We developed a groundbreaking branded content solution, creating a valuable new resource for mums-to-be:The first pre-conception magazine, with credible content from PBL's Mother and Baby magazine and Dr Tremellen, creator of Menevit. The custom magazine was the ultimate guide to fertility and getting pregnant, with Bayer an integral partner. Elevit and Menevit were subtly interwoven into the content.•Bayer had 100% advertising exclusivity•Print run of 20,000, distributed nationally in newsagents•Cover price of $9.95 Online advice was also made available through a 'Conception Hub' on the highest reaching health site Ninemsn Health. Visitors could download a branded pre-pregnancy checklist.(http://health.ninemsn.com.au/pregnancy/conception/)TV was used to raise awareness of these new resources for mums-to-be.

Both business objectives were achieved:oElevit has achieved 15% sales growth oMenevit has achieved 25% increase on sales objectiveTestament to the magazine's relevance to the target audience, the retail magazines sold out and online purchasing of the magazine was the highest that PBL Parenting Division has ever experienced. In 2009, based on consumer and trade demand, re- prints of the magazine will be distributed in pharmacies at no charge.

In the first 4 weeks, the Conception Hub attracted 12,332 unique browsers. After 6 months, it had been viewed by nearly 100,000 visitors.In total, we delivered $300,000+ (600%) worth of added media value.