Fairfax Media launches new-look Essential Baby for the modern parent
Fairfax Media has relaunched its parenting website Essential Baby with a fresh new website as well as a range of sponsorship and integration opportunities for advertisers.
The relaunch follows on from Fairfax commissioning a study of 1,900 parents to find out what they wanted from the Essential Baby site.
Fairfax Media national parenting editor Amber Robinson said in a statement: “Our research was invaluable to help inform the new features and sections of the new look site. Our research confirmed that the new generation of mums are tech savvy, non-judgmental and urban.
“Dads no longer just ‘help out’, they share the load, and families are no longer nuclear – they can come in all shapes and sizes. More than ever, parents are juggling their family and careers, making use of childcare to allow both parents to be in the workforce. ”
The new sites features a refreshed logo as well as new sections designed to support mums such as ‘Just for Me’ with relationship advice and tips on beauty, fitness and mental wellbeing.
Fairfax Media’sl life media brand solutions director Jodie Smith said in a statement: “Essential Baby is the perfect place for advertisers to connect with a valuable audience of modern parents interested in far more than just baby products.
“They are also in the market for mortgages, insurance, beauty and lifestyle products as well as family friendly cars and holidays. The new site offers advertisers new sponsorship opportunities and custom integration options that encourage audience engagement and deliver a higher return-on-investment.”
The relaunch of the website is supported by a multi-channel marketing campaign, created by True, including a video appearing across trade and social media channels.
