A sweet little site was created called MySweetBaby.ca, a resource which produces custom editorial and advertorial content relevant specifically to Mom throughout pregnancy and early motherhood.

The unique angle explores topics to help Mom keep the romance alive, satisfy those ‘forbidden’ pregnancy cravings, research ratings on the latest and greatest baby gear, and find the perfect jeans.

Tips from readers, editors, and experts motivate Moms back to the gym, to create healthy meals, or help manage those pesky credit card statements. Mommy bloggers answer questions and share their hottest ‘finds’ - from the best car seat to the best Mom and baby spa.

Surrounding the content, JOHNSON’S® Ad Units keep Mom on the site with full length product advertorials, while monthly contests encourage repeat visits and product trial.

This allows a natural and organic brand message to shine through and offers JOHNSON’S® Baby a 100% share of voice.

MySweetBaby and JOHNSON’S® have shown exceptional results, maintaining leadership and developing friendships.

MySweetBaby.ca is averaging over 20,000 unique visitors per month in less than a year! One of Canada’s top family and parenting sites.

Moms are hooked, spending an average of over 6 minutes on site with content.

86% of users are aware of JOHNSON’S® Baby within the content, with 71% of users willing to recommend products to another Mom.

Net trade sales are up 9.7%. JOHNSON’S® share has grown 2.8 points to 43.1%.