APN News & Media’s Australian Regional Media (ARM) launched a fully integrated six-part video lifestyle series this week, as the company looks to enhance the opportunities for FMCG advertisers to engage with News Media audiences.
Titled Hey Mumma, the lifestyle series features four mums as they navigate through motherhood exploring topics such as technology and kids, health and nutrition, work and career, discipline, schooling options and personal time management.
Anchoring the series is former gold medal Olympian and mother of two Susie O’Neill.
ARM chief commercial officer, Clayton Cooke said, “It’s exciting to be partnering with an FMCG brand, creating an engaging content series and expanding its exposure across ARM’s digital, social and print assets. It is a clear demonstration of the value ARM can provide national advertisers.”
Hey Mumma content is accessible via an online content hub across its network of daily web and mobile sites its daily print products and the social media environments of ARM and OMO. It’s also partnered with leading mummy blog Stay at Home Mum which will feature the series across its site.
Cooke added, “Hey Mumma is socially driven, and through its engaging multimedia content, the series encourages interaction and conversations beyond the platforms creating communities of support for parents across Australia.”
OMO is utilising the series to support the launch of its new OMO Ultimate with stain eraser ball.
OMO’s marketing manager Holly MacCue said, “ARM, through Hey Mumma, was able to provide us with a creative national platform for us to specifically target an influential demographic. We are delighted to be working with the team on the series.”
Hey Mumma launched on Monday with new content rolling out every week over the next six weeks.