With 40% increase in YouTube searches on baby care YOY, JOHNSON’S® launches ‘Best for Baby’ YouTube channel – India’s largest dedicated library of baby care videos
Mumbai, 20 October, 2016 (GPN) : Leading baby care expert, JOHNSON’S®, announced the launch of India’s largest dedicated baby care YouTube channel with over 100 videos across 12 categories. JOHNSON’S® ‘Best for Baby’ channel is a dedicated video channel aimed at providing new parents a holistic guide on baby care and parenting. Designed to cater to the needs of millennial parents, the channel offers new parents help through detailed videos, specially curated for the channel by baby care experts and discerning peers.
Lara Dutta with Ganesh Bangalore,VP Marketing J&J Consumer India
Unveiling the new channel to 300 moms at a red carpet event today, acclaimed actress and millennial mom, Lara Dutta said, “Today moms are balancing many responsibilities, from professional to familial ones. Busy moms today are looking for solutions and guidance from topics ranging from baby basics, bonding with the baby to how to nurse and put the baby to sleep. JOHNSON’S®, Best for Baby channel not just answers the various concerns of the mothers but also redefines baby care. I wish this channel was around when my daughter was born as it can really help put mothers at ease.”
Talking about the ‘Best for Baby’ channel launch, Ganesh Bangalore, Vice President, Marketing, – Johnson & Johnson, Consumer, India added, “Our ongoing dialogue with moms, in addition to research in the segment, revealed a need-gap for millennial parents in India regarding reliable and researched baby care information online. The research clearly showed that new moms are using online search as their primary way to find parenting information. As an innovator in Baby Care for over 120 years, JOHNSON’S® has filled critical research gaps by helping advance 90% of all publications and peer reviewed scientific literature, worldwide, on the understanding of baby care. With this background it made sense for JOHNSON’S® to create ‘Best for Baby’ channel providing parents with a credible source of information on baby care. With over 70,000 views a day, on an average in its pilot phase, we seem to have created a platform that is an answer to the needs of our consumers.”
JOHNSON’S ‘Best for Baby’ YouTube channel leverages the company’s 120 years of innovation to create compelling content on the best of baby care. Featured on the channel are videos that bust common baby care myths, simplify the science behind baby care in addition to educational videos on relevant subjects like sleep, bath time and massage. New parents can also find videos on fun DIY projects to do with their infants and toddlers. The objective is to create a platform that encourages moms to curate their own content on best of baby care for the channel.
According to a report by Tickled Media’s- theindusparent.com[i], the media consumption of Indian mothers has changed significantly with a 71% increase in internet searches and an average decrease of 45% in her television, newspaper and magazine consumption. Of these, more than 41% mothers access YouTube accounts for their parental queries. Interestingly, over 76% mothers search for parenting tips, while 75% mothers search for health and nutrition tips. The report also highlights the increase in digital consumption with over 61% mums relying on online platforms for parenting advice, of these 69% mothers look to specialized parental resources.
In India, JOHNSON’S® partners with reputed medical organizations such as The Federation of Obstetric and Gynecological Societies of India, Indian Academy of Pediatrician, Indian Medical Association in an effort to maintain a steady stream of conversations around baby care in the country. In addition, the company connects with over 1 million doctors across the country every year. Over 6000 healthy baby camps were conducted in doctor clinics in the past year, where mothers were educated on the benefits of various baby care rituals. Continuing collaborations with pediatricians’ helps Johnson’s Baby understand the concerns and challenges that new mother’s face. JOHNSON’S® ‘Best for Baby’ YouTube channel funneled the learnings from these interactions, coupled it with the decades of expertise in baby care, to launch India’s first ever video destination dedicated to baby care.
Sharing her experience in dealing with new mothers, Dr. Indu Khosla, leading pediatrician with over 25 years of experience and a member of the Indian Academy of Pediatrics, said, “New mothers generally have many apprehensions around baby care ranging from the right nutrition, queries on breastfeeding, optimum physical & mental growth and skincare. With the growing trend of nuclear families, mothers are always on a look-out for trusted sources of guidance and information. Many of them now turn online to find answers to their queries. I believe that a channel backed by science and research will surely alleviate their apprehensions and help them with a ‘how-to’ guide.”
Google data corroborates this shift in source of information for new parents in the country. Online searches on parenting and baby care have grown by a staggering 40 % in the last one year itself. Mothers are mostly looking for information on baby health (40%); feeding (10%) and other ways of taking care of their babies. And as parents turn online for quality parenting guidance, videos form the ideal source of learning. Searches on mobiles have increased more than desktops indicating that parents are looking for information and advice on the go. In India, YouTube mobile Watch Time (WT) grew 133% YoY, whereas YouTube WT grew 83%, making India one of the fastest growing markets amongst YouTube’s top 10 countries worldwide. A dedicated baby care video channel on YouTube was therefore the ideal solution for mom’s looking for parenting information online.
