Client: Everless
Industry: Reusable Consumer Products
Initial Launch: 2018 (Japan)
Product: SmartBag – Innovative reusable product
The brand
Everless creates sustainable consumer products designed for everyday use. Their flagship product, the SmartBag, initially launched in the Japanese market in 2018 but struggled to maintain momentum beyond its initial debut.
- Joost de Muinck, Everless founder
- The SmartBag in action
The partnership
Starting Point
When Everless approached Dicebeam, the brand faced significant obstacles to growth. Rather than attempting to revive the underperforming eCommerce store, a more strategic approach was needed to reintroduce the product to the global market effectively.
The Challenge
- A dormant eCommerce store with an extremely low conversion rate (below 0.5%)
- Lost market momentum after the initial Japanese launch
- Need for a complete brand repositioning for global markets
- Limited marketing resources to support a traditional store re-launch
Our Approach
1. Strategic Relaunch Planning
We conducted a comprehensive analysis and determined that a crowdfunding campaign would be more effective than relaunching the existing store, as it would:
- Generate renewed attention and excitement
- Validate product-market fit in new regions
- Create built-in urgency and scarcity
- Provide immediate funding for production and expansion
2. Market Testing Funnel Development
We built a sophisticated pre-launch funnel to:
- Gauge audience interest across different segments
- Test and refine messaging before full campaign launch
- Build an engaged email list of potential backers
- Identify the highest-converting audience segments
3. Complete Messaging Overhaul
Our team executed a comprehensive content strategy including:
- Complete rewriting of product positioning and copy
- Development of compelling campaign narratives
- Creation of a clear value proposition for global markets
- Testing of multiple messaging angles to identify top performers
4. Conversion Rate Optimization
We implemented an iterative conversion optimization strategy:
- Started with lead generation conversion rates below 10%
- Systematically tested and refined audience targeting
- Optimized landing page elements and call-to-action placement
- Achieved consistent 25-30% lead conversion rates through strategic adjustments
5. Campaign Management
Throughout the Kickstarter campaign, we provided:
- Ongoing conversion optimization
- Website design and development
- Real-time performance analysis and adjustments
- Strategic recommendations to maximize funding
Following the successful campaign, we:
- Designed and built a new Shopify store for direct consumer sales
- Transitioned the audience from crowdfunding to e-commerce
- Implemented conversion-optimized design elements proven during the campaign
The Results
Key Outcomes
The Kickstarter campaign was fully funded within 24 hours of launch.
Over USD $350,000 raised through the crowdfunding campaign.
Increased lead generation conversion rate from below 10% to a consistent 25-30%.
Achieved unusually high return on ad spend due to optimized targeting and messaging.
Transformed Everless from a dormant brand into a successfully relaunched product with global traction.
