APN targets mothers in content marketing series

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APN News & Media is showcasing the content marketing capability of its Australian Regional Media network with the launch of a lifestyle video series entitled Hey Mumma.

The six-part series follows five mothers as they explore issues surrounding modern parenting such as technology, childcare, discipline, career and time management.

Former gold Olympian and mother-of-two Susie O’Neill anchors the series.

Hey Mumma is sponsored by detergent brand Omo and debuts as APN looks to enhance the opportunities for fast-moving consumer goods advertisers to engage with news media audiences.

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Hey Mumma content, which includes weekly videos, polls and text, is accessible through an online content hub, across APN’s web and mobile sites, print products and social media.

ARM chief commercial officer Clayton Cooke said the series was a clear demonstration of the value ARM could provide national advertisers.

“It’s exciting to be partnering with a FMCG brand, creating an engaging content series and expanding its exposure across ARM’s digital, social and print assets,” Mr Cooke said.

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.”

Hey Mumma will feature on the social channels of Omo and on motherhood blog Stay at Home Mum.

Omo is using the series to support the launch of its Omo Ultimate product.

OMO marketing manager Holly MacCue said ARM was able to provide through Hey Mumma “a creative national platform for us to specifically target an influential demographic”.

Last month, ARM was recognised for excellence in native advertising at the International News Media Association Global Awards for its Brand Extra Flight Centre activation and its best Native Advertising award at PANPA last year for its BCF content series.

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