We’re Mumpower, Australia’s leading agency for mum-focused marketing. With a national network of over 20,000 real mums and influencers who talk to millions, exclusive data-backed insights, proven strategies, and an unwavering focus on consumer trust and advocacy, we help brands grow through marketing tailored to the most powerful force in the market: mums.
4.9 average rating
Trusted by 600+ brands
In 2005, while reviewing a press release for a global toy brand, I realised the messaging wasn’t speaking to the real decision-makers – mums. In 2009, I launched Australia’s first agency dedicated to solving this. Since then, we’ve partnered with 600+ brands and led research into what drives mums to buy. We don’t chase trends; we build data-backed strategies that deliver measurable growth. Because when you understand mums, you don’t just market better, you sell smarter.
Hear more about us on Mastering the Mum Market Podcast
Invited by national media to share insights on how brands can sell smarter to mums.
We help mid-to-large brands that sell products mothers buy to accelerate growth, increase market share, and strengthen internal performance. Including brands that:
Reserve Bank Governor, you have got to see Christie Nicholas at Mumpower before making any changes to decisions on interest rates.
The Mentor
Mumpower continuously invests in understanding how mums buy, productising the most efficient marketing solutions to optimise her relationship with your brand and accelerate every stage of the buyer journey including:
Finalist 2021
AiMCO Awards
Finalist 2022
Winner 2023
Finalist 2023
Shortlisted 2025
Read Our Raving Reviews.
Fantastic from start to finish! We secured 45 pieces of content as a result!
“The team was extremely helpful in exploring opportunities to maximise connections with mums. The calibre of influencers were extremely high and we have been able to initiative, strength and foster relationship with mums as a result.”
Kmart is striving to understand what peoples are thinking and feeling.
"As communication is changing it is so important to be online contributing to those conversations. And that is why we are here today - to connect with the opinion leaders of tomorrow."
5 Stars
“We can’t recommend you enough!”
A lot of people base their buying decisions on the recommendations of various online communities.
“Being able to engage and helping them understand why they should invest in this technology was the real highlight for us.”
Most definitely recommend
“An eye-opening experience! Your brand can take off! Most definitely recommend.”
We weren’t expecting this much coverage!
“A lot of influencers said ‘we see the brand in supermarkets but we didn’t know the product benefits’. It’s a unique way to tell our brand story.”
REAL advocates!
“We’ve found some REAL advocates for our brand!”
Job well done!
"We have started some great relationships which was our key objective – job well done!”
Avon connected with new customers
“Avon connected with new customers in a way that would have never been possible before.”
Great knowledge on the topic
“The presentation was tailored to our needs. Really stimulated discussion and ideas on how to best interact with influencers. Excellent examples provided.”
We’re going to keep coming back!
“Because we generate great results and there’s nothing else like it in Australia. Any brand who wants to be successful needs to get on board, or be left behind.”
Thank you very much for all your hard work. It has made a difference to our brand awareness and SEO.
“The team was wonderful with constant communication and updates, which made a huge difference. As for the reviews I found them really authentic. We are very happy with the outcomes.”
It’s very obvious that you’ve done this many times and you’ve done this well many times.
“We are the beneficiaries of that experience and that knowledge. For my first dip into shopper trials and product reviews, the Mumpower team have helped us here at CleanLIFE achieve incredible results in brand awareness and engagement already. A fabulous partnership so far!”
Thank you for the exceptional service Mumpower has provided.
"We truly appreciate the dedication and care your team has shown in representing our brand."
I felt like we were in safe hands. You had a really clear plan.
“Compared to previous experience with large marketing agencies developing social content for us – you guys win!”
In such a short period of time, what Mumpower has done has repositioned and refocused us
"Specifically in social. Now we’ve got gold in our hands. The rebuild of our presence in market has been faster than even I was expecting. I’m very proud of what we have delivered here together.”
Smashed sales targets by an extraordinary 46%
"We achieved more brand awareness & online engagement AND we smashed sales targets by an extraordinary 46% as a direct result! "
This campaign delivered a 50% increase in sales!
"We have absolutely loved working with Mumpower. Better outcome than what we could have done ourselves!"
The talent was really strong. Well done on finding the mums you did.
