DryNites has partnered with lifestyle and community website iVillage to launch an online campaign with Vibrant, looking at bedwetting, which will run until spring 2013.
The campaign includes a series of monthly advertorials and competitions as well as community message boards to provide parents with a tool to seek advice and support and WebTV and live web chats with DryNites experts Dr. Hilary Jones and psychologist Emma Kenny.
Steph Madrell, Huggies associate brand manager, said: “We have developed original content with iVillage to help parents with young children during the sensitive and difficult bedwetting phase. We aim to reassure and offer valuable tips and advice to mums through clear, no-nonsense articles and Q&A features. In addition, Vibrant’s extensive premium publisher network helps us reach parents when they are seeking and engaging with relevant content.”
Martin Forbes, senior vice president and managing director, Europe at Vibrant, added: “This is a smart campaign by DryNites in partnership with iVillage. The subject is specific, and is a central and sensitive issue for parents – this rich campaign provides relevant information to them in an easy, accessible way. We are able to deliver powerful performance through the strength of a network that reaches 250 million unique users worldwide across more than 6,500 publishers.”