Case Study: How to Use Social Media to Market a Kickstarter Campaign
May 21, 2018
Successful Kickstarter campaigns don’t just happen. They’re the result of marketing efforts that target the right audience and motivate them to back your project. Here’s a Kickstarter marketing case study on how we helped Brau Supply get their Unibräu product funded.
Kickstarter is a beautiful thing. It creates awareness while raising capital. It helps ventures that might otherwise wither start strong. From that start, a successful long-term business can grow.
Many people look to Kickstarter as a way to get initial funding for a new idea. But they overlook something. If few to no people know about your Kickstarter, it’s may end up a kickstopper. Just putting yourself on the platform and telling your friends to back you is not enough.
Many people think about how they’ll market after their Kickstarter is funded. But the truth is your marketing efforts begin with Kickstarter. After all, you’re looking for people to invest in your idea – in other words, customers.
Here is a case study on how Marketing 360® helped Brau Supply get the Unibräu all-in-one homebrew system funded on Kickstarter and on its way to overall marketing success, starting with an overview from owner Steven Liesch:
Leveraging Facebook
The strategy behind Kickstarter marketing is straightforward. First, find people who have an interest in your idea. Also, find people who are innovative buyers that like to be the first to get a new product.
Facebook ads are an excellent way to target this type of audience.
In the case of Unibräu, we targeted people who:
- Had an interest in home beer brewing.
- Had an interest in Kickstarter with a history of pledging to campaigns.
With just those interests and demographics, we had a remarkably targeted campaign to run ads like this:
We did the same on Instagram:
These ads create awareness with the right group, and they encourage initial enrollment.
Campaigns were run with two different goals. First, we directed people to the Kickstarter page directly where they would be exposed to the full pitch, anchored by this video:
However, knowing even our targeted audience wouldn’t all commit on an initial visit to the page, we also captured emails so we could use an email campaign to remind people as the deadline for funding the project approached.
Also, we used retargeting ads as we built out our engagement audiences so we could hit them with reminders to fund the project.
Last, we created a professional presentation with videos and info on the Kickstarter page itself. Brau Supply, working with Marketing 360®, did an excellent job of this.
The project was successfully funded, the product was finalized and shipped, and Brau Supply is taking its place as one of the leaders in home beer brewing supplies.
That’s what a successfully marketed Kickstarter campaign can do for you.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
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