Goldieblox: A company worth sharing

With the Superbowl quickly approaching, commercials and viral marketing are buzz words in every marketing classroom, newsroom, and boardroom. Remember this commercial from last year?

Last year, Goldieblox became a nationally recognized brand. Just two years before, in 2012, Goldieblox was searching for funds on Kickstarter to produce its first batch of girl-empowering engineering toys. How did the Goldieblox gain notoriety so quickly? A study of the company provides a few key lessons for product and brand managers interested in the toy market:

1. Be authentic. Goldieblox has a mission - to increase the number of females in STEM fields. Because Goldieblox stands for something larger than sales revenue, it is company which parents, especially millennial moms, are happy to support. 

2. Use video marketing. To accomplish her goal, Debbie Sterling, CEO and founder of Goldieblox, had to attract attention. The following ad accompanied Sterling's Kickstarter campaign. Videos are affordable for you and enjoyable for your audience. 

3. The combination of authenticity and video - Be shareable. Social networking is the reason for Goldieblox's rise to fame. Kickstarter users genuinely enjoyed watching the initial video, so they shared it with their friends, who shared it with their friends. After 111.5 million viewers tuned into the Superbowl, a Goldieblox video ad circulated through news feeds across social platforms once again. With a unique company mission and excellent video marketing strategy, Goldieblox captured America's attention.

A memo for companies on partnering with blog influencers

Partnering with popular blogs is a great way to communicate with parents about your brand or product. Top blogs have good reach, but, most importantly, they are written by trusted sources. The moms and dads behind popular parenting blogs are influencers, and they are better than traditional advertising platforms. Your audience isn't turned off by a product pushing message. They are intrigued by the influencer - their source of daily entertainment, their friend, their expert on all things parenting - and decide to give your brand or product a try.

However, partnering with an influencer for a sponsored post isn't a submiminal scheme to get your sales revenue up. It's a partnership in communication with your audience. It's a way to encourage communication and spread word of mouth about the helpful, innovative products your company can offer. If your products aren't helpful and innovative, then influencers won't become your advocates. Blogs aren't a platform where you can obscure your product's shortcomings with cartoon characters and jingles. Blogs are a platform where you nudge the writer, say "Hey, here's what my company has to offer. What do you think about it?" and then watch them publish your sponsored post, love the product, and continue to praise and use the product, hence becoming your advocate. The key? With good offerings and a blogging influencer, you can generate new, loyal customers.

Which influencer should you ask to support your company? Cision, a global PR and media company, published a list of the top 50 mommy bloggers in 2014 (http://www.cision.com/us/2014/05/top-50-u-s-mom-bloggers/). However, randomly picking from the top of lists like these won't suffice. Your blogger should speak to your audience - and your audience is likely more defined than "parent." Here are a few suggestions:

• For high end products designed for the stylish, trendy, parent: Jessica Shyba of mommasgonecity.com. Jessica became popular after pictures of Theo and Beau, an adorable toddler and puppy duo, napping together circulated the internet. Brands associated with Jessica include Nordstrom and Orbit Travel Systems. Companies interested in family pets may also find an audience with mommasgonecity.com.

A snapshot of Jessica's post for Orbit Travel Systems. http://www.mommasgonecity.com/

• For products designed for creative, playful kids whose parents prize both quality and value: Angie Keiser of fashionbymayhem.com. Angie and her daughter, known as Mayhem, became popular with pictures of their glamorous handmade paper dresses. Brands associated with Mayhem include Nintendo and J. Crew. Companies catering to food allergies may also find an audience with fashionbymayhem.com.

A snapshot of Mayhem's Mama's post for Nintendo 2DS. http://www.fashionbymayhem.com/

• For daily use products designed for healthy, happy families who also prize value: Melissa Weintraud of the-mommyhood-chronicles.com. The Mommyhood Chronicles features recipes, innovative parent-helper products (like trendier versions of baby gates), and children's activities ideas. Brands associated with the blog include Zum Zum Bikes and Build-a-Bear. Melissa features many product giveaways and boasts an established readership, so her advocacy is highly valued. 

A snapshot of Melissa's post for a safety barrier producer. http://www.the-mommyhood-chronicles.com/

Numerous other parenting blogs exist. Each has a specific tone. The key? Find a popular blogger whose interests match your company mission. Blog influencers can become your top allies as you market better products for happier families. 

Please note: Images belong to the respective blog owners and are protected under copyright.