New sportswear innovator Python Performance was crowdfunding to bring its innovative and performance enhancing fitness clothing to the market. The startup brand had developed a new fabric technology based on the proprioceptive principles of kinesiology tape and integrated it into their designs, with the apparel described as “the next step in performance sportswear” by sport scientists and athletes. We were asked to turn around the launch of the brand’s first Kickstarter campaign in just three weeks.
We developed a simple campaign strategy that identified a variety of newsworthy angles and placed high profile interviews with the brand’s CEO and its ambassadors.
Our strategy targeted online titles only to drive traffic direct to the financial backing page, tailoring our press releases to target specialist titles.
The Kickstarter campaign was funded in record time – 100% in just two weeks. Coverage included an interview with the brand’s ambassador – the ‘bodybuilder with no pulse’ – on Mirror Online, a key piece on Dezeen’s website and social channels and many sport and fitness titles running the story.
"I’ve never been more impressed by the work ethic of a PR agency. The Munch team are concise, quickly turn around work and the quality is impeccable. The targeting for this campaign was bang on. The Kickstarter dashboard data showed just how many of our backers were driven from the coverage Munch secured.
"They really drove this project from the beginning to end and helped us deliver in record time."
Oscar Ryndziewicz - CEO of Python Performance