We started the conversation well in advance and secured some top tier coverage before the campaign was even launched. We kept pushing through the campaign and managed to capitalise on the traction to secure media that weren’t convinced at first. We approached the relevant audience of press and focused on the technology and sports caliber and general press like Forbes, New York Times, TechCrunch, Le Monde, Men'sHealth, BBC and Engadget

We made sure the proper guidelines and best practices were in place so that the Pre-campaign could effectively catch emails in order to have a strong start. The Pre-campaign was also used to get feedback from all of Hexo+ market segments.

Social media was used to keep the audience excited and to create a feeling of anticipation during the pre-campaign. It also helped us test and tweak the campaign to target users who are more likely to convert and increase ROI. The first step was collecting emails from the pre-campaign website. After that, we made the final adjustment to target Kickstarter users better and went from email catching oriented campaigns to Kickstarter sale campaigns. The pre-campaign website was the first step. After that, we made the final adjustment to target Kickstarter user better and go from email catching oriented campaigns to Kickstarter sale campaigns.