a fame status. It is true that the impact that celebrities have on the market is huge, and as Bryant told us:

« It’s important for brands to understand who is moving the ball and creating the trends – if Rihanna wore a white tee and a tall boot it becomes a trend, a market story. »

 This is one of the key components as to why these talents can drive consumer behavior, but how do we as brand responsible, create authentic two-way relationships with them? 

Bryant explains how there are two ways to look at it: “on one side if you’re an emerging brand, it’s really important to collaborate with emerging talent. If you both are growing your businesses and brands and you collaborate together either by them wearing your clothes or you building them a custom look. Then later on, when this person goes on to win a Grammy or an Oscar and develops clout, you have already invested in the relationship. When they need something from now on, they’ll feel like they can come to you. Tapping into emerging talent requires a lot more research and decision making but it’s important to look at these talents and see who will be rising along with you and your brand.“

On the other hand, he talks about how it’s about making your brand accessible to already established celebrities, “like the Beyonce’s and Gaga’s” he says: “This is important because, at the end of the day, a celebrity endorsement will shift culture. It will shift trends. It can create a market for the next generation and it’s important to be in that conversation.”

His advice for the already established talent is to keep fighting for the opportunity: “Reach for the Michelle Obamas of the world, you never know when they may say yes.”

« The only way to do it is to build that relationship with their team, have a zoom call, go for coffee, and from there you’ll find ways to work together. »

Bryant elaborates by telling us that it’s important to make sure that you’re very clear and focused on what your brand stands for, and really tailor your celebrity strategy towards that. Don’t go in blind and ask for a collaboration. He would encourage brands to go in and ask to meet. He says: “Have that face-to-face moment. It’s so important to figure out how to build these relationships, start those conversations so be accessible, be genuine, make things happen and be reliable.”

Culture and representation

Isabelle believes that what goes into celebrity styling and PR is trying to convey messages with the outfit. Celebrities do this well because they know that whatever they do is going to be analyzed. She says:

« It’s a form of visual communication. It’s such a powerful thing to be able to convey a message just by an outfit. Look at politics, when a woman wears a suit, you know it’s a power suit. That really means something. »

Although it’s an investment to gift these looks out to people, in our conversation with Bryant, he talks about how it’s turned around when real people are excited about seeing pieces worn and why. He tells us: “I work with a brand called No Sesso and they’re really about body positivity, about making sure that clothes are genderless for everyone. The designers are both women of color, one is a trans woman of color which is phenomenal. With this, it’s about making sure we are dressing and having opportunities for the trans community, the people of color community, and really making sure that we’re dressing people so that people can see themselves in these clothes.”

Dressing you, for you

We all love to see what our favorite entertainers are wearing to award shows, events, and red carpet occasions, but how often do you go out to buy a red carpet look straight from the designer? Isabelle says: “If a celebrity is wearing something from your line whether it be at a private event or to the supermarket, it shows that it’s actually part of their wardrobe, it’s something they actually want to wear.”

The power your brand can have by nurturing these kinds of authentic relationships with celebrities is that they trust and value your work. It’s impactful to the consumer to see their favorite artists wear your pieces for themselves to make them look and feel good any day of the week. 

Bryant elaborates this even further and explains what can happen once you’ve got this relationship and dressed someone for their big moments. He explains that if an artist or celebrity is a fan of the brand, respects the brand, and wants to wear the brand, they will have ready-to-wear pieces in their closet. Then they’re including you into their life as a designer because of the fact you’ve built this relationship:

« Celebrities are still human and they’re still consumers, they want good things at the end of the day. They want to know about your values as a designer just as much as public-facing consumers, they want to shop in alignment with their morals. »

Isabelle always tells brands that even if there’s only one picture posted of their clothing, it doesn’t mean that someone isn’t wearing it: “honestly, someone wearing something in their free time is worth so much more than a gifted post. Paparazzi shots often sell more than a red carpet look in a magazine because it’s more attainable and relatable.”

Top tips: gaining VIP status access

It’s a great accomplishment to be able to create and nurture these relationships, get your brand out there, and be represented artistically via entertainers who value your work and impact culture. But access to celebrities can feel like a far reach. So how should you do it?

