Client: Kineon (originally launched as Reviiv)
Industry: Health Technology/Medical Devices
Founded: 2021
Product: Move+ Pro (initially Knee+)
The brand
Kineon specializes in advanced red light laser therapy devices designed to provide targeted pain relief and therapeutic benefits. The brand initially launched through an Indiegogo crowdfunding campaign before transitioning to a direct-to-consumer eCommerce model.
- Reviiv, Knee+
- Brooke Wells wearing the Move+ Pro
The partnership
Starting Point
Kineon approached Dicebeam during their product development phase after experiencing concerning conversion issues with their pre-launch campaign. Their existing landing page was underperforming, threatening the success of their upcoming crowdfunding initiative.
The Challenge
- Significantly improve landing page conversion rates
- Identify and connect with the right target audience
- Develop compelling messaging that would resonate with potential backers
- Create a strategy for post-crowdfunding commercial success
- Coordinate effectively with multiple agencies handling different aspects of the launch
Our Approach
1. Audience Discovery & Refinement
Through comprehensive data analysis and targeted audience interviews, we:
- Refined the existing target audience profile
- Identified critical messaging issues in the current approach
- Discovered an untapped audience segment that wouldn’t necessarily convert during crowdfunding but represented significant post-launch potential
2. Conversion Rate Optimization
We implemented a systematic approach to improving performance:
- Conducted iterative testing of messaging, design elements, and CTA placement
- Restructured the landing page based on conversion best practices
- Optimized the user journey to address hesitation points
- Achieved approximately 20% increase in landing page conversion rates
3. Campaign Content Development
Our team managed comprehensive content creation including:
- Copywriting optimization for the Indiegogo campaign page
- Development of educational content to support product credibility
- Strategic content creation to address pain points and build trust
4. Cross-Agency Collaboration
We worked seamlessly alongside specialized teams handling:
- Advertising
- Email marketing
- Product development
5. Commercial Launch Support
Following crowdfunding success, we assisted with:
- Building an educational platform to support ongoing sales
- Developing the eCommerce store for direct consumer purchases
- Transitioning from crowdfunding to sustainable commercial operations
The Results
Key Outcomes
The Indiegogo campaign was fully funded within 24 hours and raised USD $350,000.
The product went on to generate over USD $1,000,000 in sales post launch.
Successfully identified and activated a secondary market segment that became crucial for post-campaign growth.
Successfully identified and activated a secondary market segment that became crucial for post-campaign growth.
Created cohesive messaging across crowdfunding, educational content, and eCommerce platforms.
