F.Y.I.

Australia’s first UGC platform for baby products launches

Australia’s first user generated platform for baby products has launched.

The announcement:

The baby products robust performance against an otherwise sluggish retail environment sees thousands of brands entering and vying for a share of the growing $8bn sector. Unlike other segments, the most powerful influence for purchase decisions comes from other parents. Tell Me Baby (tellmebaby.com.au) is a new advertising platform that is capturing this void of authentic brand experience as Australia’s first 100 per cent user generated content site.

The ability to leverage and capitalise on user generated content (UGC) is a powerful emerging marketing tool and a trending appetite for businesses of all sizes. Research on UGC trend identified that 90 per cent* of consumers say they find UGC more influential than brand-created content. There’s no other parenting platform in Australia that’s 100 per cent powered by parent generated content.

Mat and Julia Colbron, founders of the site say, “The one crucial aspect brands are struggling to meet in the dynamic digital age is the generation and control of their brand’s online reputation. Tell Me Baby offers companies the chance to affordably meet this demand by accessing and utilising this user generated multimedia content. Brands understand the power of a real-life customer sharing their brand experience – we currently have over 14,000 product reviews and this is growing rapidly every day.”

Not just a site to view and engage with multimedia brand information, Tell Me Baby (TMB) enables brands the opportunity to share the user generated content housed on the site within their own marketing and digital channels. This means that real-life reviews, photos, videos and articles can be syndicated, enabling them to meet the exhaustive demand of online content.

Unique marketing opportunities offer brands connection with TMB’s active parent community. This extends to sponsored product pages enabling brands to bring to life existing reviews and information, raise awareness of new products, host sponsored blog posts generated by established parent social influencers, generate sponsored content or advertising on TMB’s social channels.

“TMB is a site by parents for parents. It’s enabling brands to access and connect with an intentional purchase community as well as understand and join in conversations of product opinion and experiences in real-time,”

“We know that time-poor parents today want the best for their babies and rely on information and opinion from other parents.”

Insights can be incorporated in the brand package. Brands can benchmark their own reviews against their competitors, uncover parent sentiment towards products and navigate opinions and experiences for continual marketing and product improvement opportunities.

TMB aims to support parents and parents-to-be in their optimal decision-making phase, enabling them to access trusted product information, reviews, in situ photography and videos from parents who have personally chosen and used the product. Ensuring the content reflects a parent’s choice to select, purchase and share their product experiences, TMB does not accept gifted products to the community. For more information visit: tellmebaby.com.au.

Source: Media release.

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