At the core of the campaign was the campaign film. The idea was to create a great video not only to encourage people to contribute, but serve as spreadable content that was easy for people to share far and wide.
Directed by Elina Patjas
Cinematography by Matias Nystedt
Editing by Elina Patjas and Matias Nystedt
The perks were strategically priced, as lower value perks attracted more total contributions, while higher value perks raised a higher percentage of total funds. Quantity limits and special-edition rewards were also used. Limited “early bird” reward helped building a momentum during the project’s early days.
It was also important to be creative and frame the perks in a way that appealed to the audience. Paola Suhonen from IvanaHelsinki designed an unique ethereal dress inspired by Sense Of Water to support the book. The collaboration got a lot of great discussion around the campaign and raised interest among other than the target audience.
The campaign raised a huge amount of interest both in domestic press and media as international blogs and publications. The sense of water campaign was mentioned in:
Nearly 20 000 USD was raised during the campaign period, which is more than 70% of the total amount of the total budget of the book. The remaining portion is funded by the grants and artist herself.