Mother’s Day Special: The Brands Aussie Mums Are Engaging With Online

Mother’s Day Special: The Brands Aussie Mums Are Engaging With Online
SHARE
THIS



Wondering about what to get mum for Mother’s Day? Well, BrandData CEO Georgie Summerhayes (pictured below) has crunched, well, the data to find out what really excites the mums of Australia (and, surprisingly, it’s not snot and baby wipes)…

Once a year, they’re served breakfast in bed. The rest of the year, they’re running around like the proverbial blue-arsed fly.

1c379ad

But in the precious little bits of me-time that they have – which are increasingly being spent online – what brands are Mums engaging with?

You’ll be relieved to hear they are not thinking about nappies all day. The average engagement in BrandData’s Nappies & Wipes category is just 1.6 per cent per day for Facebook and 1.4 per cent for Twitter. (The top brand is Huggies).

Daycare is also of little interest – well hey, the whole point of the exercise is to stick the kids in there and forget about them – with brands in this category engaging about 1.2 per cent of their fans on Facebook per day.

So who are Mums engaging with? The answer is very simple – other Mums. BrandData’s Parenting/Family Influencers category features some of the most highly-engaged audiences in Australia.

For example, the leader in this category – a magaziney brand called Stay At Home Mum – has almost 300,000 Facebook fans, over five per cent of whom are engaging every day, joining discussions like “how to dress for school drop-off” and the plaintive “Does any mum ever sit down to have breakfast in the mornings, ever?”

Among the individual ‘Momfluencers’, the Alpha Female is Fat Mum Slim, with almost 100,000 Instagram followers and 45,000 Facebook fans. The Young Mummy, School Mum, Be A Fun Mum and Paging Fun Mums are other influencers getting such high engagement, you have to wonder whether brands who target Mums would be better off simply partnering with one of these fine ladies, rather than trying to do their own thing.

The other ‘Mum’ categories that are doing well include Weightloss (average daily engagement 2.5 per cent), Fashion Stylists (3.35 per cent), and Skin & Bodycare (4.5 per cent) which is more than we can say for Nutrition (.81 per cent) and Supermarkets (.54 per cent).

So that’s the summary. Mum wants to look good, feel good and share with other Mums, and she doesn’t want to talk about nappies or baby wipes. Crikey, she sounds almost more like a real person than an advertising construct…

 

Please login with linkedin to comment

Designworks Georgie Summerhayes holysmoke!

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.