The work, before the showcase
At MG, copy and strategy live in the same file as the campaigns. Data lands on the desk next to design. First we find out whether the product holds up. Then we decide how to launch it. When the numbers answer, we change what needs changing.
Strategy, tests, changes of direction and numbers. What happens between the first idea and the day a project meets its audience.
A first project with no IP or publishing group behind it, turned into a global launch.
Business manager hacked seven days before launch. Pixel compromised, history gone.
Account recovered, a new pixel retrained while the launch was replanned from scratch.
Same budget. A campaign structure that finally made it clear where value was being created.
More spend would not have fixed the problem.
ABO to CBO, revised audiences and redistributed spend.
Two months of total sales. One isolated spike was not enough.
A publishing launch with the plan already built: ads came in as a multiplier.
MS Edizioni arrived with creator content, review-copy seeding and a 15,000-subscriber newsletter.
One CBO with three creative formats, broad audience, remarketing on 75% video viewers.
ROAS 7.79 and a €5.07 CPA: ads multiply a system that is ready, they do not replace it.
An international campaign for a narrative game built around decisions and their consequences.
Mid-campaign feedback asked for a lighter way in: the average cart was holding pledges back.
A new pledge created mid-campaign, with a lower entry point. Average cart down, many more pledges.
The game of a major international IP, brought to the role-playing audience.
A global campaign, built in close collaboration between everyone involved.
2,408% of the initial goal.
The world of Railroad Ink, brought to Kickstarter for the first time.
Railroad Ink had never been on Kickstarter: no past campaign audience to bring back.
All the weight shifted to the pre-launch, to reach day one with the list already built.
These notes appear while we read campaigns. They keep pretty metrics from hypnotising us.
A number is useful only if it changes a decision. Everything else is noise.
Services come here, after the work. They are ways into the project. Interchangeable packages belong somewhere else.
We work on the brief together from the start. Four trades, one problem. And plenty of corrections from each other.
If the product is hard to understand, she starts there. She finds the right line without making it look like everyone else.
He puts promises to the test. Then backs decisions with numbers.
She makes the promise visible before it is read. In an ad, it has to work at first glance.
He hunts false signals. Then brings the conversation back to the number that matters.
Open tool / No email
The gross raise gets the attention. The project is paid for by what remains after fees, VAT, production, shipping and advertising. Put in your numbers and look at the margin.
Open the Kickstarter fee calculator ↗New project / Intake
Tell us how far you have got and what does not add up. That is enough. We will reply to find out whether we can actually help. And if we cannot, we will say so.
info@wearemgsolutions.com ↗