22 minute read
Van Hawke Talent
by PaulGC
SUNNY SINGH & MAGGIE STRUMELIEVA
2021 Social Media: Influencers vs Brand Ambassadors
Advertisement
The aftermath of the COVID-19 pandemic has seen an exponential growth in influencer marketing over the last year. With the rise of social media influencers, many brands are turning heads to newer trends and revising their marketing strategies. Our Instagram, Facebook and even TikTok feeds have never been filled with as many influencer-powered ADs as they are today. But is influencer-sponsored content enough to increase your brand awareness, engagement, and conversions, as well as generate high ROI? Many businesses are investing a lot of time and money in influencers and seeing little to nothing in return when drawing comparisons to brand ambassadors.
Influencers are effectively content creators with a social media following who can start conversations, set new trends and even impact purchasing decisions made by their receptive audiences. Currently many brands are using influencers to their advantage in sponsoring them to create promotional content of their products and services as it is a cost-effective and convenient way to gain high exposure whilst adding a personal touch to brand campaigns.
However, influencer-brand partnerships are frequently just a one-off transaction. The short-term collaboration between the two often questions the level of trust and authenticity of their campaigns, leading to very low engagement.
Brands should therefore seek longer and more loyal partnerships, such that can be found when collaborating with brand ambassadors. Brand ambassadors are regular consumers of your product or services and subsequently, share the same value as the brand and its consumer. Unlike influencers who tend to operate on one-off campaigns, ambassadors come from your brand’s niche and add value to the authenticity of the product or service they are passionate about. Forming long-term partnerships and building a close relationship with the brand, ambassadors can post a variety of authentic content across social, participate in press events, offer discount codes, and essentially become the face of your brand and sell your product effectively.
Similarly, scouting for the right ambassador is a vital part of your brand’s marketing strategy. Someone who is already loyal to your product, has previously engaged with your brand, or possesses an audience of similar niche to your brand’s, will make them an ideal asset to collaborate with. Promoting to the right audience will drive high engagement and exposure before nurturing and converting your brand leads efficiently. Not only will this increase the level of trust between the brand, ambassador, and essentially its targeted consumer, but it will also stimulate a greater ROI. Additionally, putting a face to the brand will make it more personal, real, and distinctively identifiable from other brands.
Fashion influencer Lydia Millen who has partnered with Karen Millen for example, has recently delivered multiple seasonal edits and collections over the last few months. The success following her first two KM x LM campaigns could see multiple items rapidly sell out after discount codes were distributed across Instagram and YouTube. Lydia continues to collaborate with the well-known brand, building a stronger presence and trust amongst her followers and can be seen making frequent appearances across the website, the official social accounts, newsletters and so forth, and thus becoming the new face for Karen Millen. Even when the fashion blogger is not promoting the brand directly, she can be seen wearing Karen Millen pieces across her social channels. Her loyalty and dedication towards the clothing line is automatically recognised by her followers, making her a trustworthy and authentic brand ambassador.
Another great example is Naomi Osaka who recently became the newest brand ambassador for Louis
Vuitton. Other than tennis, the highestearning female athlete in the world, is an active fashion fan. With a particular interest in bold colours, and print, the tennis champ is currently collaborating with Louis Vuitton’s spring 2021 campaign and other projects allowing her to reflect and reinforce her personal style with that of the brand’s.
Ambassadors effectively provide brands with the opportunity to connect and engage with like-minded people. Nurturing ambassadors with unique experiences, content ideas and special events, will prompt them to share and amplify the brand’s product and services in unique ways, build awareness and develop new customer acquisition. 2021 will continue to be a pivotal year for brand ambassadors forming strong, long-term partnerships with brands to boost brand exposure, engagement, conversions, and ROI, but more importantly, to build trust amongst their target markets.
Van Hawke Talent is a talent management agency connecting brands with authentic talent and global ambassadors. If you want to learn more about us and how we can assist you, contact us today.
Game Changers Magazine Lifestyle
GC:LUXURY
With the lockdown appearing to be enveloping into my next incarnation, perhaps it is a good time to start looking for a good base to spend the next couple of lockdowns.
We found this distinctive property in Pyrgos, Limassol. For those that don’t know, it is surrounded by blue flag beaches, and has 5 bedrooms designed to take the local surroundings into account.
We loved the design which for the price offers one of the most elegant spaces we have come across in the country.
Price: 4.400,000 EUR. For viewing information contact Fine & Country at
GC: DRIVE
PAVLINA-KRISTINA IACOVIDOU
Marketing & PR Manager A.I. Motokinisin LTD
Sunday Drives: Jeff Zwart Where: Independence Pass, Colorado Length: 52 kilometres Type: High altitude hairpin bends and high speed corners
Jeff Zwart is no stranger to the mountains. One of the most successful and longest serving participants of the Pikes Peak International Hillclimb and a resident of Aspen, Colorado, his is a life led both at speed and altitude. Small wonder then that his all-time favourite road is Independence Pass – a lifeline for the residents of his remote Rocky Mountains home but also one of the greatest driving routes in the western states.
“It’s a road I drive multiple times a year out of necessity,” Zwart explains. “But that’s one of the best things about it. It’s not just a destination road, it’s a functional one and actually the road I use to drive to Pikes Peak every year.”
The sheer immensity of the Colorado landscape, in terms of both distances and terrain, means that getting from point A to point B is often a significant undertaking and roads like Independence Pass are as essential as they are dramatic.
“The road has a recurring theme for me,” Zwart says. “It links the town where I live to the big city, and when they close it for the winter it’s well over an hour longer to get there. It’s an amazing road to drive but
there are times when the challenges are just so great. If I need to get to Denver airport for a 7am flight for example, I’ll be driving over it at three in the morning in all types of weather.”
Happily, as a man who has won his class at Pikes Peak some eight times, tricky mountain roads are second nature to Zwart. “I know the pass so well now, even though it’s pretty phenomenal in terms of its diversity, from hairpin bends to high speed corners. And because it’s over 3,660 metres, all the trees disappear as you go over the top. In the middle of the night, trying to get to the airport, this should all add up to being your worst possible drive and yet there’s never a time that it’s not entertaining.”
Independence Pass begins in Aspen at about 2,440 metres above sea level and climbs to 3,687 m at its highest point. It then plunges back down the mountainside to the historic former mining town of Leadville which, at over 3,000 m, is one of the highest in the United States.
The pass makes up a 52-kilometre section of Highway 82 and lays claim to being the second highest paved road in Colorado. A popular tourist destination in summer, it is invariably closed during the winter months when heavy snow and avalanches make it impassable.
“The altitude plays a big part up there,” Zwart continues. “I drive a variety of Porsche on that road, but if you take an early car like my 1953 356, this is a car that barely has 60 horsepower at sea level. So when you go over the pass you’re dealing with around 40 horsepower and pedalling pretty hard to get it to the top.”
“The early 911 is perfect for it, however. They’re still not the fastest, but you can’t drive that fast up there anyway, and it’s a car that makes great sounds off the canyon walls. And unlike with more modern cars you really have to engage with it, because the terrain and altitude mean it’s even more important to be in the powerband at the right moment.”
Despite tackling the route dozens of times a year, Zwart never tires of the ever-changing scenery: “It’s so beautiful the way this road evolves. You come out of Aspen and are immediately into this valley which is full of wildlife, with elk and moose along the highway. Then you start to rise up the side of the mountain, along steep canyon walls and through sections so narrow that two cars can’t pass each other.”
“There are never two trips over Independence Pass that are the same. It changes through the year too, with snow still on the road in Spring and fallen trees brought down by the winter avalanches. Then in the Fall you have these spectacular tunnels of yellow leaves. But to me the perfect time is an early summer morning when it’s warm, there’s no traffic and you have the windows down.”
For his annual pilgrimage to Pikes Peak, the first few miles over Independence Pass act as the perfect prep for Zwart, revisiting the peculiar characteristics of the mountain, the challenges of reading the road and of increasing elevation on the engine.
