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EcoFlow Delta Pro Launch
EcoFlow's Delta Pro raised over $12M on Kickstarter, making it the most-funded tech product the platform had ever seen.
EcoFlow's Delta Pro raised over $12M on Kickstarter, making it the most-funded tech product the platform had ever seen.
EcoFlow's Delta Pro became the most-funded tech product in Kickstarter history. I led content strategy and copywriting across the full campaign, from initial creative development through to execution across every channel.
The campaign covered every major channel, with each piece of content designed to pull people closer to backing. The creative idea running through all of it was straightforward: the Delta Pro gives you power wherever you need it, and that's genuinely worth something.
A series of videos were created for the campaign. A top of funnel TVC teaser where we literally built a house, put it on a truck and drove it past a volcano inside inner mongolia, alongside more conventional mid/top of funnel introduction videos, and a series of conversion advertisements.
Ad creative ran across Facebook, Instagram, and Google throughout the campaign. At the top of the funnel, the focus was on the lifestyle angle. As the campaign progressed, copy shifted toward specs and reviews, then urgency as the deadline approached.
Organic social ran across Instagram, Facebook, and Twitter throughout the campaign. The content covered product education, early backer testimonials, and lifestyle content tied to the campaign's core message, with each asset adapted for its platform.
Email ran as a sequenced programme across the full campaign, from pre-launch signups through to the final 48-hour push. Each email had a clear role in moving subscribers toward backing, whether that was introducing the product, sharing early reviews, or driving urgency at the close.
Since all campaign traffic eventually landed on the Kickstarter page, the copy needed to do the heavy lifting. Features were ordered by what mattered to buyers rather than by the spec sheet, and the structure was built to hold attention whether someone read two paragraphs or twenty.
Getting the page to convert well meant handling objections and building trust alongside the product story, rather than treating them as separate jobs.
Supporting content included pre-launch signup pages, campaign overview pages, and the Kickstarter project copy. The goal across all of it was to reduce any reason not to back, and make the path to pledging as clear as possible.
I wrote two press releases during the campaign, timed to the launch and then to the record-breaking funding milestone. Both were syndicated internationally.
I helped build and run the EcoFlow Official Club on Facebook, which grew to over 144,000 members. The group gave existing customers somewhere to talk about the product, and it kept potential backers engaged throughout the campaign in a way that paid ads couldn't replicate.
Running the group required a different approach to content than the brand channels. Posts were written to prompt discussion and share owner stories rather than push product, which made the community feel worth being part of rather than just another marketing touchpoint.