The Coolest - Comparing Failed + Funded Kickstarter Campaigns

Every now and again a Kickstarter campaign breaks news by reaching its goal and then some, or then a lot. We can learn from these successful Kickstarter campaigns by guess analyzing what made them so kiskstartable. BUT, it's hard to really tell what brings about a certain outcome if you aren't able to test theories or compare it.

Luckily (for us), there's a new successful Kickstarter campaign that failed at its first attempt — The Coolest, a cooler that has a lot of cool features. It was selling the same idea, by the same person, and yet somehow it didn't reach its goal until the second attempt. Let's take a real look at why the Kickstarter campaign failed first, and then how it was a successful campaign the second time around.

Timing

Everyone around the web, including the inventor of The Cooolest, attributes the success of the second campaign to the time of year it was launched. The first campaign was launched during the winter, and the second was launched during the summer. This makes  a lot of sense, but it's not the only reason this cool cooler has about $7,000,000 already in funding!

The Kickstarter Video Introduction

Get people excited about something they can relate to or want to be a part of.

Video one is this guy talking to the camera with an ugly cooler.

Video two gets you excited about what having a cooler makes possible... FUN!

The Problem Your Campaign is Solving

Put in relatable context + visual put-down of current problem

Video one gets too literal with calling out the current state of coolers... all they do is keep your drinks and mayo cold. Also, we can't connect to dressed up groceries, well most of us can't anyway.

Video two we are taken into a real-life scenario, showing us how WE currently interact with coolers and SEEING how bad they make our lives. There is also a visual put-down of the current cooler, as we see it falling down a hill... ha! loser regular cooler. But the first video actually looked kind of fun with the dressed up mayo.

The Product Introduction

Make it a hero product. Make it something people feel "oooh, ahh" about.

In video one, the first shot of the product makes it look kind of silly with the loud blender going and this guy in a lawn chair.

The second video starts with a cool, sleek panning close-up of the product and then pans out from the front area, full of neat tech.

Introducing Features

Show a scenario where you'd be excited to have the feature, not just where it would be convenient.

Video one introduces the blender feature by just focusing on the blender. Then there are some people in the background who appear to be dressed for not-hot, or not blender-worthy weather.

Video two shows someone using the blender on a sunny and seemingly hot beachy day. We are excited for what relief they are about to enjoy from this cool feature.

Video one shows this jogger making a smoothie after running. That would be nice, but who wants to haul this bulky cooler and make a smoother right on the track?

Video two shows someone making a drink they can share with friends and in a place that makes sense... the beach. We also see the ingredients going in, they are party/fun-related and simple to attain. I could do that and bring fun to the party! Is what we are thinking... not TOLD.

Video one introduces the speaker by... showing the speaker.

Video two introduces the speaker by showing how much fun the speaker can bring and what it can add to an experience.

Video one introduces the bottle opener feature by showing the bottle opener.

Video two introduces the bottle opener by showing a scenario you know well, and can relate to, and when you would need a bottle opener.

Talking About the Features

Show the product in use while talking about its features.

Video one just shows the inventor talking about it in a poorly-lit room.


Video two has the inventor talking via voice over, as we get to see what he's talking about, and that makes us want to join in on the fun.

 Asking for Backers

Be relaxed and confident with your product.

 Video one shows the inventor reading a script and asking for backers in a yearning way.

Video two shows the inventor telling people that they can be a part of all this fun by backing the campaign, and is relaxed, on a boat... with his product.

The Final Screen

Make one, and make it actionable

The second video didn't just end on a black out screen, but with this cool info screen that prompted people not to pledge, but to SHARE the video.

The Bottom Lines:
Show hero product shots
Don't make your product look anything but OMG-amazing at any time

Release the Kickstarter campaign at the right time ( a time when people would want to use it)
Don't release it at a time when people can't imagine using it

Make people feel they will be the hero for using your product
Don't prove to people this thing really is cool

Show more scenarios that make people feel good and excited
Show less of the inventor just talking

Use more exciting and relatable words
Use less technological and spec words

Show more shots of electronic gadgetry:
People love electronic gadgetry and find it cool, so if you have that in your product, or a part of what it's all about, show more of it.

The Ending Script:
Get us excited about next steps first so we are motivated to back you
Don't talk about the problems you face first

Think about every word you use to describe your product
In the first video, the inventor called it a large product ... who wants to lug around a large cooler?
In the second video he says he has packed cool features into the product, implying it's smaller.

UPDATE (7/24/14):
The Coolest's Twitter account also had this to point out:

@OliviaGossett Lots of good points here. Plus we had an amazing group of backers from the 1st trial. They got onboard & shared on Day One!