BioSelf Technology wanted to raise more than £300,000 on Indiegogo to increase the production of Sensate.
They also wanted to generate coverage to educate the world on vagus nerve-stimulation technology and build awareness and trust for the Sensate brand with new audiences.
Sensate
BioSelf Technology created the stress-busting Sensate wearable, a revolutionary device that stimulates the vagus nerve to ease anxiety and stress.
Client
SensateService
Content marketing
The Challenge
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Make Honey created an integrated communications campaign consisting of PR, content creation and social media to ensure the success of Sensate’s launch.
To introduce Sensate to new audiences and demonstrate its relevance, Honey developed positioning and messaging that resonated with its target audience. By showing how the device enriches the lives of its intended audience, Honey positioned Sensate as a solution to the world’s growing anxiety problem.
Photography, product and lifestyle videos were created to illustrate Sensate’s benefits as well as a range of graphics, with all assets repurposed for lead generation, social media, PR, newsletters and the Indiegogo campaign page.
We built the campaign landing page and designed a perks incentive model. One perk included a substantial discount for key workers which was well received by the community and buyers, and gained Sensate additional credibility as a company that cares.
Make Honey created a pre-launch and post-launch social content calendar for Facebook and Instagram, working with Sensate to create a weekly meditation series hosted by Sensate creator, Stefan Chmelik, which was streamed on Facebook Live. These videos helped to cement the BioSelf brand as a champion of resilience and wellbeing rather than a cynical marketing business. Social media advertisements were also utilised to boost reach and generate leads through direct purchase links.
Make Honey teamed up with publications Men’s Health and Women’s Health for data capture and lead generation campaigns.
To showcase to the world the benefits Sensate can have on improved mental wellbeing, seven press releases, news angles, FAQ, fact sheet, media lists and an in-depth Reviewer Programme were prepared for product reviews. PR plans were also created for the CEOs to establish them as thought leaders in the health and wellbeing industry.
Lastly, Make Honey created an influencer programme with seven key opinion leaders from tech, medical, business, startup and health sectors to secure Sensate reviews during and after the launch. Through the use of authentic voices, influencers added credibility and trustworthiness to the launch, positioning BioSelf as a champion of resilience and wellbeing.
The Results
Thanks to Make Honey’s extensive experience in crowdfunding campaigns, Sensate generated over £388,000 in sales, beating its Indiegogo target by almost 30 percent.
In less than three months, Honey’s integrated campaign ensured that the vagus nerve-stimulating technology was understood by the public.
We helped BioSelf Technology tap into new markets by growing Sensate’s Facebook community from 800 to over 10,000, a staggering 1,192 percent increase in three months. Make Honey created Instagram and Facebook ads that reached over 600,000 potential customers, while the campaign’s Google Ads amassed over 376,000 impressions.
Facebook accounted for a high proportion of sales as it drove 6,058 visitors to Sensate’s Indiegogo landing page. Not only that, the campaign page was featured multiple times on the top picks list, meaning Sensate was placed on the Indiegogo home page which led to greater exposure, increased traffic and more sales.
The PR campaign captured the media’s attention. Following endorsements in titles including Mail Online, NetDoctor, Psychology Today, The Times and Vogue, Sensate saw continued success in titles like Metro, Mighty Gadget,TechCrunch and London Evening Standard and many more top tier media titles. Twelve journalist reviews and 23 organic media stories were secured in total, as well as being featured in a podcast and research case studies.
By teaming up with Men’s Health and Women’s Health, BioSelf Technology acquired almost 2,000 email addresses for lead generation, substantial social media exposure and two newsletter inclusions.
16 pieces of sponsored and gifted influencer coverage were secured across Instagram, YouTube, Facebook, blogs, newsletters and a feature article, giving Sensate access to a highly engaged target audience of customers. By harnessing the power of influencers, Honey demystified nerve-stimulating technology and built trust with new audiences.
“I loved how approachable Make Honey is as an agency. The first kick off meeting with myself and Stephan was great, with clear project milestones and weekly breakdowns.” Christine Stedmann, Marketing consultant at BioSelf Technology.