A baby boom among young TODAY Show anchors including Carson Daly and Jenna Bush Hager sparked the need for a new take on parenting, fit for millennials. So together with the TODAY Show, we asked: how can we engage a new generation of families that values participation over consumption?
Thousands of contributors share their stories with millions of readers in this deeply-social second-screen community. Winner of IAA award for best native ad platform.

5,987influencers
77campaigns
8,186posts
16,931images
21.1Mreach

Featured Posts

That Time My Daughter Talked to a...

The day before my daughter Norah’s fourth birthday, she foreshadowed a remarkable event. "I like old peoples the best ‘cos they walk slow like I walk slow and they has soft skin like I has soft...

What Would My Mom Do? (Drink Tab and...

I’m about to tell you the truth: parenting has become very precious in our generation. This very morning, a mom posted how on her son’s birthday, she assembles a comprehensive “time...

I can still pick him up, so I do

Seven is the number of pounds I lost in my first trimester with my son, because I could not stomach anything but waffles, cereal, Pop Tarts and toaster pastries. I had no idea that pregnancy could...

Night Walks and Alligators: I Never...

When I was a young girl, my family spent weekends at a lake overtaken by alligators. It was good fishing for my dad, not ideal swimming for my sister and me. Regardless, we loved spending time at the...

Let's Be Careful With Our "Dear Mom...

I saw another one this morning. I was scrolling Facebook with my morning coffee when a post from a page I follow caught my eye. It started out the way so many of them do… “Dear Helicopter...

No, My Son Doesn't Play Sports ......

My son not only doesn't play sports, he doesn't watch them either. GASP! I know, it's a tragedy, right? Actually, it's just fine.

I Wish Someone Would've Warned Me About...

I quit my job to stay home when I had my second baby just after her big brother turned two. Those first few months as a SAHM to two were, let’s say, mildly traumatizing (I am underselling this)....

Mom Hacks to Help Survive Cabin Fever!

When you were a kid, was there anything better than hearing the words “SNOW DAY!”? I still feel that way when I have a snow day with my kids, but then that snow day turns into more snow...

A collaborative community for a new generation of parents

Strategy

Using our platform, we made this idea a reality, launching a collaborative content community for TODAY where on-air talent, experts, friends, and family could look to those around them to share experiences and advice. Our platform powers the entire experience, making it easy for contributors to submit content on the front-end, while TODAY editors launch new prompts on the back-end, managing hundreds of submissions from thousands of contributors, all while keeping a close eye on quality.

Results

TODAY Parenting Team was an immediate success, as the community generated over seven million pageviews in its first two months, with over 84% of traffic coming from social media and a single post by top contributor Jen Hatmaker receiving millions of shares and views.

Awards

In a completely “on message” partnership, Johnson’s sponsored the Parenting Team launch. The sponsorship was so effective, it was even recognized with a Diamond BrilliAAnce Award for excellence in strategic, innovative, integrated, and impactful advertising.