UMEI makes 3D-printed slides and needed capital for its next stage. A Kickstarter lives or dies on whether strangers believe the product is real and worth backing, so the content had to do the selling.
I led the full UGC production and social strategy: casting talent, directing shoots, managing editors and delivering final content for Kickstarter, TikTok and Instagram. Everything was built to be relatable first and product-forward second, so design, comfort and novelty came through without feeling like an ad.
Kickstarter backers aren't buying a shoe. They're buying confidence in the people behind it. The content made the product feel real and worth wanting, and the campaign cleared its goal.
$35,000 raised from 214 backers in 30 days.
