Author Clock is “A Novel Way to Tell Time.” It contains thousands of quotes from notable authors and displays passages from literature that tell you the exact time of day.
Author Clock raised $296,741 in it’s first 24 hours on Kickstarter, and in this article, we’re going to break down how we used the LaunchBoom System to blow past six figures on Launch Day.
Step 1: Messaging & Positioning
The starting point for every project we work with is figuring out how we want to position the product to the market.
Our Strategy Team extensively researches competitors to pinpoint what really makes Author Clock unique. Through this research, we came up with three main messaging angles that we wanted to test:
- Stay Inspired: Having Author Clock around is a great reminder to be creative and read new books that you haven’t heard of before.
- Conversation/Statement Piece: Author Clock fits beautifully in any bookworm’s home, and is a unique decoration that’s sure to spark conversations from guests.
- Join a Community: Author Clock allows users to submit quotes to be displayed on the clock, allowing you to contribute and connect with a community of fellow book lovers.
After identifying what made Author Clock special, we focused on figuring out which audiences we wanted to target on Facebook.
Our Strategy Team decided on these four audiences:
- Literature/Classic Authors
- Kindle & Book Stores
- Interior Design
We determined that these audiences would resonate the most with our messaging, and would be the best core users to test our ads and landing pages on before scaling out to larger audiences.
Step 2: Testing With Our Reservation Funnel
Once we have our initial strategy developed, the next step is testing it through our custom Landing Page and Reservation Funnel to optimize our ad creative to get the best lead intent (measured by Cost per Lead) and purchase intent (measured by Cost per Reservation).
Here’s what our funnel looks like:
The ultimate goal of the reservation is to get the user to put down a $1 deposit to reserve the product before you launch. Why? Because those that put down $1 to reserve the product before a launch are 30x more likely to buy.
Step 3: Scaling Our Best Assets With Proprietary Audiences
Through extensive testing on different ad creative and landing pages, we ended up with the following best ad and landing page designs:
Landing Page (Hero Section Pictured):
Once we had tested out what was driving the most traffic and converting the most leads and reservations, we pressed on the gas by increasing our budget and testing out new audiences.
First, we found incredible performance when testing “Newspaper” and “Comic Book” interests. After that, we continued scaling by bringing in one of our most valuable advertising assets—our proprietary crowdfunding backer lists.
LaunchBoom has worked on hundreds of crowdfunding campaigns and has the email lists of millions of crowdfunding backers from those campaigns. Segmenting those users by product category and creating lookalike audiences of them is an extremely powerful way to target high-quality users you can’t find just through Facebook’s normal interest targeting mechanics.
Lookalike audiences are audiences that Facebook creates by leveraging information like demographics, interests and behaviors from your existing customers to find new people who share similar qualities. When you use a lookalike audience, your ad is delivered to that audience of people who are similar to (or “look like”) your existing customers.
Step 4: Implementing Our Learnings Into a High-Performance Campaign Page
The last step in making sure our campaign was set up for success was to build all of our learnings into a campaign page that would resonate with our list and convert the most backers.
First, we put our best-performing Landing Page Headline at the very top of the campaign page.
Then, we structured the rest of the page in order of what features got the best engagement from our leads.
Once we finally launched the campaign on October 12, 2021, we blasted the campaign link to our pre-campaign list and generated a massive raise of $296,741 in just 24 hours!
Breaking six figures on your first day is a huge win, and really helps to create tons of momentum and organic traffic from Kickstarter’s community when everyone on the site sees what a great start Author Clock is off to… and there’s still 29 days left!
Are you looking to launch a product soon? Get in touch with us so we can learn more about you and your new product!