Case Study
PowerX Energy Suite
The Background
Manuel Schönfeld, creator of PowerX came to us for full-service support with his crowdfunding campaign. His technology, the PowerX energy suite is a system of three sensors that provide 360° insight into water and energy usage. Schönfeld wanted to introduce his technology to a community of early adopters of innovative technologies and believed Kickstarter provided the ideal platform for launch.
“Our Facebook Advertising team launched an advertising campaign to pinpoint custom and interest-based audiences. The campaign also used lookalike audiences and optimized for conversions in both pre-launch and the live campaign”
Our Approach
Lead Generation Tactics
Prior to the Kickstarter launch, Enventys Partners created a landing page and ran a lead generation campaign. With pre-launch Facebook lead ads, we gathered new email addresses and created lookalike audiences to reach a broader group of people.
Educating the Audience
In building out the Kickstarter campaign page, our team focused on educating the customer on HOW the technology could improve their lives. While people are generally familiar with utility bills, knowing practical ways to understand and change usage is a bigger challenge. Positioning PowerX as a user-friendly solution to reducing utility bills by providing unprecedented information was an essential part of our strategy.
Facebook Advertising
Our Facebook Advertising team launched an advertising campaign to pinpoint custom and interest-based audiences. The campaign also used lookalike audiences and optimized for conversions in both pre-launch and the live campaign. We tested a variety of gifs and still images, finding in this case, that images were more effective.
Public Relations
Our public relations team identified an early opportunity to position this campaign differently than other Kickstarter campaigns. By providing data and statistics on energy consumption, we were able to position Schönfeld as an expert in the industry, and the product itself as an innovative solution for the average consumer. We created an infographic and pitched journalists early with information about energy usage overall. This opened conversations with journalists and helped secure several earned media hits.
Driving Additional Backers
We also leveraged a feature in the ProductHype Newsletter, several stretch goals at strategic funding levels to encourage sharing and additional backers, and a relationship with BackerKit to drive additional pledges.
Addressing Backer Questions
During the campaign, our team noticed some difficult questions coming into the campaign, and a few pledge cancellations. While cancellations are relatively common, our team works to identify potential reasons for them so campaigns can retain backers and add new ones. We addressed some of the concerns with stretch goals, and by adding a Frequently Asked Questions section.
The Results
PowerX surpassed its funding goal in 48 hours and went on to raise more than $200K before transitioning to Indiegogo’s InDemand. Our team exceeded PowerX internal expectations by more than $100K. Our Facebook Ads saw a 1.48 return on investment and brought in nearly $50K. ProductHype’s newsletter also generated more than $25K in campaign revenue.
Our public relations team leveraged paid and earned media opportunities. Features included Smart Grid Today, Smart Home Assistant, International Business Times, Clean Technica and Martha Stewart Magazine.
Collaborative efforts between Schönfeld and the Enventys Partners team ensured we had high-quality assets to use throughout the campaign. Furthermore, questions and comments from backers and the press were addressed promptly, contributing to the campaign’s success.