Part 5 — Launch Week & Momentum: How 7-Figure Campaigns Stay Alive

The campaign has three emotional arcs:

1. Launch spike

2. Mid-campaign “oh no”

3. Final 48-hour surge

The winners plan for all three.

Launch day: treat it like a product drop

Your goal is a Day 1 surge that creates social proof.

Launch day checklist:

• email list blast (morning)

• creators post within first 24 hours

• paid ads + retargeting turned on

• comment section engagement (reply fast)

• first update posted early (celebrate + next milestone)

Mid-campaign: manufacture mini-spikes

Momentum is engineered.

Ways to create spikes:

• announce a stretch goal that doesn’t wreck manufacturing

• drop a new bundle tier (limited quantity)

• publish a creator review

• run a “48-hour bonus”

• do a live demo + Q&A

Indiegogo’s Drops is basically a formal version of “mini-spike with scarcity,” and it’s a useful mental model even if you’re not in their program.

Retargeting is where the money is

Cold traffic is expensive.

Retargeting (people who visited but didn’t buy) is usually far more efficient:

• show proof

• show urgency

• show your “most popular” tier

Platform trust is becoming a bigger deal

Kickstarter has been making trust-related updates and transparency moves that affect how backers feel about risk. Indiegogo’s Shipping Guarantee is also part of that “trust layer” trend.

Next up: Part 6 — finishing strong, post-campaign money, and the pitfalls that kill winners.