In February 2013, the Boston-based 3Doodler hired Dynamo PR to help it raise $30,000 on Kickstarter, the crowdsourced funding site. It would use the money to create the world’s first 3D printing pen.
Dynamo researched previous successful Kickstarter projects and discovered there were three reasons why they had been a success: they had a strong video pitch, a relationship with the creative community and honest communication about the finished production schedule.
It worked with the 3Doodler's in-house team to create a compelling video pitch that showed 3Doodler doodling the most common doodles it felt consumers would draw – from houses to stick men. It also built relationships with professional artists and e-commerce site Etsy and used the pen to create doodles of key journalists in 3D, which were then sent to the journalists to get their attention.
The campaign hit the $30,000 target within three hours and 38 minutes of launch, and made back the cost of the PR spent in 24 minutes. It exceeded its initial target by 7,677 per cent, finally raising $2.34m. It is among the top 15 Kickstarters of all time and now holds the record as the largest amount ever raised in the technology category.
"An outstanding business result, with strong PR planning and execution at its heart"
Duncan Murray PR consultant, BT