March Mohu Madness
Objectives
Successfully launch Mohu’s new Channels TV streaming product via a Kickstarter campaign
Generate broad consumer and industry awareness for Channels
Raise $35,000 and drive direct sales of 1,000 Channels units
Strategies
Launch an integrated earned and paid media campaign to support Kickstarter donations and product sales
Target potential backers and existing audiences via e-mail newsletter and advertising on social networks using Facebook and Twitter Custom Audiences
Engage media through strategic outreach and in-person product demos throughout the month of March
Results
Secured 49 positive articles in top tier outlets including USA Today, Forbes and Lifehacker
Moved more than 1,000 units in just 45 days
Achieved funding goal of $35,000 in just two days and hit five additional stretch goals, bringing the total amount raised to $144,890
Generated 16,841 impressions from Twitter Custom Audience Advertising, with a click-thru rate of 4.94%, and generated 18,418 impressions from Facebook Custom Audience Advertising, with a click-thru rate of 15.2%
Digital advertising campaign led to $4,536 in earnings, with a 178% ROI