OUGD603 — Brief 12 — Restrap Link Campaign - Kickstarter Research

To understand fully what was involved in the project I was taking part in with Nathan from Restrap, I thought I'd look into the organisation as well as campaigns to analyse why they did/didn't succeed.

I already had an understanding of the crowd-funding platform because I have pledged on a project once before that was a success. But to read through their pages solidified what I originally knew.

Kickstarter are focused on creative disciplines and are used as a platform for creatives to exhibit their ideas over the course of one month to tell their story and convince viewers to put money towards their idea in return for something back known as a 'reward'. The rewards tend to be a finished copy of the product, music, book, or anything that would work in each instance.

It is almost a pre-order system in a controlled environment that works with pledges so no one is getting ripped off and can back out at any time. Once the month is up, the money that has been pledged is collected if the funding goal was reached and given to the project manager for the project to come to life.

Successful Belt Kickstarter Campaigns:

G6 Belt: A Clean, Comfortable, Minimalist Belt

Funded 26/06/2014 — $106,827 pledged of $7,500 goal.

Up-beat music kicks off the video with positive vibes presenting the product.
The product designer introduces the problem before the solution as well as it's advantages.
Uses selling words that define the product in an enticing manner.
Further explanation of what is wrong with what you do have, and how the product will fix that.
Uses technical names for materials used to make the product - essence of quality.
Shows the product in use as well as how it works.
All above expanded within the campaign story.

Trakline: A New Kind of Belt for Men.

Funded 14/05/2014 — $315,960 pledged of $14,750 goal.

Up-beat music kicks off the video with positive vibes presenting the product.
The product designer introduces the problem before the solution as well as it's advantages.
Uses selling words that define the product in an enticing manner.
Uses personal story to explain it's advantages and why everyone needs it, relating to the consumer.
The repeating use of the product's name will keep it in the consumers head as they watch the video.
Being clear with what the product designers need the kickstarter money for and how pledgers will be rewarded.

Carry Less, Adventure More: Survival Belt.

Funded 31/07/2013 — $200,032 pledged of $60,000 goal.

Using a story involving a member of the target audience to present the product and all of its features.
Dialogue over the video in the form of a narrator.
Elements of humour but truth builds rapport with consumers.

Klik Belts | Upgrade your Belt.

Funded 14/08/2014 — $73,303 pledged of $10,000 goal.

Using humour to open up the video establishes an instant connection with audiences.
Puts the product in every-day scenarios as well as extreme conditions.
Shows strength of the product in the video.
Finishes with a message that prompts pledges/interest.

Unsuccessful Belt Kickstarter Campaigns:

D'clic Belt: Fashion Accessories.

Not Funded 23/12/2012 — $7,311 pledged of $30,000 goal.

Product designer wasn't clear and had fractured english.
Product was not fixing a problem or making anyones life easier or better.
Video was more focused on the designer rather than the product.
Brand and video is unprofessional.

Style Otter Belts | Guaranteed to last until 2030.

Not Funded 18/03/2015 — $5,008 pledged of $10,000 goal.

Heavily based on humour and not enough on the product.
All information is written in the campaign description.
Product is very similar to the average belt.

Stevera Belt.

Not Funded 09/07/2014 — $1,321 pledged of $30,000 goal.

Bad quality video - Windows Movie Maker slideshow template.

Bad quality branding - Logo is reminiscent of a tattoo shop.
Speaks too much of product designer rather than product.
Too long.

From analysing these campaigns, I have been able to see clearly what kind of elements must be present in the video for the Link belt.

OUGD603 — Brief 12 — Restrap Link Campaign - Brief

OUGD603 — Brief 07 - Restrap Packaging — 05 - Shoot Mini Packaging

For the Shoot Mini packaging, Nathan wanted a flat panel solution like the Horizontal Straps Packaging. The idea we discussed for this was to have it so the strap came through the middle of the packaging and all of the information was displayed around it. This kept it concise, small and hangable in shops at the same time as the flexibility to stack it in boxes.

I sent Nathan this response and he said that it was exactly what he had in mind for it, which is always good news.

I designed this packaging outcome so that all of the information that is available on the other products is presented on this as well. This also consisted of a diagram illustration that wraps around the packaging and becomes a barcode, a feature Nathan really liked.

OUGD603 — Brief 07 - Restrap Packaging — 04 - Shoot Packaging

The packaging for the full sized shoot strap would be exact dimensions of the diagonal straps I made earlier in the academic year for Restrap.

With that in mind, I already had most of the measurements needed. Using the outside of that packaging outcome I had a template to work with to make the job quicker. The only difference was removing another die-cut panel in the front to show the engraved buckle.

The first element I put onto the packaging was the instruction diagram on the front to explain the magnetic snap buckle. One of the brief requirements was to have this diagram on the front so that people could have a go with it in-stores and understand properly how they work as a product. I designed this so it wrapped around the side of the packaging and cut off at the back corner before arriving at the brand's final message.

Once that was done I needed to assess the amount of space I had on the back to fit the instruction diagrams on how to loop the snap buckles onto the consumer's camera. To do this I followed the same information placement as the diagonal strap packaging to keep consistency and displayed all the information required in the brief.

The illustrations I made earlier on fit perfectly in the space they needed to and remained useful, legible and aesthetically pleasing too.


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