1 00:00:04,120 --> 00:00:06,960 Speaker 1: Hi, I'm Britney Saunders, and welcome to Big Business, the 2 00:00:06,960 --> 00:00:09,800 Speaker 1: place where business is far from boring. And today I'm 3 00:00:09,800 --> 00:00:12,879 Speaker 1: recording on a wobbical land. Now, I somehow managed to 4 00:00:12,880 --> 00:00:15,720 Speaker 1: build an empire from the garage underneath my house, and 5 00:00:15,760 --> 00:00:18,000 Speaker 1: I'm here to share it all with you, from the winds, 6 00:00:18,360 --> 00:00:22,560 Speaker 1: the mistakes, the challenging times, and the funny moments in between. So, 7 00:00:22,640 --> 00:00:25,239 Speaker 1: whether you're in business already, perhaps you're not in the 8 00:00:25,280 --> 00:00:27,440 Speaker 1: game at all, maybe you're just looking for some inspo, 9 00:00:27,680 --> 00:00:29,880 Speaker 1: or you simply just want to hear the tea, this 10 00:00:29,960 --> 00:00:33,279 Speaker 1: is the podcast for you. So I can't believe why 11 00:00:33,280 --> 00:00:35,320 Speaker 1: I'm saying this, but I also can because I feel 12 00:00:35,360 --> 00:00:39,559 Speaker 1: like it's long, it's long overdue, but also just feels. 13 00:00:39,880 --> 00:00:43,360 Speaker 2: Like new territory for myself and Fate. 14 00:00:43,960 --> 00:00:47,160 Speaker 1: But in this episode today, I want to tell you 15 00:00:47,280 --> 00:00:54,320 Speaker 1: all about Fate hosting its first ever large scale influencer 16 00:00:54,600 --> 00:00:57,840 Speaker 1: and Creator event. And I know what you're thinking, trust me, 17 00:00:58,080 --> 00:01:01,520 Speaker 1: I know, especially in you Know twenty twenty six, when 18 00:01:01,560 --> 00:01:04,440 Speaker 1: we hear influencer event, you want to roll. 19 00:01:04,240 --> 00:01:05,280 Speaker 2: Your eyes and go ugh. 20 00:01:06,360 --> 00:01:09,520 Speaker 1: But I feel like by this point everyone knows me, 21 00:01:09,959 --> 00:01:13,880 Speaker 1: and everyone knows Fate, and everyone knows well, I assume 22 00:01:14,440 --> 00:01:17,120 Speaker 1: that we always like to do things a little differently. 23 00:01:17,360 --> 00:01:23,240 Speaker 1: So whilst we're doing our first ever influencer slash Creator event, 24 00:01:23,480 --> 00:01:26,440 Speaker 1: it's not going to be just for influencers and creators. 25 00:01:26,680 --> 00:01:29,800 Speaker 1: There's going to be community members joining us as well, 26 00:01:29,800 --> 00:01:34,080 Speaker 1: which I am so excited about. And if you want 27 00:01:34,120 --> 00:01:36,160 Speaker 1: to hear more about that and how you may be 28 00:01:36,240 --> 00:01:39,800 Speaker 1: able to come along to our event, stay tuned because 29 00:01:39,800 --> 00:01:41,280 Speaker 1: I'm going to get to that. I've got so much 30 00:01:41,319 --> 00:01:43,400 Speaker 1: I want to say in this episode, and I thought 31 00:01:43,480 --> 00:01:45,880 Speaker 1: I'm going to spill as many of the beans as 32 00:01:45,880 --> 00:01:48,440 Speaker 1: I can here on the pod that I have a 33 00:01:48,480 --> 00:01:49,600 Speaker 1: lot that i want to talk about. 34 00:01:49,640 --> 00:01:50,320 Speaker 2: I want to talk. 35 00:01:50,160 --> 00:01:53,840 Speaker 1: About why we're doing this, why we're doing an influencer event. 36 00:01:54,040 --> 00:01:56,360 Speaker 1: I'm going to talk about how we're making it different. 37 00:01:56,400 --> 00:01:59,200 Speaker 1: And I've just got a lot that i want to unpack, 38 00:01:59,720 --> 00:02:04,840 Speaker 1: and all because we are launching our biggest collection ever 39 00:02:05,040 --> 00:02:08,880 Speaker 1: that we have ever done this April, and we're kind 40 00:02:08,919 --> 00:02:12,639 Speaker 1: of going all out with the marketing of it. So 41 00:02:13,120 --> 00:02:15,320 Speaker 1: let's just dive straight into it. 42 00:02:19,760 --> 00:02:20,000 Speaker 2: Now. 43 00:02:20,040 --> 00:02:23,080 Speaker 1: I feel like everyone listening to this episode will know 44 00:02:23,200 --> 00:02:27,559 Speaker 1: the history of Fate. Fate is very much a community 45 00:02:27,639 --> 00:02:31,480 Speaker 1: led and driven brand. In our eight years that we 46 00:02:31,639 --> 00:02:36,560 Speaker 1: have existed, we have only ever done one influencer event 47 00:02:36,880 --> 00:02:38,800 Speaker 1: and it was a little lunch like it was a 48 00:02:38,840 --> 00:02:43,680 Speaker 1: tiny lunch in Sydney one day. How long ago would 49 00:02:43,680 --> 00:02:48,240 Speaker 1: have this been maybe three years ago now, And that's 50 00:02:48,280 --> 00:02:52,359 Speaker 1: like the only influencer event we have ever ever ever done. 51 00:02:52,440 --> 00:02:55,880 Speaker 1: And it was so intimate and small that people probably 52 00:02:55,919 --> 00:02:57,520 Speaker 1: don't even remember that we did it. 53 00:02:57,880 --> 00:03:00,560 Speaker 2: But it was just like a lunch and a photo 54 00:03:00,560 --> 00:03:01,680 Speaker 2: shoot before the lunch. 55 00:03:02,680 --> 00:03:07,840 Speaker 1: But otherwise, you know, it's been pretty incredible for Fate 56 00:03:08,080 --> 00:03:12,080 Speaker 1: to have grown to the size that it is, with 57 00:03:12,480 --> 00:03:17,440 Speaker 1: influencer marketing not being at the forefront of getting us 58 00:03:17,480 --> 00:03:21,919 Speaker 1: to where we are now. Of course a huge reason 59 00:03:23,280 --> 00:03:25,639 Speaker 1: I guess as to why we've been able to go 60 00:03:25,880 --> 00:03:29,639 Speaker 1: this far without heavily relying on influencers, which a lot 61 00:03:29,680 --> 00:03:32,800 Speaker 1: of brands do. Like influencer spend for a lot of 62 00:03:32,840 --> 00:03:35,600 Speaker 1: brands is like they're one of their biggest marketing spends 63 00:03:35,600 --> 00:03:37,960 Speaker 1: because they need to reach the audience. But of course 64 00:03:38,400 --> 00:03:41,600 Speaker 1: when I launched Fate, I was an influencer myself. I 65 00:03:41,600 --> 00:03:44,360 Speaker 1: don't really I don't consider myself an influencer now, but 66 00:03:44,480 --> 00:03:47,040 Speaker 1: like I do back then and maybe people will disagree 67 00:03:47,040 --> 00:03:50,440 Speaker 1: and say, no, you're still an influencer. But Fate was 68 00:03:50,440 --> 00:03:55,840 Speaker 1: an influencer founded brand. I had myself as that main 69 00:03:56,000 --> 00:04:01,120 Speaker 1: influencer of Fate, and therefore, for the last eight years, 70 00:04:01,320 --> 00:04:04,880 Speaker 1: I have been an influencer of my own brand. I 71 00:04:05,040 --> 00:04:09,480 Speaker 1: have flogged the crap out of my own business across socials, 72 00:04:09,520 --> 00:04:13,720 Speaker 1: on my socials, on Fate social media since launch day, 73 00:04:14,120 --> 00:04:18,200 Speaker 1: I've been a full time influencer for Fate for eight years, 74 00:04:18,600 --> 00:04:24,800 Speaker 1: and that obviously put us in a great position, you know. 75 00:04:25,000 --> 00:04:29,360 Speaker 1: I'm so I feel so privileged that I had built, 76 00:04:29,560 --> 00:04:32,760 Speaker 1: you know, such a massive audience before launching Fate, because then, 77 00:04:32,800 --> 00:04:36,240 Speaker 1: of course I had worked out how influencer marketing works 78 00:04:36,520 --> 00:04:39,279 Speaker 1: through myself, and I was then able to be the 79 00:04:39,400 --> 00:04:42,800 Speaker 1: face and the influence in the launch of my business. 