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Russell Hobbs and Mumpower cook up a storm with new partnership



Australia’s leading agency shaping brands that speak to mums, Mumpower has been appointed by Russell Hobbs to fuel mum to mum advocacy and increase brand awareness for new and existing products, via a long term Influencer Marketing program.

With Mumpower Shopper insights revealing 9 in 10 mums research products online before they purchase and that the ‘home’ category will continue to be well supported by Mums this year, this is a timely and complimentary partnership.

For over 65 years, Russell Hobbs has delivered simple, thoughtfully engineered products and innovations that make it easier to enjoy life and to spend time with family and friends.  To strengthen this message, Mumpower has begun collaborations with dozens of Australia’s most loved and trusted Mum influencers who will welcome Russell Hobbs into their home and create and share everyday family moments that make their home a haven.

Mumpower CEO, Christie Nicholas says, Mumpower is thrilled to introduce Russell Hobbs to millions of Mum Shoppers, via our vast network of Mum Influencers and we are motivated with the response so far. Mums are already raving about the high quality products bringing their families together and inspiring a continued love for their home.”

Within weeks of commencing the campaign, 16 well aligned micro influencers produced almost 100 pieces of engaging content, with more to come.

Russell Hobbs Brand and Communications Manager of Home Appliance, Dean Hammerton says, “The influencers truly relate to the brand and know what matters to their readers.  Their content is fantastic and resonating with our customers”.

One collaborator told Mumpower, “I knew Russell Hobbs had a good reputation and after collaborating with them, I know first-hand why.”

Ultimately, Mumpower is committed to keeping Russell Hobbs firmly top of mind with Mum Shoppers Australia wide and empowering them to make informed buying decisions.

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