Asda launches Mum’s Eye View YouTube channel
Asda has launched a new YouTube channel aimed at mums, working with popular video bloggers to come up with content for the channel.
The initial content for the Mum’s Eye View channel is being produced by Zoella, Tanya Burr and Pixiwoo – all established YouTube content creators with a high number of subscribers.
Asda, alongside YouTube talent management company Gleam Futures, will also be searching for new talent to join the channel.
The channel is designed to resonate with a largely female audience aged between 25-45, with young families.
Dom Burch, head of social at Asda, said: "Rather than employing talent to appear on our corporate YouTube channel in a forced or contrived way, we're commissioning talent to do what they do best – vlog about things they and their subscribers care about like food, fashion and having fun."
You can read more about Asda's YouTube strategy and the thinking behind the Mum's Eye View channel in an exclusive interview with Burch in the latest issue of The Drum.
Subscribers can access a pdf copy of the latest issue here.