Yesterday at the MCA Sydney, Mamamia, an Australian lifestyle brand targeted at women, held its upfronts and revealed what it’s bringing to the table in 2020.
Founder and editor Mia Freedman opened the event with an explanation as to why the publication decided to call its upfronts Next Generation Women.
She said: “Even though we’ve been around for quite a long time, Mamamia is no doubt familiar to everyone as a brand that engages with women. But there are a couple of things about us that you might not know. First of all, we span three generations: Generation X, Gen Y & Millennials and now Gen Z.
“While we have always spanned generations, the biggest demographic in our audience is this next generation of Millennials and Gen Z. We have a larger share of those people than any other women’s brand, even larger than any of the youth brands.
Freedman revealed Gen Z and Millennials are the biggest demographic across Mamamia’s audience. She also said that today, Mamamia is a “super-channel for women” with more than 40 different touch-points across all places with its audience.
Freedman continued: “From the places that you probably know like written content and podcasts, EDMs, video influencers, social and live events, to places that you might not realise like Virgin and Qantas inflight entertainment, and online digital courses for women who want to do all kinds of things.
“Offline and online if women are there, so are we.”
Freedman also spoke about Mamamia’s core purpose, which is to make the world a better place for women and girls.
“What drives Mamamia is one simple core purpose, and that is to make the world a better place for women and girls. And what does it mean to be a purpose-driven brand as we are? It means that everything we do, every piece of content we produce and every business decision we make goes through the filter of our core purpose, and not everything gets through that filter.
“We want women to feel seen, heard, and understood. And that is the secret of really, really deep engagement with women.”
Mamamia in 2020 – more podcasts, a parenting village and live shows
Mamamia is well-known for its standout podcasts, with more 22 in its fleet. Mamamia reported its network listeners doubled year-on-year, with over 40 million minutes of active listening each month.
And, in 2020, there will be even more podcasts a new ‘parenting village’ and more podcast live shows.
Mamamia associate editor and podcast host Jessie Stephens explained: “The projects we have coming up in 2020 are really going to help you connect with next generation women.”
New podcasts – Overshare & Eligible
Overshare is three next generation women very comfortable sharing “too much information”. Eligible is a new concept in digital dating that’s all about love at first sound.
Freedman said: “Women can tell a lot by someone’s voice, it will be hosted by Rachel Corbett and it’s going to be a whole new genre in dating.”
You Beauty live show
After 12 successful live shows in 2019, Mamamia is hitting the road again in 2020, including taking the You Beauty podcast on the road with Leigh Campbell across five cities with special guests and live podcasts.
Parenting village: This Glorious Mess – Little Kids
Mamamia has also expanded its parent vertical across its site, audio, video and social content, adding a new show to the mix: This Glorious Mess – Little Kids, for parents with kids ages 0-5.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]