How HAB's £1m crowdfund reached £2.4 million

£ 2432 Million

Raised

 13 

Articles in the Press

 27000 

Website Views

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Objective

HAB launched its Mini-Bond crowdfund on 22nd December 2016. The target was to reach £1 million, opening first to HAB’s networks at 9%, then to the wider public at 8%.

Result

Within four days of the launch, the crowdfund reached its target raise of £1 million, and by 28th February 2017, the crowdfund closed at £2.432 million from 282 investors.

Challenges

As with all crowdfunds, the main challenge was to hit the target of £1 million. This meant going out first to HAB’s existing audience and networks, before reaching out to the wider public through digital media and traditional PR tactics.

Strategy

We mixed proactive, planned, and responsive strategies with a content-led approach that focused on national, sector, and local media. This was followed by a wider push through HAB’s wider channels, as well as investment, property, and other third-party channels to gain press coverage and word of mouth awareness. The crowdfund received coverage from national titles during the launch, with interest from The Telegraph, the Guardian and The Times all during the first week. Web traffic tripled, Twitter generated over 70% of the referral traffic, and the website received a record number of visits during January 2017.

Guerilla Tactics Used:

Media Marketing

Media coverage

Content Marketing

Social media strategy

Social Marketing

Content creation

Something Else

Digital marketing

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