• by Aaron Baar , March 31, 2016

Being a new parent can be stressful enough, but adding in the idea of getting a baby to sleep comfortably and without fuss can push those levels to new heights. 

Johnson’s Baby Care is coming to the rescue of harried new parents everywhere, sponsoring a digital video series designed to help make baby bedtime easier for everyone involved (including the baby). 

“Every parent wants their child to get a great night’s rest and wake up feeling refreshed and energized to take on the day. Our message is – we can help,” Kelly Fanning, senior brand manager at Johnson’s, tells Marketing Daily. “By sponsoring the BabyCenter video series, we are offering parents more solutions and expanding the support we deliver to them.”

The first video, which will roll out on BabyCenter this week, centers on the importance of establishing a bedtime routine, with recommendations such as knowing the signs of tiredness (pulling at one’s ears) and quiet bonding time or a short bath. Subsequent episodes will explore sleep patterns for infants of different age ranges (1-3 months, 3-9 months and 9-12 months). Other videos will speak to sleep training and napping. 

“We chose topics that were focused on bedtime and offered real solutions to getting a better night’s rest,” Fanning says. “The topics in the video series give parents even more resources to help them find the right solution for their baby.”

Johnson’s Baby is sponsoring the entire series on BabyCenter (which, though also owned by Johnson & Johnson is still run like a typical ad buy), and will include pre-roll before the videos. Johnson’s Baby is also sponsoring two dozen other stories focused on bedtime ranging from sleep training to the secrets of raising a good sleeper. While Johnson’s Baby has an “ongoing relationship” with BabyCenter, this is the first time the brand is sponsoring content dedicated to sleep, Fanning says. 

“With BabyCenter being the number one parenting destination, we are thrilled to partner with them to reach even more parents and provide a range of sleep solutions for baby,” she says. “In addition to our sponsorship of Bedtime content, including the video series, we’re continuously looking at other topics that are top of mind for moms, including bath time.”