This document discusses FattoreMamma's approach to connecting brands with mothers in Italy. FattoreMamma has built a large network of mother influencers and mothers over the past 10 years. They offer brands effective content and social marketing solutions targeted towards families and mothers. Their approach involves mothers through topics and channels they prefer in order to create positive long-term relationships between mothers and brands. They provide various partnership and engagement opportunities for brands, including influencer campaigns, events, product testing, and branded content.

1. Presentation 2018
connect with the true decision-makers

2. To connect brands and moms
adding value to both
Our ission
2008 - 2018 10 years of FattoreMamma

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CONNECT TO THE TRUE
DECISION MAKERS
influence
FattoreMamma, active on the market since
2009, has become the reference point for
digital communication addressed to
moms in Italy. Specifically thanks to the
mediation of mommy bloggers/influencers
and social media.
We offer our clients effective content and
social marketing solutions, specific to the
brands’ needs and addressed primarily to
families and to women in particular.
FattoreMamma | Who we are

4. moms
digital, informed, connected,
central to many family decisions in
terms of services and products

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Prevalentermente mamma
Prevalentermente papà
Mamma e papà insieme
non acquistiamo
Fonti: Ricerca 2B Research 02-2016. Ricerca FattoreMamma GN-Research 02-2015 ( http://www.fattoremamma.com/le-mamme-e-la-rete-
ricerca-2015/ ) – Ricerca Influence Central 06-2015 ( http://influence-central.com/how-motherhood-transforms-millennial-women/)
Context | Italian moms
digital, informed, in charge of the family’s spending
They are in charge of most of the
family spending even as kids grow up.

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Context | Italian moms
drivers of family spending
mum
family
children
woman
pets
tourism / holidays
culture
education
sport
entertainment
tecnology
health
school
transport
cooking
beauty
diet
home
culture
fitness
child care
energy
fashion

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Context | Italian moms
They prefer relationships with other moms and sharing
peer-to-peer online information
(1) source: : Ricerca quantitativa 2B Research 02-2016

8. FattoreMamma
the partner for brands that want to
interact with moms as women,
drivers of the family spending

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FattoreMamma Network brings the 34 most important Italian mommy bloggers
together, thus being the biggest Italian advertising leader on the market in terms of
numbers.
34
We collaborate with the 200 most followed mommy bloggers, selected amongst more
than 4.000 that we follow in Italy. We work on engagement projects on and off line.200
FattoreMamma Active has 4.000 mommy influencers active on the Web, that we involve
in our projects thanks to programmes dedicated specifically to them.4.000
190.000
More than 190.000 moms joined our club Mammacheclub during our first 24 months. Now
they participate to product testing, obtain discounts and interact with each other.
Raggiungiamo oltre 3,4 milioni di mamme (utenti unici) al
mese attraverso siti e blog mom generated del nostro network.
3.4mln
We reach more than 3.4 million moms (unique users) per month through websites and
mommy blogs generated from our network.
FattoreMamma | Our numbers in Italy
Twice a year, we bring Italian mommy bloggers together in Milan from all over Italy to
attend MammacheBlog (May and November).2

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FattoreMamma | Our partnerships in Italy
#1
on mom target
Lead Generation
MammacheClub
Web Network
FattoreMamma Network
Youtube Channel
CoccoleSonore
Mobile App Network
OBScience - iMamma
Influencer Network
FattoreMamma
Maternity Web
Periodoferile.it
Maternity box
Bambinopoli
family network
Some brands of our Network:
Since 2016 FattoreMamma-Media, extended our relationship capacity to target
moms/families thanks to some important partnerships:

11. Our approach
Involve moms through topics they love, channels
they prefer, people they follow, in order to create a
positive and long lasting relationship with the brand.
We aim to add value to both moms and firms.

