Fairfax Media unveils campaign for its new-look Essential Kids website via WiTH Collective

Fairfax Media’s go-to source for parenting inspiration and ideas, Essential Kids, has launched a consumer marketing campaign via WiTH Collective to mark the new-look online destination which features inspiring tips and activities for today’s busy families.

The campaign is launching across print, digital and social media channels with the new tagline, “Inspiration for every parent”, positioning Essential Kids as the source of inspiring parenting tips, tools and information. A trade marketing campaign will also feature on Media i.

With inspiration for every parent, the new-look Essential Kids delivers a seamless and image-rich experience for parents on the go, and features a combination of expert advice, quality journalism and real mum commentary.

Essential Kids is a well-established destination for busy parents, with more than 640,000 monthly unique visitors, 250,000 forum members and 214,000 Facebook followers. To build on that success, extensive user research was conducted – including focus groups and online surveys, delving into the attitudes and behaviours of more than 1,100 parents across Australia. The research allowed Essential Kids to gain insights in to the site design, content, features and functionality that were important to parents, evolving the site to be even better.

Says Amber Robinson, managing editor, Essential Baby and Essential Kids: “The new Essential Kids provides inspiration, practical advice and tools in an easy and accessible way that saves time and energy so parents can instead spend time with their kids.

“Essential Kids allows parents to connect with our 250,000-plus loyal and engaged members through our forum community which now has greater prominence, so parents can better share their experiences with others and know they’re not alone.”

The new-look site features a seamless experience across all devices, a vibrant colour palette and a new logo featuring a paper plane, representing creativity, growth and exploration of parenthood.

Among other new features, the new site has improved search experience and navigation, easy quick links and a refreshed editorial direction focused on ideas and inspiration for busy families.

Advertisers now have the ability to feature fully integrated native campaigns featuring video and rich media. New sponsorship opportunities are available in the categories of current affairs, pets, advice, making time for me, school holidays and meal planning.

Says Jodie Smith, brand solutions director, Fairfax Media: “By listening to our audience and meeting the needs of today’s busy parents, the new Essential Kids online destination will strengthen the appeal of our content to parents and advertisers alike.”