Sarah Stevenson best known as social media influencer from ‘Sarah’s Day‘ is a 26-year old girl from Sydney, New South Wales, Australia. Known by her fans as Sezzy, she describes herself as an ‘Aussie holistic, health and fitness YouTuber with a love for functional fitness, creating healthy recipes, healing the body naturally and utilising hom
e remedies’ (Sarah’s Day, 2018).
Stevenson’s communication platform is social media, in particular YouTube, Instagram, her blog www.sarahsday.com, and her podcast ‘The Health Code’ shared with partner Kurt Tilse.
Chaffey (2017, 232) states, ‘Social media marketing is based on how we can use consumer-to-consumer interactions to increase awareness of our brand while minimizing negative mentions’.
The Sydney-based girl has a substantial following on YouTube of 880,515 subscribers and 566k followers on Instagram. Her target audience is mostly girls from the age 12 up to early 30s.
Today, the influencer has two 8-week fitness guides, an activewear line with a well-known Australian online retailer ‘White Fox Boutique’, healthy protein balls range, and a fruit and nut deluxe mix in corporation with Loving Earth. 
According to her recent Instagram stories, she is already in progress with developing a supplement for bloating & digestion with the brand ‘Tropeaka’.
Promoting products through the feature on Instagram called ‘InstaStory’ is a common activity she uses. This type of promotion is called e-marketing as well as sales promotion.
Figure 1 (above) & 2 (below). Sarah’s Day (Instagram, 2018).
F
urthermore, her fitness and lifestyle eBooks are being p
romoted through all her communication platforms. The lifestyle vlogger uploads new YouTube videos every three days which generally include a workout at home or at a gym from one of her fitness lifestyle eBooks. A great way to show the observer what her programs include as well as giving the audience a demonstration.
Additionally, the blogger has teamed up with various brands, from skincare, clothes, food through to well-known car brands such as ‘Mazda’. With every uploaded photo on Instagram, Sarah ensures applicable hashtags are used and the company she is promoting in the particular post is tagged and spoken of in high terms.
For example, the picture underneath shows Stevenson posing in front of her sponsored car ensuring Mazda Australia is tagged and the type of car is hashtagged. Not long after the uploaded post, Mazda replied wanting to feature her post to an even bigger audience.
Figure 3. Sarah’s Day (Instagram, 2018).
Figure 4 & 5. Sarah’s Day (Instagram, 2018).
Not only with Mazda but also with several other cooperating companies, the young woman does frequent brand and product placement posts.
Sarah has also hold events each for the launch of her eBooks where her following was able to meet the ‘star’ in person. Her second event which was in May, 2018 had pop up stores of each brand she is working together with. White Fox Boutique, Tropeaka and Loving Earth are just some of these. Australia et al. (2014, p. 8) identified ‘Sponsorship marketing is the practice of promoting the interests of a company and its brand by associating the company and its brands with a specific event’. The link to the video of ‘my dream event’ can be found here. Both events were sold out within minutes as was the launch of her active wear line with White Fox Boutique.
Another great example is the picture shown below. Not only does she promote her own designed jumper from her fashion line with the online retailer, she also displays herself enjoying her deluxe mix which she created in partnership with the Melbourne based company ‘Loving Earth – Raw Organic Chocolate’. Again, the company is tagged so her following is able to review their Instagram profile.
Figure 6. Instagram (Sarah’s Day, 2018).
‘Sarah’s Day’ is a channel where she shares her passion for health, holistic living, natural healing, beauty and fitness. Her mission is to get healthy and fit together with her audience.
Not a day goes past, where she does not show her workout, diet tips, recipes or secret projects she is working on. Especially to her younger target audience, Sarah is inspiring to live a happier and healthier life. Her daily positive messages throughout her communication platform is infectious and appealing. Besides her ‘ray of sunshine’ disposition, her following also admires her great editing skills in her YouTube vlogs.
References:
Australia, C., Luck, E., Barker, N., Valos, M., Shimp, T., & Andrews, J. (2014). Integrated marketing communications (4thed.). Melbourne, VIC: Cengage Learning Australia. Retrieved from
http://ebookcentral.proquest.com
Chaffey, D., & Smith, P. (2018). Digital Marketing excellence: planning, optimizing and integrating online marketing.Retrieved from
http://ebookcentral.proquest.com
Instagram. (2018). Sarah’s Day (Image). Retrieved from
Sarah’s Day, 2018. Retrieved from
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