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FattoreMamma | Approach
Product /
Service /
Brand /
Promotion
=• Awareness
• Endorsement
• Trials
• Sales
INFLUENCER ENGAGEMENT
NATIVE/BRANDED CONTENT
ADV
CONSUMER ENGAGEMENT
NEEDS TOOLS RESULTS

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FattoreMamma | The Tools
The biggest and most qualified
network of mommy influencers,
many exclusively
A dynamic and large database
of moms/families that like to
be directly involved
We create engaging contents
for the targets and we use
their preferred channels
Mommy Influencers qualify
the brand’s message and
amplify its reach on social channels
The direct contact and
involvement of the final target
generates a spontaneous impact
and endorsement
Our results are guaranteed thanks to
relevant and high quality content,
promoted through specific high
traffic channels
INFLUENCER ENGAGEMENT
NATIVE/BRANDED CONTENT
ADV
CONSUMER ENGAGEMENT
TOOLS
Moms and their families are pivotal, they are not only the targets but also active partners of our campaigns.

14. Our offer
Communication formats that create a mix of direct
experience and digital interaction, aiming to involve
and leave a sign

15. A. Influencer engagement
• Post/social publications
• Blogtour
• FM Focus
• Sponsorship Mammacheblog event
B. Consumer engagement
• Sponsorship BabyShower event
• Product testing
• Product testing + Token
• Survey
• Dem
C. Branded Content
• Branded content and traffic building projects
• CoccoleSonore Video
D. ADV
• Special projects on specific websites
• Advertising
INDEX

16. INFLUENCER ENGAGEMENT Involve those that know how to involve
JULIA-DISPERATAMENTEMAMMA
FEDERICA-SWEETASACANDY.COM
VALENTINA-MAMMEASPILLO.IT
CHIARA-MACHEDAVVERO.IT
SILVIA-COSEDAMAMME.IT
LAURA-JUSTFORMOM.IT
JOLANDA-FILASTROCCHE.IT
ELENA-THEYUMMYMUMMY.COM

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A. Influencer engagement | Post/social publications
Mommy bloggers/influencers create quality editorial contents able to channel product characteristics and brand
values in a personal and warm way. They bring peer-to-peer and reliability together, thus endorsing the brand they are
talking about.
This amplifies the firm’s message, completing and enriching the mainstream communication. Sponsored posts -
Inspiring posts - or product reviews become part of the blogger’s editorial and interact directly with her readers.
HOW DOES IT WORK
Posts can be sponsored, directly linked to the product (inspiring posts) or
product reviews (blog review). In both cases:
‣ FattoreMamma identifies a group of bloggers coherent with the topic, the
message to be channelled and the editorial plan of the campaign.
‣ Each blogger writes a personal post, in order to engage her followers.
‣ The sponsor is clearly identified by a direct text or a picture, that redirects to
the sponsor’s website.
‣ The post is also redirected to the blogger’s socials with a #hashtag chosen
to identify the campaign.

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A. Influencer engagement | Blogtour
PURINAKINDER+SPORTVERGNANO
Blogtour is a unique event to engage a direct relationship with the
bloggers. They get to know the company, its values and its products. The
dedicated event becomes a real experience to be shared on their channels.
The events can take place either at the company’s offices or at a dedicated
location. It includes 10 bloggers selected by FattoreMamma.
OUTCOME
‣ Live reports on social channels by the bloggers, during the event
‣ Posts on the blog by each participant, detailing their experience (total of 10
posts)
‣ Social relaunch of the post
Live socials during the event obtain a much higher reach compared to
blogpost campaigns, thanks to the potential of Instagram Stories and
Facebook live.

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A. Influencer engagement | FM Focus
FM-Focus is a turnkey event organised by FM to analyse a specific topic, to the
advantage of both moms and the company::
• Moms obtain valuable information
• The client can emphasise the quality of their brand/product and take on the role
of a reference for that specific area
It differs from the Blogtour, it focuses on a topic that interests the target, it
includes:
‣ preliminary survey carried out by FM in order to obtain the target’s opinion on the
topic
‣ FB live, in order to reach a wider audience
‣ DEM to invite the 120.000 moms members of MammacheClub to the FB live
‣ Invite to all bloggers of FattoreMamma’s database to follow the FB live
‣ FM location can be used free of charge
All this, along with the involvement of 10 premium mommy bloggers/influencers
with a similar outcome to the blogtour

