John Lewis has launched a 12-month partnership with BabyCentre, the #1 site for new and expecting mums online. This is the first time that John Lewis has formed a partnership for its nursery product category in a move that is designed to firmly establish the brand with pre- and post-birth Mums.
With planning and buying from media agency Manning Gottlieb OMD, the partnership with BabyCentre will see John Lewis target expectant mums with tailored products and advice at key milestones throughout their pregnancy, featuring alongside relevant content on the BabyCentre site, mobile site, and My Pregnancy Today app, and also through stage-based email newsletters.
This will be extended offline by a series of in-store events taking place in Nottingham and London, giving expectant and new mums the opportunity to be part of the BabyCentre experience. Jill Irving, BabyCentre’s health visitor will be on the shop floor to answer questions about life with a newborn, while John Lewis’ nursery advisers will be on hand to offer advice on nursery purchases.
Rachel Swift, head of brand marketing at John Lewis, said: “Having a baby is a huge catalyst for change in a woman’s life and the John Lewis offering is designed to support new mums and mums-to-be as they embark on this journey. BabyCentre was a natural partner because of their huge reach amongst expectant mums and an online offering that supports mum every step of the way.
“What’s more, by listening to the BabyCentre community, we will also be able to improve our service to expectant and new mums and tailor it more effectively to their needs.”
Vincent DeLorca, UK general manager and VP of Global Partnerships at BabyCentre, said: “Combining the John Lewis offering with BabyCentre’s expertise is a really exciting prospect. Over 70% of expectant mums in the UK visit BabyCentre so we are well placed to work closely with John Lewis in order to extend their reach amongst mums-to-be.”