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Brief Published: 8 Nov 2012

Philips Launches Social Network for Mums-to-Be


Dutch technology brand Philips is seeking to get closer to its UK customers by launching a social network designed specifically for pregnant mothers.

The Avent Due Date Club builds on Philips’ popular Avent range of products for newborns and young babies, and is another example of a brand engaging in a specialised content marketing initiative.

The club connects members with similar due dates, or who are geographically close, so they can share experiences and advice. As well as enabling members to communicate directly with each other, the club provides expert advice from specialists such as midwives and yoga instructors.

The site also provides tips on basic financial issues such as maternity leave, publishes blogs from new and expectant mothers and offers relevant products. The aim is to provide reassurance and comfort at what can be an overwhelming time for many parents.

The club can be accessed through mobiles and tablets.