As Isabelle explains it confidently, you should always aim high. Start there and then adjust the strategy going forward. Even if it feels unrealistic it takes time, and effort, and networking:

« The sky’s the limit and it’s not even the limit. You won’t manage until you try and it sounds cliche but it’s true. Sure, these celebrity teams get a lot of offers and they’re selective, but if you believe in your product it’s worth it. »

So what are the best ways that brands can position themselves when it comes to celebrity marketing? Your brand needs to know who the people that these entertainers, artists, and their teams really want to work with.

1. Create a connection

Isabelle’s advice: “become friends, share your brand story and be personal. Treat everyone you come across with respect, your intern a year ago could be the next big stylist in a month so don’t take anyone for granted.” 

 2. Show that you care

Bryant’s advice: “it’s still a professional relationship, but you know we’re all human. I can talk to these top stylists and their teams now and just say: hey, how are you, are you looking forward to the holidays, here’s a little gift from me, sending you some love. I really think that takes it a long way.”

3. Support emerging talent

Bryant’s advice: “be the brand that supports someone when they have their first movie, their first music video. When you lookout for a whole team while they’re young, you can have that moment with them that might really disrupt the market and that’s what you want.” 

4. Show gratitude 

Isabelle’s advice: “a lot of times I will gift stylists as well as the celebrity they’re dressing so they can have something too, we all want to benefit from the relationship.”

5. Hold your head high!

Bryant’s advice: “just remember you deserve to be here. Don’t fall for imposter syndrome. You’re a brand with a clear mission, you’re an amazing publicist, you deserve to be here, you deserve to be at the table so reach for the stars.”

Take a look!

Here are some of the talented entertainers VOCAST has gathered in our exclusive curated lists that you need to know:

Denmark

Sofie Linde Ingversen

Sofie is Denmark’s Miss Sunshine and spreads love and laughter wherever she goes in her colorful outfits. She is mostly known for her role as the host on Danish X-Factor and her recent speech at the Zulu Comedy Galla which blew up the MeToo-debate in Denmark again.

Norway

Astrid S

Astrid S is one of the biggest names in Norwegian entertainment. She has been a successful singer for many years and made her acting debut in a feature film in 2021.

France

Bilal Hassani

Bilal Hassani is a French singer, with Moroccan roots. Bilal became famous by representing France at the Eurovision in 2019 and is since then one of France’s most prominent singers and fashion icons.

Italy

Måneskin

The one celebrity from Italy at the moment that everyone should know about is definitely the rock group: Måneskin! The group of 4 is now becoming popular as ever not only in Italy but also abroad – they recently performed at the AMAs. 

Germany

​​Stefanie Giesinger 

Stefanie is a German model, influencer, and actress who has risen to fame by winning the infamous casting show „Germany’s Next Topmodel“ moderated by Heidi Klum. 

The Netherlands

Sanne Vloet

Sanne is a well-known Dutch model. She has appeared on the runway for famous brands such as Chanel, Versace, Balmain, and Victoria’s secret. She open-heartedly shares vlogs about her life, fashion, interior, body, and beauty secrets.

Belgium

Tiany Kiriloff 

Tiany is a well-known TV host, model, journalist, and sustainable fashion influencer in Belgium. She is very active on Instagram, where she shares a lot about her life.

The UK

Rita Ora 

Rita Ora is a British singer and songwriter who has been in the global spotlight for over a decade. With her hit singles, memorable fashion moments, and personality on British TV, the award-winning artist is a true embodiment of an entertainer.

The US

Steve Aoki 

Steve Aoki is a Grammy-nominated DJ, producer, and music executive, known for his high-impact, experiential live performances. He’s also the founder of the record label, lifestyle company, and apparel line Dim Mak.

Georgina is the UK Market Coordinator at VOCAST, responsible for British fashion and lifestyle research. Along with her work at VOCAST and studies at Copenhagen Business School, she is passionate about conscious fashion reform in the industry.

