MAM
By supporting new parents with night-time assistance in our ‘Wide Awake Club’, we positioned MAM as a compassionate brand for parenthood challenges
“Mumsnet has consistently proven to be the ideal platform for effectively engaging with our target audience, pregnant and new mums. Over the course of our multi-year collaboration, we've consistently been pleased with the results, appreciating their ability to innovate and deliver a fresh perspective with each campaign.”
- Claire Terry, Senior Marketing Manager
Brief in brief
Place MAM as the experts on all things feeding and sleeping amongst a target audience of pregnant and new mums.
Opportunity
Mumsnet is a vital resource during crucial moments, offering a prime opportunity for brands to connect with pregnant and new mums. Long-term partnerships with Mumsnet are highly effective in meaningfully reaching and connecting with these parent groups.
Partnership overview
Expecting and new parents need significant support. Our partnership met this need by providing assistance when it matters most. Display testing revealed an 80% higher click-through rate for night-served creatives (6 pm to 6 am), aligning with peak user ‘engagement on our DMP Vantage (3 am to 6 am). The introduction of the ‘Wide Awake Club' talkboard created a dedicated space for parents to connect, particularly during the night. Complemented by curated content spotlighting MAM products as the optimal solution, this initiative positioned MAM as a brand deeply empathetic to the challenges of new parenthood.
Results
On average, content achieved an average dwell time of 2:12 minutes (Jan-Sep 2023):
A content page that included myth-busting information about soothers, ensuring parents are empowered with the facts, whilst highlighting key MAM products
A sponsored content page of a highly relevant existing content page on Mumsnet, highlighting key MAM products and featuring the stop-motion video
An Ask the community encouraging parents to share their advice and support others in the Mumsnet parenting community for a chance to win £200
An Ask the expert encouraged users to ask questions about support available in the fourth trimester, positioning MAM as the expert in this area
Products linked in content and display resulted in a total of 4,300 clicks to the MAM website via Mumsnet
MAM displays achieved >5.9 million impressions (Jan-Sep 2023):
Run of site (untargeted)
100% sponsorship of the Birth Clubs site section
Audience targeting of pregnant users and those with a baby
Pre-roll distribution of branded MAM video across Mumsnet
Reach takeover of a one day takeover of the three busiest areas on the Mumsnet site
Roadblock ads on the content page and product testing thread
