LOVR × GJM · Grayson McIvor

Grayson James McIvor · Personal Brand + AĒON Co-Founder

A public figure.
And a boutique agency
running the same calendar.

Grayson co-runs AĒON Recruitment & Advisory from Burleigh Heads with Sam Burton. Real Estate, Property Development, Construction, Finance, Legal. Relationship-first, premium-advisory, coastal.

Then 2026 happened. MAFS Season 13. Verified Instagram. Thirty seven thousand six hundred followers and growing. Two accidental Reels averaging eighty three thousand views each. An Emma Sleep brand deal in the inbox. A second business inside the same person.

GJM is the layer that makes those two engines pull together. The personal brand becomes the marketing for AĒON's deal flow. AĒON's actual work becomes the content that makes the personal brand worth following.

The window is open. The job is to use it before the algorithm forgets.

Where Grayson Sits Today

The audience moved.
The content engine has not.

Mid-broadcast MAFS audit caught a nine thousand follower gain inside a few weeks. Brand-deal inbound has already started. The asset grew. The cadence that converts the asset into a pipeline has not been built yet.

Personal Brand · @grayson_mcivor

37,612followers, verified account

~+400net new per week post-MAFS

4.21%engagement rate, top 10 percent of micro tier

2Reels ever posted, both outperformed

The Reach Multiplier

121Kviews on the fiddle-leaf Reel

44.8Kviews on the second Reel

3.09xreach multiplier vs follower base

303TikTok followers from zero content posted

Two Reels accidentally pulled a hundred and sixty six thousand views combined. Three hundred TikTok followers showed up from pure search volume on an account with nothing on it. The audience is actively looking for him. The supply is not there.

Source: audience analytics, pulled 13 May 2026. AĒON business stats and brand context on file.

The Australian Male Creator Economy

A two-hundred million
dollar ecosystem.
The sweet spot starts at fifty K.

The Australian male lifestyle and personal-brand economy runs on brand deals, affiliate commissions and audience monetisation. Grayson sits one tier below the sweet spot. The path to it is documented, repeatable, and happening across this exact niche right now.

Brand Deal Economics, Australian Micro Influencers

$250·5Kper Reel at 10K to 100K followers

$1.5·15Kper Reel at the 50K to 250K sweet spot

$48·96Kannual at Grayson's tier with consistent posting

$180·360Kannual once he crosses 100K

Source: Influee 2026 Australian creator pricing data plus LSKD market scan (7,700 sponsored posts from 2,100 unique AU creators tracked across 12 months).

The MAFS Alumni Pattern

MAFS produces roughly twenty four cast each season. Three to five build sustainable brands. The rest fade within six months of the reunion airing. The split is not luck. It is whether they built a content rhythm in the window.

Faded The Drifters

Danny Hewitt at 36K, brand-toxic and stuck posting apologies. Steven Danyluk at 44K, seventy-eight total posts, no engine. David Momoh at 45K, spreading thin across gym, tech, AI and MAFS, no identity. Glenn Smith at 44K, coasting on Bachelor name recognition since 2020. Chris Robinson at 33K, engagement declining. All started at the same follower scale Grayson is at now.

Built brands The Compounders

Jules Robinson pivoted to three-time founder with a podcast. Jimmy Nicholson found a specific niche (lawn care, DIY dad content) and turned it into Mitre 10, Luxury Escapes and Cobra Estate deals. Filip Gregov locked onto fitness coaching plus couple content and signed with SF Management. Each picked one clear pillar and held the rhythm.

The pattern is consistent. One clear pillar plus consistent cadence beats reality-TV nostalgia every time. The cast who built inside the first six months kept their relevance. The ones who waited got passed.

The Gap In The Lane

Every adjacent pillar is proven.
The intersection is unclaimed.

We mapped the Australian male lifestyle and recruitment-content lanes via Apify and Modash, top fifty pieces by views across Instagram and TikTok over the last twelve months. Here is who already owns the space and where Grayson walks into an empty room.

