The Story of Huha

The Story of Huha

The Story of Huha

👏 Crowdfunding

Alexa Suter

Founder

Huha

Women’s underwear designed for feminine health

🇨🇦 Vancouver, BC

📅 2019

🏆 1 Founder

💵 Our Kickstarter goal was $10,700 CAD and we ended up raising $25,997 CAD. To date, we’ve also raised an additional $2,697 CAD through IndieGogo InDemand.

The Story of Huha, women’s underwear designed for feminine health, and some insights into their marketing strategy and Kickstarter campaign!

Intro

Who are you and tell us about your business Huha!

Kickstarter Marketing Strategy

Walk us through your pre-launch marketing…

Did you do any advertising for your Kickstarter?

What are some of the best Kickstarter Marketing Services you used?

Do you have any advice for other entrepreneurs about Kickstarter?

Final Thoughts

What are your sources of inspiration?

What apps or tools are most important to your business?

How are things today and what are your plans for the future of Huha?

Where can we learn more about Huha?

Intro

Who are you and tell us about your business Huha!

Huha is a brand that’s empowering for women. Underwear is deeply connected to our sense of identity, our confidence, and how we feel about our bodies. It’s also linked to our health, particularly for women. Huha aims to provide healthy, sustainable underwear that promotes feminine health. Our fabrics are good for the planet, and our lining is infused with zinc to help avoid yeast infections and odor.  

Do you have any partners or employees?

At present, I do not have any partners. I have one full-time employee, who splits her time between Huha and my other business, Studio Media. And of course, we work with a handful of talented consultants and contractors, including our design and production teams.

What type of products do you make?

Women’s underwear that’s focused on health, sustainability, practicality and comfort. On Kickstarter, we launched two styles –– thong and cheeky –– and surpassed our colorway stretch goal which has allowed us to produce two colours. We’re currently doing our market research to help us in determining what our next product(s) will be. Hint: think plants.

What makes these products unique?

First and foremost, our focus on women’s health. Most women’s underwear are made with synthetic fibers like nylon and polyester, but these fabrics are bad for the planet and equally as bad for our bodies. Because they trap moisture, they result in up to 2,000 times more bacteria growth than our eucalyptus-based fibers. Plus, our lining is infused with zinc oxide, Mother Nature’s healing mineral, which prevents fungi and bad bacteria from growing in the fibers. Ie. our underwear stays fresher longer and promotes vaginal health.

We’ve also focused on practical, comfortable designs and we sell our undies in packs –– just like men’s underwear.

Is the product an expansion of a current business? 

Technically, yes. My first business is Studio Media, a Vancouver-based digital marketing agency focusing on Instagram marketing and content creation. So, naturally, we’ve taken a very digital, social media-driven approach to launching Huha and we plan to be very strong in the digital space.

Do you sell any other products? 

No, but we’re in development of more products to come!

Kickstarter Marketing Strategy

Walk us through your pre-launch marketing...

We are technically still pre-launch, with our launch date set for Spring, 2020 (official launch date to be announced soon!). We considered Kickstarter our pre-launch, which we did plenty of marketing in the months leading up to, including building our first iteration of our website (new website is currently being built), running Facebook ads to grow our email list, and creating content to grow our social media presence. We also leveraged our personal social media channels to help spread the word about Huha and share “behind the scenes” with our existing audiences, as well as run ongoing polls to get immediate market feedback.

Did you do any advertising for your Kickstarter?

Yes, we ran conversion ads on Facebook to grow our email list. The most success we found with this tactic was to ensure our CTA read “Sign up for a HUGE early bird discount when we launch on Kickstarter.” That way, we knew the leads we were getting were showing an intent to buy and, based on our targeting, we felt confident these leads wouldn’t be deterred by novelty or unfamiliarity with the Kickstarter platform. We created audiences who were interested in our product and familiar with Kickstarter or crowdfunding. The issues we continue to run into with Facebook/Instagram marketing is the imagery. We often have ads rejected because of showing “too much skin or nudity.” It’s an ongoing issue when you’re marketing underwear!


