For this one I was referring to the persona of Emma that is the modern day business woman, a young woman who like many has been inspired by the new phenomena of young women in particular making so much money through Instagram that they have been able to very quickly own luxury properties, cars and clothes. This is usually through running fitness accounts and being sponsored by the one of the huge gym clothing brands. This works in the same way as running beauty or style accounts. This is becoming more and more common as the smart phone is becoming ever more important in our day to lives and the brands have moved with this change from high-street to online.

To begin with I started by examining how Emma is inspired by this, referring back to the way that she brands herself on instagram and maintains her beauty business and fitness posts. Her posts are focused on inspiring others to make financial gain and to break away from the 9-5 ‘trap’ in her words.

I then looked into the world of instagram influencers, looking at the most renowned with the most followers. Starting with TammyHembrow 9.4 M followers, Amrezy 5.7 M followers and KatyaEliseHenry 5.7 M followers. The ways in which they market themselves is similar throughout as they all post very similar posts about having the time and money to travel and talking about how others should aspire to this, as well posting about the material gains that they have made. The posts regarding their free time is actually an incredibly successful marketing technique as time is one of the most valuable commodities. This was big inspiration when story boarding the shoot for this.

In planning my angle towards this persona I obviously wanted to retain the aspect of viewing this persona a fairytale version of it.