 

 

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Få succes med influencer marketing som offentlig instans

Få succes med influencer marketing som offentlig instans

Influencer marketing er en branche i vækst, og mange virksomheder bruger det i kommercielle sammenhænge til at kommunikere ud til en specifik målgruppe med et bestemt budskab. Men vidste du, at offentlige instanser også kan have gavn af det f.eks. i form af en...

The power of mom influencers

The power of mom influencers

by | Nov 30, 2021

The power of mom influencers

Impactful, persuasive, and the ultimate go-to for advice of any kind. Let’s talk about mom influencers and how they have conquered the social media world.

Mom influencers have really made a mark in the social media landscape. Their content is based on experiences and the reality of every day. The eschewing of motherly niceness and difficulties in family life shaped an intimate conversation and space to be truly vulnerable. Consequently, their believability and trustworthiness created loyal communities that stay intact. But what makes them so popular amongst aspiring mothers and women in general, and how did they adjust to the way social media works today? 

Being a mother requires having the answer… to everything!

Starting on amateur blogs back in circa 2005, the first moms entered the blogosphere longing for communities that would understand them and their struggles as mothers and women. What emerged was a task force of dedicated individuals, helping and inspiring each other as they become women who deal with the hurdles of motherhood.

​The life of a mother can only be defined by those with children. This role requires strength, discipline, and knowledge of what to do, at the perfect time, always. The pressure on mothers worldwide is high, as they have to have the answer to everything from nutrition, self-care after pregnancy, baby care, and kindergarten choices to knowing all kinds of allergens and chemical-free textile options. It becomes a job to keep up with knowing what is ultimately right.

Here is where experienced mommy influencers come into play!

« Their know-how is like a guiding light for many aspiring “power moms” »

They take the role of a good friend who gives you tips, lets you know what to look out for, and which directions to take and their audience has the utmost appreciation for it. The fact that someone has already tested and found a solution for a certain problem awakes trust and confidence within their followers. This insight is what makes mom influencers so attractive and the first station for many new and young mothers to look for tips, tricks, and product recommendations.

 

The rise of content specialists and brand favorites

Looking at the statistics, being a mom influencer is a popular occupation with over 4.2 million people pursuing their own careers as such. Over the past decade, these stay-at-home moms have transformed into a content marketing army. Traditionally, mom bloggers were a separate entity from consumer brands, however, in recent times, moms have mentioned brands on average around 73 per week. This makes enterprises from many different sectors recognize the value of mom influencers and the huge online network they could offer to potential clients.

What makes mom influencers so special is their authenticity factor. They are straight shooters, with around 60% of moms only talking about brands they really love. Furthermore, since most of their mentioned products are organically arising within their content, audiences believe their purpose and benefit to a higher extent than they usually would. Content has changed fundamentally from experience-based content to aspirational content.

« There has been a shift in strategy, making content more popular by incorporating products that promise to ease a certain problem or direct struggle. »

Studies have shown that influencer marketing skyrockets when personalities add babies to the mix. Baby-centric Instagram accounts are not just adorable but also translate to a wide audience of individuals who are in need or searching for the perfect thing for their child or themselves for a certain benefit.

 

What is their secret to success?

Over 83% of new moms are millennials. These new moms spend over eight hours a day online. Therefore they are regarded as key advisors or “decision-influencers” in their respective communities. Additionally, mom influencers have a unique demographic. They do not just cater to moms alone, in fact, these types of influencers set trends.

For this reason, many companies love to spend money on sponsored posts for mommy bloggers, as they can advertise almost everything from baby to kids products, to personal wellness, beauty, clothing, home furnishings, and even travel destinations, nothing is off-limits. Through endorsements and brand ambassadorships, mom influencers are able to leverage their audience and increase visibility long-term for products and services. This way, brands, and partners really know that their money is well spent.

 

How can working with mom influencer benefit your brand?

Moms make the majority of all household purchasing decisions, which makes them a vessel for generating turnover. In the United States, women account for over 85 % of all consumer purchasing decisions and overall spending power of over 2,8 trillion US Dollars. This development shows how much consumer power women hold – worldwide, this amount increases to 31,5 million US Dollars in purchasing power. Women do seem to rule the world after all.

