Working mums formed a critical part of the Coalition's shock election victory, with internal research finding Scott Morrison wooed back the key demographic which had abandoned the Liberals just months out from it.

The revelation runs counter to the Liberals perceived "woman problem" which had plagued the government ahead of the federal campaign, with the Coalition winning the majority of female voters aged between 35-54 across the country.

Prime Minister Scott Morrison with wife Jenny and daughters Abbey and Lily at a Liberal Party rally. Credit:AAP

Government insiders point to events such as the Prime Minister's swift response to the nationwide strawberry contamination scandal and a strong focus on cyber bullying as the first signs it was "being heard" by the 3.5 million female voters in the demographic.

It can be revealed the Coalition deliberately narrowcasted to the group with "softer, more positive" messages about government policies which included hand-written notes from candidates sent by mail to only female voters in the age-group.