Kleenex hooks up with new Sweetspot.ca opps

The lifestyle site's redesign creates new sponsorship and integration opps, including more niche-targeting.

Sweetspot.ca got a bit sweeter for advertisers this week with a new design, branding strategy and increased functionality for sponsored content, a move that brings Kleenex on board in the coming weeks with its ‘Get Mommed’ campaign.

The lifestyle website is targeted at women 25 to 54, and has had an average of 188,000 unique monthly visitors in the last three months, according to ComScore. Since the site relaunched this week, Google Analytics has reported a 36% increase in unique visitors and a 102% jump in page views.

The site’s content has been restructured with Sweetspot.ca positioned as the umbrella brand and categories Sweet Life, Sweet Mama, and Sweet Home underneath. The Johnson and Johnson-sponsored My Sweet Baby also falls under the Sweetspot brand.

Sponsored or integrated content unique to each category can be included in and accessed via each category’s individual navigation menu, Jennifer Price, director of sales, Sweetspot.ca, tells MiC. In the past, this type of content was promoted exclusively through ad units. ‘We have been limited by the amount and the breadth of sponsored content and integrated content that we could have on the site purely from a navigational standpoint. So now that our navigational structure has been streamlined, and it’s more organized for readers, it will really bode well for our sponsors,’ Price says.

New widgets and apps are being added to the site, and its big box ad unit has been revamped with greater functionality as well.