Leveraging Mumsnet’s trusted reputation firmly establishes Google as an expert on children’s online safety
“We were delighted with the results of our campaign with Mumsnet, overachieving on almost every metric whilst bringing the critical topic of online safety for children to the platform. The Mumsnet team supported an innovative campaign plan, bringing users’ questions into Parliament, to discuss with key policymakers in the space.”
- Arran Wilson, Google Product Marketing Manager
Brief in brief
Facilitate online safety conversations amongst families with the ultimate goal of helping families create a healthier relationship with the internet
Opportunity
From Mumsnet insights and our engaging community, we know that families are concerned about their children’s online habits and need advice and education on the tools available to them
Partnership overview
Mumsnet and Google take user concerns around online safety to MPs and industry experts. Leveraging Mumsnet’s direct relationship with Westminster, we facilitated a roundtable discussion with MPs and industry and parenting experts to discuss parents’ concerns around online safety and internet wellbeing. We created content from the event, using editorial, video and influencers to help inform our 8 million parents on navigate online safety with their children.
Results
The campaign resulted in a 49% lift (26PP) in purchase intent
1.8 million views were achieved from the roundtable video
Overall the campaign achieved 785,425 engagements
