Background
Over the course of 2.5 years, I had launched and manufactured a series of small product launches on Kickstarter. These launches started with Ghost Yo Yo, a minimalist design of a yo-yo created with a philosophy of 'reduced to the max'. The concept of the design was to give a twist to a classic toy, creating an optical illusion effect. As the yo-yo spins, removed material gives the effect of hovering rims. Following the launch of Ghost Yo Yo I launched some similar products, utilising the customer base I had accumulated.
Process
The launch included various stages, including prototyping, digital marketing campaigns, business planning and manufacturing. The below steps include some details on the procedure followed. This process is in a rough chronological order.
- Industrial design - ideation, 3D design, prototyping, user testing,
- Prelaunch campaign - digital marketing, campaign page design and P/L forecasting.
- Launch - Marketing agency collaboration and PR.
- Manufactuing - Supplier relationship building, sourcing, manufacturing tests, packaigng design and shipping/logistics.
Here you can see some examples of the ideation phase
Results
Over the 2.5 years, Ghost Design exceeded £120k in revenue.
Results
Delivered an average conversion rate increase of 30% across all 18 Amazon listings. Boosted engagement with the brand during peak season, leading to higher visibility and stronger campaign performance. Established a collaborative design process that remains in use, streamlining Incognito’s future content development.
Impact
This project demonstrates how campaign execution isn't just about visuals but effective systems and execution that align with both sides of the stakeholders. By modernising Incognito’s ecommerce content and introducing a scalable workflow, we helped the brand not only achieve immediate sales growth, but also gain the tools to sustain momentum for future campaigns. In addition to this the quantitative results speak for themself.
Results
Delivered an average conversion rate increase of 30% across all 18 Amazon listings. Boosted engagement with the brand during peak season, leading to higher visibility and stronger campaign performance. Established a collaborative design process that remains in use, streamlining Incognito’s future content development.
Impact
This project demonstrates how campaign execution isn't just about visuals but effective systems and execution that align with both sides of the stakeholders. By modernising Incognito’s ecommerce content and introducing a scalable workflow, I helped the brand not only achieve immediate sales growth, but also gain the tools to sustain momentum for future campaigns. In addition to this the quantitative results speak for themself.
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