SMART PARKA
KICKSTARTER LAUNCH

I worked with the team at NorthAware to create a Kickstarter launch communications strategy for their new product, the Smart Parka. Promoting a new Kickstarter can be tough. It's hard to get reporters interested in writing about crowdfunding campaigns until they near their goal. So how do you get the public's attention? It's all about social media and recruiting influencers.

When I joined the project, I wrote two press releases, one for the launch and one announcing our expected fundraising success. Then, I reviewed and edited all of the written content on the Smart Parka Kickstarter page.

For social media, I created posts and graphics optimized for Twitter and Facebook and helped NorthAware admin their pages. Our press releases were distributed via PR Web and to custom media lists I created of reporters and bloggers who had recently written about wearable tech, fashion and crowdfunding.

At the same time, the NorthAware team was reaching out to social media influencers and bloggers who were given an incentive to post about the Smart Parka on their sites and on social media.

The Smart Parka Kickstarter reached 120% of its goal by its second day and eventually raised nearly $2.5 million USD.