Vava's First EP Crowdfunding Campaign
Objective: Vava Soultana is a singer-songwriter in London. She came to me with the problem of trying to personally save up the funds necessary for the production of her first EP. I suggested her to start a crowdfunding campaign to generate the funds needed for EP production.
My task: With her contribution and approval, I helped her write all the copy necessary for the Indiegogo campaign, as well as providing ideas for her funding perks.
Insight: The targeted audience for the campaign were separated into two groups: her friends that are very much inclined to support her, and fans of her music that do not personally have any relations with her. It was worth nothing that some of her friends might have assumed that she had sufficient funds needed to produce the EP, whereas the latter group probably did not know very much about her apart from having heard her live performances at various venues.
Strategy: Using the main body of copy, I conveyed the message that Vava needed crowdfunding in order to improve the quality of the EP, rather than just being able to produce it. It was important to inform the readers that the music production costs are high and several, and would be a lot of money to fund on her own. Since she is solo artist that is just beginning her music career, the copy was very personal to its audience as most of them already knew of her if they were reading her campaign, whilst not negating those that may indeed be finding out about her for the first time. The perks were targeted in a similar manner. The tone used was to create the impression that by funding, fans are being actively involved in her EP production, and that their involvement is crucial to the success of the EP as a final product.
Result: Not only was the £500 goal met, it was exceeded by 64%, totalling £820 funded in 30 days.
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