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IAB BabyCentre Stonyfield

Stonyfield and BabyCenter unite to remedy popular misconceptions about feeding babies

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By Nesh Pillay, Reporter

February 26, 2015 | 2 min read

Stonyfield and BabyCenter have teamed to rectify popular misconceptions about feeding babies with a new, multi-platform campaign.

The campaign focuses on BabyCenter mothers during multiple phases of their children’s development- six months, nine months, 12 months, and 24 months - to inform them that contrary to popular belief, babies are able to digest yoghurt.

“We give them a lot of great information about when they can start feeding yoghurt, why organic yoghurt is important, and even about why choosing yoghurt made just for babies and kids is an important choice to make as well,” said Stonyfield’s director of communications and social media, Liza Dube.

According to Julie Michaelson, BabyCenter’s vice president, the cross-platform “mass-personalisation” campaign will include emails, display ads, mobile ads, and possibly a teaser video. Most importantly, the campaign will target moms-on-the-go.

“Stonyfield wants to make sure they’re reaching mom wherever she is in the BabyCenter experience,” she said. “They’re taking advantage of what we can do in terms of targeting, which is really neat.”

Earlier this month, The Drum reported that BabyCenter and the IAB, released a study that confirmed the effectiveness of using mobile to reach millennial mothers.

IAB BabyCentre Stonyfield

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