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That's all quickly changing now, though. And wisely New York agency Droga5 went precisely against the traditional route to debut sportswear brand Under Armour's FW2017 collection.įor the launch, Droga5 created a series of social media videos, titled Unlike Any, that purposely portray atypical female athletes, capturing exactly what's different about them.įeaturing action from the likes of ballerina Ms Copeland, stuntwoman Jessie Graff, and Zoe Zhang, an actress and Taekwondo Black Belt, the sequences were accompanied not by the pop music you might expect, but poetry by Saul Williams, Aja Monet, Kojey Radical, Dominique Christina and Aristophanes. There was once a time when advertising and branding professionals were rigid and conservative about featuring the 'right' kind of models in their promotions. The Under Armour campaign celebrated an unexpectedly diverse range of sportswomen (Image credit: Under Armour) Think creatively, and seek out ways to pull in an whole new audience for your brand through your product launch. But what we can take away from Nike's House of Go is that a launch needn't just target the core market. Lesson learned: We can't all afford a big budget immersive experience for our customers. "Not only did the euphoria of the experience get me to try the shoes on," she writes, "but the convincing staff somehow persuaded me to run around the block with the shoes, while wearing a skirt." As Sonia Thompson wrote for Inc.com, "I've never considered myself a runner, and the likelihood of me going into a store and lacing up a pair of running shoes to 'see how they feel' was pretty close to zero."īut the fun, child-like nature of Nike's pop-up store changed all that. The brilliance of this campaign was that it pulled in countless people who would never have considered buying a high-end sneaker. The experience was free, as long as you signed up to the Nike+ program via their app. But the sports shoe company truly surpassed itself with its House of Go campaign to launch the Epic React Flyknit running shoe.įor a whole month, the Nike store on Michigan Avenue in Chicago opened a multi-floor pop-up called the House of Go, which included a high-tech treadmill surrounded by three giant screens filled with animated avatars that actually react to movements.Įveryone who visited got to test-drive the new Epic React Flyknit running shoe while using the treadmill. The majority of your effort to build awareness and take pre-orders needs to happen well in advance. Lesson learned: If you're going down the crowdfunding route, don’t wait for the launch to start selling or promoting. This helped them become a top trending Kickstarter project, and they reached their goal of $10,000 in under eight hours ( see their Kickstarter page here). When the Kickstarter went live, the two "dialled for dollars" drawing on the pre-existing community of fans, as well as family, friends and classmates, to boost the number of pre-commitments, share the project on social media, and grow buzz around the product. Word quickly spread around campus, and beyond, and a community started to build around KPOP Sauce. To build awareness, he and co-founder Mike Kim designed a cute container in the shape of a piglet, and began handing them out to everyone they could. Their first product was KPOP Sauce, a Korean chilli sauce based on a recipe from Theo Hanmi's grandmother.
That's exactly what two MBA students did when they launched KPOP Foods, a brand intended to popularise Korean food in the USA.
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One popular tactic, then, is to do a 'soft launch' in advance of the full launch on Kickstarter, to raise awareness and build excitement. Because even if people hear about your product when it appears on Kickstarter, it can be a leap of faith to expect them to part with money immediately. While that sounds great in theory, though, it can be devilishly difficult in practice.
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(See our post on how to successfully launch a Kickstarter.) Using a crowdfunding mechanism like Kickstarter, you can raise the funds in advance to develop and produce it, directly from its intended consumers. But you don't necessarily need a big investment to bring a product to market. The Dollar Shave Club was developed with venture capital. K-Pop Foods officially launched on Kickstarter, but its creators put in the groundwork well before then (Image credit: K-Pop Foods)