Nik is a creative director, copywriter, and content strategist working in Seattle.
Kickstarting new products for a small multilingual children’s book publisher.
What drives backers on small Kickstarter campaigns?
Independent publisher of multilingual board books, Duck Duck Books, was launching new products: a third book in their series, and a convertible backpack / lunchbox. They needed some extra funding to develop the products, and a way to promote them. They settled on Kickstarter, and approached me to help create written content, videos, and strategy for it, plus creative development for paid media campaigns.
Duck Duck Books was a client of my agency, WILL+WAY. I served as creative director and project manager, and put together a team including a designer, an illustrator, a storyboard artist, a video producer, and a content strategist to help make the work. Through my familiarity with their brand and market, I guided the creatives towards stories that emphasized the family and cultural connections in the book, and brought the kid and eco-friendly features of the backpack to life for skeptical parents. I directed the shape of the copy, got the storyboard artist in the right direction, and sold the team’s work to the client.
The campaigns were all successful and the products are now regular parts of the Duck Duck Books lineup. Between the creative direction, our Kickstarter strategy, the client saw:
Check out some of my other favorite work.
