Nuffnang launches blogger development program, ‘Australia still in learning phase’ for blogger-brand engagement

Childhood101: working with brands

Blogger-brand match-making service Nuffnang has launched a learning program to help bloggers work more effectively with brands.

The service has already secured a deal with a few agencies whose clients will be given access to 11 bloggers who will take part in a pilot project.

Planning with Kids, Childhood101 and The Organised Housewife are among the participating bloggers – which have 1.9m average monthly views, according to Nuffnang.

They will take part in a series of master classes and discussion panels designed to help them work with brands “while maintaining their integrity and open communication with their readers”, according to a press release.

Nuffnang boss David Krupp said: “To pretend that blogs aren’t a property brands are itching to become a part of, is erring on ignorance. We want to see our Australian bloggers lead in the industry, and do it in a way that provides support and education, helps to maintain their integrity as bloggers and provide accessible partnership possibilities for brands.”

“We’ve identified the bloggers participating in the program to have grown to a certain stage, they need and want to learn more to excel their blogs to the next level. Our focus is always on supporting our bloggers and providing the services to keep their blog content evolving,” he said.

Krupp added that the Australian blogging industry is “in reasonably early stages compared to international markets” and is still in the learning phase.

“Consultation from the beginning of a campaign will see that Australia’s biggest brands and bloggers are working together cohesively and communicating openly to ensure blogger integrity isn’t compromised and brands achieve their goals,” he said.

Last week, Nuffnang signed up its 5000th blogger. The company has now executed 250 blogger campaigns for brands.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.