The site – MonsHomeroom.msn.com – is a partnership between Kellogg’s Frosted Mini-Wheats and MSN.com, and is described as a platform that gives mothers in the US the chance to connect with each other and exchange ideas about their children’s learning.
Providing online platforms to promote consumer exchange is increasingly being used as a part of a wider marketing strategy by consumer packaged good manufacturers. As well as regular websites, companies are also expanding their reach into the field of social media, thereby tapping into already established networking platforms.
According to a recent report by Anderson Analytics, an estimated 110m people in the US – or 36 percent of the total population – are regular users of social networking sites, which positions the medium as a valuable brand-building avenue for consumer goods manufacturers.
According to Kellogg, the MSN Mom's Homeroom site “gives moms an opportunity to connect with each other, find quick, useful ideas or dive deep into topics such as learning styles, memory and retention, classroom attentiveness, and giving back, all of which are vital to kids' success at school”.
The site is updated twice a month and includes videos, articles and discussion boards designed to help parents find ways to help kids succeed in school. Children’s nutrition features high in these priorities.
The website also features four mothers with different areas of expertise, including elementary education, home schooling, child psychiatry and nutrition. They provide views on a variety of topics, while also participating in user-generated discussions.
"Parents carry a wealth of knowledge and experience and it's exciting to help them share it with one another, while connecting them with the resources they're looking for,” said Anne-Marie Suarez-Davis, director of ‘mom brands’ at Kellogg.