80 00:04:42,839 --> 00:04:46,039 Speaker 1: And we've gotten all this way, you know, without doing 81 00:04:46,080 --> 00:04:49,480 Speaker 1: any of these big influencer events, and now we're at 82 00:04:49,520 --> 00:04:52,760 Speaker 1: the point where I feel like I'm beginning to hit 83 00:04:52,800 --> 00:04:55,520 Speaker 1: the ceiling and I want to get there and talk 84 00:04:55,560 --> 00:04:58,239 Speaker 1: about it because I think a lot of people will 85 00:04:58,240 --> 00:05:00,240 Speaker 1: be like, oh, why is Fate doing an influencer event, 86 00:05:00,240 --> 00:05:02,520 Speaker 1: because it's something that we've never done. Before and in 87 00:05:02,560 --> 00:05:06,640 Speaker 1: this episode, I want to dive into why we are 88 00:05:06,680 --> 00:05:09,800 Speaker 1: doing it before I dive deep into it as well. 89 00:05:10,360 --> 00:05:13,360 Speaker 1: Even though we've never done, you know, a big influencer 90 00:05:13,440 --> 00:05:15,719 Speaker 1: event in our eight years, it's not to say that 91 00:05:15,760 --> 00:05:17,560 Speaker 1: we haven't done influencer marketing. 92 00:05:17,920 --> 00:05:21,640 Speaker 2: We absolutely have. We are always working. 93 00:05:21,240 --> 00:05:27,760 Speaker 1: With influencers creators, mainly mid size or small creators. We've 94 00:05:27,760 --> 00:05:31,280 Speaker 1: never really done anything big. I think like the biggest 95 00:05:31,360 --> 00:05:34,279 Speaker 1: influencer that we've ever done something with would probably have 96 00:05:34,360 --> 00:05:36,800 Speaker 1: to be one of my good friends Kate otherwise known 97 00:05:36,839 --> 00:05:40,520 Speaker 1: as Dedicated Lifestyle, and you know, she's done a few 98 00:05:40,600 --> 00:05:43,239 Speaker 1: story series or are real for us over the years. 99 00:05:43,640 --> 00:05:46,560 Speaker 1: But the influencer marketing that Fate has done over the 100 00:05:46,640 --> 00:05:50,480 Speaker 1: years and still does today, we mainly work with like 101 00:05:50,560 --> 00:05:52,920 Speaker 1: mid size creators and I'm not talking about body shape 102 00:05:52,960 --> 00:05:55,360 Speaker 1: by the way, I'm talking about like their audience. We 103 00:05:55,400 --> 00:05:57,640 Speaker 1: work with like a lot of mid size creators, a 104 00:05:57,680 --> 00:06:01,640 Speaker 1: lot of micro creators, and a lot of UGC creators, 105 00:06:01,800 --> 00:06:05,120 Speaker 1: and we have great success. 106 00:06:04,440 --> 00:06:05,240 Speaker 2: By doing that. 107 00:06:05,360 --> 00:06:09,359 Speaker 1: Our marketing team have built such amazing relationships with the 108 00:06:09,400 --> 00:06:13,120 Speaker 1: creators that we work with, and we absolutely love that. 109 00:06:13,320 --> 00:06:16,719 Speaker 1: But I guess what I'm talking about in this episode 110 00:06:17,040 --> 00:06:20,000 Speaker 1: is that we've never done like a big influencer event. 111 00:06:20,080 --> 00:06:22,520 Speaker 1: And you know, there are fashion brands that do influencer 112 00:06:22,600 --> 00:06:25,240 Speaker 1: events what looks like every week they've got like a 113 00:06:25,279 --> 00:06:28,880 Speaker 1: different lunch happening or a boat party or whatever. 114 00:06:28,520 --> 00:06:29,000 Speaker 2: It may be. 115 00:06:29,600 --> 00:06:32,320 Speaker 1: And we've never done something like that. We've never done 116 00:06:32,800 --> 00:06:36,280 Speaker 1: a brand trip with influencers. And now we've done two 117 00:06:36,360 --> 00:06:39,560 Speaker 1: brand trips with customers, and it's at the stage now 118 00:06:39,640 --> 00:06:43,080 Speaker 1: where we're going to be diving into doing our first 119 00:06:43,160 --> 00:06:48,160 Speaker 1: ever big event combined with a brand trip, and I'm 120 00:06:48,200 --> 00:06:50,320 Speaker 1: here to tell you like why we're doing it and 121 00:06:50,400 --> 00:06:53,280 Speaker 1: what it's going to look like. Also just to give 122 00:06:53,320 --> 00:06:56,200 Speaker 1: a tiny bit of background. I always assume that everyone 123 00:06:56,240 --> 00:06:58,840 Speaker 1: will always know my story, but just in case you don't, 124 00:06:58,839 --> 00:07:02,080 Speaker 1: to put it in the small, less little nutshell. I 125 00:07:02,160 --> 00:07:05,000 Speaker 1: started making YouTube videos when I was fifteen years old. 126 00:07:05,120 --> 00:07:07,400 Speaker 1: It was before the internet was even a thing. It 127 00:07:07,440 --> 00:07:11,000 Speaker 1: was before Instagram, TikTok, none of that existed. It was 128 00:07:11,160 --> 00:07:14,760 Speaker 1: just YouTube and MySpace, I think, and then Facebook existed 129 00:07:14,760 --> 00:07:19,320 Speaker 1: for like our old nums and dads. And for many 130 00:07:19,400 --> 00:07:22,520 Speaker 1: years throughout high school, I made YouTube videos for fun, 131 00:07:22,560 --> 00:07:25,480 Speaker 1: like there was no intention behind it, and I dropped 132 00:07:25,520 --> 00:07:27,800 Speaker 1: out of school and I worked a million different jobs 133 00:07:27,800 --> 00:07:30,800 Speaker 1: and I was just making these YouTube videos for fun. 134 00:07:31,120 --> 00:07:34,480 Speaker 1: And then when I was twenty one, I decided to 135 00:07:34,560 --> 00:07:37,280 Speaker 1: quit my full time job. By that point, I'd had 136 00:07:37,320 --> 00:07:41,360 Speaker 1: about twenty different jobs and I had eighty thousand YouTube subscribers, 137 00:07:41,400 --> 00:07:44,400 Speaker 1: which was a huge deal back then because the Internet 138 00:07:44,560 --> 00:07:48,120 Speaker 1: was new and like brand deals were barely a thing, 139 00:07:48,200 --> 00:07:50,960 Speaker 1: or they were just coming into existence. And so I 140 00:07:51,040 --> 00:07:53,119 Speaker 1: quit my full time job at the age of twenty 141 00:07:53,120 --> 00:07:55,720 Speaker 1: one and said, yep, I'm going to make this YouTube 142 00:07:55,760 --> 00:07:58,200 Speaker 1: thing my full time job, which was something that like 143 00:07:58,280 --> 00:08:01,000 Speaker 1: not many people were doing bad then, like the word 144 00:08:01,080 --> 00:08:04,400 Speaker 1: influencer didn't exist. And so I worked my ass off 145 00:08:04,440 --> 00:08:08,200 Speaker 1: from age twenty one to like twenty four, and in 146 00:08:08,240 --> 00:08:11,000 Speaker 1: those three years, I turned that YouTube channel from eighty 147 00:08:11,040 --> 00:08:13,160 Speaker 1: thousand subscribers into one million. 148 00:08:13,600 --> 00:08:14,920 Speaker 2: And then in my. 149 00:08:14,920 --> 00:08:18,239 Speaker 1: Early twenties, I was living my life as a full 150 00:08:18,360 --> 00:08:19,520 Speaker 1: blown influencer. 151 00:08:19,640 --> 00:08:21,800 Speaker 2: I was one. I hate saying that, like I was. 152 00:08:21,800 --> 00:08:25,480 Speaker 1: One of the first influencers in Australia, but I was, 153 00:08:25,520 --> 00:08:27,320 Speaker 1: like I was one of the ogs, and it was 154 00:08:27,320 --> 00:08:29,560 Speaker 1: in like the YouTube famous days. 155 00:08:29,920 --> 00:08:31,960 Speaker 2: It was crazy and I got. 156 00:08:31,760 --> 00:08:35,760 Speaker 1: To experience being an influencer and going on brand trips. 