In this inspiring episode, we talk to Jen Harwood, founder of Happy Hair Brush, about how she built a cult favourite brand by putting mums at the centre of every decision — from product development to marketing.

What you’ll learn:

• The secret to turning customer pain points into a business

• Why mums are your most powerful marketing engine

• How to build community-led growth that scales

Exclusive Discount Code: MUMPOWER

Follow Happy Hair Brush @ happyhairbrush

Follow Jen on LinkedIn HERE

Follow Christie on LinkedIn HERE

In this episode, ENJO Australia CEO Barb de Corti shares how a deeply personal journey sparked a chemical-free cleaning revolution — and how rediscovering today’s mums helped her revitalise a legacy brand.

We dive into:

• How mums shaped ENJO from day one

• The tough business pivot away from direct selling

• What modern families really want from sustainable brands

• The non-negotiables for building trust with today’s mum shoppers

• Why authenticity and education matter more than ever in influencer marketing

“Mums are the CEOs of every household — and brands need to treat them that way.”

— Barb

Whether you’re in FMCG, retail or wellness, this episode is packed with real insight to help your brand grow with purpose — and connect with the consumer who holds the buying power.

Follow ENJO @enjo_australia

Follow Barb onLinkedIn HERE

Follow Christie on LinkedIn HERE

In our season opener, we sit down with Sally McLean, Head of Social at BIG W, to find out how one of Australia’s most loved retailers is keeping pace with modern mums — and winning their loyalty along the way.

Sally reveals:

• How BIG W’s social strategy shifted from polished to real

• Why comedic relief and relatability outperform product posts

• How to talk to mums without stereotyping

• The value of testing, failing fast, and learning what actually resonates

• BIG W’s vision to be every mum’s “wing woman” — not just her store“Mum is still the heart and soul of families. Our job is to make her feel seen — and make life easier.” —Sally McLean

If you're a brand wanting to stay relevant with today’s family consumer, this episode is packed with practical takeaways.

Follow BIG Won Instagram HERE and TikTok HERE

Follow Sallyon LinkedIn HERE

Follow Christie on LinkedIn HERE

Unlocking revenue and increasing market share is exactly what we do at Mumpower. And how we have been able to do this for hundreds of brands since 2009 is by creating and implementing growth marketing solutions, all based on current data insights into how, what and why mums buy.

Most recently Mumpower surveyed almost 700 Australian Mums and we presented this intel exclusively in a masterclass for senior brand representatives.

In today’s episode, I’m throwing back to this masterclass to share some snippets. Here we unpack the 3 biggest shifts for 2024 this data reveals – and we reveal more around Mums buying journey.

If you want to increase your brand impact this year, you need to be across how the market has changed because now more than ever, Mums have the power to make or break your brand.

Download our Growth Masterclass here: https://mumpower.com.au/2024/02/18/supercharge-your-mum-marketing-masterclass/

Follow us https://www.instagram.com/mumpower_au/

Sign up to our network https://www.mumpower.com.au

Find Christie:

Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn

https://www.christienicholas.com.au/

Mums are not all the same. There’s power and profit in segmenting the market and speaking to Mums in meaningful ways by understanding different Mum avatars. In this special episode we speak to Co-Founder of Mums & Co Carrie Kwan, to explore the commercial potential for brands to build relationships with Mums in business. Learning what defines them, their purchasing behaviour and the role they play in a brand’s success.

Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au

Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/ Find Carrie Kwan: https://au.linkedin.com/in/kwancarrie Find Mums & Co: https://www.mumsandco.com.au/ https://www.instagram.com/mums.and.co/

This month’s trending topic Market Research.

Part 2 – THE MUM SHOPPER
Our next chat about market research is with the end customer – the Mum Shopper. Alyise has been a member of the Mumpower network for many years and has participated in countless research projects for many different brands. You will walk away with some easy and obvious approaches to market research, from the methods to take, how to use it, where and when to display it and how to get people to notice your commitment to listening to the customer. Discover the best ways you can use market research to get more Mums to know, love and trust your brand.

