how to pick a fight with a bully while raising $1.3m from the crowd

HOW TO PICK A FIGHT WITH THE BULLY WHILE RAISING $1.3M FROM THE CROWD

The NeedA Campaign To Drive AwarenessHealbe spent more than 10 years developing a wearable smart device that allows users to measure numerous vitals, but its signature difference was the ability to automatically count calorie intake. The company possessed an innovative new product, but needed a campaign to raise the funds and awareness necessary to launch the product into an emerging category.

Key Insights and Market Opportunity• Nike+ and Fitbit owned the wearable fitness technology category.• Capturing market share without spending millions would require a unique strategy. • Competitive products required manual input of data and calorie count, which presented an opportunity for Healbe to different on its automated functionality.

The SolutionMicroArts crafted a solution that culminated in the following strategic recommendations:1. We named the product GoBe and messaged its automatic data collection differentiator with, “Tell It Nothing. Know Everything. GoBe You.” The campaign resonated with a diverse audience while also reinforcing its most differentiating characteristic.2. Using our Proven Creative® principles of repositioning the competition, we positioned GoBe as the only truly automatic way to track calorie intake.

3. We leveraged Indiegogo, a crowd-funding website, to help Healbe raise $1.3 million in incremental revenue while also building a grassroots following.

“Your partnership is proving to be critical to our success, thank you MicroArts. The strategy, insights and creativity provided by your team has propelled our brand from anonymity overnight.”– Artem Shipitsyn, Healbe™ CEO

STRATEGYTHAT DEFINES

YOUR DIFFERENCE

CREATIVETHAT DISRUPTS

YOUR CATEGORY

CAMPAIGNSTHAT DRIVEAWARENESS

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