Mumsnet in June
See what Mumsnet has been up to in June - from brand partnerships delivering real impact to media coverage reaching millions.
Interested in a partnership with Mumsnet?
Featured partnership
Buying for a baby is overwhelming. Mumsnet helps parents make
sense of it.
For new and expectant parents, the problem is rarely finding another baby product. It is knowing which one to trust.
That is why parents come to Mumsnet during one of life’s biggest buying moments: to find recommendations, sanity-check choices and hear from people who have already been through it.
For Ocado’s Baby Event, that made Mumsnet the right partner. Not just because we reach parents at scale, but because we reach them while they are actively trying to make confident decisions.
The campaign put Ocado inside that decision-making environment, with brand-led editorial and competition to drive discovery and opt-ins, a solus email to engaged subscribers, and feed ads to hold visibility across parenting content while parents were browsing, comparing and deciding.
Our Mumsnet Rated review delivered 6,143 pageviews, 12% above KPI.
The competition received over 4,000 entries (104% above KPI) and had a 28% opt-in rate (39% above KPI).
The solus email reached 145,000 subscribers at a 34.7% open rate, 74% above KPI.
Feed ads kept Ocado visible within parenting conversations where parents were already researching and talking about all things baby.
Our partnership connected Ocado with parents in key moments, turning value-led messaging into meaningful engagement.
Mumsnet Impact
Media mentions in June
This month Mumsnet was featured across a range of media topics: from schools and screens to childcare policy, medical misogyny, travel and, naturally, whether a politician can survive the biscuit question.
Schools and parents spent the week improvising through a heatwave with no coordinated guidance. Mumsnet Founder Justine Roberts took that tension to Radio 4’s Today programme on Wednesday morning, while Mumsnet CEO Sue Macmillan spoke to BBC Look North. Justine also wrote the op-ed for the Independent, making the case that parents and schools should not be left guessing when extreme weather hits.
Listen to Justine on Today from 1:15:53 here, and listen to Sue on BBC Look North from 5:48 here.
The government’s under-16s social media ban dominated the rest of the month. Mumsnet’s response ran in the Mirror and the New York Times, putting parent opinion into one of the biggest family policy debates of the year.
Justine appeared on the Today programme twice, on Times Radio twice, and took the expert seat on a special edition of Radio 4’s You and Yours, making Mumsnet a central voice in the national conversation about children, tech and regulation.
Justine’s evidence to the Education Select Committee was also picked up by Nursery World in its coverage of the DfE’s early years workforce strategy. Our evidence, insights and community conversations are feeding into the policy conversation around childcare, workforce pressure and the early years system.
Mumsnet’s Medical Misogyny campaign was cited in the Guardian, showing how the issue continues to shape the way women’s health is discussed in the national press.
The Chronicle picked up our Best Eurocamps round-up, showing the strength of Mumsnet recommendations in high-intent family planning moments.
And as the Makerfield by-election ran, Andy Burnham’s beer, chips and gravy answer to the biscuit question turned up in both the Observer and Politico’s Sunday Crunch. A reminder that the infamous Mumsnet question is now a standard rite of passage for politicians.
Mumsnet Impact: industry angle
WPP asked how brands should show up in communities.
WPP Media launched Common Ground: The Brand Guide to Communities and Fandoms this week, and put four platforms in the room to unpack it: Mumsnet, Reach PLC, Acast and Spotify. Nat joined the panel on how brands can show up in community spaces, in front of a room of agency and brand planners deciding where next year’s community budgets go.
Mumsnet has 26 years of conversation, moderated by humans and not algorithms. With 25,000 users posting on Mumsnet organically every day, it is a testament to what real online community looks like and how it works.
For brands, that matters. You cannot fake a community into existence for a campaign, or build trust because a deck says “fandom”. You have to show up in places where people are already talking, asking, disagreeing, recommending and deciding. Mumsnet is one of
those places.