The most effective way we acquired new customers was through our (then) 11K audience on Instagram when we launched. We really focused on growing this community by initially sharing to our personal platforms, getting our existing audiences excited, and then setting up strategic partnerships with larger Instagram accounts to help spread the word. We consistently shared behind the scenes and Kickstarter update videos to our brand and personal channels, which really helped to get our audiences excited and create a sense of urgency.

What are some of the best Kickstarter Marketing Services you used?

We hired an agency initially to run our Facebook ads, but were ultimately unsatisfied with results and decided to kill the ad spend about 5 days into the campaign. We were featured in Daily Hive, a Vancouver-based outlet, as well as Chakra Girl Radio, a podcast also run by a Vancouver-based entrepreneur, which helped to get some more eyeballs on our campaign but only ultimately converted a few backers.

We did a few sponsored posts with larger, sustainability focused Instagram accounts towards the end of the campaign, which we *think* converted really well, although it’s more difficult to track attribution from Instagram. By far, what worked best for us was the organic social media presence and our Kickstarter launch party, which we hosted on the night of the launch and had about 100 guests show up to support us! Tapping into our personal networks, and asking them to share with their networks, was by far the best strategy for us.

Do you have any advice for other entrepreneurs about Kickstarter?

We focused almost all of our attention on our marketing strategy leading up to the Kickstarter launch, which is extremely important. But, if we were to do it again, we’d place more of our attention on the campaign strategy during the campaign. A commonality on Kickstarter is that day one is going to be your most successful day, so you want to have a plan to keep the excitement going throughout the campaign. Think about things like stretch goals, surprise Early Bird or Late Owl discounts, and strategies for upselling your existing backers. For example, we offered upsells to our backers (off the cuff, mind you) which essentially allowed them to double their reward at a lower price. Unfortunately, you can’t build this into the campaign reward tiers, but you can simply tell your backers to increase their existing pledge by X to double their reward, and then make a manual note on the backend. This worked really well for us. 

Final Thoughts

What are your sources of inspiration?

We did endless research and read all the articles we could find, but one called ‘Hacking Kickstarter 2.0’ was invaluable!

We also listened to the Funded Today podcast which gave us some great ideas surrounding cross-promotions we wouldn’t have thought of otherwise. But probably the most valuable source of inspiration were two of our friends who are entrepreneurs with Kickstarter experience. They provided us with valuable feedback on our video script and campaign structure, and gave us the support and confidence we needed throughout this overwhelming process.

What apps or tools are most important to your business?

We are big fans of Later, a social scheduling app, which allows us to organize and schedule our social media posts while still ensuring our visual aesthetic stays on point. They also allow for Instagram story scheduling, which has been incredible. We’re also building our website on Shopify, which brings with it a suite of endless apps and integrations to allow for smooth operations and inventory management.

How are things today and what are your plans for the future of Huha?

We’re still technically pre-launch but continue to get regular pre-orders through our in-between platform, IndieGogo Indemand, which has been amazing. We’ve been approached by investors, distributors, and wholesalers quite regularly as well, which has been an exciting reflection of where we might be headed. We’re proud of the community we’ve been able to build online, now over 15K on Instagram, before even having physical product in stock and we feel this is the product and concept validation we need to make our official launch a huge success.

Where can we learn more about Huha?

The best place to stay in touch with us and learn about product updates is on our Instagram @wearhuha. We are also still accepting pre-orders during production on IndieGogo!

The Story of Siggie Lodoen Sportswear

The Story of Siggie Lodoen Sportswear

The Story of Siggie Lodoen Sportswear

👏 Crowdfunding

Jennifer Paulson

Jennifer Paulson

Founder

Siggie Lodoen Sportswear

We make no-bounce, high-impact sports bras for women of all shapes and sizes.

