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Digital Mums The value of mums marketing to mums

The value of mums marketing to mums

All By Mama is an online marketplace featuring products made by mums. Each of their sellers - or ‘mamas’ - are juggling work life balance and running their businesses flexibly to accommodate the commitments of family life. We matched them with Digital Mum Elvira who managed their social media platforms with objectives around building brand awareness and relationships, as well as raising their number of followers. This resulted in her increasing their Twitter following by 124% and identifying over 200 potential new 'mama' sellers.

The campaign

As a relatively new business All By Mama really wanted to build engagement and interest around their brand with their target consumer - parents. To this end the main focus for Elvira was to build brand awareness and generate key influencer engagement.

To begin with Elvira used insights into her target audience to curate and create specific content that would appeal to the All By Mama audience. One way of doing this was by using content from a value adding blog that her client Gemma had created. She then pushed this content out on their Twitter channel at the optimum level, and at the relevant times.

In order to further grow reach and awareness around the brand Elvira ran a number of promoted tweets, particularly around Father’s Day. Running these resulted in a significant rise in impressions.

With over fifteen years in senior marketing roles Elvira knew exactly how to generate key influencer engagement. Having identified a number of key influencers - bloggers, retailers, press, crafters - she skilfully built relationships with them through Twitter. She also joined a number of relevant tweet chat hours which allowed her to showcase the All By Mama service and products, as well as introduce their ‘mamas’ and share insight.

The success

The campaign generated a 124% increase in the number of Twitter followers, as well as a 282% rise in mentions, and a 111% rise in impressions. All great for growing brand awareness. On top of that Elvira identified over 200 potential new mama sellers.

Spotlight on Elvira

Before taking a career break to raise her children Elvira gained over fifteen years experience in senior marketing roles within the professional services industry

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