Imagine you're juggling 5 balls while running a 100 yard dash. In a blizzard. That's a little like running a crowdfunding campaign for a medical device startup. How could we build trust with a huge audience in just 4 weeks?
People with sleep apnea feel trapped. They can’t even remember what it’s like to get a good night's sleep. And the main treatment option – a clunky CPAP mask – is almost as bad as the condition itself. The majority of patients loathe the mask so much that they quit wearing it after a week.
Our research showed that crowdfunding pages with well-executed video raise 115% more money. So we started with video to showcase the passion, energy, and brilliance of Airing's inventor. When you capture the right emotions and tell an authentic story, the results become exponential. For Airing it meant 896% of their fundraising goal.
We began a simple logo as airy, light, modern and friendly as the product itself. A bright, but simple color palette provided an upbeat, fresh feeling - an aspiration for this audience indeed, many of whom hadn't had a good night's sleep in years.
The average age of a sleep apnea patient is 35 and older – right in Facebook’s sweet spot. So we focused our energy on a handful of strategic, focused, and ultra-targeted paid ads. Once we hit the right influencers with the right message, the campaign took off like wildfire.
raised in 4 weeks