With 80% of parents and families turning to social media for advice, Daily Mail and ASDA will connect with families and foster an engaging community through this channel, redefining how media can support families in their daily lives
Built for scroll-stopping moments, the content taps into Mail Metro Media’s deep audience insight, ASDA’s family-first positioning and Daily Mail’s TikTok presence to spark conversation and connection with parents navigating the ups and downs of everyday life. While primarily editorial, the channel will include a selection of bespoke brand-led videos.
Phil Harvey, head of social video at MailOnline, said: “Family is at the heart of Daily Mail’s storytelling, so launching ‘Family Matters’ is a hugely exciting and natural evolution for our editorial team. We’re proud to partner with ASDA and George — trusted names in homes across the UK — to bring this new parenting-first TikTok channel to life.”
Scarlett Stansall, senior agency partnership strategist at Mail Metro Media, said: “With 60% of Daily Mail’s content focusing on lifestyle and reaching 22 million families a month, launching a dedicated channel felt like the right move to meet our audience’s needs.
“Partnering with ASDA as our first-ever sponsor was a natural choice, given their reputation as the nation’s supermarket, having the backs of families across the country. Being a destination for food, fashion, and homeware allows us to authentically show up in every aspect of family life and place ASDA and George at the heart of family matters.”
