BuzzFeed Australia launches ‘womxn-focused’ vertical

16 September 2021

BuzzFeed Australia has launched a new vertical targeting women called Bloom.

The platform launches with sponsors Samsung, Showpo, McCormick, and Australian Pork.

It’s the first time BuzzFeed Australia has launched a vertical targeting the 6.5 million womxn, an alternative spelling to women, it reaches every month.

“This has been something the team has wanted to do for so long, having seen a gap in the market, and we’re so pleased we have a product that will speak to so many, in such an intimate and friendly way,” BuzzFeed head of region, APAC, Nicki Williams says.

“Each of our four launch partners are incredibly valuable to us and we’re excited to help them speak to new audiences.”

BuzzFeed Bloom will release a new video on the BuzzFeed Oz YouTube channel every Sunday and will produce an advice column, headed up by content producer Hameda Nafiz, across their website and TikTok.

Bloom will also explore key topics around financial wellness, female gaming, as well as launch a new womxn-led podcast series.

"Through our products, Samsung aims to inspire people to expand their world and push the boundaries of what they thought possible,” Samsung Australia brand marketing lead Hayley Walton says.

“Bloom promises to set a new standard for the way young women are represented in Australian media and we are proud to work alongside the team as they begin this journey."

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