Mamamia completes brand migration under hero masthead with rebrand

Mamamia has unveiled a new brand as the women’s lifestyle publisher completes its migration to bring its various brands underneath the “hero brand” of Mamamia.

The publisher flagged the migration of its other brands, including The Glow, The Motherish and Debrief Daily, was coming back at its upfronts event held in October last year.

Kylie Rogers, Mamamia managing director, told Mumbrella: “We actually migrated all of the content in January and February and the last piece of the puzzle was rebranding. We’ve been delighted with the results.

“We’ve had three months of audience growth, averaging 20% growth month-on-month, which is extraordinary. We listened to what our women were telling us, that they wanted one destination for all of their content and we’ve delivered that.”

Kylie Rogers

Kylie Rogers: We have this wonderful legacy of Mia Freedman and her personal blog

The rebrand has seen the brand introduce a new logo and tweak its tagline.

“We have this wonderful legacy of Mia Freedman and her personal blog. She had three words in mind when creating the original logo: vibrant, quirk and edge,” Rogers said.

“She was quite deliberate, every letter has a different font and bounce to it, but it’s eight years old. As we have launched new brands – The Glow, The Motherish, Debrief Daily, Mamamia Podcast Network, Flo & Frank – there wasn’t a consistency with our brand values, nothing sat nicely together.”

The original Mamamia logo

The original Mamamia logo

“We embarked on a brand piece and we were still very passionate about the values of vibrancy, edge, passion and quirk so we went through a bit of a journey with the Mamamia logo.

The new Mamamia logo

The new Mamamia logo

Rogers explained: “You can see the bounce, the quirk and the vibrancy in the logo – you’ve got the bounce of the letters, the quirk of the exclamation and the vibrancy of the colours.”

The rebrand has seen Mamamia re-think its tagline which used to “what women are talking about today”.

“We looked at a number of taglines, but ultimately we went back to the original, it’s what women are talking about. Today is a given, so we just took the today off,” Rogers said.

“We’ve modernised Mamamia. There’s equity and gravitas in our tagline, we just cut out the today,” she added.

Screen Shot 2016-08-03 at 2.37.29 pm

Rogers said the brand no longer needs to identify as a “women’s network” as it has educated the media market that Mamamia is not a mummy blog.

“I was quite deliberate in using that in the market with advertisers and clients when I first arrived two years ago. Because I went to see all my friends – clients, agencies – who said I promise you we will give you a brief, when we want to talk to mums,” she said.

“There was very much a perception that we were a ‘mummy blog’ and if you want to talk to mums go to Mamamia. I thought I had to change that perception so I changed it in the media market to the Mamamia Women’s Network and every single time we engaged with a client or an agency, we spoke to our audience stats which is 51% of our audience are mums, the rest, half, are actually not mums.

“The mums we speak to tell us don’t talk to me like I’m a mum, talk to me as a woman first. It was important to change that perception, we’ve done that so we’re dropping the women’s network.”

On what’s next for Mamamia, Rogers said there ambitions are focused on video following on from the publisher securing a Gender Matters grant from Screen Australia which will see the publisher produce video content as well as distribute other Screen Australia funded projects.

The Mamamia Sydney office

The Mamamia Sydney office

“I’m working on a new video destination, under Mamamia, which is the obvious next step,” Rogers said.

“We built a wonderful reputation over the last seven years as the place to go for great written content for women, written by women. Since 2014 we’ve gone deep with podcasts. In October of last year at our upfronts we said we’d so 4m downloads in 2016, and we’re about to hit 4m and we’re in August.

“We’re producing 12 podcasts a week now. We’ve gone deep with podcasts and we’re very successful and we now “own” women’s ears.

“The next piece of the puzzle is screen time and screen content. We do a minimum of 1.5m video views a month at the moment, our target is 30m for the next 12 months.

“We do great short-form, news-related video content. We have great ambitions to move into longer form, original video content and narrative content.”

Rogers said when she uses the term “longer form” she is talking about video of up to 10 minutes in duration.

“80% of our audience are on mobile. Right now, they are not necessarily sitting down and watching 30 minute series on the mobile,” she said.

“We’ll test and trial those things – we just don’t know how consumer behaviour will change over time. Right now, we do up to two minutes and produce four to six videos a day.”

On the opportunities for brands, Rogers said: “Some of it will be pure editorial, some of it will be integrated brand opportunities and the third-party content that we get from Screen Australia, there will be either product placement opportunities or rev share model for pre-roll.”


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