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--------------- PARTNERSHIP
Reach Singapore parents
the authentic way.
We collaborate with brands and service providers who genuinely support families through pregnancy, postpartum, and early parenthood — through honest storytelling, not scripted endorsements.
--------------- WHY PARTNER WITH US
"Our audience trusts us because we've never prioritised brand relationships over honest advice."
01
Singapore-Focused Audience
Our readers are Singaporean parents navigating local decisions — which hospital, which stroller fits the HDB lift, how Baby Bonus works. Your brand reaches people in the exact context where it matters.
02
Real Parents, Real Experiences
We share lived experiences and stories we truly believe in. We do not publish scripted endorsements, and we never promote products we wouldn't use ourselves. That credibility is the foundation of our audience's trust.
03
Storytelling Over Advertising
We generate content through personal narratives that resonate emotionally. A first-time parent's honest experience with your product reaches farther than a polished ad — and stays trusted longer.
04
High-Intent Readership
Parents actively planning for pregnancy and newborn care are in a high-spend, high-consideration phase. They are researching actively and ready to act on trusted recommendations.
HOW WE CAN WORK TOGETHER
Three ways to collaborate.
I
Content Creation
We produce short-form video, lifestyle photography, and experience-based written content that integrates your brand naturally into our parenting journey —
not as an ad, but as part of
our story.
SHORT - FORM VIDEO . LIFESTYLE PHOTGRAPHY .
WRITTEN REVIEW . INSTRAGRAM & TIKTOK
II
Product Features
We feature products and services that we genuinely use or believe will meaningfully benefit Singapore parents. We prioritise honesty over hype — our readers trust us precisely because we decline brands that don't meet our standard.
BABY & MATERNITY PRODUCTS . CONFINEMENT SERVICES . HEALTHCARE PROVIDERS . FINANCIAL SERVICES
III
Long-Term Partnership
For brands seeking sustained presence with Singapore's parenting community, we offer campaign collaborations, ambassador-style partnerships, and ongoing content series that build recognition over time.
CAMPAIGN COLLARBORATIONS . BRAND AMBASSADOR . CONTENT SERIES . EVENT COVERAGE
--------------- OUR AUDIENCE
Who we reach.
Our audience is primarily Singaporean and expat families in the planning and early parenthood phase — high-intent, high-spend, and actively researching products and services across every category relevant to pregnancy and newborn care.
They trust us because we've been exactly where they are. That trust translates directly into action.
SG
PRIMARY MARKET
Singapore-based parents & expat families
25 - 38
AGE RANGE
Millennial parents with strong purchasing power
1ST
TIME PARENTS
Core audience navigating every decision fresh
High
PURCHASE INTENT
Actively researching and ready to spend
--------------- LET'S TALK
Start a conversation.