CONTEXT
I was hired by the founders of a startup (DUO) to handle all the marketing and advertising for their prelaunch campaign. The product they were launching was an iPhone case with a 3000mAh battery to simultaneously charge your JUUL and phone, paired with storage compartments for your JUUL and an extra pod.
Deliverables:
Brand Proposal
Pre-Launch Campaign
Product & Content Pictures
Brand Logo & illustrations
Shopify Website
Creative copywriting
ACTION
BRAND DEVELOPMENT
Identified our target audience and built a brand around what they would resonate with most. This involved the brand logo (similar to the JUUL logo to trigger product association), rich colours, premium positioning strategy, and brand language.
ASSET CREATION
Shot product photos for Shopify and Kickstarter launch. Created content plan and shot lifestyle photos for the Instagram page.
VOLTAGE PLAN
Posted content according to Instagram algorithm best practices while reaching out to relevant public figures through our socials to create awareness. Resulted in 9,000 followers and a 4% engagement rate on posts.
KICKSTARTER CAMPAIGN
Planned and developed Kickstarter campaign to help generate our first round of buyers. Built Shopify store in advance to be ready to accept orders after crowdfunding stage and orders were complete to convert second wave of buyers to our platform.
RESULT
The pre-launch campaign gained the attention of many influencers such as Steve Aoki, Leo McManus, and many popular YouTubers. This lead to a partnership with influencers Vitaly Zdorovetskiy and Kinsey Wolanski (combined Instagram following of 6.7 million) for a share in the company.
Below is Vitaly's promotional content showcasing the DUO charging case. This was featured on popular platforms such as WorldStar and other influencers' pages.
BAN ON VAPE PRODUCTS
Halfway through the campaign, Trump’s administration banned flavoured vape products. This made running advertisements and continuing the use of influencers almost impossible. Due to all the restrictions, the startup decided it was best to ship out the units sold, and shut down the project.