Last year, these high school sweethearts raised $1,057,307 with their first board game.
But they were just getting started.
Less than one year later, they launched their next game, raising another $558,038.
Here’s how they did it.
Meet Amy and Dusty Droz – the creators of La Fleur and one of my favorite success stories at LaunchBoom.
We first met over a year ago to help them launch their first game, Botany, raising $1,057,307. It was a big success (you can read about it in my Botany case study).
But like I said before, they were just getting started.
They had another idea that was still “in the world of Botany.” A strategy board game where players compete to build the most prestigious French garden and host elaborate parties. It’d be called, La Fleur.
Dusty & Amy and the LaunchBoom team got back to work. And on April 30, 2024, their 2nd Kickstarter went live.
They raised $155,850 in just the first day… and by the end of the campaign, they had made $558,038 from 6,532 backers.
Like their first launch, a huge part of their strategy was focusing on the pre-launch.
Let’s dive into what that was.
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La Fleur’s pre-launch marketing strategy
Making $155,850 in one day is no small feat. It was largely possible because Amy & Dusty understood the value of pre-launch marketing. And not just any pre-launch marketing, but building an email list of superfans before they launched. Here’s how they did it.
1. La Fleur drove traffic with Meta Ads
Meta ads are the first step to build a pre-launch email list. This is how La Fleur drove traffic. They tested many different variations of copy and imagery, but here was their best performing ad.
2. La Fleur collected email addresses on a landing page
The landing page is where they explained their product and collected email addresses. The landing page looked like this:
By the way, this is a screenshot from our LaunchKit software that all LaunchBoom Creators get access to.
3. La Fleur collected $1 reservations
This is an optional step that creators can take if they want to understand who on their email list is most likely to buy. It requires creating a “VIP Offer” where you give something valuable to the backer in exchange for a deposit in the pre-launch.
- Receive the “J’adore Mon Amaryllis” mini expansion ($9 MSRP) added to their pledge on Kickstarter
The most important thing to know is that people who put down the reservation were way more likely to buy.
La Fleur got funded on day one
Leading into the launch, Amy and Dusty had 2,602 people who had put down a $1 reservation deposit. We’ve found that “number of reservations” is one of the best predictors of how successful a launch will be. And just as predicted, the campaign took off.
On the first day, they made $155,850. And by the end of the campaign, they had driven $558,038 in revenue from 6,532 backers. All by following the LaunchBoom system.
Here’s what Amy and Dusty had to say about working with us:
How Amy and Dusty Raised Over $1M on Their First Kickstarter
Check out this Masters of Crowdfunding podcast we recorded with Amy and Dusty.
Do you have a game idea like Amy and Dusty?
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