Wauwaa is a service dedicated for new parents to discover information about pregnancy, birth and parenting combined with an e-commerce offering that has timed based deals and always available featured brands related to babies and small children. The content is based on both text and video.

The business model is based on e-commerce sales directed to the community built around the content. People are invited to visit the site through several marketing methods, including heavy use of social media, content marketing, SEM, mummy / daddy blogger communities and automated email marketing. This allows the users to have a daily reason to visit, interest to stay and consume good and informative content, and finally purchase items that are either time based and discounted or unique and exclusive offers that are always available.

All this is based on Drupal, built by Exove in agile fashion together with Wauwaa. In this presentation, Ivan Lopez, CEO of Wauwaa, describes the business of the company on an overall level and the nuances of dealing with new parents and growing families. Janne Kalliola, CEO of Exove, continues with the technical details, such as the architecture, the used components, and the hurdles and successes of the project. Ivan Lopez, finalises with the lessons learned and Wauwaa's overall experiences with Drupal platform.

The session is enjoyable and informative both to technical and business people, and it gives valuable insight about implementing modern content-driven online shopping destinations in a highly competitive market and critical consumer group.