The public tends to trust real people instead of brand executives. Moms lead incredibly busy lives and therefore look for somebody they can relate to and trust. They, in comparison to their mom influencer counterparts, do not have the time to research everything in-depth.

«  92% of all women pass along information about deals or online recommendations to others, so if you have a mom influencers’ audience in your grip you’ve struck gold. »

Mom influencers are incredibly decisive and do not stop looking for the perfect product, having control over their decision-making is extremely important. Because of this, a large number of brands pitch to mom influencers, making it their goal to convince them that they have the product they cannot live without. When working with a mom influencer, you have the certainty that you have a representative from your key demographic, making your message go full circle.

 

Mom influencers across markets

Looking generally at the popularity, content, engagement, and cultural context of mom influencers in different markets, one can see that there are huge similarities in the way they are perceived. Scroll below to learn about how mom influencers differ between markets and take a look at some of the key mom influencers you can find in VOCAST’s curated lists.

Denmark 🇩🇰

Mom influencers are very popular in Denmark. However, there are few who started as mom bloggers from the beginning – more are already established influencers who became a mother in the process of their careers. Danes value transparency and are curious to get a sneak peek into the “family life” of others they follow for example pregnancy posts, buying a new home, and kids starting school. 

Cathrine Wichmand

Sweden 🇸🇪

Since motherhood and caring for children is less of an identity women in Sweden take on and not something that is very prestigious, influencers, as well as professionals who share content centered around family life mostly inspire, support, and share their experiences with each other, almost like one, would do in a forum. Because of this, their engagement rates are often high.

Victoria Törnegren

Norway 🇳🇴

In Norway, mom bloggers are highly established within the influencer sphere. Several mom bloggers have large followings and regularly make appearances in Norwegian mainstream media. These influencers have an engaged community in which their followers frequently comment on their posts.

Annelin

Germany 🇩🇪

The majority of German mom influencers are those who have been in the social media business already, and now include their children in their content. Germans in particular worry about their privacy, therefore the mom influencer scene is still developing. Still, many mothers and those who are soon to be are looking toward opinion leaders that offer guidance and tips

Viky Rader

France 🇫🇷

Mom influencers are becoming really popular in France, and a very tight community. Being a mom influencer is not only about partnering with brands, it is also about breaking taboos and challenges about parenthood, that any parent could relate to They do not necessarily need to have many followers. In fact, french mom bloggers often have fewer followers but much more engagement when posting stories and pictures.

Marion Gruber

Italy 🇮🇹

Generally, life with kids is a really popular segment in Italy. Many are interested and follow trends, created by mom influencers. They also appear to have more engagement and a tighter community, making them able to incorporate lots of sponsored content. Everything from products for newborns, to home interior and fashion, followers seem to be curious about moms’ lives. 

Julia Elle

THE UK 🇬🇧

The mummy-influencer scene in the UK is vast. It is largely made up of millennial influencers who have all become parents when they already had a large social media presence and are the same ages as many of their followers, who are also having babies at the same time. The loyalty their followers have to them is therefore very strong. These influencers are particularly popular because they share a specific message of self-care. 

Lily Pebbles

THE US 🇺🇸

Mom influencers are very popular in The US and often have hundreds of thousands of followers. This is largely due to the fact that being a mother and overall family life is highly valued. Many women in the United States dedicate their lives to their families and taking on the role of a stay-at-home mom is nothing uncommon or frowned upon. Since family life is so important in American culture, it becomes natural for many to want to share it. 

Eva Chen

The Netherlands 🇳🇱

The amount of mommy influencers in The Netherlands is high. Especially in the last two years, many influencers became moms and are now sharing this with their followers. The Dutch mommy influencers have a tight community, taking their amount of followers and likes per post into account. Generally, the fewer followers they have, the higher the engagement. This chart offers an overview of this development. 