The Players Worth Studying

Tylen Wallace @tylen.wallace · 182K · 1.82% ER

Rural QLD larrikin. Working dogs, trucks, farm comedy. Top Reel hit 415K views with a punchy rural humour clip. Ambiguous one-liner captions force curiosity. Raw phone footage. No polish.

What Grayson takesThe voice. Swap cattle for Champ, farm for Nobby Beach. Same formula, different geography, zero overlap.

Jimmy Nicholson @jimmynicholson · 124K · 0.90% ER

Bachelor 2021 alum. Found a specific lane (lawn care, DIY dad) and worked it. Lawn-mowing debate Reel hit 2.28M views, 3,156 comments. Sequel content rides the momentum.

What Grayson takesFind the niche early. Jimmy's engagement dropped to 0.90% because his audience went too broad. Grayson at 4.21% on a tenth of the followers.

Scott McCristal @scott_mccristal · 143K · MAFS 2026

Cautionary tale. Same geography, similar age, polished and calculated. Authenticity perception damaged by media coverage. Giveaway-farming reads desperate.

What Grayson takesThe opposite. Take-the-piss beats earnest aspiration in this lane every time.

Lee Harding @theintrovertedrecruiter_ · UK

The recruiter who broke out. 55K IG, 125K TikTok, 90K LinkedIn. Brutal CV honesty, educational, dry. Built authority as the recruiter who tells you what other recruiters won't.

What Grayson takesThe same format with larrikin energy. Lee is corporate and earnest. Grayson is the funny version. No Australian male recruiter has a personal brand. Empty room.

Brodie That Doodle @brodiethatdood · 7.4M TikTok

Category king for goldendoodle content. Owner voices the dog's thoughts. Dog at human events. Dog personality comedy averages 4.38M views, 9.9% engagement.

What Grayson takesChamp. Goldendoodle. Zero content posted yet. Australia-specific doodle creators are sparse and small. The lane is wide open.

The Reese Bros @reesebros · 1.5M

Duo Aussie larrikin sketches. "Most aussies don't know how to react" at 3.8M views. "Whos got the best mullet?" at 3.2M views. High-energy 17-35 second clips on Australian cultural norms.

What Grayson takesSelf-deprecating, take-the-piss formula. Sam Burton plus Grayson is a built-in duo if the format needs one.

Where Nobody Is Playing

No single Australian creator is combining all of: male, Gold Coast, groodle, larrikin voice, GRWM parody, golf comedy, recruitment humour. The individual pillars are each proven at ten million plus views. The intersection is unclaimed territory.

The Window

MAFS recall fades
in three to six months.
He is in month two.

The audience is actively looking for him right now. Fan accounts and gossip pages are posting his clips to TikTok without him. Three hundred TikTok followers grew on an empty account from search volume alone. Every day without a content engine is a day those eyeballs go to accounts profiting off his image without him capturing the audience.

The Compound Pattern

Daily presence on Instagram. Weekly long-form on a podcast or LinkedIn. A clear professional offer that the audience can buy or refer. The follower count is the marketing budget, the content is the activation.

The Drift Pattern

One viral moment, no follow-through. The audience grows then plateaus. Brand-deal inbound dries up inside six months. The professional offer stays invisible. Relevance returns to baseline.

Grayson's Edge

A real business with real outcomes. A co-founder running operations. A defined audience (Australian SME hiring and property professionals) that overlaps with the broadcast audience. Most alumni don't have a serious second engine. Grayson does.

Why It Matters

The content has fuel beyond personality. AĒON's work is content. Sam's work is content. The next placement story is content. The brand never runs out of source material.

The Edge

Nine reasons.
Each one is the proof.

Pulled from competitor analysis and the @grayson_mcivor audit. Each point is documented, repeatable, and operates against the field.

01 Engagement outperforms accounts 3 to 5 times his size

Tylen at 182K runs 1.82 percent. Jimmy at 124K runs 0.90 percent. Grayson at 39K runs 4.21 percent. Top ten percent of the micro tier.

02 Two accidental Reels did what most creators need fifty for

121K and 44K views from two posts. No strategy, no shoot, no script. Combined reach inside one viral content week for many creators in his lane.

