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Cooler Than You / Luisa-Christie

22 Jan, 2025

This month we speak to Luisa-Christie, a one woman marketer who champions all things vegan 

Tell us about a typical day running your one woman influencer marketing agency and being a content creator?

I wouldn’t say there’s really a typical day – as I work for myself. As a content creator, managing a roster, organising meet-ups for “vegal gang” which is a vegan community I run, and supporting brands with influencer marketing – days vary so much depending on what I have on. 

Recently I’ve had a few big campaigns that I’ve been working on, which are surprisingly time consuming without even including the most fun part of actually shooting the content! 

Whether I’m organising a campaign for myself or for one of the creators I manage there will be a lot of emails, briefs, negotiations, discussing contracts, developing concepts and ideas… etc. 

What you see posted online is such a small percentage of the amount of time and work that goes into something. People think my life looks like non-stop fun, events, and socialising – but there’s a lot of legwork behind a computer screen to get to that point, which I would say is actually where I spent the majority of my working time – similarly to people working office jobs. I am fortunate to be able to do it at home where I am in my pjs, burst into song when I want to (it’s currently the Lady Gaga or the Wicked soundtrack), and with my cat curled up nearby.

How did you get into it?

None of it was really planned – it happened kind of by accident really, by falling into things I was passionate about! I initially went to music uni in Brighton, BIMM! I wanted to be a singer – I studied vocals, and it was a lot of fun, but sadly my vocal stamina isn’t great, so I ended up pursuing a career working in the music industry instead. At first I interned at a creative agency in London called WMA – assisting the social/PR departments, and was commuting each day from Hove (luckily they covered the travel!). From there I got offered another internship elsewhere at a YouTube music community (formerly PopShack, now called Instrumental), who then offered me a permanent job where I stayed for a few years, and then moved to London for an easier journey to the office. 

When I moved to London, I was posting things here and there on social media about what I was getting up to – and friends and family in Brighton said that it looked really interesting, so I was encouraged to started a blog (which I’m not so frequent posting on these days), and posted more on my Instagram. And it all kind of snowballed from there!

In 2016 I got my dream job at the time, working at a major record label: Atlantic (part of Warner Music UK), in the digital team, where I worked for almost four years. I started as a social media manager for artists on the label, and then because of my passion, knowledge, and interest in the influencer marketing industry, my boss made a new role for me and the team as “Influencer Marketing Lead”. In that role I managed relationships between the label and influencers. Organising campaigns to support single releases, taking influencers to gigs and concerts, inviting them to special events, and in some cases they got to meet and create content with artists, too (those were always the most fun)!

And alongside all of that, I was also posting content about work, life, things I was interested in, etc and posting it online, and my audience continued to grow from there!

I left at the start of 2020 to go freelance and focus on my content, and also starting my own agency running campaigns for brands, managing influencers, and helping brands understand how to work with influencers!

You have amassed an impressive audience of over 20k followers, what advice do you have for someone wanting to do the same personally, or grow a brand to this level?

Thank you – that’s very kind! In the scheme of things I often feel like it’s quite a small audience ready. Especially as I work with creators with hundreds of thousands of followers. But 20,000 is like filling The Brighton Centre almost four times, so I guess that is quite a lot!

The most important piece of advice I would give is to stay authentic and honest. People will see right through you otherwise. I feel like that has been so imperative to growing a gorgeous community of people that are interested in all the different things I cover. 

As I don’t have a specific niche (which many recommend is the best thing to do if you want to grow on social media), the community aspect is so important to me – to keep people engaged. Not just posting things and leaving the app. Although this is part of my work and income I don’t see it as just that. I have some amazing online friendships thanks to posting a range of content over the years.

What aspects do you enjoy most about your job? 

As a content creator – I love being able to talk and post about various things that I’m interested in, and finding “my people” who are passionate about them too, whether it’s things I care about in the world, being a single millennial, seeing live music, going to festivals, sharing plus size fashion recs, solo travel inspiration, adventures with my mum (who’s got quite a lot of fans herself), tasty vegan meals and cruelty-free products, talking about being LGBTQ+ or of course, how great Brighton is! 

I’m really passionate about the industry as a whole – so working from the other side is great too for some balance. Whether that’s running a campaign for a brand, or working with the roster I manage to book them deals, or helping brands understand how to work best with influencers. I just find it all really interesting, which I know I’m really fortunate to be able to say about my job!

How do you handle trolls or negative comments, and do they affect you?

I’ve actually been quite lucky that I haven’t had a huge amount of this – particularly compared to some that I know! And I think that’s down to my audience not being huge. I’ve not really had a piece of content go viral (some in the hundred thousand views, but nothing over a million), which is often where trolls and negativity can be particularly bad. 

Sure, I have had my fair share of rudeness, people being patronising, not liking my thoughts on things (especially when I talk about politics which I’m v passionate about too), picking apart my appearance (being a fat vegan often shocks people)… but I think – it says a lot more about them than it does me really! I use the block button quite freely and rarely give those kind of people the attention they so crave. And as I’ve got older I’ve certainly tried to channel the vibe of what people think of me is none of my business, lol. Just gunna keep doing what I do and keep sharing wholesome, and sometimes chaotic (in good way) content!

When did you become vegan and what are the benefits for you?

I was brought up vegetarian, and I became vegan nine years ago now. In fact my Vegan anniversary is on the 1st of January!

I am a huge animal lover and have never eaten meat, I can’t even fathom eating an animal and after seeing footage of farms and understanding the harm that the dairy / poultry industry does both to the animals, and the planet as a whole – I decided being vegan was best. I never liked eggs, and barely had milk, but I was a cheese fiend. Vegan cheese options are pretty fantastic now compared to when I first became vegan so it’s genuinely easier than ever to make plant-based food choices! And we are particularly lucky with all the options we have in Brighton – some of which I’ve done meet-ups at with the vegan community I run!

Tell us about ‘vegal gang’? 

Almost three years ago I started a vegan meet up community called ‘vegal gang’ – a place for people to make friends, and try new places & dishes. We have eaten so much delicious vegan food from a range of places in Brighton, but there are so many more I can’t wait to host meet-ups at this year!

The meet-ups are first and foremost a safe space for gals, gays, queers & theys to make friends & try plant-based food! Not just for vegans but the rule is: when you eat with us, you must eat vegan! I try to do monthly meets in Brighton, and we always welcome new members!

You can follow us on insta @vegalgang for meet up details & how to join group chats to make other vegan friends.

Before you go, tell us three things you love about Brighton?

Firstly, being by the sea! I’m SUCH a water baby, I’ve been having sunset swims, enjoying walks along the beach, and going on boat trips. Secondly, how much great vegan food there is! There are so many places with great plant-based options (and loads I still need to try) And finally, how colourful and effervescent the city is! 

www.luisachristie.co.uk  

@luisachristie (on all socials) 

www.loudcat.social  /  @loudcatsocial



Steven Graham
Author: Steven Graham

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