CAMPAIGN ♦ Make 100 for Kickstarter

DIGITAL MARKETING, KICKSTARTER, WORK

In January 2017, Kickstarter launched Make 100, an initiative focused on editions of 100.

I led the Make 100 initiative from start to finish, spearheading the ideation and creative direction, project management, paid and organic promotion, and content partnerships.

The Make 100 campaign motivated our creator community to make use of the Kickstarter platform in January, typically our slowest month. In all, 474 creators launched Make 100 projects, and those projects had a 70% success rate (across all of Kickstarter, the average success rate is around 36%). What’s more, the average Make 100 project funded at a whopping 700% of its goal. I believe this initiative was so successful because it made launching a project feel both ambitious and accessible — the constraint was simple enough to convey in a single tweet, but versatile enough that nearly anyone could imagine taking part. It also worked to rally our backer community, driving discovery and exploration across the Kickstarter platform. A key part of this campaign’s success was also its ability to drive project acquisition in our more cultural categories: most Make 100 projects came from our Art, Publishing, and Design categories.

As part of Make 100, we produced an interactive creator worksheet, as well as numerous other resources for creators to use as they planned their projects. You can explore all Make 100 projects right over here.

Browse a selection of #Make100 tweets to get a sense for the diversity of projects, creators, editorial coverage, and press we drove during the campaign: