MOLLY-MAE LEADS THE WAY

MOLLY-MAE LEADS THE WAY

Who runs the world? Influencers.

It is undeniable that social media has become an obligatory part of our everyday lives. According to wearesocial.com, more than 3.8 billion people use social media in 2020. *MIND-BLOWN*

A major element of modern social media is influencers. Influencers are individuals who build a following on social media, based on their opinions and expertise on a specific topic, most commonly fashion, fitness or beauty related. Influencers post regularly, generating huge exposure from their loyal followers.

Molly-Mae Hague, you either know everything about her, or nothing at all. That is the beauty of influencers; megastars to their interested audience but not quite A-Lister household names. Molly-Mae is a 21-year-old, Social Media Influencer from Hertfordshire, who rose to fame in 2019 as a contestant on the UK hit series, Love Island.

Love Island has been known as a ‘gateway’ for Social Media Influencers to gain a higher following, overpowering the shows initial goal of finding ‘love’. Molly-Mae did not shy away from this and has since openly admitted that initially Love Island was simply a “business venture” to further her career in Influencer Marketing.

Molly-Mae’s career has gone from strength to strength, making her the most successful contestant to leave the show. This however is no accident, it is a result of meticulous planning, content creating and professional endeavours.

Upon leaving the villa, Molly-Mae’s business venture had already proven extremely successful, with all of the UK top clothing brands aiming to secure a deal with her. After considering her options, Molly-Mae signed an incredible £500,000 deal with Manchester based fashion company, Pretty Little Thing. This was the highest brand deal a 2019 Love Island contestant generated.

As Molly-Mae’s Pretty Little Thing collaboration rolled out, the brand found their sales increase dramatically, with the range selling out immediately. This therefore resulted in Molly Mae receiving another six-figure deal to extend the collaboration for an extra six months.

Molly-Mae donated all profits from one of her Pretty Little Thing collections to the mental health charity MIND following the death of friend and Love Island host, Caroline Flack. MIND provide advice and support to empower anyone experiencing mental health problems. The charity campaigns to improve services, raise awareness and promote understanding surrounding mental health.

The decision to donate all profits to MIND was a personal decision for Molly-Mae, due to the death her close friend. Doing this allowed Molly-Mae to use her huge platform to promote the importance of mental health awareness and understanding. Molly-Mae engages with a lot of young people through her social media following, maintaining a positive reputation and a high level of influence. It is important to target her following with important issues, encouraging them to speak out about their mental health.

On the back of her partnership with Pretty Little Thing, it was clear that Molly-Mae was a big hit. To ensure she captured her success at a high point, Molly-Mae decided to embark on her very own business venture. With a target audience in mind, through commitment and dedication, she successfully launched her very own tanning brand, Filter by Molly-Mae.

Filter is a collection of tanning products. However, some eager eyed fans have noticed the brand is listed on Endole as a ‘wholesale of perfume and cosmetics’, which gives them the rights to expand the range into a cosmetic and beauty brand. This expansion has been successfully carried out by many brands. Local brand bPerfect Cosmetics did exactly this, expanding their tanning brand into a makeup cosmetics line and most recently, opening a Mega Store in Belfast City Centre. *No pressure Molly-Mae*

In September 2020, Molly-Mae hit the significant milestone of one million subscribers on her ever-growing Youtube channel, where she documents her life through daily vlogs, behind the scenes on business ventures as well as hair, makeup and fashion tutorials.

It could be argued that Youtube is an extremely vital part in Molly-Mae’s success. Her loyal followers were introduced to her through Love Island, a TV show that followed her daily life, every day, for over two months. Therefore, people may feel that they know Molly-Mae on a more personal level and her Youtube ensures this relationship is continued.

To celebrate this milestone, Molly-Mae launched a huge giveaway on her Instagram account. This giveaway boasted £8,000 worth of prizes, with Louis Vuitton bags, Apple gadgets, as well as her tanning products from Filter by Molly-Mae.

Giveaways are an immediate way to create engagement on social media, with many influencers participating in brand collaboration giveaways. Collaborations benefit both the brand and the influencer, with brand specific prizes and entry requirements that increase following and engagement for both.

Molly-Mae decided to cut out the ‘middle-man’ and set up the giveaway on her own. This allowed her to include authentic prizes that were directly related to her personality, her brand and her followers’ interests. Doing this also allowed Molly-Mae to stay clear of the typical, robotic perception that comes with giveaways. She ensured her caption was sincere, including a message of gratitude to existing followers.

Molly-Mae posing with her £8,000 giveaway prize on Instagram.

The entry requirements on the giveaway were as follows:

  • Like this post & tag a friend
  • Subscribe to my Youtube channel
  • Make sure you’re following @mollymaehague and @filterbymollymae
  • Share this post to your story for a bonus entry

These entry requirements ensured multi-networking which generated a high level of engagement, increasing social media following, as well as building brand awareness for Filter by Molly-Mae.

