Netmums founder signs Pampers deal for Channel Mum YouTube platform

Channel Mum: signed Pampers deal
Channel Mum: signed Pampers deal

Netmums co-founder Siobhan Freegard has signed a partnership with Pampers to promote her recently launched new venture - video parenting site Channel Mum.

The deal is Channel Mum’s first commercial tie-up and kicks off with real mums sharing their tips for recording ‘baby firsts’ such as smiling, crawling and walking.

Viewers can win a video camera by sharing their own suggestions on social media, using the hashtag #babyfirsts, with the competition kicking off on Monday (15 June).

Freegard, who was awarded an OBE, launched YouTube-hosted Channel Mum in January this year.

The partnership, which was managed by Hill & Knowlton Strategies, builds on nappy brand Pampers’ campaign with the National Childbirth Trust, which is a study following new parents during the first 1,000 days of their new child’s life. Pampers has created a video about "first milestones" to support the study, with the Channel Mum partnership boosting awareness.

Freegard said: "This really is a campaign of firsts. ‘Baby firsts’ are the most precious moments in a parent’s life - so it’s fitting our first partnership celebrates them. It’s a campaign mums will engage with and even shed a tear over. Video is the most powerful way to show the emotion behind each moment and to capture it too.

"Pampers are a brand loved and trusted by mums so we are delighted to be working on such a wonderful project with them."

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


The latest work, news, advice, comment and analysis, sent to you every day

register free