‘Something as serious as a financial product you do need to be structured in your approach. We do appreciate you were so considered with that – there was so much content we were able to use!’
Working with Mumpower for 3 years, we have experienced several seasons of growth.
"Mums are a very important market for us, and one of the biggest social media benefits working with Mumpower was the constant influx of content and lifestyle assets. And also the steady stream of quality reviews – very considered and detailed, not just star ratings. Overall, we have seen amazing results and growth.”
Dynamic! For brands, it’s a great thing.
"This has been really beneficial in getting our name out there– definitely recommend you to other brands.”
Immediate positive feedback online!
“Hosting style workshops gave (influencers) the chance to see this season’s hottest trends. We were very excited to receive some immediate positive feedback online.”
The highlight of the day is the range of women we’re meeting.
“They’re all from completely different backgrounds. All these women want to talk. They want to communicate. They want to collaborate and – they want to learn something. I just love it.“
WOW!! In my 20+ year career I’ve never been part of anything like the Bloggers Brunch..
“So much energy, great feedback and engagement levels were off the chart. Thanks again for all the guidance and the follow up to ensure we maximised the event – these were extremely helpful.”
Mumpower did an amazing job! In terms of our insights...
“Within the first 10 days we’ve ORGANICALLY had over 54 infeed posts, 65 stories, 100,000 in reach, 5500 engagements and 38,000 impressions which is equal to $18,000 media value. I’ve got locked in another 46 collaborations.”
Fantastic opportunity
“A fantastic opportunity for Catch. We are coming back next year.”
You’ve got a winning formula
“You execute it amazingly well. Thanks again for being so professional with the video and report.”
Eco Store were very impressed with the level preparation and detail
“The committment to us having a positive and rewarding experience. Definitely a worthwhile investment.”
We are very happy with our involvement
“It’s important to let mums know what we’re doing in the market place and how to keep their kids safe. And thanks so much for the comprehensive report, really interesting!”
A huge success for Nad’s. The response has been just amazing!!!
“Within 4 hours we were able to meet and engage with so many delightful bloggers, introduce our product range and demonstrate. Within 24 hours of the event, we experienced a 100% spike in our online conversations and followers.”
Genuine and credible
“A genuine and credible introduction to the influential world of Mum bloggers!”
I wanted to congratulate you in delivering the tremendous media launch in Melbourne.
“Of course, Peppa Pig stole the show, but hey – I guess that happens when you are dealing with a television icon and mega star.”
One blogger we met had 300,000 FB followers and 18,000 Insta, it was amazing!
“Cobs Popcorn will recommend the Bloggers Brunch to other brands. It’s been a fantastic day to engage with bloggers and to really educate them.”
You continue to deliver amazing results for us.
“You know our audience and you have the best relationships with them.”
The product we included in the goodie bag had a massive spike in sales.
"I can only attribute it to the 50-plus influencers who promoted it on social media. It was amazing. And the brand awareness definitely increased (from 134 pieces of content published). What you did was flawless."
93 pieces of coverage in 4 hours! I give you (Mumpower) 10 out of 10.
“You have an exceptional approach. You’re never pushy, you’re always professional and I can’t fault you guys.”
THIS is the best thing we’ve ever done
“We’ve done baby shows. We’ve done baby fairs. We’ve done EVERYTHING. THIS is the best thing we’ve ever done.”
“This whole campaign was super easy and professionally managed.”
We saved so much time, energy and resources
“We’ve already shortlisted 42 [influencers] to work with and that would take so long to do! You’ve been able to fast track that and now we have this instant network!” Mel, Founder Kollektive
It challenged us to take the blinkers off
"We realised, this wasn’t about staying comfortable, this was about courageous change."
You exceeded deliverables - the market research was invaluable.
"We've used that internally and when having external conversations with various partners. Definitely a worthwhile investment for us.The insights that we've gained very much reinforce the next steps for us and what our areas of focus are on."
The results speak for themselves
“It not only increased the brand awareness but when you look back at the research alongside, that content reflected what we want to reflect in our social channels. This is why I came to you because it is time-consuming and hard, so from a practical perspective that meant all of this could happen because of your availability and your skills. You’re very good at what you do.”
