Made in Italy has never been easier!
The Story Behind Our Upcycled Denim Shoe Collection
How I Achieved 207% Funding in 24 Hours for my New Brand
As a small company or entrepreneur, launching a new product can be a difficult task. Limited resources, particularly for paid advertising, can present significant challenges. However, with the right strategy, it’s entirely possible to achieve huge success without a massive Ad budget. When we launched our Kickstarter campaign for FlyOn Jacket, we surpassed our funding goal by 207% in just 24 hours. This was an incredible milestone for a new brand. Aditionally we achieved an equivalent to selling 85 jackets + Add-ons on the first day alone! But how exactly did we funded our new brand.
Creating a Pre-Launch Strategy
A solid pre-launch strategy is essential for generating early momentum. We began by conducting in-depth market research to understand the competitive landscape, trends, and the needs of our target audience. Afterwards we took time to analyze where our potential supporters were active and what messages would resonate with them. Also we needed to discover which platforms would drive the most impact. With a clear understanding of our customer base, we identified the best channels to focus on. This groundwork paid off—by the time we launched, our audience was already excited and ready to support. The moment we hit “post,” pledges started pouring in, showing just how important careful planning can be. This was the first step of how we funded our new brand.
Targeted and Organic Marketing
With ambitious goals and a limited ad budget, we had to be incredibly strategic about how we spent every dollar. Instead of pouring money into broad advertisement, we focused on specific audiences. We did this through targeted advertising and organic marketing. This included building a multi-platform approach, using engaging email campaigns, crafting organic content that resonated on Instagram, Facebook, and beyond. By focusing on high-impact content that connected with our audience on a personal level, we were able to build buzz and excitement without overspending. Our organic strategy wasn’t just about volume, it was about creating meaningful, value-driven conversations with our community. Consequently this translated into higher engagement and support.
Having a Community Approach
Our community was the heart of our success. We didn’t just want people to buy our product, we wanted them to feel like they were part of the journey. Over the six weeks leading up to the launch, we secured over 220 reservations and established a VIP Facebook Group that became a hub for our most loyal followers.
Through behind-the-scenes updates, sneak peeks of the product, and direct engagement, we cultivated a sense of exclusivity and trust. This not only allowed us to gather invaluable feedback, helping us make final adjustments to the product, but it also created a strong connection. The community felt personally invested in the success of Wear to Fly, and this was reflected in the impressive conversion rates we saw from our social channels.
Organic Traffic Success
Our organic efforts played an important role in the success of our campaign. We saw more than 20% of our VIP community convert purely through social media engagement. This demonstrated the power of building authentic connections and consistently sharing valuable content. Once we launched, 30% of our overall traffic came directly from organic efforts across our social platforms, far surpassing our expectations.
This wasn’t by accident—it was the result of a well-executed strategy designed to nurture genuine relationships and create buzz around the product. The content we shared emphasized the unique value and innovation of the FlyOn Jacket, giving our audience reasons to stay connected and excited.
Key Takeaways for Small Brands
- Prioritize pre-launch strategy: Conduct thorough market research and understand your target audience.
- Combine targeted and organic marketing: Leverage both paid and organic channels to maximize reach.
- Build a strong community: Engage with your audience and gather valuable feedback.
- Focus on organic traffic: Invest in strategies that drive organic traffic to your platform.
- By following these principles, small brands can achieve remarkable success without relying heavily on paid advertising. With the right research, team, and strategy, it’s possible to launch a successful product and build a thriving business.
And this is part of the explanation of how we funded our new brand. If you are interested in taking your brand to the next level and know exactly how to apply these principles in a personalized way, Book a one-on-one mentorship session with me to learn more about creating a strong communication strategy, launching your brand and achieving your business goals.
Diana Yanes.
