Brands

Jackson in a high chair with Emily Norris holding baby food

Half of UK mums watch videos online every week, and one in five watch daily. YouTube counts over a million UK mums among its active users each month.

We make sure our clients’ branded content cuts through the 300 hours of video that are uploaded to YouTube every minute, so that it really speaks to mum.

We work with our community of vloggers and creators to deliver branded video activations that genuinely engage an audience of mums.

See how it works


How we do it

  • From one-off product trials and how-to videos to bespoke strategic campaigns
  • Recruiting and working with the talent to bring the proposition to life
  • Helping you to be clear about what you want to achieve and who you want to reach
  • Monitoring how mums respond to and interact with the campaign through data and conversation analysis
  • Identifying the most relevant vloggers and creators in our community, and creating a content proposition that will inspire them and their audience
  • Sharing our insights on how the mums you want to engage with actually behave on YouTube

Why video works

Video –
To see, observe, understand, comprehend


Half of UK mums watch videos online every week, and one in five watch daily. YouTube counts over a million UK mums among its active users each month.

And video is uniquely effective in brand communications. Viewers retain 95% of a message when they watch it, compared to 10% when reading it in text.

Talk to us

If you think that real personalities, authentic points of view and a human touch could bring your brand closer to mums, we’d love to talk and show you how we can help.

Drop us a line at [email protected] if you’d like to hear more.

The Channel Mum Team

The Channel Mum team combines two decades of effectively communicating with parents.

Our specialist skills include digital marketing, content production, social media and PR – with a sprinkling of ‘mother knows best’ marketing magic.

Channel Mum Founder, Siobhan Freegard OBE, previously founded the UK’s biggest parenting website, Netmums.

Brands we’ve worked with