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A. Influencer eng. | Sponsorship Mammacheblog Event
MammacheBlog is a national event of mommy bloggers.
Since 2012 it has gathered in Milan approx 250 mommy bloggers
from all of Italy.
training
workshop
networking
presentations
fun
Work session for bloggers on topics that involve them directly
The best teachers for the mommy bloggers/influencers for
individual lessons and tutoring
Mommy bloggers and firms get to meet each other
Free and organised moments where mommy bloggers can meet
«physically» and get to know each other and exchange views.
Fun for moms, dads and kids; during labs and events organised
with the help of our sponsors
CONTENTS:
MammacheBlog offers sponsors the possibility to organise their own «dedicated
events» during the main event

21. Everyone loves to be involvedCONSUMER ENGAGEMENT

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B. Consumer eng. | Sponsorship BabyShower P. event
27
Baby Shower is the traditional celebration to welcome the newborn to
be. FattoreMamma and Periodofertile celebrate pregnant moms with
an event dedicated to them in a prestigious location in Milan.
It is a day dedicated to celebrating soon to be moms, they can meet, get some
answers, get to know the brands that supply products for their new-borns. The day
develops as follows::
‣ Conferences/tutorials by well known experts
‣ Workshops for pregnant moms
‣ Creative labs
‣ Specific entertainment (belly painting, professional photos, fashion parades, …)
Every edition of the Baby Shower Party, brings 250 moms together and 10 mommy
bloggers that promote it on line.
BabyShower Party offers the sponsors the opportunity to connect with pregnant
moms, both through direct contact and online communication.
Target: pregnant moms and moms with new-borns under 6 months.

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B. Consumer engagement | Product testing
Product testing is the ideal tool to create a positive relationship with a careful, active,
highly digital audience, that loves to share their positive experiences: moms.
• It is an effective way to communicate
It is received with a high level of attention by the target on all the channels
used;
• It is good news
It supplies tips to the press office;
• It generates useful insights
It supplies useful insights to product development and branding;
• It creates confidence in the consumer
iConsumers appreciate firms that invite people to test their products directly;
• It generates endorsement
Qualified endorsement that the firm can amplify;
• It strengthens the positive image of the company
Sure of itself and its products, capable of listening.
Thanks to MammaCheClub and its over 130.000 mom members, FattoreMamma can
maximise product testing effectiveness

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B. Consumer engagement | Product testing + Token
The token CONSIGLIATO DALLA MAMME (RECOMMENEDED BY MOMS) is
an indication of quality given by FattoreMamma to products or services tested
by at least 100 moms, where more than 70% said « they would recommend the
product to another mom».
This is how the test is carried out:

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B. Consumer engagement | Survey
Online Surveys are a great tool to engage communication with consumers. You
can concentrate on a specific topic and generate interesting contents for your
communication.
Data collected from the surveys can become and interesting starting point to
interact with bloggers during an event and can be shared through traditional PR
channels.
How is the Survey conducted:
‣ FattoremaMamma and the client decide the questions to be asked in
order to collect interesting information on the selected key topics
‣ The survey is loaded onto an online platform and fed to target moms/
parents (500 estimated answers). FattoreMamma promotes it through its
channels.
‣ FattoreMamma collects and analyses the results and prepares an
infographic to share the data easily online

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B. Consumer engagement | MammacheClub
MammacheClub is a virtual club for moms with kids under 10, with
prizes and discounts just for moms:
• Prize contests with instant wins, lotteries and prizes
• Discount codes for members only
• Product testing opportunities
• A social only for moms, so that they can compare info and create a unique
community
130.000
existing members
+8.000
new members every
month IN PARTNERSHIP CON

27. NATIVE/BRANDED CONTENT Content is Mom!

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C. Branded Content | Coccole Sonore Video
Editor of the first channel for children aged 1 to 6.
DNA creates original audio-visual contents (films, cartoons, mini serials, tutorial) for the
network and for third parties.
The established audience allows them to show native contents created with the firms
(product placement) with important performances.
YouTube Partner Sales since 2014, it manages for its clients ADV video campaigns,
sponsorships, branded contents within its own inventory. Deliveries can also be tailored
and monitored by media centres.
Thanks to their properties they create engagement activities on social media
30 mln
Monthly views mensili
4,5 mln
Average Unique Monthly Users
family network
786.000
Members of the Channel
800 mln
Overall Views

