Glowforge

We tackled Glowforge's product launch with a 3 day video shoot, and 'round the clock post-production in order to meet aggressive deadlines and maximize results. After considering all the KPI’s, we fully understood Glowforge’s main objective, to make this video as shareable as possible. 

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Challenges

1. Glowforge has the ability to make almost anything, making it difficult to find a clear storyline.
2. Laser cutters are relatively expensive for the average customer, making the conversion window much longer when compared to other DTC brands.
3. At the time of launch, Laser cutters were traditionally made for industrial use, so introducing it for the home posed a significant challenge. 
   

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Our Approach

Mikhail Agency and Glowforge began by listing the goals for the video campaign, all 100+ of them. We then spent the first 3 weeks addressing as many of the goals by implementing them in our creative approach. Ultimately culminating with a script and animatics (animated storyboards) for us to review and test before production.

During post-production, we spent countless hours testing and revising the edit, until our video performed better than campaigns that did $10 million + in revenue. One of the key milestones in the company's history was our successful crowdfunding campaign in 2015. Glowforge raised over $27 million in pre-order revenue, making it one of the most successful crowdfunding campaigns of all time.

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Glowforge, a startup, founded in 2013, is based in Seattle Washington, has continued to grow and innovate since the success of our crowdfunding campaign.  The company's products have been widely adopted by a range of users, including hobbyists, designers, and small businesses. Today, Mikhail Agency remains a pivotal partner in its growth.

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