New content planning tool, lifestyle media brand and categories for Mamamia

Mamamia, the women’s media company that was the brainchild of Mia Freeman (pictured) in 2007 continues to expand, embrace new technology and tap into underrepresented conversations.

The company have announced a raft of new tools, brands and categories for 2025:

The Daily Dial, a proprietary content planning tool for advertisers, which is an addition to their data and insights product suite, called Mamamia DNA.

KNOW, A “social-first” lifestyle media brand, created by and for Gen Z, and

Four new categories for women: Work, Birth, Divorce and Women’s Health.

The Daily Dial was Mamamia and partner Today commissioning qualitative research based off one-on-one conversations with women of all ages correlating against Mamamia’s dark social insights and extensive quantitative data. It is now available to Mamamia clients and agencies as part of the Mamamia DNA insights suite which also includes the annual State Of Women report.

KNOW will become Australia’s inaugural “social-first” lifestyle media brand, created by and for Gen Z.

Maddy Lawler (pictured above), from Mamamia’s Gen Z strategy team said:

“Traditional media just doesn’t earn the same share of attention with our generation, we live in our social feeds because communities are our heartland. We used that insight to create KNOW, meeting Gen Z on their level, in a language and a format they understand and that they will gravitate to.

 Gen Z are random and agnostic content consumers. They have no value judgement about the topics they engage with. From Upside Down Pineapples to US election memes, if it’s interesting to them, they’re all in. While Mamamia is famous for owning the attention of Australian women, what many people might not realise is that we also have years of experience making content for all people through our social and content agency, SQUAD.”

KNOW will be a standalone brand, with its own ecosystem launching in March 2025.

And there’ll be four new categories for content in 2025: work, birth, divorce, and women’s health.

Work: Biz is a new brand that covers all aspects of what work means to women of all generations now from productivity to portfolio careers.

Biz will include written, video, newsletters, social, and audio content with Michelle Battersby to host the Biz podcast.

Birth: Mamamia created Diary Of A Birth with the associated content and podcast providing less angsty birthing material.  The podcast launches in November, hosted by Sarah-Marie Fahd, with expert advice from Dr Golly who debriefs with the audience after each birth ‘experience’.

Divorce: Mamamia audience interest in this topic is at an all time high. To meet the demand, Mamamia will launch a new podcast and brand, Once Upon A Divorce, for women who may be or have experienced that huge upheaval. Hosted by newly-divorced Sally Hepworth.

And Women’s Health: The 1 Million Women Project will seek to change the health outcomes of four generations of Australian women with 89% of Mamamia’s audience saying they struggle to navigate seeking expert advice.

Zara Curtis (pictured above), Chief Content Officer at Mamamia said:

“Australian women are desperate for reliable health information from a known and trusted source. We listened to their asks back in 2022 when we put on the Very Peri Summit with more than 14,000 women in attendance.

Now we will put that on steroids to address all her major health concerns with the 1 Million Women Project. This ambition is core to our purpose, to make the world a better place for women and girls.”

The 1 Million Women Project also commences in March 2025 with virtual summits with take-home tools available in languages including Hindi, Mandarin, and more.