Tickled Media's The Asian Parent website has gathered over 100 top influencers from five Southeast Asian countries (Singapore, Philippines, Malaysia, Indonesia, Thailand) to form a 'TAPfluencer network' of parents who will work with the site to test out products and brand experiences and share them with their 6.1 million collective followers.
The group will also be involved in the creation of editorial and sponsored content and training programmes. TAP community manager Minoli Almeida will head up the project.
Notable members of the network include 25-year-old Indonesian mother and social media star Nina Zatulini Chandra, who has over 1.1 million Instagram followers, and Malaque Mahdaly, a former Singapore Idol contestant, founder of snack bar Chulop! and mother of two, who counts 163,000 on her account.
The news follows (but is not related to) Dentsu's announcement that it is converting MamaLabs, a support unit launched in 2009 to provide advice on marketing to mothers, into a full-service agency, headquartered in Singapore and headed by CCO Merlee Jayme. Stay tuned to Campaign for an interview on this effort.