Achieving $200K In Crowdfunding Sales In 30 Days
This company needed to maximize their crowdfunding Kickstarter campaign sales in just 30 days. Together, the team reached their funding goal of $50,000 in under 24 hours and achieved $190,000 in pre-order sales over the span of the campaign, reaching almost 4x their original funding goal.
About the client
A revolutionary sleep technology based on years of research, this pillow activates your nervous system’s relaxation response. The product has been reviewed by publications, such as Forbes, Marie Claire, and CNN, and has published research from Columbia University.
We have been charged with figuring out how to drive pre-order sales in a very limited time period.
The biggest challenge? Target the right perspective customers on Facebook with somewhat limited customer data.
We needed to find the right audience and do it fast so that the client can meet their funding goal in under 30 days.
We developed a few potential audiences that were varied in demographic and socioeconomic statuses. We’ve identified the potential audiences that might be interested in this product, including women with children who make household purchasing decisions, parents of special needs children, as well as high-performers, and people higher up the career ladders. Some audiences were built on existing customer data while others used interest-based targeting and success signals from related products and market research. Through continuous testing of messaging and creative, we were able to pinpoint the most engaged audience and develop the right product positioning.
Develop hypotheses on target audiences and test a variety of potential audiences to gain insight into demand
Gather data that can be later used for cold targeting, retargeting and lookalike audiences
Test a variety of messaging relevant to specific demographics so we can develop the correct brand positioning
On Facebook, we implemented five different campaigns targeting a variety of potential customers, which included mothers with children, technology aficionados, people with interests in sleep and mental health, and busy executives.
After a few weeks of collecting data on website visitors, we were able to reach audiences similar to people who had already pre-ordered the product or has visited the Kickstarter page which allowed to reach highly relevant audiences at scale.
thousand dollars funding goal reached in under 24 hours
thousand dollars funded in 30 days