Jipp Janssen

Belgium 🇧🇪

When we look at the Belgium market, we notice that the mom influencers are mostly people who were already known, like from tv or other media. When these influencers became moms, they also started sharing a lot of their life as a parent with their followers. The average engagement of mum influencers in Belgium is between 3.10% to 3.69%. 

Ann Van Elsen
GET IN TOUCH

 

 

Kevin is the DACH Market Coordinator at VOCAST. He grew up in Berlin, studying fashion journalism and communication and has previously worked within fashion PR. Currently he is studying toward a bachelor’s degree in Marketing and has a strong interest in sustainability, writing and modern design practices. 

 

 

 

 

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Why a digital showroom is important for design-driven brands: an editor’s perspective

Why a digital showroom is important for design-driven brands: an editor’s perspective

by | Nov 30, 2021

Why a digital showroom is important for design-driven brands: an editor’s perspective

At VOCAST we foresaw the rise in design-driven brands embracing digital tools, intensified by a global pandemic and an increasingly fragmented media landscape. Digitalization is now a crucial element to supply the right media channels and stakeholders in a fast-paced manner. So how can you navigate this while still keeping true to your brand?

We outlined the reasons why design-driven brands should invest in their image bank and gathered exclusive insights from Elena Cattaneo, an interior design journalist who writes for several major Italian publications (Interni, CasaFacile, DCasa, D di Repubblica and Dove), to share her point of view and explain how digital showrooms improved her crucial work.

Increase in media channels and content production

Without a doubt, social media and the internet increased the rate at which content needs to be produced and delivered. Magazines, like any other media outlet, need to keep up with the speed we are being dictated to today. And as a brand, you need to help the right people communicate your stories at a steady pace while still keeping up with your quality.

To match this speed, the content production done by modern lifestyle brands is no longer only the occasional press release. They are doing campaign images, product shots for e-commerce, SoMe content for their retailers and their channels. More videos, lookbooks, catalogs, line sheets, and many other “heavy” assets that are too big to attach to a regular email. Elena agrees that brands can convey their craftsmanship digitally:

« The artisanal quality of a brand can, in my opinion, be told with images, photographs, or videos. For example, in addition to the “still life” photo of a product, when doing a search on a digital showroom, there could also be a short video of its most artisanal details or of a specific step in the production process. »

Brands have evolved into these big-scale content producers, and the next step is taking the distribution part of that process to share these precious assets with like-minded people that get what they are doing. Elena thinks that image banks designed by VOCAST specifically elevate this process:

« I like the categorization set-up like the different rooms in a house, especially if it is a brand that produces furniture and 70 different objects, and I also like the possibility to search by topics and collections. On top of that, it is very useful to be able to choose the size of the photos already sized for different resolutions.»

Communicate about your brand and your quality efficiently

In the world we are living in now, the important editors don’t have the time to drop by your physical showroom as often, however, they still would want to follow up on hearing something about your brand, and if they can get quality content right then and there, the chances of getting high standard coverage are better.

A custom-made digital showroom is a perfect showcase for people, partners, and the media to engage with lifestyle brands’ creative universe in an efficient and powerful way. Through her work, Elena observed the direction a great deal of design-driven brands chooses to take. « I’ve actually come into contact with digital showrooms powered by VOCAST without really knowing it. They are intuitive tools that offer the ability to download the material you need. » And for Elena, there’s no doubt that these digital showrooms have made her work process much more effective:

« The difference for us journalists between sites that offer a well-managed, easy-to-use digital showroom and those that don’t is huge. You’re working with tight deadlines, and being able to download material (photos and information) right away without waiting for sign-up times or responses makes all the difference. »

She adds, « as a journalist, it’s important for me to be able to find, almost immediately, as much information about a particular product as possible; the description, name of the designer, dimensions, materials, price, and also advice on maintenance. (…) I write for different magazines, so the reading communities and their needs vary. In any case, regarding the specific way I showcase a product, I think it is important to know the creative and design history that led to the creation of that product. How it was born, and what makes it unique.»

About Elena

Elena Cattaneo is an Italian journalist who has been writing for interior design and architecture magazines and online publications for over 25 years. She started her professional career in an architecture studio in Florence, but she soon moved towards a career in journalism.

