Mamamia creates ‘behind the scenes’ branded content video for Post-It
Women’s news and lifestyle website Mamamia has released a ‘behind the scenes’ video, as part of the website’s continuing move into branded content.
The latest video, sponsored by paper stationery brand Post-It, goes behind the scenes of the website, showing its editorial team hard at work.
“We get a lot of questions about what life is like in the Mamamia office… so I thought I’d get a camera crew to follow us around for a couple of weeks, just to capture what goes on behind the scenes”, says Mia Freedman Mamamia’s editor-in-chief in the video.
The video then takes the viewer through an editorial meeting at the website (news stories include: political profiles, female astronauts “who get to go to space”, and the entrenched nature of hetronormative patriarchy in film) all while featuring Post-It notes all through out the background of the newsroom and in Freedman’s office.
Editor-in-chief Mia Freedman confirmed to Mumbrella that the office featured in the video was the Mamamia office. ” Yes it’s absolutely shot in the office and not a single extra or fake post-it note was used in the making of these videos”, said Freedman.
“It’s no secret that Post-it’s are an integral part of the MM office and how we work…I’ve been using them since I ran Mamamia out of my loungeroom. It’s how we keep track of our posts and how we plan our days and weeks on both Mamamia and ivillage,” she said.
“Our sales team went into (media agency) Slingshot to present Mamamia and ivillage in March and concluded our talk with some pictures of our office and our genuine interest/enthusiasm to working with them.”
“We worked with Slingshot for a couple of months to help develop the brief, then responded with this concept – our inspiration came from After Lately and The Office. The idea being of a behind-the-scenes mockumentary. We wanted to be authentic but also poke fun at ourselves.”
This is not Mamamia’s first venture into the branded content space earlier this month one of their bloggers Phoodie did a branded content video series for Nissan.
In recent months the website has also been doing more traditional advertising campaigns for Garnier Cream and BioZet cleaning products.
The site has also created “smart solutions” videos for Kia Rondo.