157 00:08:35,840 --> 00:08:38,360 Speaker 1: I went on that trip and with tart Trip, I 158 00:08:38,400 --> 00:08:41,400 Speaker 1: went on multiple trips to America with two Faces. I 159 00:08:41,440 --> 00:08:44,560 Speaker 1: remember with nas Cosmetics, I flew all the way to 160 00:08:45,360 --> 00:08:48,760 Speaker 1: Spain for them to launch a mascara. I got to 161 00:08:48,800 --> 00:08:51,760 Speaker 1: do so many of the coolest things with brands, and 162 00:08:51,840 --> 00:08:54,080 Speaker 1: it all happened in my early twenties, and looking back, 163 00:08:54,160 --> 00:08:56,320 Speaker 1: it doesn't feel real that I got to do that, 164 00:08:56,760 --> 00:08:58,959 Speaker 1: but I'm so grateful that I did, because I'm fully 165 00:08:58,960 --> 00:09:00,760 Speaker 1: aware of the fact that that's like a once in 166 00:09:00,800 --> 00:09:04,560 Speaker 1: a lifetime thing to experience. And back then in my 167 00:09:04,640 --> 00:09:07,560 Speaker 1: early twenties, when I was an influencer and that was 168 00:09:07,600 --> 00:09:11,400 Speaker 1: my full time job, I remember always being so fascinated 169 00:09:11,640 --> 00:09:13,960 Speaker 1: with the behind the scenes of those trips that I 170 00:09:14,000 --> 00:09:16,680 Speaker 1: was going on, you know, when I was on those trips, 171 00:09:16,960 --> 00:09:20,000 Speaker 1: instead of like mingling with the other influencers, which of 172 00:09:20,040 --> 00:09:22,480 Speaker 1: course I did, but I always found myself wanting to 173 00:09:22,520 --> 00:09:24,600 Speaker 1: talk to the people that worked at the brand. And 174 00:09:24,679 --> 00:09:27,320 Speaker 1: mind you, this is all before Fate existed that I 175 00:09:27,360 --> 00:09:31,240 Speaker 1: was experiencing this. I dabbled in a bunch of other businesses, 176 00:09:31,559 --> 00:09:33,959 Speaker 1: you know, back then, but I remember always wanting to 177 00:09:34,000 --> 00:09:36,040 Speaker 1: talk to the people that work at the brand, and 178 00:09:36,040 --> 00:09:38,559 Speaker 1: I would always ask some questions and try to understand 179 00:09:39,000 --> 00:09:43,880 Speaker 1: the logistics of how these events and trips were pulled off. 180 00:09:44,120 --> 00:09:48,360 Speaker 1: I always remember just being so fascinated and wanting to 181 00:09:48,480 --> 00:09:51,000 Speaker 1: understand it. And I don't know if back then that 182 00:09:51,200 --> 00:09:53,439 Speaker 1: was my self saying one day you're going to have 183 00:09:53,480 --> 00:09:55,400 Speaker 1: the opportunity to do this, I don't know, but it's 184 00:09:55,400 --> 00:09:58,800 Speaker 1: just really cool to then have lived that life as 185 00:09:58,800 --> 00:10:01,679 Speaker 1: an influencer, experience eriancing all the parties, the events, the 186 00:10:01,679 --> 00:10:04,400 Speaker 1: pr the gifting, all the other sparkly things that come 187 00:10:04,440 --> 00:10:07,200 Speaker 1: along with it, to now building Fate to the size 188 00:10:07,240 --> 00:10:11,320 Speaker 1: that it has gotten to and been so heavily community focused. 189 00:10:11,320 --> 00:10:13,040 Speaker 2: And we've done two. 190 00:10:12,679 --> 00:10:16,120 Speaker 1: Brand trips, like to influencer style trips, but we've taken 191 00:10:16,200 --> 00:10:19,679 Speaker 1: customers and it's just been really cool to experience all 192 00:10:19,679 --> 00:10:22,720 Speaker 1: of that for myself and just learn everything that I 193 00:10:22,800 --> 00:10:26,120 Speaker 1: learned from building a huge audience online to then building 194 00:10:26,160 --> 00:10:29,520 Speaker 1: Fate into what it is today. And we've done brand 195 00:10:29,559 --> 00:10:33,840 Speaker 1: trips and customer trips, no influencer trips, and now is 196 00:10:33,880 --> 00:10:38,520 Speaker 1: the time where we're stepping into doing you know, it's 197 00:10:38,559 --> 00:10:41,520 Speaker 1: a large scale event that's still kind of intimate, and 198 00:10:41,600 --> 00:10:44,800 Speaker 1: I'm intertwining customers. Of course, I don't even like to 199 00:10:44,800 --> 00:10:47,880 Speaker 1: say customers community members, because Fate at the end of 200 00:10:47,920 --> 00:10:53,320 Speaker 1: the day, is a community led brand. But every brand 201 00:10:53,400 --> 00:11:00,680 Speaker 1: at some stage does need to dabble in influencer marketing. 202 00:11:02,480 --> 00:11:04,640 Speaker 2: So why are we doing this? 203 00:11:04,920 --> 00:11:06,440 Speaker 1: I think I'm even going to tell you what the 204 00:11:06,520 --> 00:11:09,440 Speaker 1: name of the collection and the event is, and when 205 00:11:09,480 --> 00:11:12,200 Speaker 1: this is about to come out, I might beep it out, 206 00:11:12,280 --> 00:11:14,120 Speaker 1: but I don't know. Maybe this is the episode where 207 00:11:14,120 --> 00:11:17,920 Speaker 1: I'm just going to tell everyone everything because you're going 208 00:11:17,960 --> 00:11:21,560 Speaker 1: to see this all like play out on social media. 209 00:11:22,360 --> 00:11:26,600 Speaker 1: But we have a festival edit coming out in April 210 00:11:26,640 --> 00:11:31,280 Speaker 1: this year and it's called Fate Estate. Now, this idea 211 00:11:31,679 --> 00:11:37,040 Speaker 1: came around at the beginning of twenty twenty five and 212 00:11:37,280 --> 00:11:41,760 Speaker 1: it was around Coachella time. Every year we see so 213 00:11:41,880 --> 00:11:45,560 Speaker 1: many influencers go to Coachella. I was one of those 214 00:11:45,600 --> 00:11:48,080 Speaker 1: influencers that went to Coachella with the brand back in 215 00:11:48,120 --> 00:11:51,480 Speaker 1: the day, back in my YouTube prime and my fame 216 00:11:51,640 --> 00:11:56,920 Speaker 1: peak on social media. I went to Coachella with two 217 00:11:56,960 --> 00:12:02,320 Speaker 1: Phased Cosmetics and Key Australia, the Sunny's brand qu A 218 00:12:02,960 --> 00:12:06,679 Speaker 1: y qu A Yeah, qu a y, those two brands 219 00:12:06,760 --> 00:12:09,880 Speaker 1: came together and they took a bunch of US influencers 220 00:12:10,720 --> 00:12:13,200 Speaker 1: from all around the world to Coachella, and it was 221 00:12:13,360 --> 00:12:16,760 Speaker 1: just like it was so surreal to experience. And so 222 00:12:16,800 --> 00:12:19,360 Speaker 1: I got to experience that for myself when I was 223 00:12:19,400 --> 00:12:22,320 Speaker 1: maybe twenty three or something like that, or maybe twenty two. 224 00:12:24,120 --> 00:12:28,000 Speaker 2: And since then, you know, every year we've seen brands. 225 00:12:27,600 --> 00:12:31,160 Speaker 1: Take influencers to Coachella, and it's always a thing, like 226 00:12:31,800 --> 00:12:34,600 Speaker 1: every year, like around April, like it all starts popping 227 00:12:34,679 --> 00:12:38,480 Speaker 1: up Coachella Weekend one, Coachilla Weekend two, and you see 228 00:12:38,520 --> 00:12:40,520 Speaker 1: all the creators going with the brands and all the 229 00:12:40,559 --> 00:12:44,400 Speaker 1: events and everything. And last year I went to Coachella, 230 00:12:44,520 --> 00:12:47,800 Speaker 1: but I just went with AJ, my partner, and Matt 231 00:12:47,840 --> 00:12:51,640 Speaker 1: and his partner al right, hey is Matt. I feel 232 00:12:51,640 --> 00:12:53,960 Speaker 1: like when I say Matt, people like who's that. I'm like, 233 00:12:54,080 --> 00:12:59,160 Speaker 1: all right, hey, And so we went to Coachella last. 234 00:12:59,040 --> 00:12:59,920 Speaker 2: Year just ourselves. 