Momlogic.com, First Response launch Web series

LOS ANGELES Momlogic.com, along with Church & Dwight and its fertilization, ovulation and pregnancy test brand First Response, on Friday launched the integrated marketing campaign Conception Diaries, a Web series that takes an intimate, first-hand look at the joys and frustrations of five women at different stages in their lives as they embark on the journey to conceive.

“Pregnancy planning can be a very anxious time in a woman’s life as there are lots of questions, hopes and fears”, stated Stacey Feldman, VP marketing on the First Response brand at Church & Dwight. “We are excited to be working with momlogic.com to empower these women with important information for their pregnancy journey.”

The series of personal video diaries and blogs will be posted live on momlogic.com, the Warner Bros. Women’s Digital Network, as well as a branded Conception Diaries microsite. Additional editorial content focused on a wide variety of pregnancy-related topics will offer readers information, tools they can download and online community groups.

“As we were creating the idea for momlogic.com’s Conception Diaries, we wanted this web series to be compelling to our target audience but also tailor this idea to fit the First Response brand,” stated Lisa Black, general manager of Warner Bros. Women’s Digitial Brands.

In addition, Conception Diaries features expert advice on pregnancy and pre-natal planning from momlogic.com OB/GYN Dr. Suzanne Gilberg Lenz and First Response Conception Counsel member Peter Ahlering.