But it is as part of the familiar routine that this road has become such a part of his driving life. “I drive the road up to 20 times a year,” he says. “Over the last 40 years there’s no road I’ve driven more. In rain, snow, hail and pitch darkness. And in beautiful weather too. All of these things combine to make it a unique experience every time you drive it. It’s really something very special.”
For more information contact us.
Telephone: +357 25 828911 Email: pavlina.iacovidou@porsche.com.cy
Porsche Center Cyprus A.I. Motokinisi (Limassol) Ltd
58-60 Ayiou Athanasiou Avenue Ayios Athanasios CY-4102 Limassol
GC: FEMME
This time of year is great as we can wear fabrics that for the rest of the year are out of the question, not unless we wish to boil to death! GC:FEMME has put together a great look to reflect the cooler weather, but still look effortlessly chic...enjoy!
Brand: Brunello Cucinelli Name: Short-sleeve knit top Cost: €840
www.brunellocucinelli.com
Picture credit: Farfetch Brand: Brunello Cucinelli Name: Textured tie waist blazer Cost: €6300
www.brunellocucinelli.com
Picture credit: Farfetch
Brand: Jil Sander Name: Handlebar Leather clutch bag Cost: €1.050
www.jilsander.com
Picture credit: Farfetch
Brand: Chloe Name: Adjustable thin belt Cost: €522
www.chloe.com
Picture credit: Farfetch
Brand: Jil Sander Name: Anket loafers Cost: €545
www.jisander.com
Picture credit: Farfetch Brand: Frame Name: Bootcut jeans Cost: €300
www.frame-store.com
Picture credit: Farfetch
GC:HOMME
With the winter bringing more reasonable weather here in South East Europe, we can have no excuse for dressing like we are spending the weekend in the Arctic.
This with the ability to have 9 hours of ‘exercise’ everyday when we play the SMS game with the government. We can still make an effort to get out of our leisure wear and into something more elegant, whilst walking the streets.
BRAND: Tom Ford NAME: Suede Harrington Jacket COST: € 4.606
www.tomford.com
PICTURE CREDIT: Farfetch
BRAND: Tom Ford NAME: Henley buttoned-up t-shirt COST: € 474
www.tomford.com
PICTURE CREDIT: Farfetch
BRAND: Saint Laurent NAME: Monogram Plaque belt COST: € 500
www.ysl.com
PICTURE CREDIT: Farfetch
BRAND: Tom Ford NAME: Buckley Portfolio clutch COST: € 994
www.tomford.com
PICTURE CREDIT: Farfetch
BRAND: Saint Laurent NAME: Coated skinny jeans COST: € 425
www.ysl.com
PICTURE CREDIT: Farfetch
BRAND: Alexander McQueen NAME: Studded ankle boots COST: € 901
www.alexandermcqueen.com
PICTURE CREDIT: Farfetch
GC: GOING OUT
TOM LEATHERBACK
GC Walking Correspondent
Walking in Limassol...because there is nothing else to do!
With the impending Limassol lockdown incoming, we were stretched to write a review of going to restaurants with them probably opening again at sometime in the next few years. So with that being said, what else is there left to do but walk everyday for our Government approved daily fun allocation.
As a veteran of the last lockdown, walking can get tedious very quickly and seeing your other lockdown compatriots stumbling along Molos like extras from the walking dead does not fill me with much excitement. At Game Changers we took on the challenge to see how we can make it more fun.
What is consistently regarded as one of the dullest past times taken up by both non car owners and instagram health bores alike, was this a challenge too far for GC? Our first tip if you are based in Limassol is to avoid the Molos and the Marina area like the plague (or in this case a pan global virus), due to it being swollen with a huge amount of pavement pounders. Unless you are looking to attend the super spreader event of the year,it is probably best to give it a miss and look further afield.
We would suggest that you should switch it up a little, and luckily the city is blessed by having a spectacular coastline to take advantage of. One of the major problems is mental stimulation, so we would say choose from the long coastline to keep things interesting. As we are not fans of cold weather, there is minimal chance of finding GC going up the mountains anytime soon, but feel free if you must,
As this is our only social life, GC thought why don’t we try and incorporate a little bit of a retro 2019 feeling into it, by adding alcohol to exercise. We soon discovered the beauty about walking is that nobody gets long enough to look at you, so feel free to swig your way to happiness whilst walking the promenade with a refreshing cocktail in hand.
