MAM
MAM connected with first-time parents at pivotal moments, driving strong engagement and product clicks
“Mumsnet provided the perfect platform for MAM to reach and engage new parents at key moments. The Precision targeting and expert-led content resonated deeply with our target audience, driving strong engagement and brand trust. This is yet another successful annual campaign to add to our seven year partnership, reinforcing how Mumsnet continues to be an integral part of helping MAM connect with parents at crucial moments in their
parenting journey.”
- MAM (2024)
Brief in brief
Connect MAM with first-time parents at pivotal moments in their journey (from pregnancy to newborn), to drive consideration and purchase intent.
Opportunity
Many parents first discover Mumsnet during pregnancy, making it a crucial platform for reaching expectant and new mums. In 2024, Pregnancy was the 6th most popular topic across Mumsnet conversations in 2024, with 'Ages & Stages' ranking 11th and 'Parenting' 3rd*. This demonstrates how mums turn to Mumsnet for advice and support from the moment they become pregnant.
Partnership overview
Mumsnet helped MAM reinforce its position as the go-to premium brand for feeding and soothing by authentically engaging first-time parents in key moments. Through contextually targeted display, valuable editorial, and community-driven content, Mumsnet delivered meaningful connections that resonated with this audience.
Results
Precision targeted display: targeting women in their third and fourth trimester
1.86 million impressions (110% vs. KPI), 1,047 clicks, 0.06% CTR (vs. 0.06% KPI)
Bespoke shoppable display ad
Talkboard sponsorship (Pregnancy, infant feeding, the wide awake club, postnatal clubs, postnatal health)
6.6 million impressions, 3,947 clicks, 0.07% CTR (vs. 0.07% KPI)
Display sponsorship of Pregnancy content
600 thousand impressions, 4,997 clicks, 0.83% CTR (vs. 0.07% KPI)
Reach takeover
4.53 million impressions, 1,854 clicks, 0.04% CTR (vs. 0.07% KPI)
Email sponsorship: MAM sponsored the Pregnancy (30–40 weeks) and Ages & Stages (0–12 weeks) newsletters throughout the year, targeting their audience during the key third and fourth trimesters.
Sends: 23,056, Open rate: 34%, CTR: 1.21%
Highly targeted placements, particularly those focused on pregnancy-related content, outperformed KPIs driving stronger engagement and exceeding key performance indicators. Broader reach tactics quickly scaled impressions, balancing relevance with impact.
Editorial: Real Mums Daily routines
7.6k pageviews (102% vs 7,500 KPI), 3 min 16 secs dwell time
Editorial: Pros & cons of dummies
7.7k pageviews (110% vs 7,500 KPI), 1 min 36 secs dwell time
Editorial: MOVE Review
7.8k pageviews (142% vs 5,500 KPI), 1 min 25 secs dwell time
Editorial: Newborn Essentials
9.1k pageviews (121% vs 7,500 KPI), 58 secs dwell time
Ask the expert: Q&A on managing colic in newborns
3.9k pageviews, 51 engagements (102% vs 50 KPI), 2 mins 25 secs dwell time
Ask the community: Share your soother success stories
Pageviews: 4.3k, 69 engagements, 1 mins 17 secs dwell time
Influencer activity: Three breastfeeding mums showcased the benefits and ease of use of the MAM MOVE breast pump
119k impressions, 45k video views, 1.8k engagements, 1.52% engagement rate (1-3% benchmark)
Influencer activity: New mum @livingwithjosie shared her journey with newborn Jude over six months, documenting his development and how MAM soothers supported him along the way
75k impressions, 1.7k video views, 2.2k engagements, 3.49% engagement rate (1-3% benchmark)
