Because moms and moms-to-be are eager for reliable resources, authentic sharing and true testimonials, blogs and Facebook pages are still excellent interactive distribution platforms. They allow, almost in real time, to inform, inspire and exchange with large communities of mothers in search of advice, encouragement and also an outlet for decompression.
So it was with these goals in mind that Made in – back in 2016 – launched Club Mamans. Let’s take a look at the last five years of maternal ties woven between Maison Made in and its female fans scattered throughout the French-speaking world.
From one platform to another
Club Mamans started as a Facebook page. Six months after its launch, a well-fed blog was added to it. Then, a little later, Pinterest followed. Our co-founding vice president, Sophie Sauthier Benarab – mom of two years – came up with the basic idea and has been articulating and steering it since its beginnings with great dynamism.
Packed with information and inspiration (decorating or party ideas, DIY projects, product reviews based on their composition, etc.), the multiple channels of Club Mamans have also served as a laboratory for Maison Made in. Indeed, through them, the agency was able to “test” different types and formats of content. All of this was done with the goal of better gauging the real needs and interests of the moms who make up the Club Mamans audience, in order to deliver relevant content pieces that would interest them and capture their attention, publication after publication.
The Club Mamans community
The moms who are loyal to Club Mamans (on the blog, as well as on Facebook and Pinterest) are resourceful and practical. They don’t have an elastic budget and they want to take full advantage of it to cuddle, entertain, dress and feed their babies. Hence the many DIYs, inspiration boards and product reviews.
More than 80% of Club Mamans’ audience is made up of French mothers. Belgians, Swiss, Quebecers, Moroccans, Algerians and Africans complete the panorama.
Credit photo: Anna1991Anna UNSPLASHConclusion
Thanks to Club Mamans, Made in has built a solid specialty in areas as sought after by brands and popular with the public as family, motherhood, fatherhood and parenthood. Many moms (and dads!) have joined the Made in talent portfolio through Club Mamans, so much so that today, in France as well as in Canada and Belgium, the agency stands out in this area.
We can even say that Made in‘s marketing expertise in maternity, paternity and childcare is more than ever asserted, now that the House also has an e-commerce offshoot since the launch of the Jourès online sales site in November 2020.
