TheAsianparent enters influencer marketing with VIP Parents platform

TheAsianparent, a Singapore-based parenting community, has launched its VIP Parents (VIPP) platform to enable brands to engage directly with its “most vocal and influential” members.

Photo credit: Tickled Media

With the parenting community management platform, marketers can tap into the current VIPP base of over 40,000 parents who can participate in surveys or polls, create content, review their products, and attend brand events, as well as be onboarded as official brand ambassadors.

Meanwhile, VIPP also provides theAsianparent community with opportunities to learn and earn. It has a training program for registered VIPP mothers and fathers to help them earn extra income by reviewing, promoting, and engaging with brands they love.

Since going online six months ago, theAsianparent claims that the VIPP platform has been used by over 100 brands to work directly with its network of influential parents.

Influencer marketing has become an essential part in a brand’s advertising strategy. According to Tiger Wang, head of marketing of Shopee Singapore, the key is to “create meaningful connections and conversations through individuals who are trusted in their communities.”

TheAsianparent has over 30 million monthly users across 13 countries. It’s backed by Fosun International, JD.com, Mirae Asset-Naver New Growth Fund, and Vertex Ventures.

The company worked with the Siam Commercial Bank (SCB) and its digital technology investment arm SCB 10x to provide families with curated financial information and analysis as part of an investment in November 2020. It also pushed offline offerings such as events and conferences last year, as well as expanded into commerce to create its own direct-to-consumer line of baby and maternity products.