03 Verified account

Most micro creators don't have it. Verification is a trust signal that compounds, and it changes how brand managers triage inbound.

04 Brand deals already landing in the inbox

Emma Sleep partnership locked. Simparica Trio in the warm-inbound pipeline. The market has already priced him into the next tier.

05 White space

No Australian male recruiter has a personal brand. Lee Harding occupies the UK equivalent. The lane is empty in this geography.

06 A goldendoodle and zero dog content

The most viral pet breed on both platforms. Brodie at 7.4M followers, Yoimdave's 39K account hitting 31.7M views on one goldendoodle clip. Grayson has Champ in his bio and not a single dog post.

07 Golf every Friday, zero golf content

Golf comedy is proven at three million plus views. Tom J Stewart hit 3.36M views with a press-conference format. Grayson plays every week. None of it is on the feed.

08 303 TikTok followers from nothing

Free audience already waiting on an account with no content posted. The search volume exists. Every day without a TikTok presence is search volume captured by fan accounts.

09 He already has the personality

The fiddle-leaf Reel and the in-meeting Luxe Stix performance are evidence. This is not a coaching problem. It is a distribution problem.

The Four Content Pillars

Each pillar has
a proven view ceiling
somewhere else.

The strategy is four pillars in parallel. Each one referenced against a creator who has already proven the format at scale. Each one running on Grayson's actual life.

Pillar 01 Champ & Coast

Champ POV. Beach dawn patrol. Doodle behaviour comedy. Cinematic coastal B-roll. The lane Brodie owns at 7.4M and Yoimdave proved at 31.7M views from a 39K account.

Reference ceiling31.7M views, single Reel, same follower count as Grayson.

Pillar 02 Golf Comedy

Press-conference format. Golf excuses. Types-of-golfers character pieces. Champ on the course. The lane Tom J Stewart runs at 3.36M views per Reel.

Reference ceiling3.36M views, 77K shares, 2.3 percent share rate.

Pillar 03 Recruiter Comedy

Things recruiters say vs what they mean. How recruiters actually read your resume. Day in the life of a Gold Coast recruiter. Crossover content for LinkedIn and Reels.

Reference ceilingLee Harding at 373K followers across platforms, from this exact format.

Pillar 04 Larrikin GRWM

The Luxe Stix bit. Get-ready-for-golf parody. Brand-deal-shoot reality vs expectation. The format Grayson already performed live in the meeting.

Reference ceiling17.7M views on the male skincare GRWM format. Walksauce42 runs the format at 500K to 5M consistently.

Five Hooks We Will Test In The First Month

Hook 01 Grays Beauty Secrets

"I've had a lot of people reach out asking about my morning skincare routine." Towel on head, straight face, female face strips. The Luxe Stix bit Grayson already performed live. The skincare GRWM parody format hit 17.7M views on a single Reel last year.

Why it worksSelf-deprecating + visual absurdity + universally relatable opening line.

Hook 02 Champ Reviews

Champ POV narration. "Surf report from Champ. Two foot and messy. Three out of ten. Dad went in anyway. Idiot." Goldendoodle POV hit 31.7M views from a 39K account. Same follower scale as Grayson.

Why it worksDog narration + deadpan + immediate share trigger ("send to anyone who has a dog").

Hook 03 The Recreational Golfer Press Conference

Sit at a table. Water bottle. Notepad. Serious face. "Look, the seventh was always going to be difficult. I knew going in that my short game needed work." Tom J Stewart runs this format at 3.36M views per Reel, 77K shares.

Why it worksInfinitely repeatable format + proven share rate at 2.3 percent.

Hook 04 Things Recruiters Say vs What They Mean

Text overlay. "We will keep your resume on file" equals "we will never look at this again." "The role has been filled internally" equals "the boss's nephew." Cross-platform format that travels Instagram, TikTok, LinkedIn.

Why it worksTag-a-friend mechanic for every job hunter. No Australian male recruiter is doing this.

Hook 05 Mornings Nobody Talks About On The Gold Coast

5am. Empty beach. First light hitting the water. Solo coffee. Champ on the sand. Text: "5:17am. Burleigh." The Salty mornings format hit 14.9M views on the same opening.

