🇨🇦 Vancouver, BC
🏆 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!
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?
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?
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!
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.
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.
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.
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.
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.
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.
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.