Objective: Drive engagement and contributions to the Epic Wipes Kickstarter campaign, surpassing its funding goal through an innovative social media contest.
Challenge
Epic Wipes, an eco-friendly oversized wipe product, needed to stand out in a crowded crowdfunding space. The goal was to raise awareness and drive backers to their Kickstarter campaign, leveraging social media to amplify their reach and incentivize participation.
Insight
Crowdfunding backers are often motivated by community involvement and the potential for exclusive rewards. A gamified social media approach could enhance engagement and encourage word-of-mouth promotion.
Opportunity
Launch a social media contest offering additional Kickstarter entries for completing tasks that promote the campaign, building excitement and leveraging participants’ networks to expand reach.
Solution
- Contest Design:
Designed a point-based system where participants could earn entries for the Kickstarter rewards by completing specific tasks:- Sharing the campaign on social media.
- Referring friends to back the Kickstarter.
- Posting creative photos or videos featuring how they would use Epic Wipes.
- Engaging with the brand on platforms like Instagram, Twitter, and Facebook.
- Incentives:
Participants could win early-bird rewards or additional Kickstarter perks based on their engagement level. - Tools and Tracking:
Integrated a third-party contest platform to manage entries, track referrals, and ensure fairness. Social media monitoring tools were used to track hashtags and posts for user-generated content. - Content Strategy:
Developed visually engaging posts and video content showcasing Epic Wipes’ utility, emphasizing adventure, fitness, and eco-friendliness. - Community Engagement:
Actively responded to user posts, creating a sense of inclusion and encouraging further participation.
Results
- The Kickstarter funding goal was exceeded by 350%, showcasing the power of a well-executed social media strategy.
- The contest generated substantial organic reach, with hundreds of participants sharing and promoting the campaign.
- User-generated content highlighted innovative uses for Epic Wipes, increasing visibility and fostering community connection.
- Post-campaign analysis revealed that referrals and contest entries directly contributed to a significant percentage of backers.
