Win the visible market volume with a two-way strategy
Movengine is a newly started tech audio brand that is dedicated to starting a revolution in the sound system hardware industry. Whether it’s the product of a previous successful project on Kickstarter – Me 800, the world’s first foldable bone conduction earphone, or the product that’s newly launched by Naturality – Aircore OWH, the world’s first hollow design open-ear wireless headphone, Movengine is continuously on their way to fulfilling their dream: “to set sound free”.
When Movengine approached us, they were grappling with significant hurdles. Customers who received the product from their previous crowdfunding campaign reported product defects. But the customer service team’s unresponsiveness to complaints in the crowdfunding comment section together fueled customer frustration, severely damaging Movengine’s brand reputation. However, their new product, the Aircore OWH, presented a unique opportunity. With its innovative, one-of-a-kind design, we saw the potential to not only introduce it to the market but also restore trust, provided we could craft an effective marketing strategy and campaign to turn the tide.
Our approach was twofold: rebuild Movengine’s tarnished reputation and successfully launch the Aircore OWH. To address the trust deficit, we prioritized transparency, openly acknowledging past shortcomings and established a responsive customer service system to ensure backers felt heard and valued. For the product launch, we developed a targeted marketing strategy to showcase the Aircore OWH’s unique features while reinforcing Movengine’s commitment to excellence. We secured a review from renowned tech influencer Marques Brownlee, whose credibility sparked excitement and lent authenticity to the campaign. Our design team produced a sleek, informative landing page and a compelling crowdfunding page, both tailored to reassure potential backers and drive participation. This integrated campaign not only introduced the Aircore OWH to targeted customers but also began the critical process of restoring Movengine’s brand reputation. Click here to view the Movengine Aircore OWH landing page.
We pitched creative narratives connecting the product hollow design（which looks like a donut）, and the spatial sounding effects brought by the product: using professional dancers to showcase the product’s sound and music features through slick choreography in their heads while physically eating donuts! This playful and artistic storytelling blends tech and creativity to capture attention, while the high-quality video production boosts engagement, generating rave reviews and driving purchase interest.
From idea to pixel, here’s how we turn briefs into breakthroughs.
Movengine’s Aircore OWH crowdfunding campaign achieved outstanding success, drawing over 1,000 backers and raising more than HK$200,000, with a funding rate of 3190%. Naturality’s innovative marketing strategies and comprehensive one-stop service enabled Movengine to rebuild its brand reputation and successfully launch the world’s first hollow-design open-ear wireless headphone. Through transparent communication, enhanced customer service, and collaboration with many renowned influencers and media, we significantly boosted the project’s credibility and appeal. A creative video and top-tier design amplified its success, sparking widespread buzz and driving purchase intent.
From idea to pixel, here’s how we turn briefs into breakthroughs.
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