In Finland parenting platform Vauva, seems to be enjoying disproportional success, with even advertising sales rising in a tough market.
Managing editor Anna Ruohonen credits much of that success to its own community, explaining that the transition to digital is on-going, but only in line with the way that that community consumes its content.
What does Vauva mean to Finnish people?
"Two-thirds of all expecting mothers in Finland use our website to calculate their due date"
To what do you owe this success?
To a large extent, the credit should go to our community. A brand like this takes time to grow. You need to balance the management of the community with a need to develop its own culture. Our visitors feel free to have honest conversations, to say things they wouldn’t say face-to-face. The site has also cultivated its own unique sense of humour, which may be hard for first-time visitors to grasp. They have to grow into it.
"To a large extent, the credit for our success should go to our community"
How do you commercialise your brands?
Our advertising sales rose throughout 2015, in both digital and print format. Given our tough market situation that’s quite a success. Our sales people have done a great job.
The Vauva community is a good hub for product development, pilots and trials. We are studying new media products, as well as brand extensions such as a web shop and expert advice apps. Although the trials are small-scale, they can lead the way toward further digital transformation. We also cooperate with other Sanoma brands and channel traffic to their trials, meaning our community can contribute to the success of other Sanoma lifestyle brands.
How is your editorial team composed?
"Our community particularly appreciate stories on ordinary families, with similar concerns to their own"