Tutorialized Parenthood

Brands bond with young parents through tutorial-style digital marketing

Implications - As Millennials transition into parenthood, brands look to reinstate their ubiquity as household names by speaking to this demographic's parental inclinations and offering a helping hand. Taking a note from influential online gurus, brands are leveraging digital marketing platforms like YouTube to create tutorial-style videos as well as empathetic ads in order to connect with parents, especially moms, on a more personal note, positioning themselves as helpful resources. This humanizing approach serves to form tighter bonds with new parents who need all the help they can get and are looking for brands they can trust.
SCORE 4.6
Popularity
Activity
Freshness
Megatrends
Patterns
13,837 Total Clicks
Apr 17 - May 17
This Quarter and Untested
MarketingLifestyleBrandingLife-Stages
Featured Examples
Newborn Care Web Channels - The Johnson's Baby U.S. YouTube Channel Helps Parents With Newborns
SCORE 4.9
This Quarter and Average 161 Clicks Pub: May 12, 17
Newborn Care Web Channels
The Johnson's Baby U.S. YouTube Channel Helps Parents With Newborns
Johnson’s Baby U.S. is a YouTube channel offered by the brand Johnson’s that seeks to help parents of infants properly care for their children. Johnson’s is one of the largest... [More]
Quilt Company Web Channels - The Missouri Star Quilt Co. Offers Online Quilting Tutorials
SCORE 4.7
This Quarter and Average 84 Clicks Pub: May 12, 17
Quilt Company Web Channels
The Missouri Star Quilt Co. Offers Online Quilting Tutorials
The Missouri Star Quilt Co. is a quilting company that offers fabrics, threads and patterns for those interested in this functional art, and also has a popular YouTube channel that it uses to expand... [More]
Parental Anti-Aging Ads - Clinique's 'Am I Getting Old' Campaign Targets an Audience of Moms
SCORE 5.3
This Quarter and Warm 83 Clicks Pub: May 16, 17
Parental Anti-Aging Ads
Clinique's 'Am I Getting Old' Campaign Targets an Audience of Moms
Premium skincare brand Clinique is known for its anti-aging product range, and its ‘Am I Getting Old’ campaign promotes it in an honest and humor-filled way. The commercial is a... [More]
Familial Blogger Campaigns - Lysol's 'Family Chores' Webisode Features Say Yes Blogger Liz
SCORE 4.5
This Quarter and Average 67 Clicks Pub: Apr 27, 17
Familial Blogger Campaigns
Lysol's 'Family Chores' Webisode Features Say Yes Blogger Liz
Lysol’s ‘Family Chores’ webisode stars Say Yes blogger Liz Stanley and her three kids who are shown cleaning up around the house together. The influencer believes that a... [More]
Baby-Friendly Cleaning Tutorials - This Lysol Influencer Campaign Features Project Nursery Bloggers
SCORE 3.2
This Quarter and Mild 36 Clicks Pub: Apr 27, 17
Baby-Friendly Cleaning Tutorials
This Lysol Influencer Campaign Features Project Nursery Bloggers
Household megabrand Lysol recently teamed up with Project Nursery co-founders Pam and Melissa for a themed webisode that shows parents how to baby-proof their home office. In addition to showcasing... [More]
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