The giveaway also created headlines for the tabloids, keeping Molly-Mae in the public eye. It is very important that influencers show commitment and dedication to content creation in order to maintain their public image. This is especially important in 2020, with events, launches and media appearances being minimal due to COVID-19.

Molly-Mae’s vision for the future was impeccable and the aim of this giveaway was certainty achieved, with the total entry level reaching almost THREE MILLION, her personal Instagram gaining over 200,000 new followers and 300,000 new Youtube subscribers.

Both her personal Instagram and Youtube account will benefit greatly from this surge in followers through an increase of sponsored posts as well as an increase in earnings through social media insights and engagements.

The biggest success to come out of the giveaway has been the increase in Instagram followers for her tanning brand. Filter by Molly-Mae gained a mind-blowing 500,000 followers and counting. Yes, that is correct – 500,000!

Social media giveaways are an effective way to generate engagement with a loyal, existing audience, as well as a way to reach out to new people. Molly-Mae utilised people’s desire to participate in competitions to increase engagement for her new brand, Filter by Molly-Mae. She done this at a time where her fame and engagement were high, gaining public exposure at a time where this is limited.

To be sure she obtains the benefits of her giveaway and retains the increase in engagement, it is essential that Molly-Mae develops strategic communication tactics to build a relationship with new followers, as they are not required to continue following her once the competition has ended. It is important that she remains consistent, sharing user generated content, as well as asking for feedback and recommendations.

As soon as the winner of the giveaway was announced, Molly-Mae was already forward-planning, building excitement for the next one on social media. This is the perfect way to keep followers, old and new interested. However, if the next prize is anything like the first… who wouldn’t be interested?

I have a good feeling about the next one… if you see me out and about in the near future with a 4-piece Louis Vuitton luggage set or Apple gadget bundle… thanks Molly-Mae!

Ellen Turbett is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Instagram and LinkedIn.

PRETTY LITTLE THING’S PRETTY BIG PR DISASTER

I am sure if you are a fashion follower of any sort, you will have seen that Pretty Little Thing products have been exposed….

The fast fashion clothing company Pretty Little Thing rarely ever has many scandals from what I have seen. They seem to just be constantly building on their reigning empire, gaining more celebrity collaboration, more customers and ultimately more money… until recently, when their empire hit a bump in the road, when they were subjected to a case of FAKE NEWS.

A Facebook post was published by a PLT customer who had a look through the company terms and conditions on their US website to find this…

Image may contain: text
https://www.facebook.com/photo.php?fbid=1430300487135168&set=a.281899951975233&type=3&theater

This post went viral, now having approximately 25k shares on Facebook and thousands and thousands of Twitter threads discussing the issue. 


When I first seen this my instant reaction was shock…I couldn’t understand why a massive company like Pretty Little Thing would have chemicals in their products that were known cancer, reproductive harm and birth defects, and why it was just point blank in the terms and conditions without anyone knowing of this before. 

Disgust spread across the Internet, with many people putting up their own social media posts expressing their concerns and spreading the word to ‘Boycott Pretty Little Thing’. 

However, others were quick to fight back and defend Pretty Little Thing. Those who looked further into the statement within the terms and conditions discovered the truth. 

The truth 

The truth is that this warning was required due to a new law in the California, called Proposition 65, which requires all companies in California must provide warnings of ‘significant exposure’ to chemicals that cause cancer, birth defects and reproductive harm. However, it is highly unlikely that PLT clothing could contain sufficient amounts of these chemicals to cause harm at all. 

In fact, it is not the only clothing company that has used this warning, ASOS and Fashion Nova also have this warning within their company terms and conditions. 

FAKE NEWS 

Due to the first post going viral, many other customers and non-customers of Pretty Little Thing now had a negative outlook on the company, so much so that they posted about it on their social media and so on so forth, until thousands of people now thought that their PLT purchases were going to cause them harm, and so were suggesting that people do not purchase from the company any more. 

This lead to many articles posted containing FAKE NEWS. 

Fake news can have irreversible effects to organisations, it can change consumers image of a company, it can make them lose custom and can reduce their stock price. 

Public opinion is vital for companies in general, but especially online brands, like PLT, who build their reputation up online and gain a following of customers who have a high impression of the brand. 

Fake news can destroy this reputation, and if the brand is not strong enough, can also bring down the company. 

Luckily enough, I don’t think this has had much of a significant effect to the Pretty Little Thing brand as they have continued to issue statements claiming that their products do not contain sufficient amounts of lead to cause the stated effects, however this may have planted a seed of criticism into the heads of consumers who may then go and shop at a competitor brand that does not have such warnings in their T&Cs. 

For me, as a shopping addict…I can safely say that I will be purchasing from Pretty Little Thing again without any hesitation. 

 

Siobhan McKerr is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on: Twitter – @Siobhan_mckerr, LinkedIn: www.linkedin.com/in/siobhan-mckerr and Instagram: @Siobhan_mckerr.