🇺🇸 Houston, TX

📅 May 2017

🏆 1 Founder

💵 Raised $55,029, more than doubling their funding goal.

The Story of Siggie Lodoen Sportswear, a company that makes no-bounce, high-impact sports bras for women, and some insights into their crowdfunding marketing strategy and their upcoming Kickstarter campaign!

Intro

Who are you and tell us about Siggie Lodoen Sportswear!

Kickstarter Marketing Strategy

Walk us through your pre-launch marketing…

Walk us through your Kickstarter email marketing strategy…

What are some of the best Kickstarter Marketing Services you used?

Final Thoughts

Do you have any advice for other entrepreneurs about Kickstarter?

Where can we learn more about Siggie Lodoen Sportswear?

Intro

Who are you and tell us about Siggie Lodoen Sportswear!

I’m Jennifer and I started Siggie Lodoen Sportswear in May of 2017. At that time I left my excellent corporate job in the cosmetics industry to take a leap of faith into the world of entrepreneurship because I saw a hole in the athleticwear market: sports bras for women with larger breasts. When I was growing up I loved to exercise but I could not find a sports bra that would work to control the bounce of my growing chest. It was very discouraging and demotivating not being able to exercise comfortably. I had to wear 2-3 sports bras at the same time just to be able to work-out at all.

In order to solve this problem, I began by partnering with a spacesuit designer from NASA that I had met here in Houston. We worked together tirelessly to engineer a better sports bra. My sister handled all of the marketing and copy writing, we sourced a factory and pattern-maker, and then launched version one of our sports bra on Kickstarter in December 2017. The campaign was so successful, and we were fortunate to have made over $55,029, more than doubling our funding goal. This proved to me that there is a need for our sports bra and that it was important to meet the needs of these women who, like me, could not find an effective sports bra.

After fulfilling the orders from the Kickstarter campaign, I then did a survey of the backers to find out what they liked and didn’t like about the sports bra. We used all of that feedback to revise and perfect the bra and now are ready to launch version two of our Siggie Lodoen sports bra on Kickstarter on March 2!

Kickstarter Marketing Strategy

Walk us through your pre-launch marketing...

We will be launching version two of the sports bra on Kickstarter on March 2. We do have a website that we hired a designer to build back in 2017 when we launched version one. Now, nearly all of the version one sports bras have sold out so the website is really just informative until we restock our inventory.

There is a lot that goes into marketing for a Kickstarter campaign. Valuable information that I learned from our first Kickstarter is that you can’t just invent an amazing product and assume that people will find it and pledge. Our first campaign struggled significantly until on day 17 of 30 we hired Funded Today to market the campaign. Nearly all of the money we raised was done in the last 12 days of the campaign due to the efforts of Funded Today.

From that experience I learned that pre-campaign marketing is essential. For our version two launch we have built a large mailing list of customers, friends, and family and will rely on that heavily to create a buzz and get early pledges. We have found that email marketing is the most effective and that using our company website to collect email addresses of people interested in the product is invaluable. I would also highly recommend that potential Kickstarter creators read through Funded Today’s free Ultimate Crowdfunding Success Guide to make sure that they are doing everything possible to prepare for a successful launch.

Walk us through your kickstarter email marketing strategy...

One marketing strategy that we have had lots of success with is email marketing. This comes in two forms. One form is sending out campaign updates twice a week during Kickstarter campaigns. This is a part of the campaign that should not be discounted. For us it worked wonders at building a strong bond between us and our backers. The early adaptors on Kickstarter are some of our strongest advocates and if they are taken care of and appreciated there is a lot of good that can come from it. We have been blessed with so many kind backers who have reached out and asked how they can help and what they can do to make sure that version two is a success. Keeping in touch during the campaign built this connection for which I am still grateful. They were also happy to share our campaign with their friends and family compounding pledges because they believed in us and our product.

