In-house2021 to 2023Organic socialCommunityCrowdfunding
Light Pong
Organic short-form that reached 50M views and turned an audience into a funded product.
50M+
views in three months
79K
followers gained
$150K
Kickstarter raised
200%
of funding goal
The problem
A two-person hardware startup with a light-based reaction game, no audience, no ad budget, and a Kickstarter that needed to clear its goal or the product did not exist.
What I built
- 01An in-house short-form video strategy across TikTok and Instagram, shot and edited entirely internally rather than briefed out.
- 02A posting cadence built around the product actually being fun to watch, which is the only reason the format worked.
- 03A brand presence across seven channels, with a 400+ member Discord as the place the most engaged people ended up.
- 04The conversion path from viral reach to backer, which is the part most viral accounts never solve.
Result
More than 50M views and 79K followers inside three months, and $150K raised at 200% of the Kickstarter goal. The campaign work was later recognised by the Shorty Social Good Awards and written up by the American Marketing Association.
Scope and limits
This was organic reach on a genuinely photogenic product. It is the strongest audience-growth result I have, and it is also the one least likely to transfer directly to a category that is boring to film.