She has worked as an internal editor for several Mondadori magazines (Casa Idea, Donna Moderna, Casaviva, Casa Facile), then at the beginning of 2014, returned to freelance and started her blog. Now she continues to collaborate with: Interni, CasaFacile, DCasa, D di Repubblica and Dove. And is also involved in creating content on the topics of design and travel for many different types of media. 

Let’s get digital

Why not give a visual experience that tells a story about your brand, just as you would in your physical showroom? VOCAST supports hundreds of brands by setting up their tailor-made digital showrooms. It’s a place for their hand-picked editors, influencers, buyers, and retailers to access their assets on the go. Learn more about the VOCAST digital showroom feature here: https://vocast.com/digital-showroom

 

Ines is the Research and Marketing Manager at VOCAST.  She previously worked in the beauty industry and is now an expert in social media and digital marketing. Every day she helps design-driven brands navigate digital trends and carry out their marketing and brand strategies effortlessly.

 

 

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How to get the best out of each dish with Gastronomy Influencers

How to get the best out of each dish with Gastronomy Influencers

by | Nov 18, 2021

How to get the best out of each dish with Gastronomy Influencers

With the festivities being right around the corner, we have found ourselves browsing through social media and the internet to find the perfect cake or roasted meat recipes, while coming across delightful recipes we also envy, and are inspired by the aesthetically pleasant looking tableware and kitchenware.

A beige table runner laying on a wooden dining table, white porcelain plates that perfectly match with the matte golden cutlery, a candle holder standing in the middle of the table – making the dining room warm and cozy. How can all these images in the feed not make us look forward to hosting dinners with family and friends?

Since the festivities are just a month away, our research team noticed the increased need to update and bring forward our “Gastronomy” list, to selectively showcase the most prominent gastronomy influencers and magazines. Scroll down to learn more about them and the relevance of gastronomy across markets.

The Pandemic: Where it all started

Although it has been hard to endure staying at home, and seeing our favourite restaurants with closed doors, the pandemic turned many of us into real foodies. It all started from baking the simplest banana bread to making delightful home-cooked dishes.

Social media were a big factor when it came to finding our favorite recipes. Nisha Chittal, editor at VOX mentioned that Instagram was loaded with sourdough and cookies recipes, and people liked to show off their home cooks through stories. Although not everyone is not much of a baker, many joined the newest cooking trends, and we all stumbled upon appetizing images of food presented in minimalistic settings with matching tableware, making us engage with narratives, that almost bring out the flavor through the screen. 

Social media accounts dedicated to food became increasingly popular. In fact, studies have shown that there is a rising amount of people that now turn to social media for cooking inspiration, and 71% of people have now gone digital by getting inspiration from Instagram, where tags such as #foodporn have been used more than 400 million times, showing how social media users are connected to visual displays of food. Social media encouraged many to become “self-proclaimed” foodies which also made us look toward to hosting dinners with our long-time-no-see friends and family and showcasing our newest cooking skills. 

With tags such as #tablescapes being increasingly used, many also realized the importance of table- and kitchen-ware. Online furniture stores, saw a strong demand for table and kitchenware, as more people have been eating and cooking at home. Luxury retailer The RealReal, saw that sales within its home category have risen by 16% over a year, with tableware being at the top of the sales. Whether it is when sharing your home-cooked dishes on social media or when hosting dinners, purchasing better tableware and kitchen tools became essential to create aesthetic social media images and a cozy atmosphere in the dining room. 

 

It’s about storytelling

Nowadays, foodie enthusiasts do not just purchase porcelain plates from seeing a raw product image, they need something more; storytelling. And because brands today are not only seeking to have customers buying their products, but also want to have loyalties with their customers, storytelling is a valuable way to do so.

As a brand, there are various ways in which you can think about combining your products with food, and let everyone engage with the narrative behind your images. People often need to feel connected to the images they see, and as a brand, you want to trigger an emotional connection: to fantasize about dinner parties, Sunday morning brunches, and many more precious moments that we attach to food.

