Russell Hobbs has engaged Australia’s leading agency shaping brands that speak to mums, Mumpower to fuel mum to mum advocacy and increase brand awareness for new and existing products via a long-term influencer marketing program.

Mumpower Shopper insights show that 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.

Mumpower is collaborating with dozens of Australian mum influencers who will welcome Russell Hobbs into their home and create and share everyday family moments. Within weeks of commencing the campaign, 16 micro influencers produced almost 100 pieces of content with more to come.

Photo Credit: @mummys_a_photographer

Mumpower CEO, Christie Nicholas said Mumpower is thrilled to introduce Russell Hobbs to millions of mum shoppers.

“We are motivated with the response so far. Mums are already raving about the products bringing their families together and inspiring a continued love for their home.”

Russell Hobbs brand and communications manager of home appliance, Dean Hammerton said, “The influencers truly relate to the brand and know what matters to their readers. Their content is fantastic and resonating with our customers”.

Feature image photo credit: @jess_faulkner