Why it worksFOMO trigger + location flex + save-heavy format. No face needed. Algorithm-friendly low effort.

What Drives The Shares

DM Shares

Adam Mosseri confirmed sends per reach is the number one Instagram ranking signal. Not likes, not comments. The format brief for every post is built around the share-trigger first.

Identity Content

"This is literally you" content. "Things only Gold Coast people understand". "Every recruiter when..." Each format primed for tag-a-friend.

Hot Takes

"Most recruiters are lazy." Controversial enough that someone sends it to a recruiter friend to argue. Comments and shares fire together.

Champ Doing Something

Doodle behaviour content has the highest share rate in the entire category. Cute plus absurd plus relatable equals send.

Useful Lists

"Three questions every candidate should ask." Saved plus sent to whoever the recipient knows who is job hunting.

The Play

Grayson films,
LOVR shapes the rest.

The model is built for someone running a business and a public profile at the same time. Half a day with us each month. Concepts handed to Grayson that he films himself between meetings. Everything else is on us.

GJM Brand Kit

Full personal-brand identity, delivered inside the first month. Wordmark (GJM, lemon on chocolate, the lower-middle tile we locked), palette, typography, application system across captions, story stickers, reel covers, brand-deal placements, email signature.

Half-Day Monthly Shoot

Half-day shoot at the start of each calendar month. Per Sav's scope. Property locations, AĒON office, lifestyle context, brand-deal placements, Champ where he fits. One half day yields the month's grid plus reel cover stills.

Self-Film Concepts

Three to five reel concepts handed to Grayson each fortnight. Hooks written, framings sketched, lengths called out. He films on his phone. We edit, caption, schedule.

Curation

Grid kept on-brand. Stories pinned. Brand-deal posts integrated without breaking voice. Bio refreshed against what's converting.

Performance

Monthly review against follower velocity, save and share rate, AĒON inquiries attributable to content. Next month's strategy adjusts against the data.

The Work We Run For You

Four streams.
One monthly rhythm.

Stream 01

Strategy & Direction

Monthly content plan tied to where AĒON needs deal flow. Personal-brand pillars, hook frameworks, the calendar that decides what Grayson films each week.

OutputMonthly strategy doc, fortnightly self-film brief.

Stream 02

GJM Brand Kit

Full GJM personal-brand kit. Wordmark, palette, typography, application system. Rolled out across captions, story stickers, post graphics, reel covers, brand-deal placements, email signature. Delivered month one.

OutputFull brand identity pack month one, weekly creative drops ongoing.

Stream 03

Half-Day Monthly Shoot

Half-day on-location shoot at the start of each month. Creative direction, photographer, videographer. Brand-deal placements captured in the same shoot, integrated cleanly.

OutputMonth's grid stills, reel covers, vertical and horizontal cuts.

Stream 04

Curation & Activation

Grid managed. Reels scheduled. Stories built. Captions written. Brand-deal posts blended without breaking the personal-brand voice. Comments triaged for AĒON-relevant inquiries.

OutputDaily presence, weekly performance check-in, monthly review.

Monthly Cadence

Shoot the first.
Post the second half.
Plan the third week.

Predictable rhythm so Grayson knows when to show up and where to focus the rest of the month.

Week 1

Half-day monthly shoot

Half day on-location. AĒON office, property sites, lifestyle context, brand-deal placements, Champ moments. Director, photographer, videographer. The month's grid stills, reel covers, vertical and horizontal cuts captured.

Week 2

Edits delivered, posting starts

First content batch edited and returned. Posting cadence begins. First self-film briefs handed to Grayson for the back half of the month. Brand-deal posts scheduled around the recurring grid.

Week 3

Strategy for next month locked

Mid-month review against performance signals. Pillars adjusted, hooks refreshed, next month's strategy doc drafted. Self-film briefs continue. Stories rolling, comments triaged for AĒON inquiries.

Week 4

Performance review, next-month shoot locked

Monthly performance delivered. Follower velocity, save and share rate, AĒON inquiries attributable to content. Next month's shoot brief, location, talent and brand-deal slots locked before the month ends.

