![XSHIFTER](http://www.renminbig.com/wp-content/uploads/2017/03/xshifter_featurewide_logo3.png)
CHALLENGE
![](http://www.renminbig.com/wp-content/uploads/2017/03/20160201-PSG-HD2-1.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/youtube.png)
STRATEGY
XSHIFTER was a niche product still at the prototype level. We needed to identify the ideal cyclist for the product and get them excited about supporting the upcoming Kickstarter campaign.
So we developed a prelaunch campaign that shared the inventor’s passion for improving cycling technology with the global cycling community.
PRELAUNCH CAMPAIGN
The Kickstarter prelaunch campaign created a dedicated group of early-adopters with the following strategies:
Social Media – Facebook, Instagram, Youtube and mailing campaigns.
Development Diary – A video development diary captured the XSHIFTER in various stages of development to introduce the inventor to the public and to better explain his devices.
Media Coverage – Outreach to leading journalists lead to coverage of XSHIFTER in international bike media to generate additional excitement for the Kickstarter launch.
![XSHIFTER Social Media](http://www.renminbig.com/wp-content/plugins/revslider/public/assets/assets/transparent.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/socialmedia2.png)
![XSHIFTER Dev Diary](http://www.renminbig.com/wp-content/plugins/revslider/public/assets/assets/transparent.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/devdiary-2.png)
![XSHIFTER Media Coverage](http://www.renminbig.com/wp-content/plugins/revslider/public/assets/assets/transparent.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/mediacoverage-1.png)
CAMPAIGN
Once the Kickstarter campaign started, we used the following strategies to reach a wider audience and maintain momentum:
Kickstarter Videos – Created videos that clearly shared the inventor’s passion for cycling and the features of the product.
Campaign Page – The Kickstarter campaign page connected customer’s with the ideal product package to fit their needs.
SEO – Our use of keywords and social media outreach paid off to help XSHIFTER reach the top of Google search engine results.
![XSHIFTER KickstarterVid](http://www.renminbig.com/wp-content/plugins/revslider/public/assets/assets/transparent.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/kickstartervid2.png)
![XSHIFTER Campaign Page](http://www.renminbig.com/wp-content/plugins/revslider/public/assets/assets/transparent.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/Optimize-CampaignPage.png)
![XSHIFTER SEO](http://www.renminbig.com/wp-content/plugins/revslider/public/assets/assets/transparent.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/seo-1.png)
![](http://www.renminbig.com/wp-content/uploads/2017/03/Capture.png)