1,430% of Crowdfunding Goal: Numeracy Lab
Pre-launch content strategy for a new EdTech product with no sales history. Raised ~$220K USD from 1,278 backers, 14 times the original goal.
Role: Content Strategist & Copywriter
Client: Numeracy Lab｜Taiwan-based math education platform with 10+ years experience
Timeline: May – July 2022
The Goal
International surveys show that students in Taiwan are among the least confident in math and the least likely to enjoy it, even when their test scores are high. Numeracy Lab built a product to change that: an online video course paired with hands-on kits, teaching elementary school students math through games, crafts, and everyday situations.
The product was brand new and had no sales history. The campaign had to convince parents to pay in advance for a different way of learning math, before anyone had tried it.
The Strategy
Split the audience in two and gave each its own channel and message.
Loyal followers already trusted Numeracy Lab. On LINE and newsletter, the content gave them reasons to act early and to bring other families in: early-bird pricing / behind-the-scenes previews.
New audiences had never heard of the brand. On Facebook and Instagram, the content started with a feeling most parents recognize, a child who is afraid of math, and then showed what learning through play looks like.
Built the messaging framework, content calendar, and brand tone for the full campaign, and wrote the copy for Facebook and Instagram.
The Work
Email newsletter
The deepest touchpoint in the funnel. Written in the founder's own voice, like a note from a friend, it gave readers who arrived from social media the full story behind the product and a clear path to the crowdfunding page.
Facebook post
The top of the funnel. Fun math facts and eye-catching visuals stopped the scroll and brought in new followers, then converted them to the crowdfunding page.
The Result
Raised NT$7,153,369 (~$220K USD) from 1,278 backers.1,430% of crowdfunding goal reached.