Boots and Netmums, the UK parenting site, have announcd a six-figure annual partnership.
The partnership, which begins this week, will see Netmums and Boots combine their content and expertise to launch a fully integrated partnership across the Netmums brand online, on social, on mobile and in store.
The partnership’s objective is to drive overall awareness of Boots’ Baby expertise including a number of Netmum’s first: a Boots branded tab on the navigation bar with users able to access exclusive content linking with seasonal Boots promotions plus co-registration for Boots Parenting Club for Netmums members.
Alongside promotion for the award-winning Boots Parenting Club, there will be weekly on-site editorial features tying in with a series seasonal Boots promotions, plus demographic-specific offers and user product trials for brand endorsement.
With over eight million monthly unique users, Netmums is claimed to be a go-to parenting destination and the partnership ensures users will turn to Boots as the go-to parenting expert on the high street at every stage of the parenting journey.
The deal was brokered by Lauren Spearman, Netmums sales manager and OMD.
Rimi Atwal, managing director Netmums, said: “Buying for your pregnancy, baby and child is all about trust – and this deal brings together the two must trusted names in parenting. With £1 in every £10 on the UK high street now spent by a Netmum, the partnership is a win for Boots, Netmums and parents alike. It offers genuine integration, native solutions and the high quality content Netmums is renowned for across all platforms, making both business sense and parents’ lives easier.”