Roy Morejon Presentation for Growth Marketing Conference, Discussing Facebook Marketing Lead Generation Tactics For Facebook's 1st Crowdfunding Case Study on a 40-day, $1.8 Million Raise.

1. Referral and Viral
Growth Tactics For 2018
Roy Morejon - Enventys Partners

2. Roy Morejon
President & Co-Founder
Enventys Partners
● Serial Entrepreneur
● 2015 & 2016 Fastest Growing
Companies in Charlotte
● Crowdfunded over 500
Successful Projects
● Raised over $135 Million in past
6 years
● 24 Unique Million+ Dollar
Crowdfunding Campaigns
● Featured in CNN, Entrepreneur,
Forbes, AdWeek, SEJ, Fast
Company, Pando Daily, Yahoo!
Tech, Crowdfund Insider

3. Antonia Saint New York
Crowdfunding Case Study
@RoyMorejon

4. CROWDFUNDING HEELS?
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5. @RoyMorejon

6. WHY
CROWDFUNDING?
● Minimizes risk
● Proves out market for product
● Reduces need for loans or VC $
● Community of backers
● PR Opportunities
● No need for a website
● Easy to set up campaign page
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7. LAUNCH
This Works (most) Everywhere
Event Promotion
Trade Shows
Book Launches on Amazon
Mobile App Launches
Product or Business Launches
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8. THE STORY
Antonia Saint New York is a line of
women’s heels and flats made to feel like
sneakers on the inside.
Designed in Brooklyn with patented
technology, the brand was founded by
Antonia Saint Dunbar.
@RoyMorejon

9. THE GOAL - Crowdfund Cushioned Support
ASNY wanted to attract
new customers and pre-
sell its line of high-tech
heels via its Kickstarter
crowdfunding campaign.
@RoyMorejon

10. STARTUP MANIFESTO
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11. PRE-LAUNCH
1. Earn Trust - Get a presence and give back to your community first.
2. Give Value - Grow a foundation where your customers hang out, and
help them solve their problems.
3. Be Present throughout the buyer journey.
@RoyMorejon

12. PRE-LAUNCH GOALS
● Generate targeted email leads
● Keep email leads engaged
○ Contest Apps like Queue increase
engagement + viral sharing
● Test target audiences
● Test creative: copy & images
● Small percentage of total budget
spent during pre-launch phase
@RoyMorejon

13. Facebook Lead Gen Ads
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14. Automation is key to
increasing effectiveness of
Facebook Lead Gen Ads.
● Get your leads a welcome email ASAP!
@RoyMorejon

15. @RoyMorejon

16. Always Be Testing - Contests vs. % Off

17. RESULTS
Enter to Win vs. Discount CTA:
Enter To Win: .68 CPL
Discount: $1.20 CPL
Leads from Discount
CTA convert into buyers
2.5x better than Enter
to Win CTA
@RoyMorejon

18. Facebook
Custom
Audiences
Customer Lists [Emails]
Website Visitors
Facebook Page Engagers
Facebook Video Views
Look-a-likes
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19. Custom List Conversion Rates
● Segmented Customer List converts 6x better than
interest based targeting
● Full Customer List converts 4x better than interest
based targeting
● Look-a-likes of buyers convert 2x better than interest
based targeting

20. How To Apply
This To Any
Business
Segment Customer Database
● Top 10% of customers by
lifetime value
● Segment based on product
type purchased
○ Target with relevant new products
● Create Look-a-likes of these
segments.
@RoyMorejon

21. Regardless of your traffic
source, a majority of your
success is dependent on
landing pages that
convert.
@RoyMorejon

22. Keys to Facebook Campaigns That Convert
● Start Lead Gen & Live Campaign with low budgets
○ We launch with mix of custom audiences, look-a-likes, & interest based ad sets with $5 -
$10/day budgets
○ Scale up the best performing ad sets 50% per day.
● Start with 3 ads per ad set
○ Create 1 baseline ad across all ad sets, and two ads with relevant copy for the specific
target audiences.
○ Different messages based on Past Customer, Recent Web Visit, or Interest.
● Test new ads vs. top performing ad after 72 hours.

23. Adding a Sense of Urgency
● Sequencing of messaging throughout the campaign
○ [Just Launched] LIMITED Early Birds,
○ Early Bird almost sold
○ Early Birds just sold out -- Don’t miss out on this Flash Sale.
○ LAST CHANCE: Final hours of Campaign!
○ Over 500 backers, only a few Early Birds remaining.
■ Sense of urgency with social proof.

24. Ads that Get Clicks
● Relevant Creative to the target audience
○ Example: Targeting Women+Fans of Hiking with a Woman Hiking & message Love Hiking?
Or Hikers will LOVE these new.... “Keep the scent strong”
● Images that get clicks
○ Red, Orange & Green colors in the image, or around the border
○ Collages in the 1200 x 628 image
○ Dual Image Collages work best
● Motion Images
○ Images where just one part of the image is moving. Like the Water, Clouds, Lights
flickering using a tool like Plotagraph.

25. THE CAMPAIGN LAUNCH
● Sent pre-launch leads a “just launched” email to 40K
● We started with a traffic campaign that included about 20 different ad
sets and a video-view campaign with one ad set, using a daily budget
between $300 - $500.
● As the campaign progressed, we added new audiences, created new
ads, and expanded our current audiences from Facebook Feed only
to Facebook Feed, Audience Network, Right Rail and Audience Insights.
@RoyMorejon

26. THE CAMPAIGN CONT.
● We also started running Canvas ads to about 10 different audiences
and Instagram ads to about 4 audiences a couple of weeks into the
campaign.
● We created retargeting audiences to retarget landing page traffic,
Facebook page traffic, lead generation form views, video views and
campaign page traffic.
● By the end of the campaign, we had tested over 70 different
audiences and were running a total of 42 different ad sets with a daily
budget over $3,000.
@RoyMorejon

27. 1,796
TRACKED CONVERSIONS
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28. 7.03x
ROI
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29. THE RESULTS
● ROAS on ad spend = 7.03x
● Total tracked revenue = $439,486 over a 40
day period
● Total tracked conversions = 1,796 over a 40
day period
● Total raised on Kickstarter = $1,845,714
● Total backers on Kickstarter = 6,989
● Total raised to this point (Including
Indemand) = $2,134,370
● Total backers to this point (Including
Indemand) = 7,891
● Facebook Advertising was responsible for
78% of all the traffic to the campaign page
@RoyMorejon

31. Conclusion… Finally :)
● Pre-Launch Lead Generation with Facebook
● Custom Audiences - The POWER of your list!
● Social Proof: Facebook Ads & Landing Pages
● Sense of Urgency
● The Setup of Successful Facebook Ad Campaign
● The Importance of Testing

32. Let’s Grow
Roy.Morejon@EnventysPartners.com