How a Multi-Layered Influencer Matrix Turned Coogam Educational Toys into Bestsellers
As the educational toy industry became mired in homogeneous competition, North American Montessori brand Coogam broke away from traditional marketing approaches by partnering with Arctic Tern to build a multi-layered influencer matrix. This strategy integrated professional Montessori educational concepts into social content dissemination, showcasing both the practical educational value and the everyday application scenarios of Coogam’s products.
The organic combination of “professional educational content” and “social communication models” successfully reshaped the marketing paradigm for maternal and child products, pioneering a growth model centered on content value. Within this framework, building block products became the medium connecting Montessori teaching methods with family-based early education practices, while influencers at different tiers played dual roles—spreading educational philosophy and demonstrating practical usage scenarios.
1. Project Highlights
1) Scientifically Tiered Influencer Ecosystem
A complete pyramid-style influencer collaboration structure was built, ranging from lifestyle-sharing creators at the base to professional education influencers in the middle tier, forming a layered content distribution network. Each tier was carefully selected and positioned to ensure content output that maintains both professional depth and everyday warmth, enabling Montessori educational concepts to permeate on multiple levels.
2) Visualizing Educational Value
Innovatively transformed the abstract principles of Montessori education into tangible, everyday scenarios. Through diverse formats—such as authentic parent-child interactions, classroom application demonstrations, and expert interpretations—parents were able to clearly understand the educational value behind the products, establishing a perception model of “visible educational outcomes.”
3) Localized Integration of Educational Innovation
By deeply analyzing educational and cultural differences across regions, product functions were aligned with local educational needs. Local educators were invited to participate in content creation, ensuring that the dissemination of educational concepts remained both professional and aligned with parents’ cognitive habits in each market—achieving an organic fusion of global brand positioning with localized educational practices.
2. Service Highlights
1) End-to-End Decision Pathway Service
Developed a full-cycle content system covering awareness–interest–decision–loyalty. Tailored communication strategies were designed for different decision-making roles—such as parents of young children, educators, and parenting experts—ensuring precise delivery of educational value.
2) Global Execution with Local Adaptation
Designed operational strategies that balance consistent brand identity with regional educational characteristics, ensuring seamless integration of global educational concepts with local parenting practices.