Grow the fame and appeal of the Mamamia brand, broadly amongst all women, with a long term idea that expresses the distinctive promise of ‘candid conversations that count’ across a diversity of topics, voices and media.

Disrupt any prejudices that Mamamia is ‘just a site for mums.’

Execute, initially, in powerful online video formats, paid, owned and earned, easy to be shared, and with a skew to the ‘online on demand’ generation of women aged 18-35.

Attract new audiences to the platform while, in the process, reaffirming the qualities of the audience experience that existing users highly value.

The challenge was to create a campaign that not only conveyed the diversity of candid voices and content, but also the diversity of women that Mamamia speaks to.

The idea was to demonstrate how Mamamia ‘gets’ women better by showcasing the taboo and, for some, unspeakable topics that Mamamia speaks to every day.

Mamamia is a platform of candid female voices, speaking to women about everything women are interested in, so has the authority and authenticity to go where others daren’t, often can’t.

“Nobody speaks to me like Mamamia” is a long idea that rings true at three levels:

Unique purpose to make the world a better place for women and girls - audiences feel the intent;

Unique candidness; ‘nobody speaks to me like that!’

Unique combination of digital touchpoints.

The idea was expressed in a set of social videos made to look and feel almost like music videos. Colourful sets and a playful tone reflected the attitude of the Mamamia brand and the vibrancy of the content it publishes.

Most Australian women (3 in 5) still weren’t aware of the entertainment, lifestyle and news brand, Mamamia, and some considered it ‘just a site for mums.’

Whereas today Mamamia is the world’s largest women’s podcast network (40+ shows), a website, social media content and influential voices (270k Instagram followers, 1.34M Facebook followers), eDMs, online courses and LIVE events.

Mamamia wanted to bottle ‘candid conversations that count’ in a way that grew the Mamamia brand’s fame (from 37% of 18+) and appeal amongst a wide variety of Australian women.

‘Candid conversations that count’, a platform for diverse, candid female voices and interests, is its distinctive 2-way digital connection with its audience. The opportunity was to spread this appealing idea amongst the minds of many more women, using digital media formats that are native to the publisher.

A 60” and multiple 6” made-for-social videos that were published on Mamamia,com.au, and amplified through the paid media of YouTube (unskippable), Instagram, Facebook and 9Now (an Australian BVOD platform).

Over 3 million completed video views since launch October 6th 2021.

The brand platform galvanised the business from the inside out, launching as the theme for Mamamia’s 2022 Trade Upfronts (06.10.21), with the 60” video opening and closing the streamed event to over 500 decision-makers. Various industry titles noted it was “time to look again at Mamamia.”

Mamamia’s October-December 2021 quarter was its largest ever advertising revenue quarter, up more than 40% on the same period last year.

Podcast network listener growth accelerated from +20% (year-on-year) prior to the online video campaign to +40% in October 2021, and it has held at this elevated growth rate of +40% into March 2022.

At a conservative estimate at this early stage, the annualised value of the extra listeners so far attracted to Mamamia’s podcast network since October 2021 represents a ROAS of 2 to 1.