One suggestion that made it easier to gain social acceptance was to have our special GC walking cocktail, safely encased in a stay fresh thermos flask. Based on scientific data, this led to less people thinking you had some kind of ‘problem’, and were more likely to walk along happily in your athleisure wear.
GC’s resident cocktail advisor Gwendoline Crump designed us the perfect walking booze. ‘As you are going to be walking, it is probably best to stay off the dark spirits as that can cause you a massive acid buildup. Also look for something quite simple to construct, as the cup it is being drank in is not the usual way we would serve a cocktail’.
Gwendoline went further and added that a Mango and Pineapple Mojito would probably be best, as it is refreshing and it has a high water content. So you can feel guilt free in having a tipple when you are walking and go with this’
GC FUN CLUB DRINK Mango and Pineapple mojito
Ingredients: Pineapple, mango, mint various white rum;s to fit your mood
Non drinkers cocktail
Water & misery
What if I get hungry? Although illegal in Cyprus, and in no way are we endorsing that you use this in any way. We spoke to our resident GC correspondent in Colorado USA, Stuart Handlebars, and informed us that when taking a hike or a city walk, getting some fresh air and or simply fondling foliage in the mountains. One thing that helps them find things more interesting is gorging on a tasty THC treat.
‘Walking can be very boring if it feels forced upon you. One way we like to keep it interesting is to take some low level marijuana cakes to make the time pass a little more enjoyable.’ Stuart went further and outlined ‘this can slightly heighten your senses in nature, and let’s face it make you laugh at even the most banal subjects’.
Why not make those lockdown baking bores more tolerable when having to listen to endless cake based anecdotes, by scoffing their wares with marijuana infused into them. Another ‘soggy bottom’ quip needn’t have you wishing for life’s sweet release via a covid cough in your direction.
WHY IS IT GOOD FOR YOU?
Keen viewers of Prime Time will know our resident therapist Maria Meramveliotaki is always on hand to dispense the highest quality of advice, and as one of Limassols premier walkers, often clocking up over 100 miles a month, she outlined the many upsides for getting out of your chair and stretching your legs.
‘In a lockdown, your mental health can be quite fragile by having to live under constraints that are outside of your control. As we are bombarded with information, it is very helpful to get out and clear your head. Not only is it good for you physically, it is good for you to process your thoughts and get away from all the internal stimulus of the home.’
Ms Meramveliotaki went further stating that ‘although it may be hard to get out every day with various commitments. By getting outside it is also adding structure to your day, which can often be lost when we are in this situation’.
So for those of you who thought that walking was boring, maybe you should take a GC walk on the wildside and follow our advice for the perfect walk...
• Add variety to your routes. • 1 therapist (forex variety) • GC leisure walking cocktails • Water (optional) • Stuarts ‘Special cakes’. *Local and national laws apply.
GC:FITNESS 3 Breathing Exercises That Will Literally Change Your Life
LUIS RIBEIRO
Founder of Club Health www.clubhealth.uk
Our most recent article on alternative treatment therapies, touched upon the therapeutic benefits of breathing exercises.
Today, we will take our research one step further and we will share 3 of the most beneficial breathing exercises you can perform at the comfort of your own home.
Before we do that, we want to point you in the direction of science and research indicating that there is a correlation between the way you breathe and the way you think and feel.
This has been an area of research for many years and the more we learn about this connection, the more treatments like breathing exercises become more and more mainstream.
If we take a look at this narrative review of scientific evidence for example, we can see the beneficial effects of yogic breathing exercises in both physiological and clinical setups.
Our aim here at the Club is to study the latest innovations and scientific research, learn and practice them in a way that they can become part of your life and daily routine.
The exercises we are about to share with you might sound basic and simple, but much like our posture exercise guide, they can literally change your life.
Let’s dive right into it.
Breathing Exercise #1: Pursed Lip Breathing
We’ll start with an exercise that everyone and anyone can perform. We’ll list the steps, but if you’re the visual type, feel free to have a look at the excellent demonstrative video put together by the American Lung Association.
