Water…From the Air?

Innovations can be incredible, especially when they turn air into water.

Inspired by the biology of desert insects, Kara Pure created the world’s first and only water-from-air at-home water dispenser. When the founders, scientists, and innovators were done creating what seemed to be a miracle machine, they had to get people to understand what the product was and, more importantly, that it was real.

The team at TCF approached this unique challenge with a strategic blend of storytelling and targeted marketing. Understanding the importance of conveying the groundbreaking nature of Kara Pure’s technology, we crafted a narrative highlighting the innovative aspects of the water-from-air dispenser and its practical applications in everyday life. By effectively communicating how Kara Pure’s technology was not just a conceptual marvel but a tangible solution addressing the global water crisis, TCF played a crucial role in the campaign's success, ultimately helping to secure over $1.3 million in funding on Indiegogo.

Check out how we did it.

Understanding the Right Position

We had to position ourselves strategically because, as with most new technologies, there is a lot of skepticism, and Kara Pure was no different. In retrospect, the natural skepticism worked to our advantage because it led us to brainstorm some great ideas that ultimately resulted in some highly converting modes of funding.

Building Credibility

Building credibility in a crowded and often skeptical market is no small feat, particularly for high-ticket items that present groundbreaking technologies, such as Kara Pure's pioneering "water-from-air" system. The skepticism tends to scale with the novelty and price of the product—doubly so for items like Kara Pure, which doesn’t just claim to innovate but to redefine what’s possible within its industry. The TCF marketing team tackled this challenge head-on by leveraging the power of social interaction and transparency through social media platforms.

SMM Lives Matter

Social media is a powerful tool for reaching new audiences and growing your campaign. But what if no one believes you?

It's a problem with most crowdfunding campaigns, but it's even more so with high-ticket items and advanced scientific products that seem unbelievable ("water from the air, what?!"). So, how did the marketing team solve this?

For the Kara Pure campaign, TCF’s marketing team decided to use social media to enhance the Kara Water company’s credibility by running live meetings with Cody, the Founder of Kara Pure.

Twice a week, they would jump on a call with Cody on Instagram and Facebook and give him space to introduce the product, show how it works, answer any questions people had, and get to know the audience interested in his product.

This strategy was a great way to build credibility and show them that Kara Water is a company they can trust. It also helped Cody build a direct relationship with his community, getting to know his customers and the people he was helping, and receiving actionable feedback to keep improving it. In fact, over 6 months later, Cody is still adding improvements based on comments that his early backers made!

In today's world, it's all about getting noticed. Whether it's through social media, influencer marketing, or public relations, the name of the game is visibility and awareness. Brand awareness is important for any business but especially critical for crowdfunding campaigns.

And it’s not just about the traffic it brings to the campaign… seeing that top-tier media outlet write an article about it, or everyone’s top influencer film a reel about it, is a stamp of approval that gives wacky crowdfunding inventions much-needed authoritative credibility.

PR: 200+ Media Mentions

The TCF experts took a more complex approach to PR than most crowdfunding campaigns. Rather than sending out a standard pitch and press release, they tailored each pitch to the publication, highlighting Kara Pure's unique story angles, such as innovation, health-boosting, futuristic design, and sustainability.