Bounty adds portal to reach new dads
Parenting brand Bounty plans to launch a portal for dads, in a bid to replicate the success of its online mums club.
Newdadssurvivalguide .com is the parenting club's most significant online play to target digital dads.
The site will host a community for new dads to share their experiences, get questions answered and engage with bite-sized practical information written in a relaxed and blokey Top Gear-style.
Andrew Thomas, ebusiness director at Bounty, said, "All the content for dads is going to be written by young blokes, so it'll look and read very differently from anything else that's already on Bounty. This is a completely different audience from what we're used to."
Fathers will also receive progress newsletters allowing them to research their partners' pregnancy.
The site will be promoted through SEO and online PR campaigns as well as through the main Bounty channel.
"We hope dads will feel comfortable getting information from the site," said Thomas.
Fathers currently make up just 5% of Bounty's audience, but it hopes the new portal will secure 2.5m page impressions within its first six months of activity.
| Bookmark with: |