If you need inspiration, our research team previously released an article about gastronomy and storytelling and suggested several hacks on how to combine storytelling with food.

 

Gastronomy Across Markets

As a brand, it is essential to have insights into how markets value and perceive gastronomy. Whether a country considers Christmas, Easter or even afternoon coffee and cake to be important events will tell you much about a country’s gastronomy principles and how much care is being put on the table and kitchenware. Our international research team gathered gastronomy insights from their own markets to give you a better idea of how various markets value and perceive gastronomy.

 

Denmark 🇩🇰

Denmark has a large culinary scene and Danes have a dominant tradition of dining at home, inviting family and friends over for dinner.

Because of that, tableware and interior are very important to the Danes – since having guests over for dinner is common on a weekly basis, and they of course want their Scandinavian aesthetics to reflect in their surroundings at home. So, in Denmark a meal isn’t just a meal, it will in most cases be a ‘hyggelig’ gathering of family and friends.

Popular Gastronomy influencer: @frederikkewaerens 

Popular Gastronomy Magazine:  SPIS BEDRE

Sarah Friis – Danish Lifestyle Researcher

Sweden 🇸🇪

Swedish gastronomy centers a lot around healthy, locally sourced produce. The food culture is largely shaped by the climate and therefore differs regionally, however, overall eating habits are quite tradition-bound.

Swedish cuisine can be described as explorative and forward-thinking as many staple dishes have international roots but are made classics through incorporations of local ingredients. Meatballs, with their Turkish roots being one such and arguably the most well-known example.

Larger meals and sit-down dinners are a big part of festivities, but the most well-known gastronomic concept is the country’s coffee and fika culture, where swedes enjoy a light pastry and cup of coffee with family, friends, or colleagues, preferably daily.

Popular Gastronomy Influencer: @zeinaskitchen

Popular Gastronomy Magazine: Elle Mat & Vin

Norway 🇳🇴

Norwegians enjoy international food, and you can find cuisines from all over the world in the country. However, traditional dishes and local ingredients are also highly regarded. For instance, as a large seafood exporter, fish is a quintessential part of the Norwegian diet.

Gastronomy goes hand in hand with the Norwegian holiday season: making traditional dishes enhances feelings of nostalgia and contributes to the festive mood. Likewise, it is normal to have designated tableware, silverware, and decor for this season.

These pieces are likely to remain for years and be passed down from generation to generation. Norwegians are therefore likely to invest in nice, timeless pieces designed to last many holidays.

Popular Gastronomy Influencer: @matpåbordet (Ina-Janine Johnsen)

Popular Gastronomy Magazine: Mat på bordet

Sara Linvåg Næss, Norwegian Lifestyle Researcher

Italy 🇮🇹

As we all know, Italian food is considered to be one of the finest in the world. That is why food plays a big role for Italians, not only because they love to eat well (and they know about their food!) but also because of what it means: getting together with friends and family to spend quality time together.

Italians take pride in setting their tables, even for informal or everyday meals and most families have complete sets of tableware, glasses, and tablecloths for the finest occasions.

During the Holidays this is particularly important as it is an occasion to gather friends and family to celebrate. Usually, the finest tableware, glasses, and cloths are used and a nice menu is served.

Popular Gastronomy Influencer: @csabadallazorza 

Popular Gastronomy Magazine: La Cucina Italiana 

Federica Manzi, Italian Lifestyle Researcher

Germany 🇩🇪

In General, Germans have a strong celebratory culture. Food is one of the ways, people in Germany express their culture and therefore it carries immense importance. Christmas, New Year’s Eve, or any other holiday in Germany is being celebrated by creating an atmosphere through delightful tableware and decoration.

This carries through generations and is practiced all over the country. Food is important to Germans, as they have special delights for all kinds of occasions e.g. Christmas and Easter, it is lived tradition. In terms of their cuisine, people in Germany have different traditions and views.

The north and the south of the country are really different in terms of food culture. In the north of Germany, people eat a lot of fish and maritime-inspired foods. In the south, people enjoy „Knödel“ and „Maultaschen“ which are some of the most traditional, iconic foods in the southern region.

