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.
Business on TikTok: After the Hype, the New Norm?Vanksen
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We answer in this Vanksen white paper.
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Bài thuyết trình của Mr. Tom Simpson - Trưởng bộ phận truyền thông số (Head of Digital) thuộc Mindshareworld, công ty thuộc GroupM tại Hội nghị Định hướng tiếp thị trực tuyến 2013 tổ chức ngày 29/11/2012 tại HCM. Chi tiết Hội nghị xem tại http://hoinghi.marketingonline.vn
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Content Marketing presentation to UniSA Marketing by Will Fuller and Gavin Klose from FULLER Brand + Communication, Adelaide South Australia. What is content marketing? How many marketers are using content marketing? How much marketing budget is being allocated to content marketing in Australia? How is media consumed and how is it is changing? What type of media is consumed in digital especially on mobile devices? What is the content marketing sweet spot. A strategic framework for content marketing starting with strategy, channel creation, editorial planning, content creation, distribution and measurement. Content marketing cases studies for Xerox, Commonwealth Bank, Hahn Beer and Carnegie Mellon.
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Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
Connecting With The Mom Market On Social Media Power Point PresentationMelissa Lierman
Connecting with the Mom Market on Social Media
Description:
The Mommy Market is a $2.1 Trillion Dollar Market. Learn how to connect with this Mom Target Market on Social Media - Blogs, Twitter, FaceBook, Blog Talk Radio, and You Tube.
The amount of time spent on social media is up by 82% in 2009 compared to 2008, with Twitter and FaceBook as the front runners. 64% of Moms say that they rely on word of mouth recommendations when buying products for their families.
Social Media is word of mouth. Social Media is personal. Moms listen to other Moms. How can you find your target market of Moms and connect with these Moms? Then, once you connect with these Moms, how do you get them to buy from you? Learn how to make Social Media work for your business and connect with the Mom Market.
Influencers - real growth channel or just a unicorn? Providing an intro to the current influencers' landscape, challenges and opportuntities as well as best practice examples and tips on how to position this channel in the digital mix.
Finally recommendations on how does success look like and measurement advice.
Influencer marketing is a collaborative partnership between a brand and a social media influencer. The influencer, who possesses a substantial and engaged following on platforms like Instagram, YouTube, TikTok, or blogs, promotes the brand’s products or services to their audience.
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Presentazione di FattoreMamma l'agenzia italiana specializzata nel mettere in relazione i brand con le mamme e le famiglie. Descrive le nostre attività nei campi di Influencer Marketing, Press Office, Digital PR, Consumer engagement, Content Marketing, Eventi.
FattoreMamma Srl
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Le aziende e il marketing all’alba della fase 2.0: tra vaccini, Recovery Fund, ripresa economica e bassa natalità. RIsultati di un'indagine su 140 aziende svolta nell'ottobre 2021 e presentata all'evento Momketing - New Moms - New Marketing, VII Edizione - Novembre 2021.
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Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
Connecting With The Mom Market On Social Media Power Point PresentationMelissa Lierman
Connecting with the Mom Market on Social Media
Description:
The Mommy Market is a $2.1 Trillion Dollar Market. Learn how to connect with this Mom Target Market on Social Media - Blogs, Twitter, FaceBook, Blog Talk Radio, and You Tube.
The amount of time spent on social media is up by 82% in 2009 compared to 2008, with Twitter and FaceBook as the front runners. 64% of Moms say that they rely on word of mouth recommendations when buying products for their families.
Social Media is word of mouth. Social Media is personal. Moms listen to other Moms. How can you find your target market of Moms and connect with these Moms? Then, once you connect with these Moms, how do you get them to buy from you? Learn how to make Social Media work for your business and connect with the Mom Market.
Influencers - real growth channel or just a unicorn? Providing an intro to the current influencers' landscape, challenges and opportuntities as well as best practice examples and tips on how to position this channel in the digital mix.
Finally recommendations on how does success look like and measurement advice.
Influencer marketing is a collaborative partnership between a brand and a social media influencer. The influencer, who possesses a substantial and engaged following on platforms like Instagram, YouTube, TikTok, or blogs, promotes the brand’s products or services to their audience.
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Here are three digital marketing strategies that can make your food business globally competitive. These tips and tricks are easy to follow and can be used immediately.
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Presentazione di FattoreMamma l'agenzia italiana specializzata nel mettere in relazione i brand con le mamme e le famiglie. Descrive le nostre attività nei campi di Influencer Marketing, Press Office, Digital PR, Consumer engagement, Content Marketing, Eventi.
FattoreMamma Srl
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Sintesi della ricerca FattoreMamma-Media - Eumetra presentata nel novembre 2021 in occasione di Momketing - New Moms, New Marketing - VII Edizione. Prima Parte
Presentazione di FattoreMamma l'agenzia italiana specializzata nel mettere in relazione i brand con le mamme e le famiglie. Descrive le nostre attività nei campi di Influencer Marketing, Consumer engagement, Content Marketing, Eventi
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Monitor Mamme 2019: Presentazione dei risultati della nuova edizione 2019 della ricerca Monitor Mamme 2019 all'evento Momketing 2019 - Milano - Novembre 2019
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Presentazione di Letizia Verri – Ricercatrice, Eumetra MR
A Momketing 2018 - Milano - Novembre 2018
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janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
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Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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Coimbatore,Tamilnadu.
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
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Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
2. To connect brands and moms
adding value to both
Our ission
2008 - 2018 10 years of FattoreMamma
3. fattoremamma.com !3
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
5. fattoremamma.com !5
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.
6. fattoremamma.com !6
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
7. fattoremamma.com !7
Context | Italian moms
They prefer relationships with other moms and sharing
peer-to-peer online information
(1) source: : Ricerca quantitativa 2B Research 02-2016
9. fattoremamma.com
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
10. fattoremamma.com !10
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.
13. fattoremamma.com
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
17. fattoremamma.com !17
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.
18. fattoremamma.com !18
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.
19. fattoremamma.com !19
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
20. fattoremamma.com !20
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
22. fattoremamma.com !22
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
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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.