Friend of a Friend - a photobook

Project Management & Creative Direction

Goal:

  • Raise $6700 on Kickstarter in a 27 days to fund the printing of 200 books; reach backers primarily through Tiktok; maintain project momentum on Instagram.

Outcome:

  • Raised $12,134 (181% funded) on Kickstarter in 27 days; able to print 600 copies (320 pre-sold); 100 additional copies funded by Pure Nowhere (Australian-based publisher) to be distributed in Australia and New Zealand.

Marketing / Financing

tikToK:

Main marketing efforts went to video creation for audiences on tiktok.

Specifically, $3.3k was raised in the last 2 days of the funding period mainly from Tiktok referrals (two videos massed 350k views in that period with ~25% like-to-view ratio = boosted on the fyp)

Majority of backers came from Tiktok (between 34%-78% percent, factoring in Linktree, Instagram, and Direct Traffic (the first two being linked on Tiktok). The rest of the funding period saw a steady incline, with small peaks around the posting of videos on Tiktok.

Goals:

  • Reach ideal audience through fyp engagement

  • Direct viewers to Kickstarter project page to convert to backers

  • Create cross-over engagement to instagram

  • Retain the voice of the project while displaying a seamless, high quality visual experience in the editing and video production.

Strategy:

  • Posted a video on Tiktok every 2-3 days of the funding period during peak hours (however, I often found quality trumps posting at peak hours).

  • Maximized rewatches and watch time for best chance of engagement/discovery (ex. keep videos under 7 seconds)

  • Captions reflected voice of the project, offered a genuine chance to engage in the comments, or relevant information the could instantly be utilized for engagement (book drop/final day announcement/link in bio/etc)

Videos covered a range of visual and narrative styles, to experiment with engagement rates and to create an expectation of style variance; this complimented the project core values, and allowed freedom and creativity

Further engagement across platforms/audiences within the photography and creative community; sharing stages of the project, resulting in sales and a wider audience reach in the ideal market.

ArtICles:

Video/edIting:

  • Entirely filmed and edited a short video for the photobook, in order to diversify project visuals

  • Clips were shared on social media platforms (resource to create content off of)

inStagrAm:

Strategy:

  • Achieve cross-engagement from Tiktok by sharing in-depth posts, longer videos, updates and information in order to build and maintain a solid audience. (Approx. 10% conversion rate of followers from Tiktok)

  • Catalog the process of the project, exist as a point of contact for inquires

Product / Fulfillment

252 pages; film photographs and journal pages

5.8 inches x 4.25 inches

black glue, open stitch binding

soft cover, belly band

ISBN: 978-0-6454066-3-4

Published in Canada and printed in Toronto at Flash Reproductions

Limited print run of 700

Distributed by Pure Nowhere in Australia and New Zealand

Printing Process:

  • Worked in InDesign to layout the book, in Photoshop and Lightroom to edit photographs, journal pages, and adjust settings for high-quality print; sent to Flash Reproductions for printing and binding services.

  • Proofed the book pages, noted inconsistencies and sub-optimal print outcomes; made necessary adjustments in Adobe programs for vibrant, saturated prints on selected paper type.

Fulfillment/shipping:

  • Researched best shipment services and handled all shipments; set up online store within artist website for payments; created ideal packaging look with personal touches