In this episode of PR LIKE A BOSS!, I chat with Siobhan McGeown, PR guru at Tropic Skincare, about crafting meaningful partnerships with influencers. Siobhan spills the tea (or should I say matcha?) on making authentic connections that leave audiences and brands equally smitten.
Key Takeaways:
Authenticity Is Queen: Siobhan’s mantra? If the influencer’s community hasn’t seen them organically rave about a brand before, it’s a hard pass. Her example of a dream collab: Melissa’s Wardrobe + Blank Street’s matcha drink collab, which had people queuing up like it was concert tickets.
Organic Partnerships = Magic: She cites Peloton’s Leanne Hainsby, a Tropic fan-turned-collaborator, who brought credibility and results thanks to her genuine love for the brand. Siobhan stresses the importance of these serendipitous partnerships where love for the product precedes the pay cheque.
Creative Freedom, Please: Tropic lets influencers tailor campaigns to their style, preserving their authenticity. Siobhan’s golden rule? Provide guidelines but trust the creator to know their audience.
Measuring Success: Forget instant sell-outs! Tropic focuses on long-term brand love, looking at likes, shares, and positive vibes from their 20,000 ambassadors, not just sales spikes.
Dream Big (Seriously): Siobhan’s ultimate fantasy? A Tropic partnership with a healthy snack brand like Deliciously Ella, complete with a glow-inducing snack bar, ASMR factory tours, and branded food trucks. Talk about manifesting greatness.
In Siobhan’s words, PR isn’t just about boosting sales; it’s about nurturing relationships and creating memorable stories. The secret? Dream big, stay authentic, and always think of collaborations as partnerships, not transactions.
Follow Siobhan on LinkedIn and Instagram (@Siobhan_McGeown)
Discover Tropic Skincare on Instagram or visit tropicskincare.com
Catch the full episode for more insider tips and a hefty dose of PR inspo. Until next time, keep PRing LIKE A BOSS!
Patz x
PR SPECIALIST & COACH
PATRIZIA GALEOTAWith over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.
My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.
I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.
Are you ready to invest in yourself and your business and take your PR to the next level? I can teach you everything you need to know to become YOUR OWN PR EXPERT! Please check-out the PR LIKE A BOSS! eCourse HERE
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