Hannah Bronfman, who has successfully been able to transition from nightlife DJ to a lifestyle influencer, said that solidifying “360 deals” is her approach when it comes to working with brands — whether it’s Clinique or Adidas.
“I worked in the music industry for a few years…that’s when I understood what a 360 deal was. As a DJ, you do a lot of one-off events, and I was looking for a deeper connection with brands and ways that I can work with them on a larger scale,” said Bronfman, who’s amassed about 400,000 followers across social media platforms from Instagram to Snapchat. She also founded Beautified, one of the earliest beauty concierge apps (she’s no longer involved in the venture) and has a series on PopSugar called Hannahgram as well as a show on Food Network’s Snapchat discover section.
In addition to founding e-commerce destination HBFIT — it stands for health, beauty and fitness but is coincidentally her initials as well — she’s traded in the nightlife scene for corporate DJing for the likes of the above brands, among others. But this is just a fraction of what she does with Adidas, for instance. Through this partnership, she exclusively wears Adidas activewear, creates social media content, appears in campaigns and partakes in experiential work which can range from Wanderlust (a daylong event that includes a 5K run, yoga and meditation) to the World Cup or the Olympics.
“That is the most well-rounded partnership I’ve ever had with a brand,” she said, noting that authenticity is the number-one rule when it comes to success in the space. “Your audience is so hyper engaged and so on top of you all the time, they will see right through something that doesn’t line up with your brand….There are 1,000 brands I probably wouldn’t work with and 1,000 I’m dying to work with.”
As for the latter, she said she tries to bring these companies into her feed in an organic way. When it comes to a product like Vitamix — which she happens to use multiple times per day and then documents on social media and her web site – a collaboration would make sense.
“Pay for play is a very real thing, but you have to stand your own ground. A lot of times companies will say, ‘This is the product, this is the language, this is the hashtag,'” Bronfman said. She advised any influencer who finds themselves in this position to go back to the brand before any deals are signed and make sure they’re able to rework the language so it’s in their own voice.
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