Mechanical watchmaker and Xiaomi Ecosystem member CIGA Design, established in 2012, collaborated with Somos in 2019 to ensure a successful pre-launch for their Indiegogo crowdfunding campaign, promoting their Z-Series titanium mechanical watch.
CIGA Design’s goal for the campaign was to generate 15,000 leads and raise at least $10,000.
To make this happen, we needed to develop the copy for their campaign page and then generate leads via Facebook lead ads and landing page registrations.
CIGA Design Z-Series quickly exceeded its $10,000 goal – reaching $300,000 in funding within 10 days.
By the end of the Indiegogo campaign, $1,047,143 was raised from 4,490 backers. The campaign continues to receive orders through Indiegogo’s INDEMAND program, and at the time of writing, the CIGA Design campaign page has raised over $1.8 million USD with over 7,600 backers.
Our involvement in this campaign was supplementary to CIGA Design’s foundation of having a strong in-house team, great products and compelling visual content. We were able to work closely with CIGA Design's team to fill in the gaps in technical expertise and ensure crowdfunding success with compelling copy, creative consultation, and intelligently targeted ads.
To ensure that we would pique the interest of as many potential CIGA funders as possible, we designed both a landing page which would drive leads and a crowdfunding page to be published on the official launch date.
For the prelaunch phase of the campaign, we produced copy for a landing page designed to tease the upcoming product and collect email leads. We implemented enticing and direct-response oriented copy on both the landing page and the social media ads to optimize the conversion rate.
The page copy for CIGA Design Z-Series underwent multiple iterations in order to succinctly convey the illustrious design and masculine aesthetics of this mechanical timepiece. Compelling copy and visuals converged to create a campaign that was sure to succeed with its target audience of men interested in luxury accessories.
Along the journey, we assisted CIGA Design in molding and refining their brand image by making recommendations ranging from audience targeting to visuals for the Indiegogo page, social media ads, and copy.
During the campaign’s prelaunch phase, we had just 3 weeks to reach a goal of 15,000 leads for the project. To generate a high volume of emails while maintaining lead quality, we opted to split the budget between two ad objectives: conversions and Facebook leads.
Our conversion campaign drove traffic from Facebook and Instagram to a custom landing page where visitors could view more detailed content about the Cigadesign watch before subscribing to email updates. Based on our experience, we knew that these leads would be better qualified but more expensive than Facebook lead ads due to the greater friction of subscribing on a separate webpage.
In order to balance campaign conversion rate with cost per lead, we also ran a Facebook lead campaign. Because Facebook lead ads pre-fill the user’s name and email address, allowing users to sign up without leaving Facebook, cost per lead was lower and easier to maintain throughout the prelaunch campaign.
We continually optimized the ads by testing new creatives, audiences and bidding strategies as we rapidly scaled the budget. Our ads targeted men from 15 countries who were interested in mechanical watch brands such as Invicta and Rolex, or who had previously engaged with CIGA’s brand through their website, social media, or video views.
We wrapped up the lead generation campaigns with a total of 15,995 leads, split roughly evenly between the landing page and Facebook lead objectives. The overall cost per lead was $1.63.
CIGA Design Z-Series quickly exceeded its $10,000 goal – reaching over $300,000 in funding within 10 days.
By the end of the Indiegogo campaign, $1,047,143 was raised from 4,490 backers. The campaign continues to receive orders through Indiegogo’s INDEMAND program, and at the time of writing, the CIGA Design campaign page has raised over $1.8 million USD with over 7,600 backers.
Our involvement in this campaign was supplementary to CIGA Design’s foundation of having a strong in-house team, great products and compelling visual content. We were able to work closely with CIGA Design's team to fill in the gaps in technical expertise and ensure crowdfunding success with compelling copy, creative consultation, and intelligently targeted ads.
