Mamamia held its annual upfront event at the Sydney Opera House last night, and throughout the evening announced major changes being made throughout the media company.
In regards to the beauty space, Mamamia’s latest podcast You Beauty will be receiving a full 360 degree presence in the women’s beauty and style market with live events, videos, EDMs, social communities and online editorial added to the offering. Launching earlier this year, You Beauty is hosted by Mamamia executive editor Leigh Campbell and received 65,000 listeners in the first three weeks.
According to Nielsen, the Mamamia Women’s Network reported a monthly unique audience of four million people; and its podcasts have been downloaded over 51 million times worldwide.
Mamamia will also be launching an influencer agency called Social Squad.
Speaking with AdNews, Mamamia co-founder Jason Lavigne said that it’s being developed to create more transparent reporting: “We saw the same thing that’s happening with influencer marketing that happened when digital marketing became more vogue in 2008. Back then, genuine measurement was starting to become more important but it wasn’t available so there were plenty of cowboys in the market who were building nonsensical network plays with large numbers that weren’t valuable.
“We’re obsessive on ROI for clients we understand transparency as the pressing issues keeping clients up. We recognise clients feel like they are getting something positive from influencers, but no one’s measuring it right and that’s what we’re going to do.”