235 00:13:00,000 --> 00:13:02,400 Speaker 1: I bought the tickets and went and we went on 236 00:13:02,400 --> 00:13:04,560 Speaker 1: weekend too, and I remember seeing all the influencers go 237 00:13:04,679 --> 00:13:07,200 Speaker 1: on Weekend one and just seeing all the stuff online 238 00:13:08,000 --> 00:13:11,000 Speaker 1: of influencers posting their outfits and everything, and I had 239 00:13:11,040 --> 00:13:14,800 Speaker 1: the thought to myself last year, you know, I wonder 240 00:13:14,840 --> 00:13:17,920 Speaker 1: if I will ever do anything with Coachella, because it's 241 00:13:17,960 --> 00:13:22,920 Speaker 1: a really big, you know, marketing opportunity to take influencers 242 00:13:23,000 --> 00:13:27,680 Speaker 1: or customers or both to Coachella, to a famous music festival, 243 00:13:27,760 --> 00:13:31,560 Speaker 1: and you come out with a festival edit, and you know, 244 00:13:31,600 --> 00:13:34,000 Speaker 1: you promote the collection through the influencers. And so I 245 00:13:34,040 --> 00:13:38,120 Speaker 1: started thinking about, shit, maybe in twenty twenty six it 246 00:13:38,120 --> 00:13:40,280 Speaker 1: should be Fates year to do it. And I think 247 00:13:40,320 --> 00:13:43,679 Speaker 1: I even made like a few tiktoks like last year, 248 00:13:44,040 --> 00:13:46,600 Speaker 1: saying like, brands should do this, but they should also 249 00:13:46,640 --> 00:13:48,920 Speaker 1: take some customers too, and everyone in the comments was 250 00:13:48,920 --> 00:13:51,920 Speaker 1: getting really excited. So this is where the idea of 251 00:13:51,920 --> 00:13:55,520 Speaker 1: fate Estate began. So I started looking into it, and 252 00:13:55,600 --> 00:13:59,720 Speaker 1: I started looking at, you know, the cost of hiring 253 00:13:59,760 --> 00:14:04,920 Speaker 1: airbnb over in Palm Springs, where Coachella is, and I 254 00:14:04,960 --> 00:14:08,160 Speaker 1: started adding up, you know, all the costs, like the 255 00:14:08,640 --> 00:14:09,960 Speaker 1: ticket costs, because. 256 00:14:09,760 --> 00:14:12,400 Speaker 2: I think the VIP tickets are like three thousand dollars. 257 00:14:12,840 --> 00:14:15,320 Speaker 1: And then the houses I was looking at, you know, 258 00:14:15,440 --> 00:14:18,600 Speaker 1: some of them were thirty thousand dollars, forty thousand dollars, 259 00:14:18,679 --> 00:14:21,360 Speaker 1: fifty thousand dollars, just depending on how nice the house is. 260 00:14:22,360 --> 00:14:24,840 Speaker 1: And I just started thinking of the logistics of it all, 261 00:14:24,960 --> 00:14:28,960 Speaker 1: like flying people to another country, and I just started 262 00:14:29,400 --> 00:14:32,040 Speaker 1: like I got into it, and I thought, Nah, that 263 00:14:32,280 --> 00:14:35,880 Speaker 1: just seems so far fetched. And obviously brands do it, 264 00:14:35,960 --> 00:14:40,480 Speaker 1: like we see Australian brands every year go over to Coachella. 265 00:14:40,760 --> 00:14:43,680 Speaker 1: One Australian brand that comes to mind all actually two 266 00:14:44,000 --> 00:14:46,400 Speaker 1: is Chopo and White Fox. I feel like I have 267 00:14:46,480 --> 00:14:50,680 Speaker 1: seen those brands at Coachella every year for so long now, 268 00:14:50,760 --> 00:14:53,200 Speaker 1: so it's obviously doable. But I just started to look 269 00:14:53,200 --> 00:14:55,040 Speaker 1: into it and I was like, ugh, this this all 270 00:14:55,040 --> 00:14:57,400 Speaker 1: seems a bit too much. And then I got thinking 271 00:14:57,440 --> 00:15:00,360 Speaker 1: about fate and the way that we have all always 272 00:15:00,360 --> 00:15:03,680 Speaker 1: done things that little bit differently, right, Like, no matter 273 00:15:03,760 --> 00:15:05,200 Speaker 1: what it is that we're doing, we'll always do it 274 00:15:05,240 --> 00:15:07,480 Speaker 1: a little bit differently. From our marketing, the way that 275 00:15:07,520 --> 00:15:10,040 Speaker 1: we engage with our community, we always try to just 276 00:15:10,040 --> 00:15:12,120 Speaker 1: be a little bit different or think outside the box, 277 00:15:12,520 --> 00:15:15,640 Speaker 1: much like how with our last two birthdays, we've taken 278 00:15:15,760 --> 00:15:20,880 Speaker 1: community members on influencer style brand trips, and I thought, well, 279 00:15:21,160 --> 00:15:23,760 Speaker 1: why don't we still come out with a festival edit 280 00:15:23,800 --> 00:15:27,080 Speaker 1: because everyone loves clothes that you can also wear if 281 00:15:27,120 --> 00:15:29,840 Speaker 1: you've got a festival coming up or whatever. But instead 282 00:15:30,040 --> 00:15:36,200 Speaker 1: of basing our edit around taking people to Coachella, why 283 00:15:36,280 --> 00:15:38,640 Speaker 1: don't I just try and replicate that same sort of 284 00:15:38,640 --> 00:15:42,200 Speaker 1: feeling but right here in Australia. And so that's where 285 00:15:42,240 --> 00:15:46,200 Speaker 1: the idea began, and that's how the idea of Fate 286 00:15:46,360 --> 00:15:51,440 Speaker 1: Estate was born. Now, like the idea was massive at 287 00:15:51,440 --> 00:15:54,760 Speaker 1: the beginning, but we have very much stripped it back 288 00:15:54,800 --> 00:15:57,200 Speaker 1: because I was like, when I start thinking of an idea, 289 00:15:57,240 --> 00:15:59,040 Speaker 1: I get really excited and I want to turn it 290 00:15:59,080 --> 00:16:01,240 Speaker 1: into something massive, And I'm like, oh. 291 00:16:01,200 --> 00:16:04,000 Speaker 2: My god, imagine if we could like create an Australian 292 00:16:04,080 --> 00:16:06,520 Speaker 2: version of coach Ella and then we can do it 293 00:16:06,600 --> 00:16:08,920 Speaker 2: every year and it's like a festival. You know. 294 00:16:08,960 --> 00:16:12,080 Speaker 1: I was getting way ahead of myself, but we're starting 295 00:16:12,160 --> 00:16:16,120 Speaker 1: quite small. But I'm hoping that this event that we're doing, 296 00:16:16,640 --> 00:16:18,920 Speaker 1: I hope that it can be something that we bring 297 00:16:18,960 --> 00:16:22,840 Speaker 1: back every year and build on every year, which is 298 00:16:22,880 --> 00:16:26,200 Speaker 1: so exciting, but who knows. I'm like so excited to 299 00:16:26,240 --> 00:16:29,360 Speaker 1: be doing this, but also equally, it could be a flop, 300 00:16:29,480 --> 00:16:31,760 Speaker 1: Like you can we keep saying in the office some 301 00:16:32,320 --> 00:16:35,160 Speaker 1: you know that fire festival that happened where like it 302 00:16:35,240 --> 00:16:37,400 Speaker 1: was hyped up to be something amazing and then it 303 00:16:37,480 --> 00:16:39,960 Speaker 1: was like so crap and everyone showed up. 304 00:16:40,000 --> 00:16:41,840 Speaker 2: If you haven't read. 305 00:16:41,600 --> 00:16:44,920 Speaker 1: About it or watched tiktoks about it, look up Fire 306 00:16:45,000 --> 00:16:48,880 Speaker 1: Festival because that's what we've been worrying about. But essentially 307 00:16:49,000 --> 00:16:52,520 Speaker 1: what we're doing with Fata State is it is a 308 00:16:52,600 --> 00:16:57,480 Speaker 1: brand trip with six creators, and as well as the 309 00:16:57,480 --> 00:16:59,920 Speaker 1: brand trip, it's just a two nights day we're at 310 00:17:00,160 --> 00:17:03,200 Speaker 1: like an estate that we have hired for the event, 311 00:17:03,840 --> 00:17:05,280 Speaker 1: and then on the. 312 00:17:05,280 --> 00:17:09,400 Speaker 2: Saturday we're doing like an event on the day. 313 00:17:09,440 --> 00:17:12,399 Speaker 1: It's not a festival because we didn't want to go 314 00:17:12,600 --> 00:17:14,679 Speaker 1: all out and that big, but it will have that 315 00:17:14,920 --> 00:17:19,960 Speaker 1: very much festival feel. We've got, you know, like music, 316 00:17:20,080 --> 00:17:24,160 Speaker 1: saxophone players, food, drinks and then the really cool thing 317 00:17:24,240 --> 00:17:26,800 Speaker 1: which I don't think I want to fully touch on 318 00:17:26,960 --> 00:17:29,760 Speaker 1: in this episode because I don't want to spoil everything. 