- App developed as part of ongoing partnership with global marketing and technology agency DigitasLBi
- Combines medical fact with advice drawn from the real-life experiences of thousands of mums
London, 6 November 2015: Mumsnet, the UK’s biggest online network for parents,has announced the launch of Mumsnet Pregnancy Tracker. The mobile app was created in collaboration with global marketing and technology agency DigitasLBi.
DigitasLBi’s blended team of strategists, creatives and technologists has worked in partnership with Mumsnet to develop the app, which enables pregnant women and their partners to track every stage from conception to birth, recognising that there’s no such thing as a textbook pregnancy.
The free iPhone app includes a weekly calendar combining medical facts with advice drawn from the real-life experiences of thousands of other mums. Mumsnet Pregnancy Tracker features carefully curated content from the Mumsnet team, and also integrates with the Mumsnet Talk app, giving users access to dedicated pregnancy conversation threads.
The app also allows pregnant women and their partners to keep a record of significant moments throughout their pregnancy, from the first scan to the first kick.
Mumsnet Pregnancy Tracker is the first mobile product launched by Mumsnet and DigitasLBi since they announced a three-year partnership earlier this year.
The deal has a performance-based element in line with DigitasLBi’s continued drive to find new ways of working with clients and to disrupt the traditional client-agency relationship model.
Justine Roberts, Mumsnet CEO said: “We’ve worked in partnership with DigitasLBi to create an app which brings to life the unspoken truths and diverse experiences of pregnancy, enabling pregnant women and their partners to benefit from the wisdom of our brilliant community. It’s another way in which we’re trying to fulfill our mission of making parents’ lives easier.”
Sergio Falletti, Technology Partner at DigitasLBi, said: “Mumsnet Pregnancy Tracker brings the wisdom of the crowd to a space which is currently dominated by very sanitized, one-size-fits-all content. We’re excited to see parents-to-be interacting with the Mumsnet community and enjoying the depth of content it offers in a safe and convenient format.”
DIGITAS GLOBAL BRAND PRESIDENT