THE CHALLENGE
BabyCenter was looking for ways to reach a wider audience in a competitive, fast-moving market saturated with digital content. BabyCentre is the UK’s leading pregnancy and parenting website. In addition to an award-winning app and vibrant social channels, Thrive’s long-standing client was looking for dynamic new ways to connect with its audience.
OUR SOLUTION
To capture a growing podcast audience, we created Parent Pod from BabyCenter, a 48-episode podcast series that covers everything new and expectant parents need to know. Thrive wrote, produced and launched the series and it’s a global first for our client. Parent Pod’s format blends BabyCentre’s most trusted, popular topics with expert interviews and funny, honest and engaging chat from our hosts Lucy and Claire.
THE RESULT
Parent Pod from BabyCenter reached number four in the parenting Apple Podcast Charts within days of launch and gained 100,000 downloads in its first year.
Parent Pod also provided a valuable revenue stream for the client via sponsorship opportunities. BabyCenter UK’s Regional Sales Director said:
“Parent Pod opened up a new channel for parents to connect with BabyCentre. It has also enabled us to explore sponsorship opportunities and open up conversations with brands who are keen to explore the growing podcast audience.”
