How Johnson & Johnson’s BabyCenter Thinks Local by Going Global

The average pregnancy in France lasts 41 weeks; the global average is 40 weeks. It's a small difference, but enough of a nuance for online parenting site BabyCenter to spin out an additional week's worth of content to its French site. Since the Johnson & Johnson-owned site claims to reach 40 million moms across 14 countries, BabyCenter's editorial and tech teams craft unique content to target each of its markets. Shaping the editorial strategy for local markets requires firsthand knowledge from someone in touch with the zeitgeist of the place at hand, noted Linda Murray, svp, global editor in chief. "It's important to have someone in the country and a native speaker who understands the mindset of the market and the very practical differences of health systems, legal systems, culture and tradition," she said. Here's how BabyCenter tailors some of its editorial content and advertising across nine regions of the world.


United States

The U.S. is one of the few countries in the world that doesn't have a national maternity leave program, so BabyCenter tailors content on maternity leave and childcare issues.


Latin America

A recent sponsored blog series challenging the Hispanic tradition of children greeting adults with a kiss racked up 3 million unique visits in less than a week.



BabyCenter experiments with offline and cross-product advertising in this market. Johnson & Johnson's baby cream Penaten prompts moms to visit the site for parenting advice.



Moms can listen to traditional prayers, and there is a prenatal online class run by health professionals for those who would otherwise have limited access to healthcare.



Nearly one-third of Spanish women smoke, per World Bank, so BabyCenter has tips and strategies to get women to quit.



BabyCenter's content for the country with the highest rate of skin cancer includes sun care tips on keeping babies safe.



Moms can find articles on a prenatal class that applies the practice of haptonomie, which helps them bond with their babies.



There's a booming beauty industry in Brazil; hair and makeup content resonates with this audience more than other countries.



Baby naming in China is a big deal; parents believe it's an important factor in determining their child's future. Luckily, BabyCenter's got a tool for that.

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