My Mom Knows Everything | Outbrain Blog


Friday Thing/k: My Dad Knows A Lot, But My Mom Knows Everything

| Yoav Tourel


Hi, all.

Hope you had a good week.

Welcome to Friday Thing/k – a brand storytelling canvas where I’d like to share with you smart, creative, inspiring, engaging, cool, and innovative content marketing ideas that take my digital marketing breath away once a week.

I have three girls and no matter how hard I try to pitch to them what I do at Outbrain, their mum always ends up as the hero in our house because “she’s a vet,” and I’m just “doing emails.”

To be fair,  they are absolutely right- about their mum being a hero, I mean. Little do they know, I’m also working in Excel.

This week marks the start of Women’s History Month, so the following think/g is dedicated to the real superheroes, all the superwomen out there.

A new TV show for kids from PBS and NASA, Ready Jet Go! aims to get more girls into science. The basic concept is that if you want to interest more girls in STEM (science, technology, engineering, and math) careers, then you need to give them female role models at an earlier age. That’s where Amy Mainzer comes in — the show’s main astronomer.

Focused on girls aged 3-8, each 30-minute TV episode includes animated stories and a live-action interstitial. Online, find a digital hub and cross-platform app for additional content and activities. It’s branded content integration at its finest.

There’s also a full article about it on FastCo.Create which you can check out if interested. 

Last week our middle child, or as we call her, “the central child,” told her older sister that she can’t decide if she wants to be a policewoman or a tradie (Aussie abbreviation for a tradesman).

In response, she was told that she can be whatever she wants to be — yes, I’ll take the credit for incepting this idea unto her.

Ad agency Whybin/TBWA Melbourne and Oscar-winning New Zealand director Jane Campion (“The Piano”) created a film for ANZ Bank last year to support its equality initiatives. One of my favorite campaigns of 2015, if you don’t remember, it’s a beautiful, important branded video:

Just wait till the end to watch seven-year-old black belt karate star Mahiro-chan, a tiny, fierce little girl who performs a series of awesome moves., amplified this 1:40-minute video with Outbrain last year — the interest it picked was, unsurprisingly, very high.

Girls can be whatever they want to be!

I started with science and now, I will end with sci-fi., the maker of action figures for girls and a punchy feminist brand, ‘attacked’ Hollywood in their film campaign last year asking, “What if all the action heroes were girls?” They took a similar approach the year before with the Big Sister film, a take on Apple’s “1984.”

Girls rock.

Ourbrain’s logo is named Amelia and she’s our superhero because content is obviously…Queen!

P.S. I’m writing this thing/k while watching HBO’s Amy Schumer: Live at the Apollo. Talk about superheroes!

See you next Friday.

As always, feedback is more than welcome, and needed so please leave comments below. Additionally, if you have anything/k in mind, I would love to discover it.

Just call me Joe.

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Yoav Tourel

Yoav Tourel

I joined Outbrain in 2012 as the Head of Account Strategy in Australia & New Zealand. Before that, I was... Read more

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