Mamamia Upfront: more content, events and partnerships under ‘super channel brand’
Boasting a monthly reach of 7 million Australian women* across its touchpoints, Mamamia launched its 2023 content slate at its annual Upfront in Sydney last night, showcasing new offerings across verticals.
The group’s full-service agency Squad, whose transition from a social content and management agency was announced in 2021, also acquired several new client wins including Campari, Bayer, Royal Caribbean, Optus, MyBudget, and KPMG, for whom the agency created a B2B podcast series ‘Forensic Lens’.
Mamamia’s paid subscription product, MPlus, saw a “well into 5 digits” subscriber base according to co-founder and chief creative officer, Mia Freedman. She said that the product will “bring further targeting and integration opportunities for our brand partners”.
Its podcast network, now consisting of over 50 titles with 1.5 million monthly network listeners**, will see new additions including:
- ‘Here If You Need’, a new podcast that puts women’s sports first, hosted by Olympic champion Cate Campbell and reporter Hayley Willis, launching November 2022.
- ‘I Lost My Keep Cup’, hosted by Mamamia creator Emma Gillespie, that helps women and their homes make incremental behaviour changes towards a more sustainable lifestyle
- ‘HER by Sophie Cachia’, a new series exploring sexuality and identity
- ‘Hello Bump’ is the first-time parent series back with a new season in 2023
The company will also launch a new online summit, ‘Raising Teens’, in 2023, following this year’s ‘The Skin Summit’ and ‘The Very Peri Summit’.
Rob Farmer, group director, marketing and partner solutions, said the content additions will add onto the “super channel brand” of Mamamia and play further into its advantage.
“Being a single ‘super channel brand’ is a big advantage of Mamamia’s – a single branded house of podcasts, and beyond. It means our connection with the audience transcends any single medium, or content asset, the audience feels the coherence of the brand whatever the touchpoint,” he said.
“And from a brand partner perspective, we’re able to integrate them into the conversation in a media mix that meets the audience where she is. So – the macro fragmentation of media is not a problem for a fully owned and operated super channel brand.”
In July this year, P&G’s effervescent vitamin brand, VÖOST, launched a new multi-platform 3D audio campaign in partnership with Mamamia.
*Source: GA, Meta, Apple News and MSN data | **Source: Omny
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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