319 00:17:30,240 --> 00:17:34,240 Speaker 1: But not only is like Fate's obviously hosting Fade Estate, 320 00:17:34,600 --> 00:17:38,080 Speaker 1: but we've also then partnered with so many other Australian 321 00:17:38,160 --> 00:17:41,320 Speaker 1: brands to come on board and it's kind of like 322 00:17:42,160 --> 00:17:44,760 Speaker 1: I don't know if everyone would know, but Revolve Festival 323 00:17:44,800 --> 00:17:48,320 Speaker 1: that happens every year at Coachella, where there's like all 324 00:17:48,320 --> 00:17:50,800 Speaker 1: different kind of brand little pop ups and everyone's got 325 00:17:50,800 --> 00:17:53,679 Speaker 1: like activations and stuff, or it could be like a 326 00:17:54,359 --> 00:17:57,000 Speaker 1: is it camp pooshe that's another thing that happens as 327 00:17:57,040 --> 00:17:59,960 Speaker 1: well around Coachella time. So it's like an event host 328 00:18:00,200 --> 00:18:04,280 Speaker 1: by Fate featuring a lot of other Australian businesses, and 329 00:18:04,640 --> 00:18:07,360 Speaker 1: that's kind of the vibe of what we're doing, and 330 00:18:07,840 --> 00:18:12,520 Speaker 1: it's all to I guess, bring everyone together, launch our collection, 331 00:18:12,680 --> 00:18:17,080 Speaker 1: but also highlight some really amazing Australian brands and I'm 332 00:18:17,119 --> 00:18:20,400 Speaker 1: so excited for it, but I'm also just like, oh 333 00:18:20,400 --> 00:18:21,880 Speaker 1: my god, I hope that we can pull this off 334 00:18:21,880 --> 00:18:22,439 Speaker 1: because it's. 335 00:18:22,320 --> 00:18:24,520 Speaker 2: Been a long time in the works. 336 00:18:25,280 --> 00:18:28,400 Speaker 1: Now back to I guess people rolling their eyes at 337 00:18:28,400 --> 00:18:30,840 Speaker 1: the thought of an influencer brand trip, I one, one 338 00:18:30,920 --> 00:18:35,479 Speaker 1: hundred percent agree. And just recently we had road Launch 339 00:18:35,600 --> 00:18:38,720 Speaker 1: into Australia into Mecca and there was a lot of 340 00:18:38,800 --> 00:18:44,240 Speaker 1: noise on TikTok, especially about the event that they hosted 341 00:18:44,359 --> 00:18:47,919 Speaker 1: for the road launch, and it was basically around the 342 00:18:47,960 --> 00:18:51,160 Speaker 1: fact that at the launch event that they did, which 343 00:18:51,200 --> 00:18:53,640 Speaker 1: I think was like a road pop up bakery, which 344 00:18:53,680 --> 00:18:56,040 Speaker 1: is such a super cool idea, Like I loved seeing that. 345 00:18:57,160 --> 00:18:58,520 Speaker 2: It was just the pure. 346 00:18:59,240 --> 00:19:03,199 Speaker 1: Lack of divert with the creators that were at the event. 347 00:19:03,680 --> 00:19:06,119 Speaker 1: And I remember seeing that and just thinking, you know, 348 00:19:06,280 --> 00:19:10,640 Speaker 1: this is why people don't enjoy seeing these types of events, 349 00:19:10,680 --> 00:19:15,280 Speaker 1: because oftentimes it will just be the same creators going 350 00:19:15,320 --> 00:19:18,560 Speaker 1: to the same events, the same groups, and it's just 351 00:19:19,200 --> 00:19:22,920 Speaker 1: it's not diverse, it's not inclusive, and it just feels 352 00:19:23,080 --> 00:19:26,920 Speaker 1: very copy and paste every single time. And I can 353 00:19:26,960 --> 00:19:30,679 Speaker 1: assure you that the whole time that we have been planning, 354 00:19:31,000 --> 00:19:33,880 Speaker 1: you know, the two night brand trip as well as 355 00:19:33,880 --> 00:19:38,000 Speaker 1: our event on the Saturday, having a wonderful group of 356 00:19:38,119 --> 00:19:41,520 Speaker 1: diverse people at our event has been at the absolute 357 00:19:41,640 --> 00:19:45,000 Speaker 1: forefront of our minds, like it's been our number one 358 00:19:45,040 --> 00:19:48,680 Speaker 1: priority because I just I know how important it is, 359 00:19:49,600 --> 00:19:52,760 Speaker 1: especially you know, for a brand like Fate, where inclusivity 360 00:19:53,040 --> 00:19:56,760 Speaker 1: is everything that we do. That I would never want 361 00:19:57,320 --> 00:20:01,680 Speaker 1: to just become another brand doing an another influencer event 362 00:20:01,720 --> 00:20:06,080 Speaker 1: that everyone has seen time and time again. So why 363 00:20:06,280 --> 00:20:10,440 Speaker 1: are we doing an influencer creator led event and we're 364 00:20:10,440 --> 00:20:12,920 Speaker 1: going to have community members there too. I'm going to 365 00:20:12,960 --> 00:20:15,439 Speaker 1: get onto that towards the end. But why are we 366 00:20:15,480 --> 00:20:18,560 Speaker 1: doing it? As I said earlier in the episode, I 367 00:20:18,600 --> 00:20:21,199 Speaker 1: feel like I'm at a stage with Fate where we 368 00:20:21,480 --> 00:20:24,760 Speaker 1: have kind of hit a ceiling. And what I mean 369 00:20:24,840 --> 00:20:28,000 Speaker 1: by that is, as I mentioned, you know, I've kind 370 00:20:28,000 --> 00:20:30,720 Speaker 1: of been the face of Fate the whole time that 371 00:20:30,760 --> 00:20:34,639 Speaker 1: we have existed, and that's worked absolute wonders for us 372 00:20:34,840 --> 00:20:37,679 Speaker 1: getting Fate to where it is, Like so many people 373 00:20:38,119 --> 00:20:40,480 Speaker 1: have said to me, like, maybe not so much in 374 00:20:40,560 --> 00:20:43,119 Speaker 1: recent years, but especially when Fate was new and it started, 375 00:20:43,119 --> 00:20:45,040 Speaker 1: there was a lot of comments thrown around like, oh, well, 376 00:20:45,040 --> 00:20:47,320 Speaker 1: of course this is going to be successful, like you 377 00:20:47,440 --> 00:20:49,879 Speaker 1: have all of your followers and blah blah blah, and 378 00:20:50,000 --> 00:20:51,960 Speaker 1: that I say, I won one hundred percent agree. 379 00:20:52,359 --> 00:20:54,320 Speaker 2: I had such a leg up. 380 00:20:54,520 --> 00:20:57,040 Speaker 1: Starting my business based on the fact that I had 381 00:20:57,080 --> 00:21:00,040 Speaker 1: a large audience that I had built online. But I 382 00:21:00,080 --> 00:21:03,520 Speaker 1: also say to that, you know, just because someone has 383 00:21:03,560 --> 00:21:05,639 Speaker 1: a lot of followers online, it doesn't mean they know 384 00:21:05,720 --> 00:21:09,639 Speaker 1: how to do business, because those two things are completely different. 385 00:21:09,960 --> 00:21:12,600 Speaker 1: Just because someone has a million followers on social media 386 00:21:12,840 --> 00:21:15,280 Speaker 1: doesn't mean that they're going to be able to do business. 