Latest in Beauty
Mumsnet Feed ads drive awareness and clicks for Latest in Beauty’s advent calendar
“With our ideal audience actively gathering on Mumsnet to discuss the top beauty advent calendars of 2024, it was the perfect opportunity to engage them during their discovery phase. Leveraging Mumsnet’s feed ads, powered by their first-party data, we successfully captured their attention and positioned our product at the forefront of their shopping journey.”
- Latest in Beauty (2025)
Brief in brief
Increase awareness and consideration for Latest in Beauty, driving increased site traffic and maximising conversions for their beauty advent calendar
Opportunity
Beauty is a major topic on Mumsnet, with 11 million unique visitors exploring the Style and Beauty talkboard in the past year*. Our beauty advent calendar subcommunity is one of the most active on our platform, ranking as the fourth largest and regularly reaching thread limits. With this highly engaged audience already established, Mumsnet provides Latest in Beauty with a unique opportunity to connect directly with their target market. By tapping into this vibrant community, Latest in Beauty could position their product front and centre, capturing the attention of users when they are actively
seeking inspiration.
*Mumsnet Insights: Style & Beauty, October 2024 (n=1008)
Partnership overview
Feed ads on Mumsnet are native placements that seamlessly integrate product messaging with live, organic user-to-user recommendations, capturing attention when users are in a discovery mindset. Powered by first-party data signals from user behaviour and intent, these ads connect lower-funnel messaging with actively engaged shoppers. We designed feed ads with eye-catching creatives and action-enhancing CTAs, featuring an exclusive Mumsnet discount to increase appeal and drive purchases of the beauty calendar.
Results
Feed ads - Native placements on our platform designed to catch users’ attention seamlessly. Using our DMP Precision targeting, we can contextually reach specific audiences, ensuring the right message gets to the right people
1.3 million feed ad display impressions (108% to KPI), 2,506 clicks, 0.20% avg. CTR (met KPI)
