HEXO+ Case Study

$1,302,812

Total Raised

2,613%

Percentage Raised

2,336

Total Backers

60

Major Media Hits

Client Background

HEXO+, an intelligent drone that follows and films you autonomously, was initially conceptualized as a solution that would make aerial filming possible in the most remote places: on mountains, in the snow, and in all sorts of unpredictable situations that were quite a pain to deal with when trying to sync a drone pilot, a cameraman and a rider. Users simply sync their mobile phone with HEXO+, launch the drone to a hovering position and pinch their mobile screen to set the distance and angle between the subject and HEXO+ using a live feed of the camera’s point of view. Once filming settings and angles are selected, the drone will automatically take off, fly to its specified position and hover there until the subject starts moving – no pilot, no camera operator necessary.

The Challenge

The HEXO+ team easily met its target goal of $50,000 to pay for molds, minimum orders of parts, and build. However, the campaign grew so rapidly that the team quickly needed to bring in crowdfunding marketing experts to manage the publicity and continue to increase exposure. The HEXO+ founders approached Command Partners for help in spreading the word about the autonomous drone, managing media requests, and communicating with their extensive network of followers. Additionally, HEXO+ launched their campaign at the same time as a competitor, and knew that they needed to quickly transition from a crowdfunding campaign to a pre-sale campaign in order to keep their momentum.

Our Strategy

The HEXO+ team brought on Command Partners halfway through their campaign to help build awareness and maintain momentum of the campaign. After a competitive analysis of similar products on Kickstarter and in the market, Command Partners was able to craft a targeted media list and outreach campaign to reach top influencers and relevant audiences. Additionally, Command Partners leveraged the Kickstarter platform to announce stretch goals and upsells to existing funders, as well as make status updates that encouraged supporters to tell their family, friends and networks about the HEXO+ campaign. In order to provide a seamless buying experience, Command Partners also built a website that launched hours before the end of the campaign to allow people who had missed the campaign to pre-order the HEXO+.

Services Provided

  • Public Relations - drafted and distributed press releases, pitched relevant media contacts, and secured placement with influential outlets

  • Ecommerce development - built http://hexoplus.com as a scalable ecommerce site to allow lightweight preorders following the campaign, but a full-scale online storefront as the company matures

  • Executed Email Marketing Campaign - crafted, designed and distributed e-newsletters to the HEXO+ email list post-launch and during the campaign

  • Kickstarter Campaign Strategy and Execution - crafted campaign page updates and helped develop and roll out stretch goals

Results

Both the HEXO+ and Command Partners teams worked together to successfully go above beyond the Kickstarter goal for the autonoumous drone. The HEXO+ crowdfunding campaign raised a total of $1,306,920, which is 2,613% of its original $50,000 funding goal. The Command Partners team also effectively increased online awareness of HEXO+ by achieving the following:

  • The Command Partners team was successful in driving the intended audience to the Kickstarter page through social media, press releases and media coverage, aggregating 273 total clicks on the bit.ly link

  • HEXO+ set three stretch goals including live view video feedback, a director’s toolkit, and a use-based design update at $250k, $500k, and $1 million levels, and managed to raise enough money to bring them all to life

  • HEXO+ was covered in:

    • The Washington Post, Mashable, Wired, VentureBeat, The Next Web, Fox News, ubergizmo, PC World, Discovery, The Next Web, Gizmag, Digital Trends, Business Insider, Geek Time, Engadget, Slash Gear, Tech Times, Daily Dot, and more

The HEXO+ crowdfunding campaign raised a total of $1,306,920, which is 2,613% of its original $50,000 funding goal.