Zèta was launched in September 2020 through a crowdfunding campaign on Ulule. In 1 month, 2,683 pairs of Alpha were pre-ordered, making it the most funded fashion campaign on the platform!
Today, we are sharing 5 tips for a successful crowdfunding campaign.
1) Bet everything on video!
Everyone will tell you that 80% of people who visit your project page will watch your presentation video without dwelling on your visuals (note, this does not mean you should neglect them!).
Whether you adopt a funny, serious or even both tones: your video must be clear, with good quality image and sound, and concise enough not to exceed 2 minutes.
Laure's tip: Work on your script and detail each scene in writing with precision so that everything is clear and prepared for the day of the shoot. Don't hesitate to introduce yourself in the video: everyone wants to know who is behind this fantastic project ;-)
Find the video here!
2) Make sure your visuals are clear!
You have never tried your hand at design and you don't have a creative streak?
Nobody is asking you to be Picasso. Everything can be learnt!
The important thing is to communicate clearly: a few key figures, the problem you encountered, the problem your solution addresses, the origin of the project and its founder.
Laure's tip: Don't have the resources to hire a communications agency? No worries! Canva is an easy-to-use tool that will help you create quality visuals.
3) Prepare a press kit for your crowdfunding!
As we all know, the media play an essential role at the launch of a project. Several weeks before launch, build a database gathering press contacts (print and online), radio and television.
Prepare a press kit with an eye-catching visual and a concise one-page press release.
Please note: it should not be sent on the day of the launch but a few days beforehand so that the journalist has time to schedule the publication of their article. If your idea needs to remain secret until launch day, don't hesitate to ask journalists to keep the information under embargo.
Don't overlook any media outlet! Whether it's a local newspaper or a specialist niche publication: each one matters. The more appearances you make, the more your project will deserve to be known by everyone.
Laure's tip: At the end of your crowdfunding campaign, consider adding a "Download the press kit" button with a PDF link. This way, journalists will have free access to all the necessary information and you will increase your chances of gaining visibility.
4) Communicate!
Nobody should find out that you are launching your crowdfunding campaign on launch day. For social media, set up a reverse planning schedule for your various posts and stories.
The secret? Spark curiosity without giving too much away. Mini-teasers, blurred photos or even riddles… keep the suspense going until launch day.
Laure's tip: Prepare, organise and plan! There are tools such as Hootsuite and Planthat that will help you schedule and plan your communications.
5) Set yourself some goals!
Whether in terms of timing or finances, setting objectives in advance helps to consolidate your project.
Your campaign should be long enough to build momentum around your project and reach enough people to achieve your launch goals.
But not too long, or your momentum may run out of steam...
Laure's tip: Don't hesitate to detail your financial goals step by step (how this campaign will help you!) in order to ensure complete transparency and motivate your community to get involved alongside you.
The cards are now in your hands: it's your turn to play!