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C. Branded Content | Content and traffic building projects
FattoreMamma and its network of websites and influencers is the
ideal partner to create original contents and traffic building
campaigns within the client properties.
The aim of the project is to create and publish interesting contents on
the client’s websites/blogs and to channel targeted traffic to these
through strategic tools (immediate effect actions) and long term ones
(long lasting effect actions).
The format includes:
• Creating interesting contents:
- Analysis of the topics of interest for the target
- Definition of the editorial plan
- Writing value added articles (useful and optimised at SEO
level). The articles will be written by FM writers and/or
influencers
• Directing traffic to the published contents:
- Relaunch of the contents by the influencers
- Native positions within FM’s network (Open-up Circuit)

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D. ADV | Special Editorial Projects on target websites
The main websites of the FattoreMamma Network give the
opportunity to create high impact special editorial projects on
specific targets.
Specifically: PeriodoFertile.it – the reference point in Italy for
pregnancy – it offers various opportunities to connect strongly
with pregnant moms. (an average of 1MLN unique users per
month on the blog)
A few possibilities:
• Sponsorship of the pregnancy area
• Sponsorship of the pregnancy week calculator
• Sponsorship of the pregnancy week
• Sponsorship mom-child area
• Special projects with the involvement of the moms of the
community for testing and ambassadorship
That firms that target new moms are really keen on.
PROJECT
Più di
140.000
mamme
iscritte alla community
ECONOMICSKPIs
Awareness and
involvement on
pregnant and new
moms

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D. ADV | Week by Week Pregnancy Video
It is a programme of 37 videos (one for each pregnancy
week) held on the main digital reference points for new
moms: Periodofertile e iMamma.
There is a section on Periodofertile dedicated to the
pregnancy weeks and the same applies to iMamma. Here the
user can look at a video cartoon for each pregnancy week.
The information is scientifically accurate, verified by
Periodofertile, and promoted in a quick and fun way;
approximately 2 mins per video.
Production was done by DNA (CoccoleSonore).
This distribution to the two leaders, guarantees approx.
20.000 viewings a day.
The common platform allows the viewing of video in pre-roll
with a impression – CPM logic.
If you wish to see a video: https://www.periodofertile.it/articoli/
sesta-settimana-di-gravidanza
PROJECT ECONOMICSKPIs
Based on CPM logic

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D. ADV | iMamma - mobile app
OBScience is focused on the production and management of
apps dedicated to pregnancy, targeting both moms and
professionals (gynecologists and obstetricians)
iMamma is the first pregnancy app on both IOS and Android
with more than 2 million downloads (> 1.600 a day). It
averages 200.000 unique users a month and more than 3
million sessions.
iMamma offers many different, high impact, advertisement
formats with high level performances (in terms of CTR -
>12% pop-ups on home pages).
iMamma can be considered an extremely dedicated and
effective tool for all campaigns targeting pregnant
moms.
PROJECT KPIs
Awareness and
involvement of
pregnant and soon-to-
be moms

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D. ADV | Display Advertising
A network of vertical
websites dedicated to
moms and their children:
#1
In
ITALIA
#1 In ITALIA
3,4 mln
Monthly
Unique Users
34
Sites
www
10 mln
Monthly views
FattoreMamma has been scouting the best
websites created by moms for moms for the
past 10 years. By doing so, we created the main
Italian network dedicated to the target:
FattoreMamma Network.
Thanks to the partnership with ItaliaOnLine
(IOL), the Network can offer display advertising
campaigns with all the main formats in order to
complete the offer of special projects.

34. Our clients
We are proud to work with many market leaders
that have identified moms as their strategic
counterpart and FattoreMamma as the ideal
partner to reach them effectively.

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FattoreMamma | some of our clients

36. Phone: 02 8398 6461
Fax: 02 9139 0995
E-mail: info@fattoremamma.com
fattoremamma.com
Via Guercino, 1
20154 Milan - Italy