Working with Mumpower is the best decision I've made in 30 years of business.
"Your team has consistently delivered stellar results—whether it’s follower growth, acquisitions, sales, or the creation of truly standout content. Sales WAY exceeded expectations. The market research kicked off this whole thing"
Ive been reflecting over my business’s growth
"Investing in your Influencer Program was the biggest risk for my business. However, the exposure, connection, support and encouragement we had from you and the team has grown our business 5 fold in 18 months! Our investment with you was a pivotable moment of faith that paid off in sales, exposure, and confidence.
Mumpower provided the right stage gates for us
"They delivered a great selection the right influencers for us to choose from. FOR SURE we’ll work with Mumpower again. You definitely met expectations and were a great partner to have!"
Absolutely FANTASTIC content!
"One of the content pieces is already the top 3 best performing ad for us on Facebook. Very happy with the engagement and metrics. You’ve given us more than we asked and expected. Definitely working with Mumpower again."
Really Pleased!
"Fantastic reviews and great relationships with key influential mums! We are really pleased and are overwhelmed with the response."
Aussie Mums are important...
“Aussie mums are really important to Coles. So what we are trying to do here is really connect with them, to build that relationship with them and really to provide that information that they need from us in a way that is convenient for them.”
New Relationships Formed.
“This allowed us to engage with an online community we haven’t engaged with before. We have formed relationships with some great bloggers and have already started to receive fantastic reviews.”
A Seamless Process.
“Thanks for your help with the Tim Tam event. I found the process and turn around at short notice seamless. We would love to work with you again soon.”
Mission Accomplished.
“Our goal was to educate and change the way Mums view our brand, and we certainly feel we were given the platform to accomplish that.”
Finger on the pulse!
“Mumpower has its finger on the pulse of the blogging community and convenes a group of forward-thinking, trend-setting women leading the way for mums in Australia.”
Really Successful
“Amazing job and we’re so happy to see the great content come through! It was really successful.”
I’m Happy!
“This research gives us an awakening, of what could be and what should be. You’ve delivered ideas around how we can alter and win more customers. I’m happy!“
THIS IS GOLD!
“THIS IS GOLD. This is ABSOLUTELY GOLD. Different to any other way we’ve been working with influencers!”
We have again taken out the product review award!
"Mumpower gave us direct access to the exact customer we need to be speaking with and such a huge number of them, in a short period of time. This is invaluable. Demand for our product has increased. In terms of the return of investment, it proved to be the number 1 channel for us."
Thank you for everything you and your team have done for Medela!
“The work you have fostered with our influencers has helped spread positivity with mum consumers. We couldn’t have done the launch event without your help and so grateful for your expertise. (And) Your impactful market research insights over the years has helped us shape our marketing strategies and gain market share. Now that’s gold for any organization!”
Using Mumpower we were able to be more bold about getting insights
“more than what we previously were able to ourselves and to really understand our place in the market better. It’s had a major impact on our decision making process to therefore then make decisions that have impacted on actual sales. It’s really helped knowing what was in a Mums head when it came to the brand.
It’s exactly what we needed!
“This study clarified our path forward, giving us the clarity and confidence on how to enter the Florida market strategically. It’s exactly what we needed.”
The research was the backbone of all the decisions that we’ve made.
"It’s given us a new lease on life. It’s allowed us to take a mature product, in a mature industry and space and given us an opportunity to refresh and revitalize.“
You have been the BEST thing for my company’s rapid growth. We generated 10x TIMES the return on investment – in SALES!
"To produce this much content ourselves would have cost us $100K. This has been a massive boost for us and I can’t think more highly of you.”
This research was absolutely helpful in this process.
The doors are open now! Four months on we are still presenting this market research insights in retailer presentations."
Two out of four SKUs SOLD OUT COMPLETELY!
We are really happy with how this campaign went. The influencers were a great fit and their content was extraordinary. We can’t wait to show retailers this.
“Since working with Mumpower SALES ARE UP!"
"We've been working with Mumpower over 3 years now. This is one of the best campaigns we’ve done. The campaign delivered above our expectations. Absolutely thrilled. It definitely had a positive impact and significant engagement!”
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4.9 Average Rating
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