Mumsnet in July
See what Mumsnet has been up to in July - from brand partnerships delivering real impact to media coverage reaching millions.
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Featured partnership
You can’t ask a one-year-old whether their shoes fit. So parents ask Mumsnet.
Buying children's shoes is guesswork. Their feet grow in bursts, and the child wearing them can’t always tell you what is pinching. So parents ask other parents: which brands work for narrow feet, whether measuring at home is reliable, and what happened when someone else's toddler went up a size too soon.
Clarks partnered with Mumsnet across two key purchase moments: first shoes and spring trainers. The campaign combined an Ask the Community, brand-led editorial, feed ads and precision-targeted display.
Across both phases, the campaign delivered 1.67 million impressions, 9,800 content page views and more than 2,000 clicks to Clarks.
The spring trainers editorial achieved a 10.15% click-through rate, against a benchmark of 3% to 5%. Newborn and toddler audiences delivered a 0.21% CTR, nearly twice the campaign average.
And the strongest creative was not the price-led work. "Growing Feet, Safe Hands" and "Measure at home, buy with confidence" both performed better.
For parents already deep in the research, it’s clear that reassurance did more work than price.
Mumsnet impact
Media mentions in July
Through July, Mumsnet showed up right across the national conversation - from women's health and online safety to the end-of-term teacher gift, an unlikely World Cup heartthrob and the return of the biscuit question. These weren’t just Mumsnet-led stories; they were national pieces that turned to Mumsnet as a read on how parents really feel. For brands, that matters more than simple coverage.
Medical misogyny stays on the agenda
Mumsnet's Medical Misogyny campaign was back in the spotlight when The Times featured the campaign and a quote from founder Justine Roberts in an important piece on the trauma caused by painful hysteroscopies - keeping women's real experiences of medical care firmly in the national press.
The end-of-term teacher collection
With the government's new online safety measures for 16- and 17-year-olds in the headlines, Justine Roberts spoke to LBC News, continuing Mumsnet's run as a trusted voice in the national debate on children, tech and regulation.
An unlikely World Cup heartthrob
Journalists went wild for Mumsnetters' feelings about England manager Thomas Tuchel, and his unexpected billing as an 'unlikely Mumsnet sex symbol' was picked up by the Guardian, the Daily Mail, The Times and even the Hollywood Reporter - a reminder that when Mumsnet talks, the media listens.
The biscuit question rides again
The famous Mumsnet biscuit question got another outing in the Telegraph, after Andy Burnham's controversial admission that he puts the milk in first. Earlier in the month, Justine appeared on Iain Dale's LBC show to discuss Burnham's plans to improve female representation in politics, and Mumsnet spoke to Sky News and LBC about whether parents were planning to let their children stay up for England's World Cup games. The biscuit question is now a standard rite of passage for any politician.
Mumsnet insight
Count Binface leads Farage five to one
Mumsnet's polling continues to capture the national mood. A survey of more than 1,000 Mumsnet users found that Count Binface led Nigel Farage by more than five to one ahead of the Clacton by-election on 13 August - the kind of read on public sentiment that only a community of Mumsnet's scale and candour can deliver. The finding featured on Dispatches from the Mumsnet Frontline, the new Substack launched by founder Justine Roberts to showcase the wealth of insight on Mumsnet, from brands to politics.
Mumsnet impact: industry angle
A seat at the table on children's food
Mumsnet joined the Kids Food and Drink Collective event, 'Is it time to rethink the children's menu?', sitting alongside brands, retailers, industry experts and food influencers to discuss children's food and healthier eating. It's another sign of Mumsnet's authority in the parenting and family-food space - and of the appetite among brands and retailers for the honest, real-life consumer perspective Mumsnet is built on.
Mumsnet Rated
Congratulations to our winners this month!
Mumsnet Rated is our community accreditation badge - the ultimate stamp of our community's trust in a product. It all comes down to one question: "Would you recommend this to friends and family?" Get 80% saying yes, and you earn the badge.
This month's winners: Uber Teens (95%), Kidspass (82%), Unrooted Drinks (80%) and Lebara (100%).
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