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September 07, 2007 Connecting with consumers on a variety of levels is at the core of Procter & Gamble’s business. Its latest effort is kidcomplishment a new online syndicated program sponsored exclusively by Pampers Kandoo. Studio One Networks, New York, created kidcomplishment. “Kandoo is committed to making products that help kids get clean with soaps, wipes and shampoos,” said Samantha Avivi, Kandoo brand manager, P&G, Cincinnati. “Sponsoring a site that helps kids become more independent, like kidcomplishment.com, made perfect sense for Kandoo.” “Editorial content provides the audience [parents] with useful information about specific needs of children during the toddler years,” said Jeremy Duca, director of research distribution, Studio One Networks, adding that the program includes articles, audiocasts, polls and quizzes in areas of playing, learning and growing. “The audio consists of 30-second tips on a range of topics from tooth brushing to getting your child dressed.” The Kandoo sponsor units re-direct users to specific Kandoo sites. Duca said the kidcomplishment program is comparable to an online weekly magazine in the sense that the content is refreshed/updated on a weekly basis. As of right now, no special shows or Webisodes are planned to launch on the site. Unlike social networking sites, users cannot talk to one another on the site, nor has a feedback/advice request element been implement—but not ruled out either. No membership is required to access the site. The site is currently live and Studio One is now syndicating the online program to select parenting Web sites and AOL properties will also soon be carrying kidcomplishment content. “Kidcomplishment serves as a content channel or content element on other sites,” said Duca. “They get high quality audience-specific content and the program increases its exposure across the web.” Other sites carrying the kidcomplishment program include Family Shopping Bag, My Parentime, My Toddler Guide and Just Mommies. P&G, through its Iams brand, sponsors The Dog Daily and The Daily Cat, both of which were created by Studio One Networks. Find this article at: © 2007 VNU eMedia Inc. All rights reserved. |
