CASE STUDY | ECOMMERCE • PRE-LAUNCH
How to Win the Hearts of Diehard Star Wars Fans
Twin Star Sabers is a bootstrapped newcomer attempting to disrupt the custom lightsaber market which has seen an increase in demand with the rise in popularity of the Star Wars franchise.
Whether you want to duel with your enemies, master agile spins and tricks, or simply display it as a pristine showpiece, let’s face it, at some point in our lives, we all realize we must own a lightsaber.
Founded by a vision to create a legendary future for lightsaber culture, Twin Star Sabers pursued innovation by prioritizing aesthetic, ergonomics, durability, and the development of advanced technology. A combination lacking in the existing market.
After years of rigorous research and development, the golden prototype was ready. The company wanted to take this product to market through a Kickstarter crowdfunding campaign.
In order to run a successful campaign, Twin Star knew they must drive excitement among fans but they weren’t sure how to do it.
That’s when they turned to Akorn for help.
To generate buzz around the innovative product, Akorn devised a pre-launch campaign strategy, a marketing strategy used by ecommerce business before the official launch of a new product to stimulate early demand.
In addition, Akorn knew that in order for the campaign to succeed, they must cater to the loyal fans with engaging content and messaging strategy. With this in mind, the following strategies were put into action:
- Landing Page: Akorn crafted a captivating landing page to drive sign-ups, serving as a key performance indicator (KPI) to measure the success of this campaign.
- Email Marketing: Akorn developed a email strategy featuring enticing content, providing subscribers access to exclusive content and discounts.
- Teaser Content: Thanks to the collaborative effort of skilled designers and videographers, all passionate Star Wars fans, video and image teaser content was produced.
- With the help of skilled designers and video creators, all who were Star Wars enthusiasts, video and image teaser content was born.
- Social Media Marketing: These highly appealing visuals were subsequently shared across social media platforms for fans to enjoy.
Social Media Followers
The power of the Star Wars fandom is undeniable. Using the above pre-campaign strategies, Twin Star smashed its sign-up target by more than 150% setting them up for success in the next stage of the campaign.
During the same period, Akorn’s engaging content strategy amplified Twin Star Sabers’ social media following. By consistently delivering high-quality content, the brand’s social media engagement rose by 87%, fostering active engagement with their expanding fan base.
Partnering with Akorn empowered Twin Star to effectively establish the community they strived to create. Insights derived from this campaign equipped Twin Star for the next evolution of their venture.
The success of the campaign epitomizes Akorn’s strategic acumen and problem-solving abilities, and their knack for tailoring strategies to each brand and its audience.
As the sage phrase goes, “This is the way.”
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Frequently Asked Questions
A pre-campaign launch in eCommerce is a strategic effort to build anticipation and awareness before the official introduction of a new product, service, or sales event. This phase might involve teasing the upcoming launch on social media, sending out email updates to your subscriber list, and creating preliminary advertising materials. The goal is to generate buzz and ensure that there’s an excited audience ready to purchase when the product or sale officially launches.
In product launches, a pre-campaign can build anticipation, create buzz, and even allow for the collection of early feedback. This stage might include sharing teaser content about the product, revealing features gradually, offering pre-orders for the product, and building an email list of people interested in the launch. These strategies can help ensure that there’s an audience eagerly waiting for the product when it officially launches, increasing the chances of the product being a success.
During the product testing phase, a pre-campaign launch can serve as a tool for gathering early user feedback and creating a sense of ownership among potential customers. This can be achieved by sharing prototypes or beta versions of the product with a select group of users or running a “closed beta” phase where interested customers can sign up to test the product and provide feedback. These strategies help identify any potential issues or improvements before the full product launch, increasing the chances of the product being well-received by the wider market.
In the context of crowdfunding, a pre-campaign launch is vital to building a base of potential backers and creating buzz around the campaign before it officially starts. This might involve building an email list of interested individuals, sharing updates and teasers on social media, creating promotional videos, and reaching out to media outlets. A successful pre-campaign can significantly increase the chances of hitting your funding goals quickly once the campaign officially launches.
In eCommerce, success can be measured through various metrics depending on the specific goals set at the outset. Some key performance indicators could include the number of email signups, social media engagement rates (likes, shares, comments), website traffic, number of pre-orders, or overall audience growth rate during the pre-campaign phase.