Viacom Velocity forms exclusive partnership with YouTube MCN


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Joseph O'Halloran

| 08 December 2015




YouTube’s Parenting and Brand Network has secured linear distribution for the first time across Viacom's TV Land and Nick At Nite channels.



Viacom is the first and only media company What's Up Moms has partnered with. The MCN and the integrated marketing and creative content team will create original branded content videos for highly engaged millennial mom audiences. The first What's Up Moms/Viacom video features holiday hacks. A 30-second version will air on TV Land through December and includes a call-to-action to watch the full two-minute video at www.tvland.com/whatsupmoms. The partnership includes at least two more original videos to air in the New Year across various Viacom networks with yet-to-be-announced marketing partners.

"Our millennial mom audience has known Viacom's brands deeply for years throughout many of their life stages, so we have a unique advantage in speaking to them authentically," explained Niels Schuurmans, EVP, Viacom Velocity Creative. "These moms are busy, they love social media, and they love getting ideas that streamline their lives. Tapping the right social media influencer was an opportunity to connect and pop with this audience. What's Up Moms stands out from the pack with their terrifically produced, highly entertaining content, and a large following that meshes well with TV Land's and Nick at Nite's fans."

"We are thrilled to partner with such an innovative company as Viacom and for the first time expand our platform beyond digital," added Elle Walker and Meg Resnikoff, co-founders of What's Up Moms. "Our families have grown up watching their networks and this was a natural fit for us to collaborate on creating meaningful content that both our audiences of like-minded moms could share and engage with across multiple platforms."