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Following the success of Iceland’s real mums vlogging campaign earlier this year, the UK retailer has extended its partnership with the UK’s only mummy vlogging network, Channel Mum. In a media first, planned and brokered by independent media agency the7stars, the partnership will see the vlog content roll out across broadcast VoD, digital VoD and social video as demand for real content over traditional adverts grows.
Channel Mum will create thirty-six pieces of video content over the next eight months, featuring Dads as the protagonist – a first for the vlogger channel that has historically focused on Mums. The campaign signals a growing consumer appetite for useful brand content, so each piece of content from Channel Mum will explore a different challenge and offer a uniquely frozen solution.
Commenting on the renewed partnership, former Netmums owner and founder of Channel Mum, Siobhan Freegard OBE, said: “Using family vloggers on VoD is an industry first we’re immensely proud of. It powerfully demonstrates the benefits of using real consumers who are genuine brand advocates and shop at Iceland as part of their everyday lives.