ZnSpace and MBS to execute nationwide WebBaby campaign

WebBaby.co.uk, the internet site for new and expectant mothers, has lined up ZnSpace and MBS Media for a nationwide media blitz.

WebBaby.co.uk, the internet site for new and expectant mothers, has

lined up ZnSpace and MBS Media for a nationwide media blitz.



Debbie Godfrey, MBS board director, will oversee the offline slice of

the account with assistance from planner/buyer Emma Bownass.



The pair are planning to focus on press, particularly the UK’s parenting

titles.



The agency’s brief is to publicise both the website and its joint TV

venture with Carlton Westcountry’s Baby Baby, which will begin

broadcasting on 13 October.



Godfrey and Bownass have a minimum of pounds 250,000 to spend on the

push.



Almira Mohamed, chief communications officer of WebBaby, has also signed

up ZnSpace, the online planning/buying specialist.



Agency director Caroline Walton will oversee the account with assistance

from Jane Critchlow, ZnSpace’s senior planner, and Rosie Chatfield, a

researcher who has joined the agency from VNU New Media, where she was a

sales executive.



Walton is plotting a varied campaign. The schedule includes viral

marketing - whereby an e-mail is sent to the target consumer - and web

page optimisation, which ensures WebBaby’s name appears automatically

during online searches.



The e-mail will offer incentives to the user if they pass the WebBaby ad

on to other new and expectant mothers.



The agency is also planning a tactical buying campaign that goes beyond

women’s portals. The team will snap up banners and pop-up boxes.



WebBaby faces stiff competition from baby sites like Mothercare and

Babyworld, as well as Boots and the growing number of women’s sites.