Baby care brand Johnsons World Update Reviews has launched a YouTube channel with over 100 videos across 12 categories amid a sharp rise in searches for parenting advice. The new ‘Best for Baby’ channel is a dedicated video channel that provides new parents with a holistic guide on baby care and parenting.
Designed to cater to the needs of ‘millennial parents,’ the channel offers help to new parents through detailed videos specially curated for it by baby care experts and discerning peers. The channel features videos that bust common baby care myths and simplify the science behind baby care and educational videos on relevant subjects like sleep, bath time, and massage.
New parents can also find videos on fun DIY projects to do with their infants and toddlers. The objective is to create a platform that encourages moms to curate their content on the best of baby care for the channel.
Talking about the ‘Best for Baby’ channel launch, Ganesh Bangalore, Vice President, Marketing, Johnson & Johnson, Consumer, India, added: “Our ongoing dialogue with moms, in addition to research in the segment, revealed a need gap for millennial parents in India regarding reliable and researched baby care information online. The study clearly showed that new moms use online searches as their primary way to find parenting information.
“As an innovator in Baby Care for over 120 years, JOHNSON’S® has filled critical research gaps by helping advance 90% of all publications and peer-reviewed scientific literature worldwide on the understanding of baby care. With this background, it made sense for JOHNSON’S to create the ‘Best for Baby’ channel, providing parents with a credible source of information on baby care. With over 70,000 views a day, on verage, in its pilot phase, we seem to have created a platform that answers our consumers’ needs.”
According to a report by Tickled Media’s- theindusparent.com, the media consumption of Indian mothers has changed significantly, with a 71% increase in internet searches and an average decrease of 45% in television, newspaper, and magazine consumption. Of these, more than 41% of mothers access YouTube accounts for their parental queries. Interestingly, over 76% of mothers search for parenting tips, while 75% search for health and nutrition tips. The report also highlights the increase in digital consumption, with over 61% of moms relying on online platforms for parenting advice; of these, 69% of mothers look to specialized parental resources.
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In India, the baby care brand has partnered with reputed medical organizations such as The Federation of Obstetric and Gynecological Societies of India, the Indian Academy of Pediatricians, and the Indian Medical Association to maintain a steady stream of conversations around baby care.
Unveiling the new channel to 300 moms at a red carpet event today, actress and millennial mom Lara Dutta said: “Today moms are balancing many responsibilities, from professional to familial ones. Today, busy moms are looking for solutions and guidance from baby basics, bonding with the baby to nurse, and putting the baby to sleep. JOHNSON’®, Best for Baby channel, answers the mothers’ concerns and redefines baby care. I wish this channel were around when my daughter was born as it can help put mothers at ease.”
