Resiners Purair Kickstarter crowdfunding

Resiners is a creative brand founded by a structural engineer driven by a passion for resin DIY art. By integrating innovative technology with craftsmanship, Resiners has established a strong presence in the fields of resin curing and handcraft tools. Signature products like the Cure II and the AirLess Bubble Removal Machine are praised for improving curing speed, eliminating bubbles, and enhancing the resin crafting experience. Beyond equipment, Resiners has also developed resins, pigments, and accessories to make resin art creation easier, cleaner, and more inspiring. After years of dedication, Resiners has emerged as a widely recognized unicorn brand in the resin DIY community.

Following the successful launches of the Cure II Curing Machine and the AirLess Bubble Remover, Resiners planned to introduce a strategic new product: Purai, a professional air purifier specifically designed for resin TVOC removal. Naturality was entrusted with developing and executing the crowdfunding strategy for the launch. Purair is not only Resiners’ first air purifier but also the market’s first purifier tailored for resin artists. As crowdfunding platforms had seen almost no resin-specific projects and resin creators were not highly concentrated on these platforms, the project faced two major challenges: how to drive resin enthusiasts to the crowdfunding platform, and how to effectively educate users and build trust in this brand-new product category.

During the pre-launch phase, we conducted in-depth user research that revealed two key insights: most potential customers had never interacted with crowdfunding platforms, and many were skeptical about the functionality and practicality of Purair. To address these concerns, we developed targeted marketing content—including tutorial videos, educational materials, and authentic customer testimonials—and distributed them across multiple channels such as social media, paid advertisements, and email campaigns. These efforts systematically lowered conversion barriers. We also designed a high-converting crowdfunding page that not only aligned with the brand’s identity but also directly addressed user concerns based on our research findings. As a result, marketing channels that specifically tackled these user pain points delivered notable conversions—especially paid advertising, which significantly exceeded our expectations. Overall, the project outperformed our initial goals.