Talking to friends and other students as to what blogs they engage with I came across several key blogs that engage with this millennial demographic, however the blog I felt was most engaging and would represent the brand best was The Anna Edit. Anna is a Brighton Based blogger in her twenties that blogs about her life with particular focus on minimalist makeup, minimalism in general, monochrome and Whistles. She has been blogging for around six starting as ‘Vivianna Does Makeup’ in university she kept this blog due to her passion for connecting with people saying 'because I’m older (definitely), wiser (maybe), have a few more hairs on my chin (unfortunately yes) and enjoy typing out posts on a bit of everything now; from food to fitness and beauty to books.' She posts videos on my YouTube channel twice a week (Wednesdays and Sundays at 9am GMT) and posts on her blog every Monday, Wednesday, Friday and Sunday at 9am creating a consistent dialogue with her audience.
Anna's youtube channel has just under 400,000 subscribers, with weekly videos generating over 100,000 views each. Her target audience is mainly other millennials who look to Anna to have an aspirational lifestyle making her an effective social influencer. Anna makes the perfect brand advocate ha she channel is extremely personable and reflective of her experiences, she is a real person enjoying food and family and experiences making her more relatable than a 'barbie' blogger who only posts about clothes, fitness and makeup which evokes a better connection with her audience and by extension the brand. Within the blog disclaimer it states she does produce sponsored content for brands she really loves, reinforcing the validity of this concept proposal.
The Anna Edit creates a suitable brand advocate for the 'Wander' brand, her aspirational lifestyle is viewed by over 400,000 fans with her target audience of millennials giving her a great sense of social influence. Using Anna for the first episode of the wander diaries campaign will allow the brand to be positioned favourably with these 400,000 viewers, turning this blog traffic into brand awareness. Enlisting The Anna Edit as a brand advocate throguh this campaign will generate a stronger brand personality of authenticity and attributes the persona of the blogger, Anna, which is defined as personable, fun, engaging and gunning to brand equity generating a stronger consumer-brand relationship through these constructs of brand psychology.
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