Decibullz Case Study


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Client Background

When his earbuds continuously fell out of his ears, technology and fitness lover Kyle Kirkpatrick decided he needed to find an answer to his recurring problem. However, at the time, all of the custom-fit earbuds on the market were ridiculously expensive, ranging anywhere from $300 to $2,000. This inspired Kirkpatrick to create Decibullz, an effective and affordable solution for all who suffer from earbud woes. These moldable earbuds are custom shaped to perfectly fit the wearer’s ear, providing the ultimate in comfort and sound quality for all while using Decibullz.

The Challenge

After his release for the original Decibullz was a major success at CES 2013, Kirkpatrick wanted to continue to improve upon his moldable earbuds. His strive for perfection led to the creation of Decibullz 2.0. This upgraded version was to be more comfortable and provide even better sound quality than the first run of earbuds. However, the challenge Kirkpatrick faced was to convince all that they needed to back this new and improved version of Decibullz on Kickstarter. To help spread the word about his Kickstarter campaign, Kirkpatrick brought on the Kickstarter marketing professionals at Command Partners.

Our Strategy

The Command Partners team helped Kirkpatrick build his Kickstarter campaign for Decibullz 2.0 from the bottom up. To build up pre-launch buzz, the team sent out an enewsletter to an existing email list, a press insert and samples to a targeted list of media contacts, a pre-launch press release to the media, and engaging content to social media followers, letting them all know of the upcoming Kickstarter campaign launch. After the campaign’s launch, the Command Partners team continued to pitch influential media contacts, craft press releases about the status of the campaign, send out Kickstarter updates and enewsletters and manage social media.

How We Helped

  • Kickstarter Strategic Advisory Services - audited the Kickstarter page layout including images, content, reward levels and video consultation

  • Executed Email Marketing Campaign - crafted, designed and distributed e-newsletters to Decibullz’s email list on launch day and throughout the campaign

  • Kickstarter Campaign Strategy and Execution - launched campaign, sent out updates to backers, secured cross-promotion opportunities and developed stretch goals

  • Social Media Management and Design - created branded Kickstarter-themed Facebook and Twitter backgrounds, posted engaging content daily, interacted with fans and followers, reached out to relevant influencers and implemented new tactics based on analytics

  • Public Relations - drafted and distributed press releases, pitched relevant media contacts, sent Decibullz 1.0 earbuds to journalists for reviews and secured placement with influential outlets

  • Paid Advertisements - designed a Facebook advertising campaign and strategically targeted a relevant audience base with the goal of getting more people to the Kickstarter campaign page and converting them to backers


With help from the Command Partners team, the Decibullz Kickstarter campaign went above and beyond, reaching the original funding goal of $40,000 in two weeks and ultimately raising $112,906 (282%) total. Command Partners also assisted Decibullz in achieving the following:

  • Increased Decibullz’s presence and fan base on social media

    • Facebook likes increased by 5.6% (8,909 to 9,409)

  • Garnered 4,011 clicks on the link

  • Decibullz 2.0 was covered in:

    • Technology Tell, Softpedia, Geektime, The Awesomer, 9to5Mac, Trend Hunter, Gadget Review, Gigazine, Siliconrus, ProSoundNews, CrowdfundingPr and more

With help from the Command Partners team, the Decibullz Kickstarter campaign went above and beyond, reaching the original funding goal of $40,000 in two weeks and ultimately raising $112,906 (282%) total.