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How to Pick a Fight With a Bully While Raising $1.3M From the Crowd

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Healbe, the manufacturer of a wearable smart device that allows users to automatically count calorie intake, needed a campaign to raise the funds and awareness necessary to launch the product into an emerging category. Learn how we helped them raise $1.3 million from the crowd.

Published in: Marketing
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How to Pick a Fight With a Bully While Raising $1.3M From the Crowd

  1. 1. HOW TO PICK A FIGHT WITH THE BULLY WHILE RAISING $1.3M FROM THE CROWD
  2. 2. The Need A Campaign To Drive Awareness Healbe spent more than 10 years developing a wearable smart device that allows users to measure numerous vitals, but its signature difference was the ability to automatically count calorie intake. The company possessed an innovative new product, but needed a campaign to raise the funds and awareness necessary to launch the product into an emerging category.
  3. 3. Key Insights and Market Opportunity • Nike+ and Fitbit owned the wearable fitness technology category. • Capturing market share without spending millions would require a unique strategy. • Competitive products required manual input of data and calorie count, which presented an opportunity for Healbe to different on its automated functionality.
  4. 4. The Solution MicroArts crafted a solution that culminated in the following strategic recommendations: 1. We named the product GoBe and messaged its automatic data collection differentiator with, “Tell It Nothing. Know Everything. GoBe You.” The campaign resonated with a diverse audience while also reinforcing its most differentiating characteristic. 2. Using our Proven Creative® principles of repositioning the competition, we positioned GoBe as the only truly automatic way to track calorie intake.
  5. 5. 3. We leveraged Indiegogo, a crowd-funding website, to help Healbe raise $1.3 million in incremental revenue while also building a grassroots following.
  6. 6. “Your partnership is proving to be critical to our success, thank you MicroArts. The strategy, insights and creativity provided by your team has propelled our brand from anonymity overnight.” – Artem Shipitsyn, Healbe™ CEO
  7. 7. STRATEGY THAT DEFINES YOUR DIFFERENCE CREATIVE THAT DISRUPTS YOUR CATEGORY CAMPAIGNS THAT DRIVE AWARENESS WWW.MICROARTS.COMPROVEN CREATIVE®

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