Finding the granularity in a crowded space
Started in 2013, Zendure is a charging technology company combining durability and style in a wide portfolio of consumer electronics that are sold in over one hundred countries worldwide, with the mission to deliver innovative charging solutions to empower mobile living.
Adapters make great gifts for travelers. And unfortunately, many companies know that. This consumer market niche has been overwhelmed since a long time ago. And unfortunately, no universal travel adapter is truly “universal”. There are 15 different types of sockets used globally. As such, the core mission Naturality was assigned in this project was to identify the best-performing demographic segments under each level of the conversion funnel in our multi-channel advertising strategy.
Naturality started by analyzing other projects of similar categories on Kickstarter between 2019 to 2022 so as to set the right budget for both the prelaunch and campaign live period. We later divided our advertising activities to find our best-performing ads before scaling the daily budget to keep the perfect balance between spending and return, all while keeping in mind we had less than a month for the testing. Our ads were granularly separated based on different types of ad creatives, countries, and interests. As a result, our Cost Per Lead started from $7.44 on the first day and “traveled” all the way down to $2.11 on the final day with our daily ad optimization and tactical implementation of new creatives.
Behind every number is a decision, a test, and a breakthrough.
