Preparing for Kickstarter
A landing page turned cold traffic into a waiting list.
The product
A Kickstarter exclusive, never sold in stores: two ornaments synchronized to one light-and-sound show.
Harry Potter™ Keepsake Ornament Set
Skip to work sample ↓
My Role
Senior Copywriter
at
Client
Wrote full-funnel launch copy for Hallmark’s first Kickstarter campaign.
Deliverables
Key Results
$613,056
In Pre-Orders
2,725
Customers
28%
Waitlist sign-up rateSign-up rate
Five stakeholders, one voice
Every line I drafted routed through five teams for approval.
The survey came first
I wrote the audience survey, then built the strategy from its results.
18,365
survey responses
- Dedicated Harry Potter fans 54.5%
- Ornament collectors 31.5%
4.6 / 5 purchase intent
The page I wrote
I drafted copy and visual concepts together, working cross-functionally with product marketers, graphic designers, and web developers:
Visitors
28%of visitors subscribed to launch announcements
On Kickstarter, the page rolled forward with exclusive content — the walkthrough below covers the highlights ↓
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.
“I am obsessed with the Hallmark Harry Potter ornaments. They are all adorable, and I can't wait to see how this year’s looks with the previous year’s on my tree. I'm going to end up with a whole little village, and it's going to be adorable!”
“I'm a huge Harry Potter and Wizarding World fan. I've collected most of the Keepsake Ornaments since maybe 2018. I love the quality and realism of the Hallmark ornaments and I haven't been disappointed yet.”
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.
135 characters to earn the scroll
Exclusivity, craftsmanship, and the idea that the ornament is a show rather than just a decoration all land 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 years.
‘Authentic’ and ‘Performance’
‘Authentic’ stakes a claim only an official license can back.
‘Performance’ turns the light and audio features into a show the ornament stages.
Craft Justifies Price
A licensed product is presumed mass-made; the copy reveals otherwise. By the time the $199 price appears, the workmanship has already justified it.
People
Naming the actual humans turns ‘Hallmark’ from a corporate institution into an artisan studio.
The Scene, in Present Tense
Sound comes first. A fan replays the scene as they read.
Detail at a glance
Fifteen details, each pinned to where it sits on the ornament. No wall of text.
20 years of trust
Kickstarter backers read a first-time creator with no record as a risk signal. 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, skipped here.The reason to order early is a manufacturing count: a stake in the batch.
Social Media Content
Pre-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.