Popular Gastronomy Influencer: @oneslicemore

Popular Gastronomy Magazine: Hygge Magazin

Kevin Pretzel, German Lifestyle Researcher

France 🇫🇷

France is often considered as the country of gastronomy and wine, and its cuisine is fundamental to French culture and heritage.

The French are very attached to their own local ingredients such as cheese and pastries and consuming these ingredients on a daily basis is essential to their lifestyle.

Festivities are highly regarded, and gatherings are often considered the perfect opportunity to consume delightful food with your loved ones. The French, therefore, like to invest in their dinner parties and enjoy setting their tables with sets of tableware that often have neutral tones to bring out the colorful and delightful dishes.

Popular Gastronomy Influencer: @marielaforetvegan

Popular Gastronomy Magazine: ELLE à Table

Ema Laurenzana, French Lifestyle Researcher

THE UK 🇬🇧

Classic British gastronomy is not as famous as some of our European neighbors, but the market for delicately decorated baked goods and afternoon teas in beautiful porcelain china sets as well as roast dinners, pies, and curries set on rustic tableware is massively popular on social media.

This is particularly true when it comes to vegan gastronomy. “Vegan foodies” from the UK are highly influential in the overall global movement of breaking the negative stereotype around veganism and normalizing it as a fun, easy, and delicious lifestyle choice. This is one of the factors that makes the UK’s gastronomy scene stand out in comparison to others.

Popular Gastronomy Influencer: @deliciouslyella

Popular Gastronomy Magazine: Delicious Magazine

Georgina Juel, UK Lifestyle Researcher

THE US 🇺🇸

Gastronomy is huge in the US as food is deeply embedded within the American culture. Days of celebrations, whether holidays or personal events – often revolve around food like it’s the natural companion to any social setting.

Much of the food we know to be American such as hamburgers, mac n cheese, and fried chicken does represent the county’s quick and accessible food culture.

However, its rich blend of ethnicities and cultures reflects its diverse gastronomy just as much and it is truly a melting pot of food fusions, regarding both flavor and gastronomy level. This has resulted in food generally being strongly associated with culture and community.

Popular Gastronomy Influencer: @sophia_roe

Popular Gastronomy Magazine: Bon Appetit Magazine

Cerena Kulego, US Lifestyle Researcher

The Netherlands 🇳🇱

Although there is a clear growing influence from other cultures in The Netherlands, you will see that the typical Dutch food traditions will not disappear anytime soon.

The dutch people are known for their stews, licorice, cheese, poffertjes and bitterballen. They often choose bread for lunch, and a combination of potatoes, vegetables, and meat when they have dinner. Also, the Dutch people find it important to have enough vitamins in their food and they love to buy biological products.

During celebrations like Sinterklaas, Christmas, and Easter, they love to spend extra time on their food and the table decorations. On those special occasions, they go all out and spend months in advance thinking about the menu, the tableware, and what clothes to wear. When they don’t have the time to do that, they prefer to go to a restaurant to have this nice experience.

Popular Gastronomy Influencer: @miljuschka

Popular Gastronomy Magazine: Delicious magazine NL

Michelle Achten, Dutch Market Coordinator

Belgium 🇧🇪

Although not considered the healthiest cuisine, Belgian cuisine is famous for its chocolate, fries, and waffles.

However, as Belgium is near the North Sea the northern part of the country enjoys eating seafood such as mussels and sea snails.

The southern part of Belgium is renowned for its large agricultural industry, and organic food is especially popular. Belgians love to host dinner parties with their friends and families and put much attention on decorating their tables according to the theme of their party.

Popular Gastronomy Influencer: @lili_food_and_go

Popular Gastronomy Magazine: Culinaire Ambiance

Michelle Achten, Dutch Market Coordinator

GET IN TOUCH
Image: Unsplash

 

Ema is the Lifestyle Researcher for the French market at VOCAST. She grew up in Brussels and previously worked with fashion PR. She is currently studying for a master’s degree in International Development and Business and has a strong interest in sustainable and ethical practices within the fashion industry.

 

 

 

 

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