McCann Worldgroup Hosts Learning Series on Digital Parenthood
Continuing their “INNOBASE Pizza & Learns,” a learning series for McCanners to hear directly from innovative tech companies and startups, the McCann Worldgroup Digital team recently hosted 5 parenting-focused startups that are paving the way for new opportunities for clients.
Drawing on findings from Truth About Moms, a research study from Worldgroup’s research arm Truth Central, each presentation focused on key insights around modern moms, the evolving role of the father and the “it takes a village” belief. The importance of merging tech and education was also a central theme. The 5 startups included:
- Fatherly – Fatherly, the largest parenting sight on social media and a parenting resource focused towards family men. Among other things, it’s responsible for creating a dad joke chat bot – just one example of its capacity to find new ways to talk to parents and build a presence for brands.
- RINGLY – Ringly is a wearable tech startup with smart, stylish jewelry pieces. Each Ringly piece is fit for mobile alerts, fitness tracking, guided meditation, and other features. Moms can set their bracelet or ring to buzz only for VIP contacts (nannies, kids, spouse, etc.), connect to payment cards, and sync with other apps.
- goKid – goKid is a carpooling app geared towards schools, teams, and organizations for families to easily find each other and organize transportation. Features include a schedule overview, mapping and GPS.
- Nextdoor – Nextdoor fills users’ need for a “local” social network. Users connect based on where they live, verified by the app, to find things happening in their local areas, get recommendations, and post classifieds and neighborhood watches. There is potential for brands to come into play by providing assistance to local communities in very specific ways.
- Elemental path Cognitoys – Cognitoys are screen-free, personalized, and immersive interactive voice technology toys for children. The characters can be branded and have a specific persona. For example, in a potential partnership with Chevy, the toy would primarily provide games and content to make road trips fun.
McCanners learned about potential partnership opportunities and how to leverage each company’s tech expertise to elevate brand messaging.