On Father’s Day last year, content marketing agency, Mahlab, and health insurer, HBF, gave all Australian fathers a gift so much more valuable than socks, tickets to the rugby or a sky diving experience.
Advice.
That advice came in the form of a content project, Direct Advice for Dads (DAD). DAD remembers that dads are “the other parent”. Its website features content created by dads, for dads.
And its value has just been recognised at the Content Marketing Institute’s 2017 Content Marketing Awards.
DAD won four key categories at the awards, announced in the US on July 12.
Mahlab and HBF won the Agency/Client Content Marketing Partnership award for DAD as well as winning the awards for:
- Best Overall Editorial – Digital
- Content Marketing Launch of the Year
- Best Content-Driven Website
DAD is also up for the Project of the Year Award, with the winner to be announced at Content Marketing World in Cleveland, Ohio in September.
Since its launch in September 2016, the project has developed a 42,000-strong Facebook audience and accumulated more than 667,800 site visits. Dads from all around Australia are joining conversations with other dads about approaches to take and what works for them as expecting and new parents.
“From the start, we were excited and inspired by the DAD project,” stated Mahlab managing director, Bobbi Mahlab.
“It’s a great example of the purest form of content marketing, creating an audience for HBF with exceptional engagement results. We’re so thrilled to see it recognised internationally.”
HBF had spotted a gap in the market and set its mission to become “the number one resource for new and expecting dads in Australia,” HBF’s media and communications manager, Andrew Walton said.
“The overwhelming success of this project to date can be largely attributed to the unique partnership between the media and communications team at HBF, and our content marketing agency partner, Mahlab,” he added.
The Content Marketing Awards program is the largest and longest-running international content marketing awards program. Mahlab is a previous CMA winner.
