First Response Pregnancy (Church & Dwight co.) and TLC.com teamed up in April26 2010 with the mission to document the experience of six women attempting toconceive. The series allows all of these women to document their own personalexperiences in the form of video. The series main distribution channel is online.
on tlc.discovery.com houses each episode--that closely resemblea vlog post--along with proﬁles of the participants and the featured doctor, links tothe women’s blogs, and various resourceful links regarding pregnancy and childbirth. The message is clear: if you want to be pregnant, tlc.discovery.com is theplace to be.Most importantly, the logo and the products of First Response are in multiple locations on the web site. Maybe TLC does view First Re-sponse as the leader in at-home pregnancy detection, but the web series’s heavy emphasis on the product has a lot to do with the fact that
First Response is the
of this show. Each webisode begins with an advertisement for First Response Pregnancy and Ovulationtests. The women talk about and endorse the product through out their vlogs. The web site, that is in the same pink hue as the brand’s pack-aging, is heavily decorated with First Response logos and ads. The webisodes have the look of a home video and are not glossy prime-time TV shows. They are accessible 24/7 and can be paused and rewound whenever and wherever. First Response’s web series
, reaches out to their target consumers through the form of “entertainment”.
Newman, Andrew Adam. "Advertising - Pregnancy Test Maker Finds Opportunity in Personal Stories - NYTimes.com."
The New York Times - Breaking News, World News & Multimedia
. 02 May 2010. Web. 10 June2010. <http://www.nytimes.com/2010/05/03/business/media/03adco.html>.