FIND OUT The market research format that resonates best with a busy working Mum. (01:46)

How she feels about participating in product development research for brands. (05:09)

At what point will the length of a survey put her off completing. (08:12)

What it takes to get the best participation in focus groups. (10:10)

About incentives – paid participation or competitions to win. (15:00)

Can Mums tell whether a product on the shelf has been shaped by market research? (17:09)

Which famous children’s brand does not have a way to connect with them online. (18:30)

How brands can easily demonstrate they value the opinion of Mums. (19:41)

Whether a Mum is more likely to buy a product that displays its test results/claims on the packaging. (21:45)

The key industries where Mum market research is essential. (23:40)

How involving mums in market research turns them into brand advocates. (24:24)

A great example where market research with Mums can improve brand perception and drive sales. (25:25)

How releasing products that are new and improved based on research affects the opinion of the customer. (28:42)

Is the personal data provided in market research a big concern to the participant? (31:00)

What can a brand do to make a Mum buy their product over a competitor? (32:02)

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Find Alyise:
@shethinksfrugal

Shout out to:
@bibs_australia
@kollektive.au

This month’s trending topic Market Research.

Part 1 – THE BRAND One of the most efficient initiatives brands can undertake when faced with an uncertain market is research. It uncovers everything you need to know about your customer and the opportunities to thrive, and in 2023 being customer-centric is more important than ever. Today we speak to Margarita Magdalinos, the International Director of Marketing for Medela, the global authority of breastfeeding-related products. They are obsessed with understanding their consumer and how she is changing to stay top of mind, loved and trusted by more mums. You’ll leave this chat with a better understanding of why research is so important and what motivates your customer to buy, to drive more sales.

FIND OUT
A bit about Margarita’s role at Medela. (01:44)

The topline research Medela is involved in. (04:24)

Why it’s crucial to conduct research regularly. (05:50)

Tips to put research into practice. (07:00)

Why it’s important to localise your research. (09:28)

How purchasing behaviours have changed and where you need to be to find out how to get your product in the hands of Mums. (13:05)

The role of influencer marketing in market research. (17:05)

How to approach market research to impact sales effectively and get the best ROI. (19:34)

How assumptions about the customer were proven wrong through market research and a resulting change in marketing strategy improved sales. (22:30)

How market research contributed to the consumer-directed creation of Medela’s game-changing new Freestyle Handsfree Breast Pump.(24:17)

What’s next for Medela. (26:47)

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Find Margarita:
https://www.linkedin.com/in/margarita-magdalinos-05749b20/

Visit Medela:
https://www.medela.com.au/

We're back with another Bonus Ep with a topic by demand! The world of influencer marketing and content creation is changing so quickly it can be confusing when trying to keep on top of the rules and regulations that govern this space. We’re often asked by our brands and content creators about best practice, so of course we had to call on the experts. Tegan Boorman, current chair of AiMCO and founder of Social Law Co and Shannon Tarbotton Director of Elevate Tax & Accounting join Christie Nicholas to answer all your burning questions around the dos and don’ts of social promotion, tax declarations, contracts and brand obligations – you don’t want to miss this one!

Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Find Tegan Boorman:
https://www.linkedin.com/in/tegan-boorman/
https://sociallawco.com.au/

Find Shannon Tarbotton:
https://www.linkedin.com/in/shannontarbotton/
https://elevatetax.com.au/

We sat down with David for what was intended to be a deep dive into his company’s product review strategy, but turned into something so much more valuable that we couldn’t keep it to ourselves.

Listen in for a peak into the mind of a great leader, who created a brand that has been growing strong for more than 40 years, creating products that help everyone get what is most important for their health – a good night’s sleep.

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/ Find David: https://www.linkedin.com/in/david-kaplan-8ab9028/?originalSubdomain=au

This month’s trending topic - Global vs Local Brands.

Part 3 – THE MUM SHOPPER Over the past few years, we have seen an increased focus in Australia on the importance of buying local. Whether it’s because we’re appreciated for higher labour and quality controls or sustainable and pro-environmental practices we know it’s best to support our own economy. But is really a consideration for an everyday Mum-shopper when she’s on the path to purchase? Does it depend on the product category or personal preference? Or in today’s market, is it all about cost? Don’t miss this thoughtful chat with Lexi, one of the Mums in our network, to find out more.

