Kimberly-Clark’s DryNites brand has launched a new online campaign, running until spring 2013, with leading lifestyle and community website, iVillage.
The campaign targets parents and tackles the taboo subject of children bedwetting.
The campaign will include contextual advertising by Vibrant, WebTV, and will feature live web chats with DryNites experts Dr. Hilary Jones and psychologist Emma Kenny.
A series of monthly advertorials and competitions will also appear, as well as community message boards to provide parents with a tool to seek advice and support.
Steph Madrell, Huggies Associate Brand Manager, says, “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.”
Ryan Hartigan, Marketing Manager at iVillage UK, says: “The collaboration with DryNites offers parents an innovative interactive hub to address all of their bedwetting concerns. The partnership will also draw insights from the iVillage trusted community of women, creating a discussion around a topic which is often considered a taboo.”
Vibrant has built a custom distribution advertising programme, which utilises flash and video units, to allow consumers to navigate directly to key aspects of the content of interest.
A dedicated portal features original content created by iVillage and DryNites to aid parents through issues ranging from managing bedwetting to instilling confidence in their children.
The ads also link to a free sample of DryNights Pyjama pants offer.
Martin Forbes, Senior Vice President, & Managing Director, Europe at Vibrant adds, “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.”
http://www.ivillage.co.uk/keeping-them-happy-and-healthy/144014