Kambeo case study

Who is Kambeo?

Kambeo actually started out as Gigit Marketplace—a platform built for nonprofits to run events, collect donations, host fundraisers, and spread awareness of the causes they were supporting.  And while the platform was helping so many nonprofits, there was still more that could be done.  Chris McIntosh, the founder of Kambeo wanted to expand the impact and to connect these nonprofits with companies who were looking to give back.  Chris was looking to change the way we can change the world and so Kambeo (which translates to 'change') was born.

The Work

I was brought in to help oversee this brand transition from Gigit to Kambeo and announce Kambeo to the world—most notably the corporate world.

We worked with a creative team and our in-house designers to flush out the look, feel, tone, and messaging of the brand and after a few iterations, we were ready to announce it to the world.

Being a startup, the pressure was on to not only announce the brand but to generate awareness and interest relatively quickly, so we got to work.

We started by launching a comprehensive cross-channel strategy, using research, insights, and hypotheses to start to generate awareness of the brand.  Tying in content creation to support searches that were relevant to our product, we were focusing on SEO, SEM, organic social, and paid LinkedIn and Facebook ads as well as some other tests to see where we got the most traction.

We quickly identified channels that weren't producing results and re-allocated budget to where we were seeing wins until we were able to narrow down the scope of our campaign and then optimized for ROI from there.

The Results

• Within 8 months of launching the Kambeo brand, our marketing efforts were driving 85% of all incoming leads and deals.
• Over $4 million dollars of pipeline was created in just 2 years of launching the brand.
• We were able to reduce the cost of conversion by 50% during that same time period.
• Created a solid demand capture framework that continues to run today

The takeaways

• Be decisive
• Don't be afraid to fail
• Keep optimizing what works
• Do the basics really well
• Listen to what customers are telling you

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