Viacom Velocity Forms Exclusive Partnership with What’s Up Moms for Original Branded Content Videos, Tapping into Both Companies’ Robust Millennial Mom Audiences

YouTubes’s #1 Parenting and Brand Network Secures Linear Distribution
for the First Time as Videos Run Across Viacom’s TV Land and Nick at
Nite Channels

, Viacom’s (NASDAQ: VIAB, VIA) integrated marketing and
creative content team, and What’s Up Moms, the #1 parenting brand and
network on YouTube, have formed an exclusive partnership to create
original branded content videos. The alliance connects to both Viacom’s
and What’s Up Moms’ highly engaged millennial mom audiences. The first
video launches today on Viacom’s TV Land and Nick at Nite, marking the
first time What’s Up Moms will have linear distribution to augment its
robust digital following.

The first What’s Up Moms/Viacom video features holiday “hacks,”
including creative ways to incorporate Hershey’s chocolate. 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
The full length holiday hacks video will live exclusively on
from December 7-9, after which it will also be seen on

“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,” said 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.”

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. Viacom is the first and only media company What’s Up
Moms has partnered with.

“We are thrilled to partner with such an innovative company as Viacom
and for the first time expand our platform beyond digital,” said 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.”

While the video is a creative collaboration, What’s Up Moms drives the
process to ensure it remains in their voice while staying on-brand for
the Viacom network that will air the video.


Viacom is home to premier global media brands that create compelling
television programs, motion pictures, short-form video, apps, games,
consumer products, social media and other entertainment content for
audiences in more than 165 countries and territories. Viacom’s media
networks, including Nickelodeon, CMT, Nick Jr., TeenNick, Nicktoons, TV
Land, Nick at Nite, MTV, VH1, Comedy Central, SPIKE, Logo, BET, CENTRIC,
Channel 5 (UK), Tr3s, Paramount Channel and VIVA, reach a cumulative 3.2
billion television subscribers worldwide. Paramount Pictures is a major
global producer and distributor of filmed entertainment.

For more information about Viacom and its businesses, visit
Keep up with Viacom news by following Viacom’s blog at
and Twitter feed at


With 800K+ subscribers and over 19 million views per month, What’s Up
Moms (WUM) is the #1 parenting brand and network on YouTube, producing
highly relatable how-to and short form comedic videos geared towards
parents. WUM is known for creating premium quality branded content and
partnerships with name brands such as Kohler, Fruit of the Loom, Disney,
Motts, Glad and Tide for distribution across top-tier portals, social
media and a growing network of mom influencers. Current programming
includes parenting tips, family cooking, kids’ activities, DIY and
comedic shorts. For more information, visit:


Chanel Cathey, 212-846-2876
Darcey, 212-846-7398
Up Moms:
Jaime Cassavechia, 646-701-7041