Yahoo7 launches new lifestyle vertical Be Parenting with Yoplait Petit Miam

‘We knew parenting content really resonated and recognised a new commercial opportunity for our clients.’

Yahoo7 has secured Yoplait Petit Miam as a launch partner for the new vertical Be Parenting, via Starcom Melbourne, and will support the launch with a new brand campaign.

The platform will launch with content themes including “Real Life and Practical Parenting”, “Parenting How-Tos” and “Expert Advice”, and will further bolster its content offering with a lineup of soon-to-be-announced celebrity ambassadors and authors.

“This is an exciting year for Be. We knew parenting content really resonated and recognised a new commercial opportunity for our clients to reach this highly engaged, niche audience within a premium environment. The approach is part of our strategy to listen closely to our audience and use those insights to inform our content and commercial offering,” said Zoe Cocker, head of brand, Yahoo7.

For launch sponsor Yoplait Petit Miam, Yahoo7 has created an editorially led campaign through its end-to-end content marketing solution, Storytellers.

Sam Harris, client service director at media agency Starcom, said: “We’re very excited to be on board with the launch of Be Parenting and to bring this unique sponsorship opportunity to Yoplait. The new vertical provided our client with access to a large, engaged and highly targeted audience and Yahoo7’s Storytellers product delivered a solution that combined the most relevant consumer data and insights, with compelling content and powerful technology, to produce a truly impactful campaign.”

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