Olivia Parker
Sep 11, 2017

The Asian Parent launches 'mumfluencer' network

Southeast Asia's largest parenting website has collected a group of 100 with a user reach of 6.1 million.

Members of the TAPfluencer network at the launch in Singapore.
Members of the TAPfluencer network at the launch in Singapore.

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.

A few fathers, such as Singapore dad Soon Koon and Christian blogger Milton Goh, also make the list. 

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.  



Related Articles

Just Published

12 minutes ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

27 minutes ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

42 minutes ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

54 minutes ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.