Nickelodeon aims to generate “word of mom” with social networking site

June 13, 2008

Viacom’s Nickelodeon group hopes to become the premier source of “word of mom” marketing with their social networking site for Web savvy parents. Launched in 2006, parentsconnect.com began by providing information and fostering discussion through online forums, Q&A and blogs.

Designed for the “first generation of ‘Nick kids’” who are now starting families, the site targets the quickly-growing and influential young parent market. Half of the site is divided by age group and features daily blogs with activity suggestions, troubleshooting and medical advice. The other half of the site houses the more social elements, including localized recommendations, cooking tips and message boards where moms (and Dads) can post and answer questions and share experiences.

The site has provided some interesting opportunities for companies looking for word of mom: its launch was heavily integrated with the launch of Nissan’s 2007’s Quest, and Pampers sponsors the site’s LifeBooks, a multimedia baby book with videos, pictures, quotes and narrative. Parentsconnect also features a daily product recommendation targeted at the parents of each age group.

The site has changed dramatically since its original launch; reviews have been positive and its traffic has increased by almost 700 percent. Meanwhile, the network estimates that the online parent ad market is 300 to 500 million dollars and growing. In 2008, Nickelodeon purchased BabyNamesWorld.com and wikiparenting.com, further proof that the network is putting their money where the mom is.

Do you use a large site like parentsconnect.com to find tips and tricks, or do you rely on smaller bloggers for your information?

Advertisements