To Reach Millennial Mothers, Viacom Teams Up With YouTube's 'What's Up Moms'

Branded Hershey's spot debuts today

After helping brands target millennials, Viacom is focusing on a narrower demographic—millennial moms—and teaming up with YouTube parenting channel What's Up Moms to reach them.

What's Up Moms bills itself as the No. 1 moms network on YouTube, where its how-to and comedy videos are viewed more than 19 million times per month. The channel partnered with the branded-content division Viacom Velocity to create three videos that will air on Viacom networks and on both company's digital platforms.

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