DAME

Periods have come a long way – from taboo to newsworthy. But still over 100 billion period products are thrown away each year across the world.
Alec and Celia, the dynamic duo behind DAME, sought to put an end to this by launching the world’s first reusable tampon applicator, and raising money for production through crowdfunding on Kickstarter and indiegogo.

Project summary

Having successfully worked with DAME founders Alec and Celia on their first tampon brand, Sanitary Owl (a subscription box for sanitary goods), Wonderbean were brought back on board for the launch of DAME.

During this time we worked with the team to raise brand awareness and drive pre-sales via crowdfunding sites, and now that products are on sale online and across national retailers such as Waitrose, we continue to work together to generate cost effective sales via their website.

With the average woman throwing away up to 12,000 period products during her lifetime, getting the message out to thousands of women could result in several million fewer plastic products entering the system.

The strategy

The team at DAME had generated some impressive coverage in national and online publications early on in their Kickstarter campaign, with some of their videos having been watched over 4 million people.

With plastic waste being a hot topic across news and social media, DAME wanted to reach more people and drive them to crowdfunding website, and later to their own website for direct purchasing. This was done by:

  • Building prospective ad targeting from previous purchasers, lookalike audiences interest groups
  • Building a multi-level retargeting audience to educate and nurture potential buyers and bring them back to purchase
  • Analysing the on-site behaviour, and isolating referral sources or destinations that convert best
  • Working to a target Cost Per Aquisition figure to create a profitable and scaleable campaign that delivers revenue growth

The results.

DAME’s crowdfunding campaign generated coverage across the UK, US and further afield, with sales coming in from Australia, Canada and more thanks to interested generated through press and advertising reach. At the end of the 4 week campaign, DAME had generated an additional 537 sales and raised a total of £104,000.

£104k

Raised during Kickstarter and Indegogo campaigns

537

Purchases during the 4 week crowdfunding campaign

27

million fewer pieces of period
plastic entering landfill

5.3

million video views across
social channels

 

£104k

Raised during Kickstarter and Indegogo campaigns

537

Purchases during the 4 week crowdfunding campaign

27

million fewer pieces of period
plastic entering landfill

5.3

million video views across
social channels

 

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