Case Study:
William Curley Kickstarter Crowdfunding – The Ultimate Chocolate Boutique, Soho
The Brief:
To create a William Curley MCA Kickstarter Crowdfunding video for ‘The Ultimate Chocolate Boutique’ in Soho. In addition, to create additional content from both stills and video to help drive the campaign creating awareness and supporting the Kickstarter page. This was to be completed in time for the Crowdfund launch in November.
Objective/The Brief
SMART model
Specific, Measurable, Achievable, Realistic , Time bound
Specific content was required and created to support the campaign. This was measurable against cost and engagement levels. This was an achievable objective by our production team and close communication with William. This was a realistic objective because of the competencies of the whole team. The objective was achieved in the timeframe of November and December 2018.
Location:
Smith’s Court, Soho and William Curley’s kitchen, West London.
Timing:
All assets to be ready for the Crowdfunding launch, November 2018
Content Creation:
Video:
Firstly a script was generated to communicate William’s story and reason for crowdfunding. Interview footage of William, profiling him and capturing his philosophy and aims of The Ultimate Chocolate Boutique in Soho through crowdfunding. A ‘shot list’ was then created to ensure correct footage was captured during film days at Smith’s Court and William’s kitchen. Agreed style within the editing and accompanying music to be carried across all assets.
Photography:
Stills taken at Smith’s Court, Soho and in William’s kitchen generating more assets for social media.
Outcome:
The crowdfunding video was created for the Kickstarter and seeded on other platforms. A separate promo video for profiling the William Curley brand and Channel Trailer on William’s new Youtube channel. Additional content for daily use on all Social Media platforms was produced: memes gifs and interviews.
https://youtu.be/rDf2m0BFJqw
Social Media Campaign
Objective:
To drive traffic to The Ultimate Chocolate Boutique Kickstarter page to generate support through creating ‘noise’ by placing assets on social media. For HM and William to work on this in a collaborative manner.
Promotional tools:
The campaign was supported through strategic social media planning. Specific sponsored targeting on Facebook took place. A shortened bitly code was also generated for aesthetic and tracking.
Results Overview:
Over 150 pieces of assets was placed on Social Media
On average 5 pieces was uploaded daily through scheduling which involved the various tagging and use of #hashtags.
Instagram:
Video clips: interviews and stills: >10K
Stills: Likes: >6K Daily Stories
Bitly Link: Clicks: >4K
Facebook: Video views: >12K
Twitter: Likes: >2K
Video views: >8.5K
Crowdfunding Target was achieved >£80K
As well as reaching target, the social media campaign was successful for several reasons:
- Quality, quantity and diversity of creative assets used.
- Timeframe, short and pressurized to reach the goal.
- The reputation of the William Curley Brand helped ensure success.
- Chocolate, always topical.
- Crowdfunding – relevant and raises interest.
