Two Similar Crowdfunding Campaigns, Two Very Different Outcomes (Or, Why Messaging Matters)

It isn’t every day that two very similar campaigns are raising money at the same time on two of the largest crowdfunding platforms in the world, but that is the case right now. Kickstarter and Indiegogo are both playing host to campaigns seeking funding for spy cameras, and at least one of those campaigns has garnered some criticism in the press for what the products hope to bring to the end user.

On Kickstarter, a campaign for the COVR Photo has raised $12K toward an $80K goal. Watch the pitch video below to get an idea of what the product promises in the way of functionality and why the designers want to bring it to market…

The video presents an ethos that I’m certain will resonate with many photographers: the occasional need to take a picture without being seen. It’s the best way to capture the true essence of the moment without the risk of people acting for the omnipresent camera.

What is it to the press? A Light-Bending iPhone Case That Lets You Take Photos on the Sly, as reported by Wired.

Now consider the Peek-i, which currently stands at a hair under $10,000 raised on Indiegogo. The product is really the same idea, albeit with a slightly different approach. We’ll start their pitch video from the beginning of the segment of note…


These two campaigns are strikingly similar, but the headlines surrounding the Peek-I? Indiegogo allows upskirt photo gadget to remain on site, as reported by CNET. The narrative that dominates this piece involves recently passed laws against voyeuristic “upskirt” photos and Indiegogo’s review process. There isn’t much talk about how great the product is to say the least.

Two similar products, two very different approaches to messaging. One effective at telling the story of the product, one clearly not. Messaging is important, folks. Crowdfunding campaigns all tell a story, and that story is malleable to some extent. Crowdfunders have some ability to craft what their story will be, and the choice of how to craft said story can lead to two very different results. Consider the story you’re trying to tell.

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