CC by LB: Content Creation by Lucy Bickel

PR Tip: The Riches are in the niches

Check out the first installment of my series of PR tips about how niche content creators see higher engagement levels–and can earn more money!

Speaking of a content creator who’s really found their niche, check out our content creator spotlight below.

Content Creator Profile: Cheyenne Livelsberger

About: Cheyenne Livelsberger is a TikTok influencer who specializes in positive journaling content. Viewers can expect every TikTok to start with, “Journal with me,” and see how Cheyenne captures her life onto her pages. Cheyenne’s niche journaling content includes themes of DIY, the power of a positive mindset, and romanticizing the everyday.

It’s super full-circle for me to do this profile on Cheyenne as she was my mentor my freshman year at Bellisario! I was drawn to her radiant energy, and she was so kind to take me under her wing during our AAF campaign. Now, she’s killing it both as a content creator and as an account executive at Leo in Chicago. Safe to say, she’s still my role model and such a great mentor in my life!

While Cheyenne prioritizes her content creation side of her model, she has three tiers of her Live Brave brand: her content creation leg, her retail leg, and her hospitality leg.

Content Creation Platform

  • Her content creation platform features educational, entertaining content on how to journal mixed with stories from Cheyenne’s personal life. Her theme of scrapbooking led to collabs with similar brands, like HP Sprocket Studio Plus (who sponsors her printer), Papier (who sponsors the journals she uses), and Casetify (who sends her phone cases made by artists with similar scrapbooking aesthetics). 

Hospitality Leg

  • Cheyenne’s content creation leg fuels her hospitality leg of her business model, as people want to journal like and with her. Cheyenne started the Cool Kids Craft Club, a way for creatives and journal-ists alike to meet and craft together. While some events require attendees to pay, others generate a lot of earned media, as attendees share their experiences on their social media accounts. 

Retail Leg

  • Cheyenne’s content creation platform also fuels her retail leg of her business. Cheyenne realized people loved her doodles in her journals based on their social media comments, so she turned them into stickers to sell on Redbubble. Because she’s earned her fans’ trust, she’s able to create passive income through Redbubble for the stickers she’s created, as her fans want a piece of her in their journals.

Possible Brand Collaborators for Cheyenne

Polaroid

Cheyenne is always printing out photos to add to her journal spreads, so what better partner to capture the nostalgia in real time than Polaroid? Cheyenne would create content about a dinner party with friends, a date with her boyfriend, a similar cozy-at-home event, and capture the memories in real time. While describing the event, she would include the photos she took with her Polaroid and add them to the spread.

Rifle Paper Co

Rifle Paper Co specializes in floral stationary, perfect for Cheyenne’s spring journals. Cheyenne would document a trip to a botanical garden or creating her own bouquet, and then journal her experience in her new Rifle Paper Co floral notebook.

Depop

Cheyenne LOVES to thrift, and she’s all about self-expression. You know what else makes a good use of recycled materials and is a form of self-expression? Journaling! By combining Cheyenne’s passion for recycled fashion and her love of self-expression, this Depop collab would fit perfectly into Cheyenne’s brand. Cheyenne would create a DITL short-form video in her Depop-thrifted outfit and create a journal spread about it.

Brand Stunt: Emily Henry rom com manuals for men

Something I’ve always been drawn to are brand one-off stunts that generate a ton of earned media, like Dunkin’s beer line with Harpoon Brewery or Goldfish renaming themselves to “Chilean Sea Bass” for a limited-time. Thinking about those two favorite stunts of mine and my favorite author, Emily Henry’s, upcoming book, I developed a stunt that PR pros will love, literally. 

The background: Emily Henry runs the rom-com book monopoly currently. Her heartfelt, cozy books are perfect for beachside days, and each release generates more excitement than the next. With three of her five core rom-coms being adapted for the screen and the most anticipated rom-com of 2025 on the way with an April 22nd release, Henry needs a stunt that will attract new fans to pick up her old rom-coms that will be turned into movies and generate buzz for her upcoming release.

The problem: Men always complain about how they don’t know what women are looking for in a relationship–and they’d never be caught dead reading a rom-com in public.

The insight: Women actually want men written by women: their favorite book characters.

The strategy: Emily Henry’s rom-coms are the perfect handbooks for men to help them win the girl of their dreams. All of women’s secrets are revealed in her rom-coms–it’s now up to the men to take note.

The creative: We’re creating a line of “men’s covers” in richer, darker tones of Henry’s iconic book cover colors, so that men can feel confident reading rom-coms where dream men are created by a woman. Coinciding with the release of Henry’s new rom com, A Great, Big Beautiful Life, and her three upcoming book-to-screen movie releases, this stunt is the perfect way to generate positive PR for Henry’s brand.