Investment

Line by line.
No padding.

Monthly retainer, broken out so every input is visible. Half-day shoot split into three phases (direction, creation, deliverables) per LOVR's production standard.

No. Line Item Detail Investment

01 Monthly Strategy & Direction Content plan, hook bank, pillar refresh, self-film brief structure. The framework everything films against. $500+ GST

02 Half-Day Monthly Shoot On-location production. Crew, kit, creative direction. Split into three phases below. $1,500+ GST

02a Shoot Direction Pre-production. Shot list, location scout, brand-deal integration plan, talent direction brief. $300+ GST

02b Shoot Creation Half day on location. Director, photographer, videographer. Capturing stills, reel cuts, B-roll. $600+ GST

02c Shoot Deliverables Post-production. Edit, colour, caption, schedule. Grid stills, reel covers, vertical and horizontal cuts delivered. $600+ GST

03 Self-Film Concept Briefs 3 to 5 reel concepts handed to Grayson each fortnight. Hooks, framings, length. He films on his phone, we edit and caption. $400+ GST

04 Curation, Captions, Community Grid kept on-brand, stories pinned, captions written, comments triaged. Brand-deal posts integrated without voice break. $500+ GST

05 Performance Review & Next-Month Plan Monthly review. Follower velocity, save rate, share rate, AĒON inquiries attributable to content. Next month's plan drafted. $100+ GST

06 GJM Brand Kit (Month 1) Full personal-brand identity. Wordmark, palette, typography, application system. Delivered inside month one. Included

Monthly Total Month to month rolling, thirty days notice either side. $3,000+ GST

Terms

Fees exclude GST. First invoice issued prior to commencement. Subsequent invoices monthly in advance. Month-to-month rolling agreement, either side can give thirty days notice. The full GJM brand kit is delivered inside the first month at no additional charge. Subsequent months are activation only.

What Is Not In Scope

Paid social ad spend (separate, client-managed). Long-form video production beyond reel covers. Brand-deal negotiation or rate cards (handled by Grayson or his agent). Speaking circuit bookings. Anything outside the personal-brand content engine.

Beyond The Retainer · Additions On Request

Available the moment
you want to push harder.

Not in the standard scope. Available on request, scoped per project, priced separately. The plays we pull when a client wants more than rhythm.

Strategic Comment Engagement

Daily fifteen minute sweep on twenty competitor accounts (Tylen, Jimmy, Brodie, Lee Harding equivalents). Grayson drops genuine first comments with insight. Their audience reads his comment, clicks through, follows. Slow build, free, compounds.

Lookalike From Competitor Followers

Pull public follower lists from Tylen Wallace, Jimmy Nicholson, Tom J Stewart, Brodie That Doodle. Build a Custom Audience in Grayson's Meta account. Run a 1 percent Lookalike. His ads serve to people who already follow male lifestyle creators in the lane. Pre-warmed audience.

DM-Share Trigger Content Design

Every post engineered around the send-per-reach metric. Mosseri confirmed it as Instagram's number one ranking signal. We design content so the audience says "send this to your golf mate" or "this is literally you" without prompting.

AĒON Recruiter Database

Aggregated outreach list across AĒON's five sectors. Decision-makers in Real Estate, Property Development, Construction, Finance, Legal companies in Brisbane and Gold Coast. Built once, refreshed quarterly, fuels direct AĒON outreach campaigns alongside the personal-brand engine.

TikTok Cross-Content

Stitch or duet onto bigger creators in the lane. The algorithm pushes Grayson's piece to their audience. Particularly works when he is correcting, adding to, or reacting to a viral take. Targets the 303 TikTok followers already waiting.

AI Content Atomisation

One piece Grayson films becomes 4 to 6 platform-native cuts without re-recording. Long-form to short-form to carousel to thread to YouTube Short. Compounds his shoot time. He films once, the content lives across every platform his audience watches.

All additions priced on request, scoped to the specific play. Most are integrated cleanly inside an existing month if Grayson approves the lift. None are in the standard retainer.

One feed. One rhythm. The window is now.