Company: Babylist
Nomination Submitted by: Moxie PR
Company Description: Babylist is the leading digital destination for growing families. For over a decade, Babylist has been the technology solution for expecting parents and the community that supports them, expanding from baby registry into a full-service platform that helps parents make decisions with confidence, stay connected, and build happy and healthy families.
Nomination Category: New Product & Service Categories
Nomination Sub Category: Media & Entertainment - Service
 Nomination Title: Babylist's The Push
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
Babylist, the leading digital destination for growing families, announced the expansion of its brand offerings to include full-funnel marketing opportunities on August 21, 2023.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 140 words used.
Babylist expanded their content studio, The Push, to offer full-funnel marketing partnerships with unparalleled reach to families. The exclusive creative content studio allows partners to work with in-house editors, designers, and social media experts to ensure that brand partnerships and campaigns successfully connect with Babylist’s audience of 59M. This includes written content, product and lifestyle videos (web, YouTube, TikTok, and Instagram), dedicated emails, social media campaigns, influential partnerships, metaverse integrations, and in-person experiences. The Push creates bespoke programs and award-winning content to meet partners’ marketing goals
Launched just last year, The Push has already helped double the business’ media revenue YoY. This new offering further establishes Babylist as a leader in the $88 billion dollar baby market and proves the most effective way for brands, both endemic and non-endemic, to connect with expecting parents and the community that supports them.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 303 words used.
Babylist’s engaged audience and media offerings appeal to a diverse range of brands including endemic and non-endemic brands. On average, The Push drove a 163% lift in awareness, 114% lift in consideration, and 63% lift in purchases for brands after exposure to Babylist’s campaigns. Shipt, the grocery delivery service that lets members order groceries from local stores, is an example of a non-endemic partner. For a recent campaign, Babylist developed custom content that featured Shipt across multiple channels including Babylist’s editorial guides and newsletters for expecting and new parents. The Shipt campaign was Babylist’s highest-performing sponsored piece in 2022 and nearly doubled set impression goals. The campaign, which also extended to influencer, received over 12M views, over 400% higher than the original goal.
Allison Stadd, Shipt's SVP of Brand, Culture & Media shares, “We all know it can be overwhelming to be a new parent (I was one myself not too long ago!), and at Shipt, we want to help make our customers' lives easier, so partnering with Babylist was a natural fit. Shipt was able to authentically and impactfully demonstrate our value to growing families through the power of Babylist’s audience and customized offering in a way that past ad investments have not. We were impressed with the campaign’s performance and look forward to future partnerships with their content studio.”
Since the launch of The Push last year, Babylist has produced other notable campaigns, with brands including Pampers, Huggies, Honest Co, ByHeart, Walmart, Enfamil, Gerber, Nike, Melissa & Doug, Kiwi Co, Disney and Gap. The Push achieved 81% YoY revenue growth in Q3 and all clients have signed with Babylist for an additional year to develop and lead their marketing campaigns. The Push enables brands to connect directly and authentically with Babylist’s audience, with the highest level of trust and guidance.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 27 words used.
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