Preglife is the most downloaded pregnancy app in the Nordics with more than half a million active users. Now they are not only offering expecting and new parents a service with important information and advice about parenthood – together with Future Media Group, FMG, they are offering advertisers the opportunity to build a relationship with their target group through innovative content marketing and native formats inside the app.
– Our users are in a unique stage of their lives, and they put a lot of trust in us to provide them with knowledge and support throughout this process. At Preglife, we are working hard to meet that trust and we want our high ambition regarding the user experience to permeate everything we do. When we can meet the users’ high standards, as well as ensuring our own and our advertiser’s relevance to the target group, we can create incredible value together, says Per Einarsson, CCO at Preglife.
The first native formats were launched and tested as early as 2016 but were expanded more widely together with FMG in 2019. In 2020 they were introduced to several European markets with Germany and Poland being examples of interesting growth markets. One of the Preglife app’s strengths is that it offers companies the ability to connect with the users during their pregnancy journey – which is usually challenging for advertisers – as well as the toddler years. Letting the advertisers’ messages and brands become a natural part of that journey. Exercise and comfy pregnancy clothes can for example be marketed in the app’s early pregnancy weeks while ads for strollers and diapers are displayed closer to birth and the early baby months.
According to Stina Herrlin, Head of Studio at FMG, the benefit of choosing the right ad format based on the target group, is an average CTR of 3-5 percent as well as a continuously growing user base which, through slowly built trust, keeps converting through the entire user journey.
– Preglife’s pregnant users are using the app every other day on average, but their “super users” are using it as often as every day. This is certainly unique and a dream come true for us content creators. The commitment largely comes from a well thought out and executed Product Market Fit, but also the fact that trust is incorporated in the commercial parts of the app.
More surprises to come
Linus Wennerström, CEO at Future Media Group, appreciates the partnership.
– Together with Preglife, we have broken new ground for in-app content marketing. We have found ways to communicate with an extremely valuable target group in a way that promotes the highest possible credibility and brand safety, while our advertisers are seeing sky-high results. There are several creative in-app native solutions to develop going forward but we are also looking for larger, sponsored content partnerships, so that users and advertisers can get even higher value from these concepts. The Preglife team has quick and skilled developers and an immensely committed user base. We look forward to keeping surprising the market together and we have more product launches to come.