GoldenElms (金榆) Digest #009: Crowdfunding Launch and Social Growth!
Crowdfunding Launch and Social Growth!
May 21st, 2018 – May 27th, 2018
This was a very exciting week for gDiapers (aka gChina). On Monday, we published our crowdfunding (众筹) campaign on Taobao and had overwhelmingly positive feedback on social!
Taobao Crowdfunding Campaign
We’re off to a good start! We’ve sold quite a bit of product and had a ton of customers asking questions about the gDiapers. I personally have been talking with every customer and can’t stress enough how valuable this information is. Customers know best :). I plan on doing this as long as I possibly can.
From the outset, our goals for the crowdfunding campaign are as follows:
- A/B test marketing messaging with customers to see what converts. We tested a few different marketing videos, as well is slogans – both environmentally focused / fashion focused. Based on the first, fashion was the clear winner.
- Develop the first core group of customers for feedback.
Here’s a link if you’d like to check out our campaign: https://izhongchou.taobao.com/dreamdetail.htm?id=20077217&
Another awesome piece of new is that we made it onto the front page of Taobao’s crowdfunding app! To maximize organic traffic from Taobao, the goal to well enough product within the first two days to be listed on the “hot sellers” page, so anyone that comes to the site can see our product. We did it!
Below is the homepage on the Taobao app, and about 2/3 down the page is the window for crowdfunding.
Taobao Crowd Funding “Window
Once you click into Taobao’s crowdfunding page, the first tab is “hot sales” and we were listed 5 from the top — awesome!
gDiapers on the “hot” sales page!
We are still listed on the top page and hope to remain there throughout the whole campaign. Onwards and upwards!
Weibo “Lucky Draw” Promotion
To generate buzz for our crowding funding campaign, we ran a promotion called “lucky draw” (抽奖) through Weibo. How it works, is for every person that retweets our post, they automatically are entered into the lucky draw. Monday, we will live stream through the Weibo platform to pick 5 names from the hat, and the winners receive a free Try Me Bundle from us!
Since we just launched the Weibo account, we only had 12 followers (not a whole lot of reach) and I personally have 10k+ followers on Weibo, which helped, but we still had to figure out a way to get our name out there.
So…we contacted a KOL (“key opinion leader”) in the baby product space with 4M+ followers and paid $100 for them to retweet to their followers — the feedback was amazing!
Within 3 hours, we had 853 retweets and 242 comments, and added 125 followers to our gDiapers account! I spent the afternoon personally responding to each and every comment. They loved us! Some customers had actually used gDiapers abroad and we’re thrilled to see the brand coming to China.
Overall the campaign was very successful and re-affirmed there is a market for gDiapers in China. Pedal to the metal!
WeChat Official Account
As mentioned in last weeks Digest #008, we launched our official WeChat Service Account for gDiapers. Since we can only push out 4 posts/month, we published our first in conjunction with the Royal Wedding and got 565 views! We will keep grinding out followers.
Social is a big part of our marketing strategy because the diapers photograph so well, and gDiapers global community is so strong. We’ll continue to grow/engage directly with customers and build a die-hard, core group of customers that love us as much as we love them.
We’ve got a lot of work to do to keep selling product through the crowdfunding and are working to build our social following! One customer at a time!
Thanks for reading and being apart of our journey.