387 00:21:15,359 --> 00:21:16,960 Speaker 1: It doesn't mean they're going to be able to grow 388 00:21:17,000 --> 00:21:19,120 Speaker 1: a business. It doesn't mean they're going to be able 389 00:21:19,119 --> 00:21:21,320 Speaker 1: to do it for eight years. I think those two things, 390 00:21:21,560 --> 00:21:24,679 Speaker 1: whilst they work very well hand in hand, they're also 391 00:21:24,760 --> 00:21:27,560 Speaker 1: completely separate. But I will always say it was a 392 00:21:27,680 --> 00:21:31,200 Speaker 1: major advantage me having the large platform that I had 393 00:21:31,240 --> 00:21:34,239 Speaker 1: built over so many years, because it allowed me to 394 00:21:34,240 --> 00:21:37,720 Speaker 1: build a community in Fate. But one of the downfalls 395 00:21:37,840 --> 00:21:42,440 Speaker 1: I will say of being like that influencer creator led 396 00:21:42,480 --> 00:21:48,120 Speaker 1: brand is I've often felt as if though people wouldn't 397 00:21:48,160 --> 00:21:51,800 Speaker 1: shop with Fate if they didn't like me, you know 398 00:21:51,840 --> 00:21:52,320 Speaker 1: what I mean. 399 00:21:52,480 --> 00:21:56,000 Speaker 2: Like sometimes an influencer brand, it can almost. 400 00:21:55,600 --> 00:21:57,560 Speaker 1: Feel like, oh, well, you've got to like the owner 401 00:21:57,600 --> 00:21:59,639 Speaker 1: to shop with it, or be a fan of. I 402 00:21:59,680 --> 00:22:02,000 Speaker 1: don't like to use that word, but you've got to 403 00:22:02,040 --> 00:22:04,800 Speaker 1: be a fan of to want to shop with it, 404 00:22:05,080 --> 00:22:08,119 Speaker 1: because it just feels like you're buying because of the 405 00:22:08,160 --> 00:22:09,920 Speaker 1: person that owns it kind of thing. And I think 406 00:22:09,920 --> 00:22:12,520 Speaker 1: we've done a good job over the years of separating 407 00:22:12,560 --> 00:22:16,080 Speaker 1: Fate from me to an extent, but it still very 408 00:22:16,160 --> 00:22:19,679 Speaker 1: much feels very close and connected. And so what I 409 00:22:19,760 --> 00:22:22,800 Speaker 1: mean by how I feel like I've hit a ceiling 410 00:22:23,080 --> 00:22:26,960 Speaker 1: is Fate can only grow so big and so far 411 00:22:27,720 --> 00:22:32,440 Speaker 1: without us tapping into finding audiences in other places, you 412 00:22:32,480 --> 00:22:34,439 Speaker 1: know what I mean. Like, I think I've done a 413 00:22:34,760 --> 00:22:38,160 Speaker 1: great job of promoting Fate to my audience, and we've 414 00:22:38,200 --> 00:22:41,080 Speaker 1: worked with the creators that we've worked with for so 415 00:22:41,200 --> 00:22:44,040 Speaker 1: many years now, But it gets to a point, you know, 416 00:22:44,160 --> 00:22:46,560 Speaker 1: in any business journey where if you want to keep 417 00:22:46,600 --> 00:22:50,080 Speaker 1: growing and you want to find new customers, you've obviously 418 00:22:50,119 --> 00:22:52,760 Speaker 1: got to do marketing in other areas. 419 00:22:52,800 --> 00:22:53,000 Speaker 2: Now. 420 00:22:53,000 --> 00:22:55,680 Speaker 1: Obviously we do a lot of paid ads where we're 421 00:22:55,680 --> 00:22:59,520 Speaker 1: going out there and paying for new audiences and doing 422 00:22:59,560 --> 00:23:02,720 Speaker 1: an event like this. What we're hoping to achieve is 423 00:23:03,040 --> 00:23:06,439 Speaker 1: by having a lot of creators attend our event and 424 00:23:06,520 --> 00:23:09,720 Speaker 1: be tagging us and wearing the collection, is that we're 425 00:23:09,760 --> 00:23:13,960 Speaker 1: hopefully going to reach new audiences that are beyond my 426 00:23:14,280 --> 00:23:18,200 Speaker 1: current audience and Fate's current audience. And like, that's the 427 00:23:18,240 --> 00:23:22,400 Speaker 1: whole objective for any influencer event, right, even though they 428 00:23:22,400 --> 00:23:24,919 Speaker 1: will often get a bad wrap on social media and 429 00:23:24,920 --> 00:23:27,239 Speaker 1: everyone will roll their eyes, the whole objective of it 430 00:23:27,320 --> 00:23:30,879 Speaker 1: is to get people that have different audiences tagging you, 431 00:23:31,280 --> 00:23:34,000 Speaker 1: showing up in your clothes or showing off whatever it 432 00:23:34,080 --> 00:23:37,840 Speaker 1: is that you're selling, and in hopes you're reaching new 433 00:23:37,880 --> 00:23:42,320 Speaker 1: audiences because I myself can only make so many videos 434 00:23:42,359 --> 00:23:44,800 Speaker 1: promoting Fate talking about Fate, and of course I'm going 435 00:23:44,840 --> 00:23:46,840 Speaker 1: to keep doing that for as long as i can. 436 00:23:47,320 --> 00:23:49,919 Speaker 1: But we're kind of at that stage where we actually 437 00:23:49,960 --> 00:23:54,359 Speaker 1: need to up our spend on marketing as a whole 438 00:23:54,400 --> 00:23:57,919 Speaker 1: and as a business of our size, our marketing spend 439 00:23:57,960 --> 00:24:01,840 Speaker 1: is actually really quite small. I think in the last 440 00:24:01,840 --> 00:24:05,480 Speaker 1: financial year, like not this financial year, but last financial 441 00:24:05,560 --> 00:24:10,120 Speaker 1: year with our turnover, our marketing spend was six percent 442 00:24:10,280 --> 00:24:14,439 Speaker 1: of our revenue, which isn't like super tiny, but I 443 00:24:14,480 --> 00:24:16,520 Speaker 1: know for a fact, like a lot of big brands 444 00:24:16,520 --> 00:24:19,359 Speaker 1: out there, they might spend you know, fifteen percent of 445 00:24:19,440 --> 00:24:23,080 Speaker 1: their revenue on marketing, or even twenty if they're wanting 446 00:24:23,119 --> 00:24:25,960 Speaker 1: to scale. And that's kind of where we're at with Fate. 447 00:24:26,720 --> 00:24:28,720 Speaker 1: I've kind of done all that I can, and we 448 00:24:28,760 --> 00:24:33,440 Speaker 1: work with so many amazing creators, But stepping into trying 449 00:24:33,480 --> 00:24:36,200 Speaker 1: new things like this, like trying an event and seeing 450 00:24:36,200 --> 00:24:38,120 Speaker 1: if it can help to take us to that next 451 00:24:38,200 --> 00:24:42,960 Speaker 1: level is the area that we are at in Fate's journey. 452 00:24:43,200 --> 00:24:48,480 Speaker 1: Will it work, don't know, Will it have a large impact, 453 00:24:48,640 --> 00:24:52,119 Speaker 1: don't know. We can only see And it's honestly quite 454 00:24:52,200 --> 00:24:55,040 Speaker 1: like gambling. I mean, business is a gamble, right, We're 455 00:24:55,119 --> 00:24:57,879 Speaker 1: just throwing money out into the universe every day with 456 00:24:58,000 --> 00:24:59,800 Speaker 1: every single thing that we do and hoping that we, 457 00:25:00,800 --> 00:25:03,439 Speaker 1: you know, get something that returns back to us. And 458 00:25:03,440 --> 00:25:06,480 Speaker 1: that's exactly what this event is. It's a huge gamble. 459 00:25:07,200 --> 00:25:09,159 Speaker 1: It's going to be the most amount of money that 460 00:25:09,320 --> 00:25:12,920 Speaker 1: I have spent on marketing, on anything ever in the 461 00:25:12,960 --> 00:25:16,280 Speaker 1: history of Fate, and I can only hope that it's 462 00:25:16,320 --> 00:25:18,840 Speaker 1: going to pay off. And if it doesn't, you know, 463 00:25:19,080 --> 00:25:21,960 Speaker 1: we can at least say that we've given this event 464 00:25:22,040 --> 00:25:24,520 Speaker 1: ago and look, maybe it wasn't worth it in the end, 465 00:25:24,560 --> 00:25:26,560 Speaker 1: and at least we know not to do it anymore. 