FIND OUT: Whether she favours local or overseas brands when online shopping. (01:57)

The benefits of buying locally that global brands can’t compare. (02:44)

Whether the consideration to buy locally is a priority in her buying journey. (03:22)

Why convenience is essential when deciding between brands. (04:01)

The benefits of purchasing a global brand over local. (04:42)

Overall, whether there is greater trust in buying locally vs globally. (05:35)

The typical path to purchase when discovering a new local brand. (06:09)

What was it about the local connections that appeal whether it be brand story, messaging or product ingredients that led her to decision to buy. (08:22)

How and why she made the decision to swap one of her favourite local brands to one she found internationally online. (08:55)

Is cost always the deciding factor when looking at local vs global or does it depend on who we are shopping for. (11:15)

What we’re risking if we’re buying global brands over local. (15:13) & (25:05)

Whether the high quality standards of Australian products affects her decision to buy. (17:20)

How the brand’s messaging can help connect with customers. (19:37)

Tips for global brands to connect with local Mum shoppers and local partners. (21:02) & (26:30)

The importance of having local brand collaborators. (22:36)

Tips for local brands to sell more to Australian Mums. (29:43)

Just how much a Mum will consider when presented with a like-for-like global vs local brand. (30:55)

Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au

Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/

Find Lexi: @the.outnumbered.mumma

Special Shoutout to: @heymamasgroup @cleanlifeaus

This month’s trending topic - Mastering the Marketing of Global vs Local brands.

PART 2 – THE INFLUENCER

Helen James began her @i_heart_kmart account when Instagram was only just gaining popularity in Australia. Her love for affordable finds at the popular retailer resonated so strongly with her peers that her channel quickly evolved and now attracts a wide range of diverse local and global brands that want to engaged with her highly connected Australian audience. But even if those brands tick all the boxes, align with her values, and respect her worth as a creator, Helen can’t possibly work with everyone. So what can you do to find best-fit collaborators, get in front of the Mum-shopper and connect with the Australian market? Find out now!

FIND OUT
How Helen grew from a Kmart enthusiast to a broadly successful influencer representing numerous affordable brands. (01:35)

How Helen decides what brands to work with and her thoughts on paid vs gifted collabs. (03:29)

Why she values local small business and how important that support was at the outset of her Instagram journey. (04:40)

If her audience values Australian made products or global brands when it comes to the content she shares. (06:10)

How the post-pandemic economy has shifted the acceptance from more local brands to a focus on affordability. (07:45)

Where Helen’s audience is based and how that affects the brands she chooses to work with. (08:29)

Whether there is a difference in the way she is approached for a collab by a global brand vs a local brand. (10:00)

Is it important to have a local representative to coordinate collabs and best market to the Australian Mumshopper? (11:13)

Whether a brand story that has a local connection (ingredients sourced or rags to riches CEO) garners more support from Helen’s audience than an international brand. (12:54)

How to foster a connection with local Mums if you are competing against that ‘local heart’. (15:00)

Why it’s important to allow the creator flexibility to represent the brand and product in their own way. (16:35)

The different approaches to content creation and why they play an equally important role in any marketing plan. (17:43)

What steps should overseas brands take to find the best-fit local content creators to represent their products. (20:40)

Tips for other content creators to grow their audience and get repeat and referral collabs. (24:00

We’re always looking to feature amazing creators and brands on our show – reach out to us at admin@mumpower.com.au to get involved!

Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au

Find Helen:
@i_heart_kmart (Instagram)
@mamalovestoshare (Instagram)
@hello.helenjames (TikTok)

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Special Shoutout to @russellhobbs_anz 😊

This month’s trending topic - Global vs Local.

Part 1 – THE BRAND

We know that buying and supporting local brands is important to Aussie Mums – but what if you’re a global brand looking to enter the Aussie market? We’re joined by Michael Bech-Bruun the Head of Distribution Sales for BIBs, a household Danish name for premium baby and toddler products that are sold in more than 100 countries across the globe. Their Australian popularity is on the rapid rise, thanks to their Australian partner Kollektive, who understands the local marketplace and knows exactly how to speak to and resonate with the perfect BIBS customer - Mums. Melinda Farley the founder of Kollektive joins Michael for this insightful chat about how to build a global brand with local appeal and heart.

