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.
Nic Christensen
As a male bunny, this makes me gag. Girl power.
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I can confirm that is indeed the MM office and yes, that many post it’s are used. It may seem like a lot but the post it wall is infamous in MM land and has been around for years.
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At what point is it declared that the content is paid for, as opposed to editorial?
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Just a quick note to clarify. Despite living wholly in the world of technology in the rest of the way our business runs, Post-Its have always been a bit part of how the Mamamia editorial team operates.
We like the colour on the walls and the ability to shift story ideas around visually. They’ve become an important part of our planning and a fairly iconic element of the office.
That’s why this advertising partnership with Post-It has such great synergy. We already use and love the product – making its integration into the mockumentary simple and seamless.
Thanks for the write-up of this initiative Mumbrella. I hope everyone enjoys the rest of the series.
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Love the video at the bottom. Great simple tips!
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Perhaps they could pay writers in Post-It notes? A few packs of those puppies are worht way more than $50.
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I have to hand it to Mia – turning something they use every day into a revenue source via advertising is brilliant. They already use the product, they are ‘champion’ advocates, now they even get some dosh from it. Agree or disagree with her business model and contributor payment plans, this really is smart stuff from a savvy publisher, and gives a hint as to why she was so successful in her various print roles.
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This is the 2nd attempt by Mamamia to produce “branded content” and I didn’t think it could get any worse. And then the editor gives us a justification of how “post its” are a “simple and seamless” integration into the “mockumentary” Its another example of ‘give em a camera and they’re producers’. To start – to play in the territory of mockumentary the benchmark is pretty high and takes months of development and very smart writing. This smacks of a quick buck earned by a commercially smart media professional. Which as Jack says deserves some admiration but as I said in a previous comment on their work with nissan – for the sake of creativity and the adherence to some level of excellence for the industry in this country – ask for more money to develop this idea further so that it makes the experience worthwhile for everyone involved.
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Here at 774 in Melbourne we (and our listeners) are loving the Behind the Scenes vibe. Here’s one we created last month giving listeners a peek into the world of our breakfast presenter Red Smons.
http://bit.ly/15DKcnK
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Where’s Ricky Gervais?
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I get it. nice idea. very poorly executed.
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Hey BP to the EP,
It sounds like youre one of those useless companies springing up that act as a conduit between agencies and production companies. Youre Basically taking fees for doing very little. Stop using this Mamamia post on Mumbrella to promote your inferior company.
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Hi Stampy – at the start of the videos it clearly says “Brought to you by Post-It”. Hard to see the way it’s embedded here because it crops off the bottom of the screen but it’s there.
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Sorry but the whole thing feels so scripted and fake. I feel uncomfortable watching it.
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in what pretty world do you live in PB EP? how much production money is honestly out there? More money for what exactly? Paid actors to act out a behind the scenes piece of content??
Found the article that this video lives in on Mamamia. The feedback has been great from their readers, who are clearly the main audience for this post it’s vid.
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Fairly easy to get positive feedback when all the negative feedback is moderated out though, isn’t it?
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Great to see such a fresh, fun approach to branded content (It’s meant to be scripted and uncomfortable!! ) Testament to the flexibility offered by an independent publisher in a competitive market.
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Agree with Anon. It’s a little creepy.
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This branded content is not meant to be scrutinised by ‘informed’ advertising professionals. It is just a nice, fun, and light way to advertise and at the same time give tips and entertainment. It is nice seeing behind the scenes and getting to know the personalities of the staff members, offering a human aspect to something that is digitally produced. If you are not the target demographic (Mamamia readers), then you shouldn’t be disecting the content and offering your humble opinions..I’m sure the readers appreciate putting faces to their stories, along with some light entertainment and everyday tips.
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Such. Convincing. Acting.
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