466 00:25:26,560 --> 00:25:29,760 Speaker 1: But I'm hoping that it can be something really positive 467 00:25:29,840 --> 00:25:32,640 Speaker 1: and exciting, and it can be something that we can 468 00:25:32,680 --> 00:25:35,560 Speaker 1: do every single year, because I think it's going to 469 00:25:35,600 --> 00:25:39,240 Speaker 1: be really fun and whilst it's going to be relatively small, 470 00:25:39,280 --> 00:25:43,800 Speaker 1: I think we have about fifty people coming on the Saturday, 471 00:25:44,359 --> 00:25:47,000 Speaker 1: I'm hoping that if it is a great success, we 472 00:25:47,040 --> 00:25:49,760 Speaker 1: can build on it every year and turn it into, 473 00:25:50,160 --> 00:25:54,360 Speaker 1: you know, something bigger than what we ever could have imagined. Now, 474 00:25:54,400 --> 00:25:58,399 Speaker 1: of course, with Fate being Fate and me being me, 475 00:25:58,840 --> 00:26:03,040 Speaker 1: I couldn't just an influencer and creator event. So I 476 00:26:03,040 --> 00:26:06,040 Speaker 1: don't want to give too much away, but you will 477 00:26:06,080 --> 00:26:09,560 Speaker 1: see on social media very soon. We're going to be 478 00:26:09,720 --> 00:26:15,240 Speaker 1: running a competition where we are giving away four double 479 00:26:15,320 --> 00:26:20,040 Speaker 1: passes to the event, so eight tickets, and it's going 480 00:26:20,080 --> 00:26:23,320 Speaker 1: to be a whole like VIP experience. I don't want 481 00:26:23,359 --> 00:26:26,159 Speaker 1: to give too much away in terms of like the prize, 482 00:26:26,800 --> 00:26:29,080 Speaker 1: but we're also going to be doing a really fun 483 00:26:29,680 --> 00:26:33,040 Speaker 1: giveaway where everyone will have the chance to enter and 484 00:26:33,119 --> 00:26:35,560 Speaker 1: come along and be part of the event. 485 00:26:36,440 --> 00:26:39,119 Speaker 2: And I'm just so excited. I'm really excited. 486 00:26:39,000 --> 00:26:42,159 Speaker 1: For the fact that we're collaborating with a lot of 487 00:26:42,200 --> 00:26:45,440 Speaker 1: other businesses and brands on this event, and the fact 488 00:26:45,480 --> 00:26:49,560 Speaker 1: that they're all Australian businesses is just what's really exciting 489 00:26:49,600 --> 00:26:51,879 Speaker 1: to me. And I don't want to give anything away, 490 00:26:51,920 --> 00:26:53,639 Speaker 1: but you will see it, and maybe I'll have to 491 00:26:53,640 --> 00:26:58,480 Speaker 1: do another episode on here before the event happens, but 492 00:26:58,520 --> 00:27:02,200 Speaker 1: we've partnered with a lot of businesses that I absolutely love, 493 00:27:03,160 --> 00:27:06,280 Speaker 1: and I'm just so excited that, you know, I have this, 494 00:27:07,240 --> 00:27:11,399 Speaker 1: I guess opportunity where I can create an event like 495 00:27:11,440 --> 00:27:14,880 Speaker 1: this and just bring a heap of brands together so 496 00:27:15,080 --> 00:27:16,840 Speaker 1: I'm just so bloody excited. 497 00:27:17,520 --> 00:27:18,240 Speaker 2: I won't lie. 498 00:27:18,440 --> 00:27:21,760 Speaker 1: For the last year that this whole thing has been 499 00:27:21,920 --> 00:27:25,760 Speaker 1: in the works, I have had my doubts and thoughts 500 00:27:25,760 --> 00:27:28,119 Speaker 1: of people going, oh, like, you know, why is Fate 501 00:27:28,160 --> 00:27:32,160 Speaker 1: doing an influencer event like they always do customer things 502 00:27:32,240 --> 00:27:34,679 Speaker 1: and community things. So I thought I would do this 503 00:27:34,720 --> 00:27:36,920 Speaker 1: episode to kind of talk a bit about like how 504 00:27:36,960 --> 00:27:39,400 Speaker 1: this idea came to be and why we're doing it, 505 00:27:39,880 --> 00:27:42,880 Speaker 1: and we can do it all. Just because we're stepping 506 00:27:42,880 --> 00:27:46,160 Speaker 1: into doing our first ever big influencer and creator event 507 00:27:46,280 --> 00:27:48,480 Speaker 1: doesn't mean that we're going to stop all the other 508 00:27:48,520 --> 00:27:52,719 Speaker 1: stuff that we do with our community and by us, 509 00:27:52,800 --> 00:27:56,480 Speaker 1: you know, investing in an event event like this and 510 00:27:56,840 --> 00:27:59,880 Speaker 1: having all different creators come to our event, I hope 511 00:28:00,080 --> 00:28:03,280 Speaker 1: will only bring more brand awareness to Fate because then 512 00:28:03,320 --> 00:28:05,280 Speaker 1: that just pays off tenfold. 513 00:28:05,320 --> 00:28:07,240 Speaker 2: If we drive more awareness to. 514 00:28:07,160 --> 00:28:10,399 Speaker 1: Who we are and people know who we are and 515 00:28:10,440 --> 00:28:13,240 Speaker 1: want to support us, I then can continue to grow 516 00:28:13,320 --> 00:28:16,520 Speaker 1: Fate and then in turn, we can host more and 517 00:28:16,600 --> 00:28:19,400 Speaker 1: more of these events and more and more community events. 518 00:28:19,920 --> 00:28:23,200 Speaker 1: And I won't lie, it's really scary to be doing 519 00:28:23,240 --> 00:28:27,320 Speaker 1: something like this. There's so many moving parts and our 520 00:28:27,320 --> 00:28:30,760 Speaker 1: team has been working endlessly on this event. 521 00:28:30,880 --> 00:28:33,120 Speaker 2: Honestly, it just feels like every week. 522 00:28:32,960 --> 00:28:34,840 Speaker 1: We've got more things that we have to think of 523 00:28:34,920 --> 00:28:37,760 Speaker 1: and tick off and add to the list. The event 524 00:28:37,840 --> 00:28:41,080 Speaker 1: is going to be happening in Byron Bay as well, 525 00:28:41,880 --> 00:28:43,880 Speaker 1: so we've just got so many moving parts that we're 526 00:28:43,920 --> 00:28:47,040 Speaker 1: working on. But I hope it's going to be received well. 527 00:28:47,360 --> 00:28:50,880 Speaker 1: I'm completely mindful of the fact that influencer and creator 528 00:28:50,920 --> 00:28:56,200 Speaker 1: events are often not received well on social media, which 529 00:28:56,240 --> 00:28:59,120 Speaker 1: I completely understand, but I'm hoping with the way that 530 00:28:59,160 --> 00:29:02,200 Speaker 1: we're approaching the event that it will be received well. 531 00:29:02,240 --> 00:29:05,160 Speaker 2: And hey, if it's not, and if everyone goes, why 532 00:29:05,280 --> 00:29:07,240 Speaker 2: is Fate doing this? Why is Brittany doing this? 533 00:29:07,760 --> 00:29:09,880 Speaker 1: Then you know what, I'll cover it and I'll take it. 534 00:29:09,920 --> 00:29:13,800 Speaker 1: But I think we've worked hard on the entire concept 535 00:29:14,240 --> 00:29:17,600 Speaker 1: of the event and bringing it in other brands and 536 00:29:17,640 --> 00:29:19,440 Speaker 1: the creator list that we do have. 537 00:29:20,200 --> 00:29:23,239 Speaker 2: I'm hoping that people will enjoy seeing it. 538 00:29:23,760 --> 00:29:25,600 Speaker 1: And at the end of the day, like I said, 539 00:29:25,640 --> 00:29:28,040 Speaker 1: you know, I can only continue to promote my brand 540 00:29:28,080 --> 00:29:30,400 Speaker 1: for so long, and it's kind of gotten to that 541 00:29:30,440 --> 00:29:32,360 Speaker 1: point where I'm like, Okay, maybe we need to get 542 00:29:32,400 --> 00:29:34,960 Speaker 1: some more people talking about us and we think an event. 543 00:29:34,760 --> 00:29:38,040 Speaker 2: Like this is a perfect opportunity for us. 544 00:29:38,080 --> 00:29:45,720 Speaker 1: To try and see how it goes. If you follow 545 00:29:45,760 --> 00:29:49,160 Speaker 1: me on social media or fate on social media, over 546 00:29:49,200 --> 00:29:52,760 Speaker 1: the next couple of weeks, you will see things unfolding. 