Case study: No More Taboo
No More Taboo are a small social enterprise in Bristol that has a vision of a "period-friendly world". They sell reusable menstrual products to fund education and support services in the UK and abroad that give women menstrual dignity.
In June 2017, they ran a crowdfunding campaign - their second one - to launch a new product: Monthly Hugs. The subscription product sends women a monthly box of lovely goodies to make them feel good on their period. The box includes locally sourced, sustainable products as well as information about the social projects that have been funded by subscribers' money this month.
Their target was £8,000 for their 28 day campaign and they reached this target on day 11. In total they raised £9,185 with 148 supporters.
Chloe Tingle, Founder and Director of No More Taboo, describes her experience...
In June 2017, they ran a crowdfunding campaign - their second one - to launch a new product: Monthly Hugs. The subscription product sends women a monthly box of lovely goodies to make them feel good on their period. The box includes locally sourced, sustainable products as well as information about the social projects that have been funded by subscribers' money this month.
Their target was £8,000 for their 28 day campaign and they reached this target on day 11. In total they raised £9,185 with 148 supporters.
Chloe Tingle, Founder and Director of No More Taboo, describes her experience...
|
"As a team, we all had lots of ideas about marketing but we weren't sure what would work and how we'd make them happen. We knew we needed someone to ground our ideas and help us work out how to make them reality. We realised we couldn't do that by ourselves."
Past experiences of crowdfunding and marketing "We had a consultant for our first crowdfunding campaign who had kept us accountable doing our tasks on time. But the accountability was very focused on the campaign and not all that useful to our business as a whole. "Last year Ros gave us a few tips and pointers about our first crowdfunding campaign but as we already had a consultant involved we couldn't afford to have two. However, as soon as we decided to do the second campaign we knew we needed Ros involved." |
Chloe Tingle, Founder and Director, No More Taboo
|
The process
"We booked Ros for a half-day strategy session to help us make sure our plan was well structured and would work, followed by weekly progress calls through the planning phase and all the way through campaign as well.
Setting the strategy and creating a plan
"We knew that we needed the half-day strategy session but we hadn't realised just how much we needed it. We had an idea of what we wanted to achieve but we hadn't got in the headspace of our customer until the session. But from that point on that was all we thought about.
"We had a breakthrough moment during the session when we realised how to articulate the meaning behind our product: that you can't change the world, you can only change yourself and so if we want to create a period-friendly world then we need every woman to feel ok about her own period. We already kind of knew that but it was buried and we weren't articulating it.
"The marketing messages we created brought everything together into a clear, easy to understand story that we could communicate through the campaign. We knew the messaging was effective because other people on social media and in their blogs started telling the same story for us in their own words. It wasn't just useful for the campaign - we're continuing to use it now as we work on growing our business."
Staying on track
"The progress calls made us keep the momentum up, especially after we reached our target on day 10 of the campaign. The calls have given us momentum as well as sparking new ideas when we needed to give the campaign a boost. Ros's style of accountability was motivating and encouraging while also being flexible to adapt to what we needed as the campaign progressed.
"A lot of our campaign was focused on social media and engaging bloggers and vloggers. One of our Facebook posts reached nearly 20,000 people which we've never had before. Over the course of the campaign we've grown the page from 600 fans to 1000. It's gone a lot further than we expected. Especially the ideas about bloggers and vloggers. When we sent it off to a well-known menstrual products blogger, her video had 7,000 views in one morning."
Results
"Our goal for the campaign was to meet our target (which we achieved in just 10 days of a 28 day campaign) and get as much awareness and exposure as possible. I'm sure we wouldn't have done as well as we did without Ros.
"I would definitely recommend Ros. We've all said that it was money very well spent."
Contact me to discuss your own project.
"We booked Ros for a half-day strategy session to help us make sure our plan was well structured and would work, followed by weekly progress calls through the planning phase and all the way through campaign as well.
Setting the strategy and creating a plan
"We knew that we needed the half-day strategy session but we hadn't realised just how much we needed it. We had an idea of what we wanted to achieve but we hadn't got in the headspace of our customer until the session. But from that point on that was all we thought about.
"We had a breakthrough moment during the session when we realised how to articulate the meaning behind our product: that you can't change the world, you can only change yourself and so if we want to create a period-friendly world then we need every woman to feel ok about her own period. We already kind of knew that but it was buried and we weren't articulating it.
"The marketing messages we created brought everything together into a clear, easy to understand story that we could communicate through the campaign. We knew the messaging was effective because other people on social media and in their blogs started telling the same story for us in their own words. It wasn't just useful for the campaign - we're continuing to use it now as we work on growing our business."
Staying on track
"The progress calls made us keep the momentum up, especially after we reached our target on day 10 of the campaign. The calls have given us momentum as well as sparking new ideas when we needed to give the campaign a boost. Ros's style of accountability was motivating and encouraging while also being flexible to adapt to what we needed as the campaign progressed.
"A lot of our campaign was focused on social media and engaging bloggers and vloggers. One of our Facebook posts reached nearly 20,000 people which we've never had before. Over the course of the campaign we've grown the page from 600 fans to 1000. It's gone a lot further than we expected. Especially the ideas about bloggers and vloggers. When we sent it off to a well-known menstrual products blogger, her video had 7,000 views in one morning."
Results
"Our goal for the campaign was to meet our target (which we achieved in just 10 days of a 28 day campaign) and get as much awareness and exposure as possible. I'm sure we wouldn't have done as well as we did without Ros.
"I would definitely recommend Ros. We've all said that it was money very well spent."
Contact me to discuss your own project.
