British TV personality and girl band member Rochelle Humes, a Bellyitch alum, launched a 13-episode web series “Being Mum” with co-host TV presenter Tess Daly yesterday, July 13, as part AOL’s first British web video series.
The Verizon-communications owned American digital media company, well-known for being an Internet and email pioneer, inked a deal with Nestle to exclusively sponsor the online only show.
The program tackles what it’s like to be a mother and features interviews with top British celebrities and personalities. Being Mum will discuss everything form being a working mom, pregnancy, the highs and lows of pregnancy and motherhood, and raising children.
During a special pre-launch episode last week, UK singer Alesha Dixon talked about hiding her pregnancy for 6 months while taping the show Britain’s Got Talent and having to ignore the baby frantically kicking every time a bell would ring during production.
Another Bellyitch Alum, ex Spice Girl girl band member Emma Bunton was featured in that July 9 special last week.
Each Monday, for the next six months, a new episode will be made available on a dedicated website, via mobile devices, on the AOL On app and set top boxes. Jade Jagger and Paralympian and London 7/7 bombing survivor Martine Wright are among other future guests.
Nestle will run baby milk, and SMA Nutrition ads around the content and will include an unskippable 30-second pre-roll ad before each episode.
“Mums are now more than ever turning to digital and social platforms to find useful, helpful content, supporting them as a mum,” Anne-Luce Guedj, consumer marketing manager at Nestlé Nutrition, said in a press release.”SMA Nutrition’s partnership with Being Mum allows us to integrate our messaging with relevant, original, quality content and deliver an audience at scale across a number of publishing platforms and devices.”
New research from UK YouTube mom community Channel Mum and UK media market research group Kantar Media indicates that young Briitsh moms are open to consuming video content, and millineal moms, especially, “often seek both entertainment and practical help from video content, suggesting there’s a market for brands who can help ‘reassure’ them,” Guedj said.
It will also show on all of the AOL On network sites including The Huffington Post UK, Telegraph Media Group, Trinity Mirror, Local World and TalkTalk. The exclusive sponsorship is for the entire six months.
AOL is also planning another UK series titled “30 Something” with Richard Bacon, which is currently in production.
The future is digital video content and it’s great to see AOL jump on the opportunity to support content providers that bring messages to the evergreen market of pregnant, new and veteran moms.
*hint hint to anyone who wants to sponsor us for 6 months** lol.