Media agency OMD Sydney and cosmetics brand Clinique have partnered with Mamamia in their latest No Filter podcast, using real-time data insights to inform the content themes.
The campaign was designed to demonstrate Clinique’s authority in skin care through a series of integrated brand segments that speak to the top skincare concerns of listeners.
OMD Create, OMD’s content and integration team, combined keyword search data with social listening, to identify Australia’s top six skincare concerns. These proof points then guided the weekly topic focus of each episode to ensure the content resonated with listeners.
The segments featured Janet Pardo, senior vice president of global product development at Clinique, who shared her expertise with listeners alongside Mamamia founder Mia Freedman.
Corinne Duffy, national marketing manager at Clinique, said: “Skincare is such a personal experience for millions of Australian women.
“OMD Create ensured we reached our audience with a highly relevant message, unearthing insights such as adult acne being the number one skin care concern of Australian women right now.
“We delivered expert advice through a highly engaged medium and are thrilled with the results of the campaign.”
Thomas Hutley, head of OMD Create Sydney, said: “The range of skin care topics explored by Janet and Mia within No Filter answered many of today’s questions most relevant to Australian women.
“By leveraging social listening and keyword demand data, we identified valuable insights to inform our topics of conversation. This resulted in a content series that provided real value to Mamamia listeners and answered their genuine skincare needs.”
Freedman said: “We had an enormously positive response to the way we delivered authentic and useful content in a conversational way.
“Using podcast hosts to engage with brand custodians like Janet from Clinique, and backed by rich data insights, is an invaluable tool for engaging women.”