Bounty Parents, a part of Bauer Media Group, is an Australian brand that offers guidance to new parents from pregnancy through to childhood. It’s a trusted resource for parents who are adjusting to the big change of welcoming a new baby or seeking advice on raising a healthy child
Parents were recently invited to vote for their favorite products in the 2020 Bounty Baby Awards.
Marketing objectives
- Engage parents while also showcasing relevant and helpful products
- Crowdsource a “Best of” list of recommended products for parents
- Gather first- and zero-party data for future personalized marketing campaigns tailored to parents
The 2020 Bounty Baby Awards
For new parents especially, the number of new products they need when expecting a child is enormous. It can be pretty hard to know who to trust. This is where Bounty Parents comes in — with a host of product reviews and guides, expert advice, and news, they are someone parents can turn to.
From sleeping bags to swaddles, prams to car seats, the 2020 Bounty Baby Awards is a chance for parents to recognize their favorite products and find out if other parents love them too. Bounty included 26 different categories with nine products in each category. After voting for some, or all, items, parents can enter to win one of five Baby Essentials Packs. The form asks for contact details as well as whether or not the parents are a member of Bounty Parents and a short explanation of their favorite baby product and why they love it.
Once the voting ends, Bounty Parents will share out the most popular baby products with entrants and members. Additionally, with the information they’ve collected, Bounty Parents will be able to further assist parents by sharing with them tailored and personalized offers, continuing on their mission of being a helpful resource for parents.
Brand partnerships
The Bounty Baby Awards also offered a chance for Bauer Media Group and Bounty Parents to form partnerships with the brands featured on their website. Bounty offered three sponsorship packages (provided they met the award submission criteria) that spotlighted the brand or product. Brands would be promoted throughout Bounty’s digital channels and ads, with additional advertising opportunities if the brand or product were to win a category. These sponsorships are a big revenue driver for Bounty Parents, but also a great way to expose a new audience to an existing product or brand.
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