In 2011, we started XY Media because we saw a disconnect between the media’s portrayal of dads and the everyday realities of fatherhood that are much more prevalent in today’s society. Whereas the media and marketing efforts portrays dads as bumbling buffoons, we knew that fathers were competent parents, loving husbands, community leaders, and digital influencers. These men were our friends, our colleagues, and the fabric of our online network.
Our first major project was a 2011 social video campaign for Philips Norelco tied to the annual Movember campaign. This was followed by the inaugural Dad 2.0 Summit, held in Austin, Texas to a sold-out crowd of bloggers, brands and media. Our client roster and project list has grown over the years, and the 2nd Annual Dad 2.0 Summit saw a 22% increase in attendance and a 143% increase in online impressions.
Our efforts to elevate the perception of fatherhood in our culture, and with it the status of adult men as significant consumer demographic among marketers – have a long way to go, but are gaining traction. In February 2013, the New York Times recognized the new dad movement and our work to promote it in a Sunday Business feature article.