amma acquires a 51% stake in Buzzaar, a word-of-mouth marketing agency

amma has acquired a 51% stake in Buzzaar, a word-of-mouth marketing agency. Until now, brands working with amma could reach millions of families through its media, content and special projects. The acquisition takes that relationship one step further.

Buzzaar specializes in word-of-mouth marketing: real consumers try products and, if they genuinely like them, share their experience through reviews, social media and recommendations to people they know. They aren't paid influencers; they are customers talking about products they have actually used.

With the stake in Buzzaar, amma brings this model into its commercial offering. Brands can now combine amma's existing advertising formats with product sampling, user-generated content (UGC) and word-of-mouth campaigns in one media plan.

For amma's users the impact is tangible. Tens of thousands of them, and in some markets potentially hundreds of thousands, will be able to receive free product samples and try products that are relevant during pregnancy and early parenthood. That ties closely to what amma has aimed to do from the beginning: make life easier for mothers and families at a time when preparing for a baby brings new needs and additional expenses. For amma's clients, it means moving beyond reach and impressions to real product experience and genuine recommendations.

It's already happening: amma started selling the combined offering in March 2026 and has since secured projects in Guatemala, Mexico and Brazil.

By its own figures, Buzzaar brings more than 16 years of experience, campaigns in more than 10 countries and, at the time of the acquisition, a network of 800,000 brand ambassadors. amma brings more than 2 million monthly active users and relationships with more than 200 brands and agencies worldwide.