Kickstarting Pop-ularity
LovePop Cards Fundraising Campaign & Brand Storytelling
LovePop creates intricate, 3D pop-up greeting cards that blend advanced engineering with the ancient Asian art of paper cutting. Founded by two naval architects turned entrepreneurs, the company needed to move beyond craft fairs and small online sales to scale production and reach a broader audience.
In 2014, LovePop launched a Kickstarter campaign to fund its first large-scale holiday collection. I joined as Creative Lead to craft the campaign’s narrative and generate buzz through storytelling, press, and digital media. Our success not only secured full funding — it also led to national exposure on Shark Tank and investment from Kevin O’Leary.
My work included scripting, copywriting, and PR strategy that brought the brand to life in a way that was both heartfelt and scalable.
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LovePop had a unique product and a compelling origin story — but little brand awareness. The co-founders needed a marketing campaign that could:
Capture the emotional and artistic appeal of the cards
Share their founder story in a compelling way
Stand out on Kickstarter during the crowded holiday gift season
Generate enough buzz to attract both backers and media attention
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Creative strategy and storytelling lead across all campaign assets
Scriptwriter and story editor for the Kickstarter video
Author of all campaign copy, including product descriptions, CTAs, and brand story
PR and content lead for media outreach, email campaigns, and social posts
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Working closely with John and Wombi, I helped distill their story — from a grad school trip to Vietnam to a table at a local craft market — into a clear, emotional arc. This narrative served as the foundation for:
The Kickstarter campaign page
The launch video
Press materials and email campaigns
We positioned LovePop as more than just a card company — it was a celebration of engineering, artistry, and human connection.
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I wrote and storyboarded the campaign video, helping the founders tell their story in a warm, authentic tone. We emphasized:
The founders’ backgrounds and unexpected creative journey
The craftsmanship behind each card
The joy the cards bring to givers and recipients alike
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To generate pre-launch momentum and ongoing media interest, I created:
A press kit and media outreach plan targeting design blogs, tech outlets, and holiday gift guides
Social media content and storytelling posts that highlighted both the products and the people behind them
Campaign updates that kept backers engaged throughout the fundraising period
LovePop reached its Kickstarter goal in under a month, allowing production of its first major holiday collection. The strong storytelling and campaign momentum attracted attention from Shark Tank, where the company secured funding and mentorship from Kevin O’Leary.
Since then, LovePop has grown into a multi-million dollar business with hundreds of card designs and retail locations across North America. The early success of this campaign laid the foundation for its rapid scaling — and remains my favorite example of how strategic storytelling can unlock growth.