Danone Dumex has stuck a collaboration with Yahoo! Malaysia to launch Parenting World, a site targeted to the growing segment of parents looking for insights into child nutrition.
The website, hosted on Yahoo! Malaysia, incorporate social features which will allow users to connect, share and discover tips on pregnancy and parenting.
The site offers both original and syndicated content that covers a wide range of topics with frequent updates and content relevant for parents with children of all ages.
Ang Chong Lee, marketing director at Danone Dumex, said social and digital networking has becoming an integral part of consumers' lifestyle and the Yahoo! collaboration would help both connect and inform them in a more meaningful way.
Jon Tjin Kee, sales director at Yahoo! Malaysia, added the platform would allow advertisers to develop solutions with original content and deep editorial intergration.
"We are confident that Danone Dumex will successfully leverage Yahoo!'s rich digital canvas to engage parents in an experience that goes beyond reach to a valuable brand engagement, in context and at scale," Jon Tjin Kee, sales director of Yahoo! Malaysia, said.
Danone Dumex's media agency OMD helped to get the partnership rolling.
Angeline Lum, general manager at OMD Malaysia, told A+M it was becoming popular for brands to market through their own branded channels, as they can create their own information this way.