FIND OUT How BIBS came about. (01:44)

The reason for the rapid growth of the brand into global markets in the last 3 years. (03:30)

Why the Australian market was an obvious choice for the brand. (05:25)

The role Kollektive plays in representing premium European brands to Aussie Mums. (06:42)

Why BIBS resonates to well to the Australian market. (08:14 & 18:15)

The biggest point of difference between BIBS and its local competitors – looking into ‘Australian made’. (10:15)

Some key pointers for any distributer to be successful in representing a global brand. (12:20)

Why social media presence is important. (13:30)

How BIBs focus on key trends, beautiful aesthetics and purpose-made products appeals to Mums of all generations. (15:00)

Whether there are big differences in the colour and design preferences of products between countries – do you need to diversity in each market? (20:50)

How do you identify best-fit distributors when expanding the brand? (23:00)

How to foster a sense of local community with Mum-shoppers. (24:48)

Kollektive’s biggest focus for the next 12-18 months for the growth of BIBs. (26:28)

The importance of balancing the relationships of smaller local retailers with larger channels for the expansion of a brand. (29:15)

BIBs biggest global challenge right now. (30:24)

Advice for other global brands to break into the Australian market. (31:45)

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/

Find BIBS: https://bibsworld.com/en-au Find Michael, BIBS Head of Distribution Sales: https://www.linkedin.com/in/michael-bech-bruun-88b33a/

Find Melinda, Kollektive Managing Director: https://www.linkedin.com/in/melindapodesta/ Find Kollektive: https://www.kollektive.com.au/

This month’s trending topic Product Reviews.

Part 3 – THE BRAND
Product reviews will make or break your sales – fact. But how can you find raving fans of your products, get them to leave genuine reviews in the right place, respond to critical reviews and use them to better your brand? It’s time to turn our attention to a company that has spent many years tapping into consumer reviews. Hear from Karen Bowen, Marketing Manager at Sleep Corp, who saw quickly how social media and the shift to online sales turned what was originally a ‘nice to have’ (customer feedback) into an essential marketing tool to build brand reputation and trust - and the results speak for themselves.

FIND OUT How the role of product reviews has changed over time. (02:30)

How important it is to understand buyer behaviour and where and when consumers will discover a product. (05:00)

Whether incentivised or gifted reviews affect the legitimacy of the review. (07:15)

How brands can use competitor reviews and their own feedback to improve products and services of the business. (09:00)

Where the best place for brands to have reviews and why. (10:40)

What elements of a review are most helpful in generating more sales and customer trust. (11:26)

Is a case of the more reviews the better? (12:42)

The best way to leverage positive reviews to grow your brand. (13:55)

How to respond to negative reviews. (16:00)

How Sleepcorp has used product reviews for new product development or to improve existing SKUs. (17:46)

How to tell if a review is genuine. (19:48)

How to encourage more reviews from genuine customers. (21:19 & 22:55)

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Find Karen, Sleep Corp Marketing Manager:
Karen Bowen - LinkedIN

This month's trending topic Product Reviews.

Part 2 – THE MUM SHOPPER
We know that Mums turn to other Mums for information on a product more than any other source, and at a time where the economy is uncertain and how she spends her money is more considered, it’s never been more important to put your product front of mind of this powerful consumer group. We talk to Jacqui to find out where and why she leaves reviews, what she looks for in a review when on the path to purchase and whether negative reviews have an affect on her final decision. The answers may surprise you!

FIND OUT Why she chooses to leave reviews for products she is passionate about. (01:40)

Why she participates in formal trial and review campaigns. (03:23)

Whether there is an obligation to leave a positive review if the product has been gifted or incentivised. (04:38)

Where Mums are seeking out reviews (and where your brand needs to be!) (06:30 & 12:21)

At what point in the buying journey do you start looking at reviews. (8:20)

Why reviews from strangers and friends are equally as valuable. (09:45)

How you decide whether a review is a genuine reflection of the product. (14:11)

How the date, star rating and number of reviews all contribute to a Mum’s overall impression of the product. (16:06)

Which influencers this Mum Shopper trusts the most for their product reviews. (16:54)

What affect negative reviews have on the final decision to purchase. (19:44)

What elements are important to include in reviews that will drive a Mum to buy – or not. (20:35)

If gifted or paid reviews change their legitimacy in the eyes of the shopper. (24:27)

What brands can do to encourage more Mums leave reviews. (26:19)

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Find Jacqui:
@theurbanmablog

Special Shoutout to:
@tothotornot
@melbournemum
@mama_mila_au

Show Notes:

This month’s trending topic Product Reviews.

PART 1 – THE INFLUENCER
@our_divine_darlings came about when Lucy and her wife Amy began documenting their fertility journey, and in 5 years their content & followers have grown and diversified with engaging and highly-relatable activities of their now family of four. Lucy is selective with the brands and products she chooses to collaborate with and review, and as such has built a trusted network of relationships with brands and her audience. In this episode you will discover clever ways you can work with Influencers to ensure genuine product reviews reach a mass market.

