Monsoon
Monsoon partnership engaged women at key fashion moments with seasonally relevant content, driving authentic connections and brand visibility
“Partnering with Mumsnet gave us valuable insight into the style needs of women and their families. The collaboration allowed us to create seasonally relevant content that resonated with women at key fashion moments, ensuring our brand connected authentically with this highly engaged audience. The partnership not only elevated our visibility but also exceeded all KPIs, delivering exceptional results across content and display efforts.”
- Monsoon (2024)
Brief in brief
Enhance Monsoon's visibility on Mumsnet by spotlighting the womenswear and kidswear collections across seasons to both mums and their children.
Opportunity
Mumsnet users seek style inspiration for the whole family, with 37% saying their families enjoy dressing in a similar style**. Around 60% of Style & Beauty posts involve users looking for fashion advice*, highlighting a highly engaged, fashion conscious audience. This presents a perfect opportunity for Monsoon to connect with mums who value style.
*More to Mumsnet Style and Beauty 2025; **Mumsnet Insights - Kidswear survey 2023 (n=1,239)
Partnership overview
We created content that was highly relevant to women, reflecting not only seasonal trends but also the meaningful style moments. Centred around three core themes - Mum & Mini Monsoon, What Are You Wearing Today? and Ready for the Holidays - each aligned with seasonal touchpoints, and ensured that all content and display was delivered at the ideal time and context, engaging our audience in a way that felt both timely and authentic.
Results
Brand-led editorial for Monsoon
Q3 2024
Ask the community: Pick your favourite Monsoon outfits, share the occasions you'd wear them to & get Monsoon stylist’s advice!
6,026 pageviews (301% to KPI), 114 engagements, 79.85% CTR (266x to KPI)
Brand-led editorial: Here are the pieces from Monsoon that our Mumsnet users are lusting after
5,972 pageviews (109% to KPI), 14.87% CTR (5x to KPI)
Reach takeover: A takeover of our highest traffic landing pages for 24 hours with high impact display that drives quick reach
1,861,442 impressions (207% to KPI), 0.09% CTR (vs 0.05% KPI)
Targeted talk display: using our DMP Precision to contextually target users based on what they are searching and viewing
416,707 impressions (met KPI), 0.10% CTR (vs 0.07% KPI)
Targeted audience display: Leveraging our DMP Precision to target users based on their demographics and current life stage
357,180 impressions (met KPI), 0.07% CTR (vs 0.06% KPI)
Feed ads: Native ad placements that seamlessly integrate product messaging into organic user recommendations, using first-party data to connect with active shoppers in a discovery mindset
300k impressions, 0.31% CTR (vs 0.20% KPI)
Q4 2024
Feed ads for Monsoon
Brand-led editorial: Enter the party season confidently with these 15 pieces from Monsoon
6,374 pageviews (116% to KPI), 13.59% CTR (453% to KPI)
Newsletter: A festive wear focused email
5% CTR (vs 2% KPI)
Competition: Monsoon are giving three Mumsnet users the chance to win £££ to spend
3,247 entries (162% to KPI), 935 opt-ins, 28.80% opt-in rate (vs 20% KPI)
Targeted talk display: Using our DMP Precision to contextually target users based on their searches and viewing habits, focusing on womenswear and kidswear separately
500,531 impressions (met KPI), 0.11% CTR (vs 0.07% KPI)
Feed ads:
930,273 impressions, 0.41% CTR (vs 0.20% KPI)
