Babylist Rolls Out The Push Studio to Deliver Customized Partner Content

Babylist is expanding its family… of services. The vertical marketplace and ecommerce platform for all things baby and beyond has launched a full-service content studio, called The Push. It joins Babylist's suite of offerings for brand partners looking to connect with the platform’s 8 million customers, 3 million email subscribers and more than 1.7 million followers across YouTube, Facebook, TikTok and Instagram. Made up of a team of in-house editors, designers and social media experts armed with heaps of proprietary data and boasting a reported 55 million unique monthly pageviews, the studio will work with brand partners to deliver customized campaigns. The service will offer written guides, quizzes, original videos, dedicated emails, social media campaigns, influencer partnerships and in-person experiences. “Our focus at The Push is to create content authentic to our userbase of expecting and new parents, as well as each of their family and friends who support them,” said Babylist chief growth officer Lee Anne Grant in a statement. “We produce campaigns specific to Babylist’s in-depth audience insights and deploy them directly on our media channels.” The idea for The Push came to fruition late last year while the team was in the planning stages for Babylist Cribs, a series of multi-city experiential showrooms created inside actual homes, Grant told Adweek. Shoppers could browse in-person or virtually through various rooms to find, test and learn about baby products ranging from strollers and bottles to ointments, then create and shop from a registry linked to multiple brand and retail partners such as Pampers, Carter’s, Graco and West Elm. “As we began to explore content creation opportunities within that experiential space, we knew Babylist had the opportunity to work with brands and partners in a bigger, bolder way,” Grant said. “At Cribs, we experimented with onsite creation of videos for YouTube and TikTok, as well as photography. This, along with our unparalleled insights into the expecting parents’ and gift givers’ behavior, really informed our plans for The Push and helped bring it to life.” Babylist was conceived in 2011 when CEO Natalie Gordon, a former Amazon web engineer, was pregnant with her first child and found existing registries lacking “guidance and gifting options.” Shoppers who previously had to create multiple registries from stores they liked could now create one list that brought together all their favorite stores and brands. Users could also access a community of parents eager to share product recommendations and reviews, as well as receive gift boxes of products to sample before adding them to their registry. The formula has been a booming success: A decade later, Gordon’s business baby has generated more than $240 million in revenue and reportedly $700 million in attributable commerce just in 2021. “Supporting new and expecting families is at the core of everything we do,” Grant added. With the baby products market generating upward of $60 billion in sales annually, the all-in-one platform is poised to drive a sizable chunk of that business directly through its channels. And for brands looking for more innovative ways to reach a highly engaged audience, the Babylist Cribs metaverse is an added incentive. “We’re constantly thinking of ways to best serve our community. The Push content studio is a unique opportunity for brands to be a part of this relationship in a way that is authentic, meaningful and effective,” Grant said. “Because we actively engage with our community on a daily basis, we understand their brand preferences and how they evolve. As a result, we help partners make an impact on their target audience.” How Can Marketers Win Over Gen Alpha?