547 00:29:53,280 --> 00:29:55,600 Speaker 1: And I did a video like way back last year 548 00:29:56,480 --> 00:30:00,040 Speaker 1: walking around where the event is going to be. I 549 00:30:00,080 --> 00:30:02,280 Speaker 1: don't know when it was last year that I posted 550 00:30:02,280 --> 00:30:05,040 Speaker 1: that video, but that's the spot if you can remember 551 00:30:05,040 --> 00:30:07,080 Speaker 1: the video where I was talking about how we're going 552 00:30:07,120 --> 00:30:10,520 Speaker 1: to be hosting a massive event and yeah, wish us luck. 553 00:30:10,680 --> 00:30:12,840 Speaker 2: We have to pray for no rain. I'm going to 554 00:30:12,920 --> 00:30:14,560 Speaker 2: be doing one. 555 00:30:14,480 --> 00:30:17,280 Speaker 1: Of those Etsy witches I always see when people have 556 00:30:17,360 --> 00:30:19,080 Speaker 1: like an event or their wedding, like you go on 557 00:30:19,120 --> 00:30:21,920 Speaker 1: Etsy and you pay an Etsy witch to cast a spell. 558 00:30:22,200 --> 00:30:26,520 Speaker 1: Will absolutely be doing that. We'll be burying a sausage. 559 00:30:26,800 --> 00:30:28,480 Speaker 1: I think that's another thing that you can do, like 560 00:30:28,520 --> 00:30:30,240 Speaker 1: bury a sausage in the ground and then you hope 561 00:30:30,280 --> 00:30:33,560 Speaker 1: that there'll be no rain. And yeah, I'm really excited 562 00:30:33,840 --> 00:30:37,400 Speaker 1: and it's super cool. I think just reflecting on you know, 563 00:30:37,560 --> 00:30:39,840 Speaker 1: me going on all of these brand trips back in 564 00:30:39,880 --> 00:30:43,680 Speaker 1: my early twenties and going to Coachella and everything, I 565 00:30:43,720 --> 00:30:46,959 Speaker 1: feel so honored to be on the other side and 566 00:30:47,080 --> 00:30:50,400 Speaker 1: kind of you know, creating our own event. And I 567 00:30:50,440 --> 00:30:52,520 Speaker 1: really hope that we can pull it off because I 568 00:30:52,520 --> 00:30:55,520 Speaker 1: would love to keep doing things like this. Imagine if 569 00:30:55,520 --> 00:30:58,040 Speaker 1: one day like it turned into an actual festival that 570 00:30:58,120 --> 00:31:00,360 Speaker 1: happens every year. I mean, I don't think I could 571 00:31:00,360 --> 00:31:03,880 Speaker 1: ever go into actual festival business land because it just 572 00:31:04,360 --> 00:31:08,480 Speaker 1: seems like a logistical nightmare, But who knows. As always, 573 00:31:08,560 --> 00:31:12,239 Speaker 1: I and my main episodes of Big Business with a 574 00:31:12,400 --> 00:31:14,800 Speaker 1: Tip of the Week, I'm going to stick to the 575 00:31:14,800 --> 00:31:19,880 Speaker 1: theme of influencer and creator marketing. If you're a business 576 00:31:19,960 --> 00:31:23,280 Speaker 1: owner and you are yet to do any sort of 577 00:31:23,360 --> 00:31:27,360 Speaker 1: influencer marketing, my advice would be stick with micro and 578 00:31:27,480 --> 00:31:33,160 Speaker 1: UGC creators. We have had great success working with smaller creators. 579 00:31:34,120 --> 00:31:38,360 Speaker 1: Never really before have we worked with like big influencers 580 00:31:38,440 --> 00:31:40,440 Speaker 1: like you know, and I used to work with brands 581 00:31:40,480 --> 00:31:42,080 Speaker 1: back in the day when I had like a million 582 00:31:42,120 --> 00:31:44,160 Speaker 1: YouTube followers and the audience that I've got now, and 583 00:31:44,280 --> 00:31:47,160 Speaker 1: we've never worked with someone that would have the same 584 00:31:47,240 --> 00:31:50,600 Speaker 1: size following as me. We've found the most success working 585 00:31:50,640 --> 00:31:55,000 Speaker 1: with creators that have really small audiences. Even if someone's 586 00:31:55,000 --> 00:31:57,480 Speaker 1: got ten thousand followers, which I know people will be like, oh, 587 00:31:57,560 --> 00:31:58,600 Speaker 1: that's not much, but it is. 588 00:31:58,680 --> 00:31:59,560 Speaker 2: It's powerful. 589 00:32:00,080 --> 00:32:04,400 Speaker 1: If you are yet to delve into influencer marketing, start 590 00:32:04,440 --> 00:32:09,440 Speaker 1: with micro influencers who have small but engaged audiences because 591 00:32:09,520 --> 00:32:12,600 Speaker 1: we have found yes so much success by doing that, 592 00:32:13,080 --> 00:32:18,040 Speaker 1: and you build real genuine relationships and connections with those 593 00:32:18,160 --> 00:32:21,880 Speaker 1: creators versus, you know, paying someone who has two million 594 00:32:21,920 --> 00:32:24,240 Speaker 1: followers to do one post for you. And that's kind 595 00:32:24,240 --> 00:32:26,920 Speaker 1: of it, which it very much. Kind of was that 596 00:32:27,040 --> 00:32:30,080 Speaker 1: way when I was in my influencer days. I had 597 00:32:30,080 --> 00:32:33,320 Speaker 1: my brands that I worked with, you know, ongoing, but 598 00:32:33,560 --> 00:32:35,040 Speaker 1: a lot of the time I'd just get paid to 599 00:32:35,080 --> 00:32:36,800 Speaker 1: do something and that would be it and they'd be 600 00:32:36,840 --> 00:32:38,959 Speaker 1: on too the next Whereas I feel like you can 601 00:32:39,040 --> 00:32:43,840 Speaker 1: really build strong relationships with micro creators and UGC creators. 602 00:32:43,840 --> 00:32:46,840 Speaker 1: If you don't know what UGC creators are, look it up. 603 00:32:46,880 --> 00:32:50,200 Speaker 1: It's people that create like user generated content for you. 604 00:32:50,240 --> 00:32:53,440 Speaker 1: That's another great thing to invest in if you're yet 605 00:32:53,480 --> 00:32:57,160 Speaker 1: to dive into any sort of influencer or creator marketing. 606 00:32:57,680 --> 00:33:00,840 Speaker 1: But that's all from me and the cats out of 607 00:33:00,880 --> 00:33:03,800 Speaker 1: the bag. Stay tuned if you want to see the 608 00:33:03,920 --> 00:33:06,720 Speaker 1: event unfold and I'll be sure to talk more about 609 00:33:06,760 --> 00:33:08,920 Speaker 1: it because so much work has gone into this and 610 00:33:09,000 --> 00:33:13,080 Speaker 1: I think if it all plays out the way we 611 00:33:13,080 --> 00:33:16,120 Speaker 1: have planned it, which it absolutely will, I will look 612 00:33:16,160 --> 00:33:18,480 Speaker 1: forward to kind of breaking it down and talking about 613 00:33:18,600 --> 00:33:21,000 Speaker 1: how this event came to be because there has been 614 00:33:21,240 --> 00:33:24,160 Speaker 1: so many moving parts, so many people working behind the 615 00:33:24,200 --> 00:33:26,400 Speaker 1: scenes to bring it to life, and who knows. At 616 00:33:26,400 --> 00:33:28,840 Speaker 1: the end of it, I might go that was amazing 617 00:33:28,880 --> 00:33:30,840 Speaker 1: and worth the year of work, where I might go, 618 00:33:30,920 --> 00:33:32,200 Speaker 1: oh my god, that was good, but. 619 00:33:32,160 --> 00:33:33,280 Speaker 2: We're never doing it again. 620 00:33:33,960 --> 00:33:36,840 Speaker 1: So that's all for this week's episode of Big Business. 621 00:33:36,880 --> 00:33:39,600 Speaker 1: I'll be back on Wednesday with a bonus episode, and 622 00:33:39,680 --> 00:33:42,280 Speaker 1: remember to chase after your dreams as if they owe 623 00:33:42,320 --> 00:33:50,160 Speaker 1: you money.