Originating from a company that has long collaborated in the manufacture of some of the most popular apparel brands on the market, Wen Times is committed to designing comfortable, high-performance apparel with the most innovative materials, to offer all consumers the freedom of experiencing the outdoors without fearing extreme cold or adverse weather conditions.
Integrated with aerogel, a patented material used for thermal insulation in NASA’s spacesuits, the Boreas jacket designed by Wen Times presented a brand new functionality that most consumers would easily be skeptical to trust and purchase. Additionally, such an innovative concept coming from a start-up company, with no brand awareness in the eyes of the general public, was difficult to appear real or reliable. Finally, the competition for the same type of product was particularly fierce, as two other jackets were preparing to hit the market at the time of the Boreas launch.
The most effective strategy for testing the market potential of a first-of-its-kind product is to introduce it to the public via crowdfunding platforms.
Allowing for a quick gauge of the public’s reception towards the new product, crowdfunding leads companies to test user experience and learn about consumers’ feedback. With this in mind, we guided Wen Times in pitching its newly developed Boreas jacket on the Indiegogo and Makuake platforms.
Featuring Boreas as “the warmest jacket ever”, providing tested evidence of product functionality, and under the motto “Be Your Adventure”, we encouraged the wearer to experience the outdoors free from any limitations generally imposed by extreme cold or adverse weather conditions.
Check us out on Makuake here.
Behind every number is a decision, a test, and a breakthrough.
We educated consumers about the technical properties of aerogel, working with the client to produce short clips that would clearly demonstrate the high performance of this new insulation material.
In addition to this, we implemented an effective communications campaign that, throughout the support of recognized publications and professional influencers, ensured consumers the confidence of an informed choice when purchasing this new product.
