Buzzfeed Australia Launches Bloom, A Womxn-Focused Vertical

BuzzFeed Australia has announced the launch of a womxn-focused vertical, Bloom, with sponsors Samsung, Showpo, McCormick and Australian Pork.

Bloom is an authentic, relatable and hilarious content space where BuzzFeed creators explore modern day womanhood.

BuzzFeed Australia reaches 6.5 million womxn every month, with a strong focus on Gen-Z and Millennials. This is the first time the brand has launched a vertical specifically targeted at them.

BuzzFeed Bloom will release a new video on the BuzzFeed Oz YouTube channel every Sunday, and will also produce an advice column across their website and TikTok.

Bloom will also explore key topics around financial wellness, female gaming, as well as launch a new womxn-led podcast series.

Content producer Hameda Nafiz will be at the helm of this new self-help column, ‘Help Me Hameda’. The fortnightly column is aimed at young, Aussie womxn, and will cover topics around identity, sexual wellness, mental health and relationships.

BuzzFeed’s head of the region, APAC, Nicki Williams, said: “This has been something the team has wanted to do for so long, having seen a gap in the market, and we’re so pleased we have a product that will speak to so many, in such an intimate and friendly way.

“Each of our four launch partners are incredibly valuable to us and we’re excited to help them speak to new audiences.”

Hayley Walton, brand marketing lead, mobile division at Samsung Australia, said: “We’re thrilled to be partnering with BuzzFeed’s Bloom to connect with and inspire young Australian women.

“Through our products, Samsung aims to inspire people to expand their world and push the boundaries of what they thought possible.

“Bloom promises to set a new standard for the way young women are represented in Australian media and we are proud to work alongside the team as they begin this journey.”

Jane Lu, CEO and co-Founder at Showpo, said: ‘“We’re so excited to partner with BuzzFeed for the launch of Bloom and to be a part of this community of strong Australian womxn, talking about the topics that matter.

“Showpo wants to empower everyone to feel confident, have fun and be authentically themselves and we can’t wait to bring this to life with Bloom.’’

Rachael Camilleri, brand manager at McCormick, said: “As a long term partner of BuzzFeed’s, we are really excited to partner with BuzzFeed Bloom to engage and connect with Aussie Mums to continue to inspire them in the kitchen.”

Melissa Johnson, brand manager at Australian Pork, said: ‘We’re thrilled to be partnering with BuzzFeed’s Bloom to connect with and inspire young Australian women to get more pork on their forks with deliciously easy dinner winners the whole family will enjoy.’

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Bloom BuzzFeed Australia Hayley Walton Jane Lu Melissa Johnson Nicki Williams Rachael Camilleri