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BabyCenter kicks off new original series

This is the second branded-content series from the baby site, and marks a shift for the company towards more brand partnerships.
June 9, 2016

BabyCenter has partnered with Babies”R”Us for a new four-part original online series.

DIY Dream Nursery is an unscripted before/after series featuring baby room solutions from decor site Project Nursery. The four-part series will address a range of challenges, such as small spaces, multiple birth and gender-neutral decor. Links in the series will drive to the shop for products featured in the episodes.

Young, millennial mothers are devouring video content, Julie Michaelson, head of global sales at BabyCenter told StreamDaily. As a result, there has been increasing demand from brands to partner with the site.

Popular videos include everything from 3D prenatal images to what’s needed for the big day to caring for the wee ones once they get home, she said.

DIY Dream Nursery is the second such branded content series, following the success of an earlier partnership with Johnson Baby in early spring 2016. The seven-part series focused on putting kids down to sleep each night and was well received by audiences, she added. Going forward, the publisher will continue to explore partnerships such as these, including ones with brands that might not be exclusively in the baby space (such as automotive, household products, etc.).

Young mothers are increasingly becoming the focus of online original series, as a generation of digital-native millennials start families. StyleHaul, for example, is broadening its millennial mom focus, offering up content for fashion-forward women who also happen to be mothers.

Stephanie Horbaczewski, president and CEO of the MCN and digital media co, previously told StreamDaily there is white space in the market: while mommy-blogging is prevalent online, mommy-video has been lacking. Last fall, AwesomenessTV kicked off Awestruck, a network dedicated at millennials moms, bringing on board big names like Zoe Saldana to helm content.


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