News Corp Australia’s Newsamp has launched a Children’s Panadol campaign from parenting site Kidspot.com.au in collaboration with GSK Australia and PHD.
Focused on first-time mums, First Timers is a custom content initiative featuring multiple campaign touch points uniquely designed to connect with first-time mums.
One of these was a live event held at Westfield Parramatta last week.
The live event featured a panel discussion hosted by Kidspot.com.au editor Melissa Wilson interviewing Tiffiny Hall, health and wellness expert and founder of TIFFXO, and Rhian Allen, founder of The Healthy Mummy.
The discussion was focused on adjusting to your new life, getting to know your newborn, looking after yourself and all the milestones you can look forward to with your new baby.
Wilson said, “At Kidspot.com.au we strive to connect with mums in a real and relatable way.
“We’re delighted to partner with Children’s Panadol for the First Timers campaign, supporting new mums with advice and information to help them navigate their new world.
“The consumer event with a talent-led panel is a first for us and a wonderful opportunity to have an open and genuine conversation with the First Timers audience, with our panel sharing their own experiences of becoming a mum for the first time.
“The event was also broadcast live on the Kidspot Facebook page to ensure mass coverage with our target audience.”
PHD planning director Catherine Barnard added, “This partnership has enabled us to develop an emotional and helpful connection with first time mums through the voice of a great team of mums themselves, Kidspot.”
Newsamp general manager Renee Sycamore said, “We are incredibly proud to be a part of the partnership with Kidspot.com.au for Children’s Panadol to create a dialogue with the First Timers audience.
“It showcases the collaboration with PHD, GSK and Newsamp and demonstrates how as a business, we can deliver a partnership of this scale, via multiple campaign touch points with a 360 solution on and off network.”
Kidspot.com.au has a unique audience of 1.439 million according to Nielsen DRM, April 2018.