To help brands find online video content that even Mom and Dad will approve of, social media agency Clever Girls Collective and online network KidzVuz are working together to highlight youth influencers.
Currently, families can sign up their children to review products on KidzVuz through the Star Reviewer program. The entire process is not compensated, but the child does receive the product for free. Through the new partnership, the best branded content will be touted through Clever Girls Collective's extensive social media reach.
"We're the first agency solution selling this arm of the market that can offer this kind of 360-degree total video content solution to our clients," said Stefania Pomponi, president of Clever Girls Collective.
KidzVuz holds a unique position in the market because it's made up of online video reviews created by children themselves, all of which are vetted and COPPA (Children’s Online Privacy Protection)-compliant. The network is very tween focused, with the majority of members between 9 and 12.
"It's really a kid-generated space that's super safe. It's really a place for kids to share what they are excited about," added Rebecca Levey, co-founder KidzVuz.com.
Levey added that part of what makes the online video portal special is that the reviews are not poked and prodded out of the children but rather reflect what they naturally feel. "You can't fake authenticity," she pointed out.
For example, The Tony Awards partnered with the online network for Totally Tonys, a web destination that provided content made especially for kids. The campaign included a young reporter interviewing stars on the red carpet and videos from Broadway families. The Broadway awards show will renew the program again this year.
"I think it's very important to have material of the kids for the kids and by the kids," explained Jan Svendsen, director of marketing and business development for the Tony Awards. "We know from Broadway the number one marketing tool or marketing delivery method is through word of mouth, and it's personal recommendations.”
And, Clever Girls Collective knows how to get people to pay attention. The firm notably ran the social media campaign around Make-A-Wish's Batkid, a young boy named Miles who had a dream of becoming Batman. The non-profit organization turned San Francisco into Gotham City in order to bring his request to life. The social media agency drummed up attention and support for the cause, eventually getting 16,000 people to show up and cheer him on.
"Kids do listen to their peers about a lot of things, and we can certainly benefit from having them help spread the word about what we do," said Jen Wilson, who runs marketing and promotions for Make-A-Wish Foundation.