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I agree the video is well made. The quality is on par with what you'd expect for that budget. And it hits on all the recommendations we derived from the video benchmark data.

Can you tell us more about your campaign tactics, other than video? eg. How big of a mailing list did you have prior to launch? did you advertise? any PR?

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The only ads I bought were about $2k of Facebook ads, which converted into about $1.6k of pledges. Not a winning strategy. I hired a couple people with experience in FB ads to help me with the audience, but the CTR of 3-4% at $0.25 CPC did not convert well.

As for mailing list, I had 1,000 people signed up and I sent an email newsletter to 55k people who use my other service (which is compatible with this hardware), so it was relevant for them as well.

Of the lessons learned, building up the mailing list is quite possibly the biggest. Just having ads running that you optimize for months beforehand is a good setup for running ads during the campaign itself.

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