Preparing for Kickstarter
A landing page turned cold traffic into a waiting list — primed to pounce at launch.
The product
A Kickstarter exclusive, never sold in stores — two ornaments synchronized to one light-and-sound show.
Harry Potter™ Keepsake Ornament
Skip to work sample ↓
My Role
Senior Copywriter
at
Clients
Full-funnel launch copy — from cold-traffic landing page to funded Kickstarter campaign.
Deliverables
Key Results
Anchored by my copywriting and content design
$613,056
In pre-orders
2,725
Backers
28%
Landing-page conversion
Five stakeholders, one voice
Every line I drafted routed through five teams for approval. That meant less time to iterate than most crowdfunding campaigns get — I had to balance creative risks against getting it right early.
Fans set the strategy
I wrote the audience survey, then built the strategy from its results with product marketing and Hallmark. Purchase intent came back so high the launch just had to carry that demand to Kickstarter intact.
18,365
survey responses
- Dedicated Harry Potter fans 54.5%
- Ornament collectors 31.5%
4.6 / 5 purchase intent — they arrived pre-sold
Full price, on a discount platform
Steep early-bird discounts are Kickstarter’s standard opener — backers expect a reward for taking the risk.
No discount carrot to dangle — the Hallmark and Harry Potter names, and the copy, had to do the selling.
…and the page still signed up >1 in 4 visitors
The page I wrote
The copy came first — then I proposed and drafted the layout to carry it.
Visitors
The launch list
28 of every 100, subscribed to launch announcements
On Kickstarter, the page rolled forward with exclusive content — the walkthrough below covers all of it ↓
Escape from Gringotts™ Exclusive Harry Potter™ Ornament Set
Experience the magic of this Kickstarter-exclusive, highly detailed 2-piece Christmas tree ornament set with synchronized light & sound
2,725 backers pledged $613,056 to help bring this project to life.
$613,056
pledged of $25,000 goal
2,725
backers
With the help of this ornament set, vividly recreate the epic Escape From Gringotts scene from Harry Potter and the Deathly Hallows™: Part 2. Includes the dome of the Gringotts™ Wizarding Bank and a Ukrainian Ironbelly dragon with Harry, Ron, and Hermione riding on its back.
Our talented artists capture the essence of Harry Potter characters and scenes with a sophisticated eye for detail and unparalleled precision, immersing you in the film.
This spectacular set was brought to life by Keepsake Artists Jake Angell and Tim Bodendistel, working alongside Art Director Kurt Gaulke and a talented group of engineers, editors and sound & light designers.
A low rumble becomes a powerful growl as an imposing winged creature emerges from a massive cloud of dust. After years in captivity, the Ukrainian Ironbelly is finally liberated by Harry, Ron, and Hermione as they make their daring escape from Gringotts Wizarding Bank.
Details you’ll admire include the dragon’s deep red eyes, intricate scales, and its impressive 10-inch wingspan.
Quickly acting on Hermione’s clever plan, Harry Potter grips tightly to the dragon as the trio makes their escape. Fans will appreciate the incredible detail on his character, down to his iconic glasses.
Hermione’s iconic likeness has returned, with every detail artfully captured by our artists. Ron demonstrates commendable bravery as he helps his friends make their epic escape, but you can still see the fear on his face as he grips the dragon for dear life.
Fans have been charmed by our Harry Potter ornaments for more than 20 years, and we couldn’t be more excited to offer this exclusive, limited-edition set.
All orders come with a Certificate of Authenticity, a three-piece Mini Ornament Set, and a high-quality 8×10” print. Free shipping to the United States.
Limited Quantity Add-On: More Mini Ornament Sets Available!
Your pre-order will now already include a Mini Ornament Set of The Golden Snitch, Time-Turner, and Sorting Hat. You can choose to add on more as you like. Each mini set is valued at $21.99.
SOLD OUT Add-On: Prints with Artists’ Signatures!
While your pre-order will now already include an unsigned print, we released a limited number of signed prints! These will be signed by the creators: Jake Angell, Phu Dang, Tim Bodendistel, and Kurt Gaulke. Only available as an add-on.
Specs, availability, “Why Kickstarter”, team bios & shipping details omitted
By backing now, you’re helping to bring this to life with us, and we need to know how many to make before we can start production. This is the first of its kind, and you’ll be glad you waited. We will send you updates while we work to produce the product, plus exclusive access to provide valuable feedback that will shape future generations of Hallmark Keepsake Ornaments.
Sharing & licensing footer omitted — this walkthrough is a guided excerpt.
See the full page on Kickstarter ↗
135 characters to earn the scroll
The exclusivity, the craftsmanship, and the idea that the ornament is a show rather than just a decoration are conveyed before a single scroll.
Action!
The story opens by selling re-enactment, putting fans in the director’s chair for a scene they’ve rewatched for a decade.
Two Words, Two Jobs
‘Authentic’ stakes a claim only an official license can back.
‘Performance’ turns the light and audio features into a show the ornament stages — something that happens, not something it has.
Craft Justifies Price
A licensed product is presumed mass-made; the copy proves otherwise.When the $199 price appears later, it reads as workmanship.
People, not a logo
Naming the actual humans — sculptors, an art director, sound and light designers — turns ‘Hallmark’ from a corporate institution into an artisan studio.
Sound before the sell
The section opens on sound — a rumble, a growl — before anything is sold. The film scene does the selling, and the ornament inherits the drama.
Detail at a glance
The densest information is also the fastest to read — no wall of text.My job was naming each detail tight enough to land at a glance.
20 years of trust
One of the biggest risk signals to backers on Kickstarter is a first-time creator with no record on the platform. This line shuts that down.
Testimonials for past ornaments prove this is simply the next chapter — not a gamble.
Logistics as belonging
Urgency is the usual close, and it is skipped here.The reason to order early is a manufacturing count, which offers a stake in the batch rather than a clock to beat.
Social Media Content - Copywriting
Launch captions written for Hallmark Keepsake Ornaments’ Instagram
✨ Calling all wizards, witches and muggles! ✨ Dive into the magic with Hallmark’s Harry Potter™ Escape From Gringotts™ 2024 Keepsake Ornament Set! Exclusive to Kickstarter, this enchanting set captures the thrill of the Wizarding World™ in every detail and will not be produced again or sold in stores. Sign up now to secure your invitation to preorder at the link in our bio.
For the first time, we’re partnering with Kickstarter to create a rare collectible for Harry Potter™ super fans like you! 🧹 ✨ Relive Harry, Ron and Hermione's epic adventure with Hallmark's Harry Potter™ Escape From Gringotts™ Keepsake Ornament Set! Featuring lights, sound and dialogue, this exclusive ornament set will not be produced again or sold in stores. Don't miss the magic! Sign up now to secure your invitation to preorder at the link in our bio.