FIND OUT
The ways in which brands can approach a content creator that can help or hinder the collab potential. (2:09 & 20:32.)

How Lucy decides what brands to work with and/or products to review. (05:45)

Why it is important to balance both paid and unpaid reviews. (08:53)

What style of content resonates when creating product reviews. (11:10)

The best process when looking to reshare an influencer’s review. (15:11)

If there is pressure to feature only positive elements of a product in paid reviews. (22:07)

Whether brands are prescriptive in what they want featured in reviews and how that resonates with particular collaborators. (24:08)

If brands should gift large quantities of product and hope for published reviews or be more selective with targeted influencer campaigns. (26:41)

If it makes a difference to include creators that have accounts with fewer followers in a review campaign. (28:49)

Why influencers should share authentic product reviews to their audience of any size. (31:28)

Advice for brands looking to collaborate with influencers on product reviews. (32:43)

Whether you should use influencer’s that have used competitor products for reviews? (34:46)

What role influencer reviews play in educating potential customers for a brand? (37:38)

The do’s and don’ts when resharing an influencer’s product review on other platforms. (40:14)

We’re always looking to feature amazing creators on our show – reach out to us at admin@mumpower.com.au to get involved!

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Lucy:
@our_divine_darlings (Instagram)

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

BONUS EPISODE

It’s always a strange period when we return to the office after the Christmas break – and more so now in this post-pandemic state, with rising interest rates and household budgets really feeling the strain. Mums are facing new challenges, so what can brands that sell to this important group do to acknowledge this, but still survive and thrive in 2023? We’re here to help in this bonus episode, as Christie takes us through 5 proven strategies that will fast-track your growth.

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn

https://www.christienicholas.com.au/

This month’s trending topic TikTok.

Part 3 – THE MUM SHOPPER
Many of us assume that TikTok is an entertainment platform exclusively for funny videos aimed at Gen Z, and Mum-centric brands will often think ‘why bother?’ The latest Mumpower research shows that more than 70% of Mums follow brands on social media, and this Millennial Mum is here to tell us exactly when, why and how she uses TikTok and whether there is space for brands on this rapidly changing platform. The answers may surprise you.

FIND OUT
Which social media platforms this Mum Shopper uses and why. (02:00)

What attracts her to TikTok that is missing from other platforms. (03:18)

Whether other Mums in her circle are on TikTok and are they creators or just users? (06:34)

Why Instagram is still her favourite platform. (08:19)

How branded content displays on Instagram vs TikTok. (9:49)

The content creator on TikTok that resonates the best with her. (10:27)

What she notices about a brand posting vs a content creator posting about that brand. (11:39)

What is it about branded content that turns the Mum Shopper off the product? (12:59) & (14:50)

How seeing the products in action leaves the best impression. (13:50)

Why shoppers now want to see the human side of a brand and how this leads to sales. (16:30)

How TikTok trends can help brands enter the TikTok space. (18:00)

Are there brands that she may not have noticed without TikTok? (23:49)

The best way brands can show up on TikTok to resonate with Mums. (26:22)

Want to learn more? Mumpower is hosting a TikTok webinar! Get in touch via the links below.

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Find Jade:
@jaderobertson (TikTok)
@jade.lee._ (Instagram)

Special Shoutout to:
@jessiikawilson (Instagram) & @ohhello.j (TikTok)
@Moogooskincare (TikTok & Instagram)
@kmartfever (Instagram) & @islahpalmer (TikTok)

This month’s trending topic TikTok.

PART 2 – THE INFLUENCER
Educator, author and content creator Zoe George is no stranger to social media. Her popular blog as ‘The Subtle Mummy’ and presence on Facebook, Instagram and TikTok have garnered a loyal community, largely made up of Mums just like Zoe, that are genuinely interested in the brands and products Zoe uses every day. Don’t miss Zoe’s tips and tricks for brands to test the waters on TikTok, the best way to engage the right creators for the right content on all platforms and how to attract customers that are genuinely interested in your product.

