raised
Retail
United Kingdom
About the Client
Weird Ape is an innovative watch brand founded on the belief that mechanical watches can be both stylish and affordable. Their vision is to reinvent the timeless allure of mechanical timepieces by fusing modern style with traditional watchmaking techniques. Weird Ape launched a Kickstarter campaign—“The Mechanical Watch Reinvented”—to gather the support they needed to bring their vision to life.
In preparation for their Kickstarter campaign, Weird Ape recognized that standing out in a crowded marketplace requires more than just a great product; it demands a strategic marketing approach capable of reaching the right audiences.
Targeting Niche Market Segments
While the Kickstarter campaign offered broad appeal to consumers who appreciate unique, stylish, and high-quality watches, Weird Ape faced the challenge of identifying and reaching the specific audience segments most likely to convert. From watch aficionados who collect mechanical timepieces to style-savvy millennials searching for the latest trends, Weird Ape needed to hone in on the demographics that would resonate deeply with their brand.
B2B Partnerships and Retail Channels
Weird Ape also recognized the importance of forging relationships with online and brick-and-mortar retail distributors to sustain growth beyond the Kickstarter campaign. They wanted to get in front of companies such as boutique watch retailers, fashion-focused e-commerce platforms, and lifestyle brands open to collaboration. Securing these partnerships was critical to long-term market presence.Decision-Maker Job Titles
For Weird Ape’s growth strategy, it was crucial to connect with key decision-makers who could make partnership or purchase decisions. These roles included:Buyers and Merchandisers at fashion retailers
Business Development Managers at potential distributor networks
E-commerce Directors and Marketing Heads for online platforms
Retail Store Managers and Regional Directors looking to diversify their product offerings
Standing Out in a Crowded Kickstarter Space
The crowdfunding landscape is highly competitive, with countless creative projects vying for attention. Weird Ape needed a powerful, data-driven marketing strategy that would help them rise above the noise and capture the imaginations of backers.
Solutions
A. AI-Driven SDR and Cold Email Outreach
Cobra Contact used its AI-powered Sales Development Representative (SDR) to analyze a wealth of data points and pinpoint high-value prospects. By leveraging machine learning algorithms, our SDR system identified leads most likely to be interested in collaborating with or supporting Weird Ape’s Kickstarter campaign.
Lead Generation:
Targeted e-commerce platforms seeking innovative product lines.
Watch retail chains looking to diversify.
Niche fashion brands open to licensing opportunities.
Personalized Email Sequences:
Automated follow-ups that scaled personal outreach.
A/B testing subject lines, messaging style, and calls to action to boost email open and response rates.
Rapid Insights:
Real-time analytics to measure the effectiveness of each approach.
Continuous lead scoring updates, ensuring new leads were discovered and contacted in a timely manner.
B. LinkedIn Messaging Campaign
LinkedIn proved to be a crucial platform for reaching decision-makers in relevant verticals. Cobra Contact deployed personalized connection requests and direct messaging campaigns to connect Weird Ape with the exact professionals identified in the challenges stage.
Targeted Connection Requests:
Custom filters to locate brand directors, purchasing managers, and retail decision-makers.
Segmented outreach to watch industry groups, fashion networks, and relevant B2B communities.
Engaging Direct Messages:
Concise yet compelling introductions to Weird Ape’s Kickstarter campaign.
Including clear calls to action to attend a live product demo or schedule a meeting.
C. Retargeting Ads Across Meta and Google
To ensure no interested prospect slipped away, Cobra Contact launched strategic retargeting ads across Meta (Facebook and Instagram) and Google networks.
Meta Campaigns:
Engaging visuals showcasing the unique design and craftsmanship of Weird Ape watches.
Carousel and video ads highlighting the mechanical watchmaking process.
Optimized campaigns directed at lookalike audiences resembling the initial backer pool.
Google Display and Search Ads:
Tailored messages capturing search intent related to mechanical watches, Kickstarter campaigns, and unique fashion accessories.
Display ads retargeting individuals who had visited the Weird Ape Kickstarter page but hadn’t yet backed the project.
D. Streamlined Collaboration
Throughout the campaign, Cobra Contact collaborated closely with the Weird Ape team, providing:
Real-time data dashboards to track email open rates, click-through rates, ad impressions, conversions, and overall Kickstarter metrics.
Feedback loops enabling continuous optimization of messaging, visuals, and audience selection to boost engagement.
Regular strategy sessions addressing any roadblocks or emerging market trends, ensuring the project remained on course to surpass its funding goal.
Results
Thanks to the multifaceted and data-driven approach championed by Cobra Contact, Weird Ape successfully raised £300,000 through their Kickstarter campaign—far surpassing their initial goals. Here’s how:
Significantly Expanded Audience
Cold email and LinkedIn outreach connected Weird Ape with hundreds of potential distribution partners, premium lifestyle brands, and a core community of mechanical watch enthusiasts.
Retargeting ads ensured previously engaged prospects were converted into backers.
Higher Conversion Rates
Personalized AI SDR outreach and segmented messaging greatly increased email open rates and LinkedIn response rates, leading to higher conversions on Kickstarter.
Tailored retargeting ads on Meta and Google further moved curious browsers into active backers.
Established Retail Relationships
Weird Ape secured interest from multiple retailers and e-commerce platforms, ensuring that once the Kickstarter campaign was fulfilled, there would be ongoing opportunities for sales and brand partnerships.
Boosted Brand Visibility
The watch community, fashion enthusiasts, and potential business partners alike took note of Weird Ape’s Kickstarter success.
The brand established itself as an exciting, disruptive player in mechanical watchmaking—paving the way for future product launches.
Conclusion
By combining AI-driven SDR, targeted cold email outreach, LinkedIn engagement, and retargeting ads across Meta and Google, Cobra Contact provided Weird Ape with a powerful, strategic campaign to stand out on Kickstarter. The impressive £300,000 raised is a testament to a finely tuned marketing effort that reached the right audience, connected with key decision-makers, and brought a revolutionary mechanical watch to thousands of supporters
Ready to Scale Your Own Lead Generation?
If you’re looking to streamline your lead generation efforts and supercharge your business development initiatives, Cobra Contact can help. Our proven solutions in multi channel marketing and AI SDR technology are designed to seamlessly integrate with your current sales processes, driving consistent, qualified appointments to your team's calendar.
Get in touch today to learn more about how our customized strategies can help you achieve similar or even greater success.
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