Pursed Lip Breathing Exercise Steps
1. Sit in an upright position and try to take a few moments to relax your neck and shoulder muscles.
2. Breathe in through your nose keeping your mouth closed. Try to maintain a slow, steady pace when inhaling. It should take you between 2-4 seconds to take a whole breath.
3. When breathing out, keep the same pace and technique only this time, you will do your best to release the air through pursed lips. Think of it as trying to whistle.
The technique is easy to master and execute and you will be surprised as the array of benefits it is associated with.
Here’s a short list of the most prominent benefits you will enjoy when practicing the pursed lip breathing exercises.
Pursed Lip Breathing Benefits
• Eases shortness of breath • Gets more oxygen into your lungs • Calms you down • Gets rid of stale air from the lungs • Improves your ability to exercise
It’s amazing what non-invasive, non-sweat and non-gear exercise can help us achieve. All you need is to allow some time in your day, be consistent and disciplined.
Make these exercises a part of your day, your routine, your daily rituals and trust us when we say that your body will thank you for this.
Let’s move on to the next one.
Breathing Exercise #2: Sama Vritti or “Equal Breathing”
Once again, we’re giving you an exercise that is simple to understand and execute. We live in an era where fitness, wellness and exercise are associated with leaving everything on the gym floor, sweating and giving 1000% of effort day in and day out.
While that is a good mindset to have, it’s important to know that simplicity can also yield results. These exercises are designed to reset your body and work on the muscles and organs that might not necessarily be visible to the human eye.
Let’s take a look at the steps required to execute the equal breathing exercise.
Equal Breathing Exercise Steps
1. You can execute this exercise by sitting or lying down in a comfortable position
2. Your eyes can be open or closed.
3. For more precision have a stopwatch available.
4. The secret is in the name “ equal”. 5. Take 3-5 seconds to inhale and 3-5 seconds to exhale.
6. All inhalations and exhalations should be made through your nose
7. Once you master the technique, try and prolong breaths to 6-8 seconds per breath.
It’s interesting to note that the equal breathing exercise is being leveraged by navy seals in stressful situations. Regulating their breath allows them to calm down and regain control of their body and thinking.
Equal Breathing Benefits
• Calms the body • Focuses the mind making it easier to concentrate • Dilutes stress • Regulates the autonomic nervous system (ANS)
Let’s move on to exercise number 3.
Breathing Exercise #3: Nadi Shodhana or “Alternate Nostril Breathing”
This is where our exercises are starting to become more playful and fun. As the name suggests, for this exercise you will have to alternate nostrils when allowing air into your lungs. Why, you might ask?
First, let’s get down to the explanation of the exercise and then we can dive into its benefits and unique setup.
Alternate Nostril Breathing Steps
1. Sit in a comfortable position with your legs crossed.
2. Place your left hand on your left knee and raise your right hand towards your nose.
3. Exhale completely and then use your right thumb to close your right nostril.
4. Inhale through your left nostril and then close the left nostril with your fingers.
5. Open the right nostril and exhale through this side.
6. Repeat the technique and alternate between nostrils.
7. Keep this up to 5 minutes.
If this is hard to pick up, please have a look at this beautiful video by famous yogi YouTuber, Adriene, where she explains and showcases the exercise step by step.
Now let’s get down to the benefits. Why go into all this trouble of blocking air through one nostril and not just inhale from both as usual? Here’s a list of the benefits that make alternate nostril breathing so popular.
Alternate Nostril Breathing Benefits
• Improves lung function and respiratory endurance • Cures headaches • Lowers stress and improves cardiovascular function • Allows oxygen to activate both the right side of the brain—which is the source of your creativity and imagination—and the left side—which controls reason and logic.
Recap
There you have it. Three exercises that will give your body a breath of fresh air (pun intended).
For more exercises feel free to contact the Club via email or phone and we will be more than happy to share it with you.
Stay tuned as there is more actionable content coming your way.
THE JOURNAL FOR INDUSTRY LEADERS
www.gchangersmag.com