FIND OUT
The evolution of The Subtle Mummy – from Facebook to TikTok. (1:05)

How brands capitalise on her ideal demographic and whether this differs per platform. (06:20)

How and why TikTok content needs to be different than Instagram. (10:01)

What Mums are using TikTok for. (11:03) & (27:09)

How collabs are different on TikTok vs Instagram & Facebook. (13:16)

Tips on how to test the waters on your first TikTok collab. (14:40) & (32:44)

Is the TikTok Creator Marketplace the best place to secure partnerships? (20:40)

The best way to repurpose an Instagram collab onto TikTok. (24:19)

Easy ways to use content creators AND create your own content for your brand pages to grow your business. (28:38)

What is it about The Subtle Mummy that connects so well with Mums. (30:27)

What’s next for Zoe George. (33:40)

Are you a content creator keen to share your voice? Reach out to us @mumpower_au we’d love to have you on the show!

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Zoe:
@thesubtlemummy (Instagram)
@zoe_george_(TikTok)

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

This month’s trending topic TikTok.

Part 1 - THE BRAND
Small business can often be flexible and take risks on new platforms that other brands, both large and small can learn from. As social media ages, so too does its audience and Mum-centric brands need to decide - should you future-proof your business and invest your resources into TikTok and if so, how? Kristy from Slim Mama Co won’t miss the boat – here’s why.

FIND OUT
Who is Slim Mama Co? (01:20)

Why you need to start TikTok NOW so you don’t miss the boat. (05:04)

How to grow brand awareness through the platform in an organic way. (06:35)

How they differentiate marketing the brand on TikTok vs Instagram. (08:55)

What real difference does it make to brand growth? (11.06)

What style of content resonates the most on TikTok. (13:15)

How you can repurpose content to fast track brand growth. (14:20)

How to secure brand partnerships with influencers. (15:57)

Where brands go wrong when working with influencers on TikTok. (17:29)

The number one tip for brands to resonate with the TikTok audience. (18:05)

A great example of one particular big brand getting it right! (19:09)

How brands can benefit from being on TikTok. (23:20)

Why ‘showing up’ is the best thing you can do right now for your brand. (25:34)

Don’t miss our chats with the Influencer & the Mumshopper! Listen to the rest of the episodes in our TikTok series 😊

Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au

Find Kristy:
https://www.linkedin.com/in/kristy-alexandra-51820755

Find Slim Mama Co:
slimmama.com.au/
www.instagram.com/slimmamaco/
tiktok.com/@slimmama.com.au

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/

Special Shoutout to:
@duolingo (TikTok & Instagram)

This month’s trending topic is Mum-Influencer Marketing.

Part 3 – The Mum-Shopper

So often we turn to brands and influencers to find out ways to generate more ROI from Mum-Influencer Marketing, but how often do you speak to a follower to get their take? We speak to a Mumpower Shopper to find out how consumers view collabs, where brands and influencers go wrong and what it takes to truly move her to buy. You don’t want to miss this part 3/3 series finale!

FIND OUT
Who in the household decides exactly which brands and products to buy? (03:28)

When and why Mums spend so much time online. (05:30)

What accounts does the Mumshopper have and why – is TikTok really a thing for the Millennial Mum? (07:55)

If brands should be focussing on Reels. (08:40)

How this Mum-Shopper defines ‘Influencer’ and why she has stopped following so many on Instagram. (09:33)

What makes a collaboration believable. (11:38)

What it takes to build a valuable connection with a Mum-Shopper. (13:20)

Biggest turn-offs in the world of Influencer Marketing. (14:40)

How to create a trusting relationship with followers and authenticity in brand collabs. (17:05)

What Mums are looking for when researching brands and products. (17:50)

How the increase in sponsored posts affects the user experience on Instagram. (20:20) & (23:39)

How brands and Influencers can improve their relationships with the Mum-shopper through their social content. (21:09)

Pathways to purchase – how Influencers role in the shopping journey is not so straightforward. (26:45)

What can brands and influencers do to leave the most favourable impressions. (28:30)

Which Mum-influencers resonate the best with Michelle. (30:43)

Want to get involved? Become a member of our Mumpower Network!
https://mumpower.com.au/im-a-mum/

Find Michelle:
https://www.instagram.com/mrsdaniels2012/

Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
Email: admin@mumpower.com.au

Shoutout to:
https://www.instagram.com/diaryofanhonestmom/
https://www.instagram.com/ronnieandgeorgia/
https://www.instagram.com/houseofharvee/
https://www.instagram.com/kyalandkara/
https://www.instagram.com/midnightmums/