Summary

POM, a clothing brand focused on creative design and responsible production practices, entered the Romanian market through a local crowdfunding campaign. We worked together on the communication strategy and execution, which helped reach 112% of its funding goal and led to the product’s launch.

Goal

Raise €7000 through a one-month crowdfunding campaign while growing the brand’s follower base and positioning POM as a brand that creates a positive social and environmental impact.

The campaign also aimed to test the market and validate whether people were willing to buy the product.

Action

We developed a communication strategy built around three key pillars: 

• The story behind the brand (we shared the vision and the reasons behind this unique concept) 

• Sustainability (we took an educational approach, translating technical information into accessible language, explaining the impact of organic clothing on people’s lives and the environment)

• Crowdfunding logistics (we maintained transparency throughout the campaign by explaining how crowdfunding worked, campaign updates, showing behind-the-scenes content, and communicating how the funds would be used) 

One of the challenges was explaining what crowdfunding is and how it works. Many people confused it with donations and other forms of financial support, so we created educational content to clarify the crowdfunding model, including how rewards are offered in exchange for contributions.

Results

• Raised €8,500 in one month, exceeding the initial €7,000 goal by 21%

• Validated market demand and laid the foundation for the product’s launch

After the crowdfunding campaign

I joined the team as a Marketing Manager and led the launch of several campaigns. 

We actively involved the brand’s community in the decision-making process, including inviting them to help choose one of the T-shirt concepts.