CB: You recently launched Momversation. Can you tell me how that project came to life and how Target got involved?
MW: We officially launched Momversation.com on November 12. We launched a mom-focused property about six months ago called “CoolMom” where Daphne Brogden, who is a talented comedian, TV host, and mother, gives daily humorous insights about motherhood through video and blogging.
CoolMom gave us a great window into the world of mom blogging. We began thinking: why not get a bunch of the more popular mom bloggers together and give them the opportunity to express their opinions and stories with each other through video? We decided it was a great format for us to pursue, and we began developing it.
We approached Target a few months ago with the idea. They liked the idea and the rest is history.
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