Danone Baby Nutrition has hired LBi as its search agency to work on its baby advice sites Aptaclub and C&G Baby Club.
The appointment, won following a three-way-pitch, will see the global marketing and technology agency create a content-driven, socially-enabled search strategy which will improve the visibility of both websites, and drive distribution of content across media channels.
Ed Ling, chief media officer at LBi, explained that the agency’s approach to SEO was through a blended strategy with social media and PPC.
“We’re excited to be working with Danone Baby Nutrition to harness this approach for their online baby clubs, which offer rich territory for the development of relevant, engaging content,” he added.
The agency has explained that it was inspired by insight that revealed that mothers were constantly seeking online guidance, which both websites will be able to provide, alongside the Careline helpline.