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?

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Safeway Adopts “Mother Knows Best” Mentality

May 30, 2008

Lately, we’ve been very excited to notice others realizing and harnessing the power of word of mom.

Safeway LogoRecently, Safeway, a California-based grocer, announced the launch of its new line of store-brand baby products called “mom to mom.”  Based on mommy guidance and insight about what moms value most in baby-care products, Safeway rolled out an 80-item line that includes diapers, baby wipes, toiletries, lotions and infant formula.

The “mom to mom” product line was created after research conducted by Safeway revealed important characteristics of the baby products mothers looked for and valued – gentleness and ease-of-use.  As a result, these key attributes were integrated into Safeway’s product research and development, eventually “giving birth” to the new “mom to mom” product line, which includes items such as hypoallergenic baby wipes and wide-bottom baby wash and lotion bottoms to prevent tipping and spilling.

An added interactive element found on Safeway store displays includes parenting tips from fellow mothers, such as:

Read to your little one every day.  It’s great bonding, and it will help prepare him for school.

One thing’s for certain: the “Mother Knows Best” motto is still the final authority in childcare.

Have you noticed any other ways people are tapping into mommy resources?  Let us know!