Case Study: TODAY builds a thriving parenting community with Tidal Labs

TODAY and Tidal partner together to make the world’s largest parenting network

TODAY partnered with **Tidal Labs** to launch **TODAY Parenting Team**, a social, second-screen parenting community aimed at millennial parents and caregivers. The challenge was to create a space that valued shared experiences over “perfection,” while tapping TODAY’s loyal audience and reaching a valuable older demographic that is often hard to find on social media.

**Tidal Labs** powered both the front- and back-end technology for the community, enabling profile creation, upvotes, leaderboards, badges, and themed weekly campaigns that could also be sponsored by brands. The result was a highly engaged community that drew **5 million visitors in the first month**, surpassed **75 million pageviews**, generated over **100 campaigns**, and produced standout sponsorship performance such as the Johnson’s Baby sleep campaign, which drove **500,000+ visits** to the challenge homepage.

Today

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