Since that time we have continued to grow our email newsletter list (which is the second form of email marketing we have done). We put a question on our KS backer survey asking if we could add them to our email list and most backers requested to opt in to that. We have continued to grow our list using an email sign-up box on our website and a program called Privy which I mention in detail below. Due to these methods, now, even though our first Kickstarter campaign is long since passed, I am able to still send out monthly email newsletters to our ever-growing list—backers who joined us on day one in December 2017 as well as visitors to the website who just stumbled upon it via Google search yesterday. 

Keeping your backers completely in the loop with your business creates excellent customer retention, engagement, and interest. Every month I receive emails back from our supporters with encouragement and gratitude for the work that we are doing. This list will be super beneficial in the next few weeks as we mobilize our base for the launch of version two on Kickstarter on March 2.

📧 Here’s a link to an email announcing the launch of version 2 of the Siggie Lodoen Sports Bra!

What are some of the best Kickstarter Marketing Services you used?

For our first Kickstarter campaign we tried to do everything by ourselves and weren’t able to generate the volume of traffic required to get enough pledges to our campaign. Out of desperation halfway through the campaign I searched online and found positive reviews on Funded Today which led me to invest in hiring them for our campaign on day 17 of 30. Immediately upon hiring them, our pledges began to skyrocket. In order to succeed on Kickstarter you need to either be excellent at marketing yourself or you need to hire a firm to do your marketing for you. Really evaluate which of these camps you fall into!

Funded Today was a great marketing partner because they were able to get high-quality traffic to my Kickstarter page by placing perfectly designed and targeted Facebook ads. I learned that being able to place the right advertisements can be the difference between success and failure in a campaign. Funded Today has developed complicated algorithms to determine what images work best, what language works best, and which audiences are likely to be interested in your product, so they were able to design really effective social media ads to significantly boost my campaign’s sales.

For version one we were featured in Run Oregon, Gear Junkie, and multiple blogs. These were all free placements. We also did a significant amount of paid Facebook advertising with really high rates of engagement, so I would probably recommend that as a good way to go. We did try paying a PR agency post-campaign but did not get any worthwhile results from this attempt. Our email list is very large and is made up of people who backed our Kickstarter campaign, purchased our bra through the website, and who just expressed interest in receiving updates through our website newsletter signup.

A service that I really like is called Privy and it is available through Shopify. If you go to our website https://siggielodoensportsbra.com/ and wait 3 seconds you can see how it works. It is a free pop-up service that allows you to customize messages for your website visitors. We have had excellent success using this as a sort of landing page and using it to collect email addresses of interested consumers. This then allows us to communicate with them regularly and bring them into the sports bra family. I am anticipating lots of early pledges this campaign from our email list members.

Final Thoughts

Do you have any advice for other entrepreneurs about Kickstarter?

I have tons of advice for other entrepreneurs! Kickstarter is not for the faint of heart or for just dipping your toe in to the water. In order to be successful, you have to commit to your product, your project, and your customers. This will be a full-time job for likely over a year at the least. Do your homework ahead of time and make a solid gameplan for how you are going to market your product. I am a big fan of lists and timelines to make sure that you stay on top of everything.

As I mentioned before, I would recommend hiring a marketing agency such as Funded Today to ensure that your product is seen by enough people during the campaign. Your goal should be to create a circular effect where the more people who back your project the more popular it becomes and thus the more traffic that is organically driven to your project to keep it growing.

Also it is very helpful to have friends, family, and co-workers to help and support you. Trying to do everything yourself will leave you stressed-out and discouraged. Finally, you do have to spend money to make money, so anticipate that there will be a pretty large financial outlay prior to launching. All that being said, this is a very rewarding experience for those who make it to the end of the process!!!

Where can we learn more about Siggie Lodoen Sportswear?

Please do check-out our beautiful website at https://siggielodoensportsbra.com/

You can also follow us on social media on Facebook 

https://www.facebook.com/siggielodoen/

and Instagram

https://www.instagram.com/siggielodoen/

or contact me directly via LinkedIn at https://www.linkedin.com/in/jennifer-paulson-62426720/