F.Y.I.

Mahlab and HBF win at Content Marketing Awards

Content marketing agency Mahlab and HBF have been recognised for their partnership at the Content Marketing Institute’s 2017 Content Marketing Awards.

The announcement:

Content marketing agency Mahlab and health insurer HBF have been recognised internationally as a winning partnership at the Content Marketing Institute’s 2017 Content Marketing Awards.

Their Direct Advice for Dads (DAD) project – a website featuring content created by dads, for dads – has won four key categories at the prestigious awards, announced on July 12 (US time).

The Content Marketing Awards program is the largest and longest-running international content marketing awards program. Mahlab is a previous CMA winner.

This year, Mahlab and HBF won the Agency/Client Content Marketing Partnership award for DAD as well as winning the awards for:

  • Best Overall Editorial – Digital
  • Content Marketing Launch of the Year
  • Best Content-Driven Website

DAD is also up for the Project of the Year Award, with the winner to be announced at Content Marketing World in Cleveland, Ohio in September.

Mahlab created the digital hub Direct Advice for Dads for HBF. Launched on Father’s Day 2016, the website aims to provide practical information and help for “the other parent”.

Since September, the project has developed a 42,000-strong Facebook audience and site visitation of more than 667,800 sessions. Dads from all around Australia are joining conversations with other dads about approaches to take and what works for them as expecting and new parents.

“From the start, we were excited and inspired by the DAD project,” Mahlab managing director Bobbi Mahlab said.

“It’s a great example of the purest form of content marketing, creating an audience for HBF with exceptional engagement results. We’re so thrilled to see it recognised internationally.”

Spotting a gap in the market, HBF set its mission to become “the number one resource for new and expecting dads in Australia,” HBF’s media and communications manager, Andrew Walton said.

“The overwhelming success of this project to date can be largely attributed to the unique partnership between the Media and Communications team at HBF, and our content marketing agency partner, Mahlab.”

Source: Kym Druitt

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