Kickstarting Maluna with more than $1 million in sales
After designing a better performing cooler in his Minnesota garage, Scott Hoyt, a thermal dynamics expert turned entrepreneur, founded Maluna Coolers and soon turned to Guzman Labs to help get his startup off the ground. Through the longterm partnership, Guzman Labs has provided services ranging from branding and business strategy to website design and crowdfunding as the bootstrapped startup has raised nearly $1 million on crowdfunding platforms and earned more than $1 million in sales.
Branding a Disrupter
Boasting a patented design that outperformed the leading competition by 23%, Maluna set out to shake up the market for premium coolers. Guzman Labs positioned the brand as an innovative disrupter providing a detailed branding strategy and messaging strategy which would inform all subsequent marketing activities.
Lifestyle photoshoot at wildlife nature preserve provided nearly 100 branded photographs to the media library.
Building an Audience
Guzman Labs helped Maluna build and engage an online audience of over 30,000 fans and followers. Posts consistently generated over 4,000 organic impressions and more than 1,000 interactions with paid campaigns generated more than half a million impressions. Fans, many of which quickly became brand evangelists self-described as “Malunatics” served as the bedrock of Maluna’s crowdfunding campaigns and other markerting activities.
fans and followers
email subscribers
The Maluna Unhinged Cooler (2017)
Digital Ad by Guzman Labs
The Maluna Combat 22 (2018)
Kickstarter Video by Guzman Labs
The Malunacy is Real (2017)
User Generated Content by Guzman Labs
How to Pronounce Maluna (2017)
Digital Spot by Guzman Labs
The Maluna Combat 22 (2018)
Digital Ad by Guzman Labs
Video Content
Kickstarting the Unhinged Cooler
Maluna Coolers launched on Kickstarter and achieved its funding goal of $150,000 in less than 24 hours. The campaign, managed by Guzman Labs, generated $440,000 in pledges in just 30 days and a subsequent preorder campaign raised an additional $180,000. Guzman Labs coordinated everything from page construction, crowdfunding content, campaign transition, customer service, survey management, and on-time fulfillment via third party logistics.
%
of Kickstarter goal
Top 0.01% Project
in Kickstarter history
Launching Maluna.com
Post Kickstarter, Maluna needed a robust platform to sell products and continue to build brand awareness. Maluna.com, designed and developed by Guzman Labs is powered by the Internet’s largest ecommerce platform and features the brand’s expanding line of Unhinged Coolers as well as accessories and custom designed apparel. Custom built and tailored to Maluna’s brand and operations, the site automates inventory management and links with the company’s third party logistics provider as well as shipping partners.
Launching Maluna.com
Post Kickstarter, Maluna needed a robust platform to sell products and continue to build brand awareness. Maluna.com, designed and developed by Guzman Labs is powered by the Internet’s largest ecommerce platform and features the brand’s expanding line of Unhinged Coolers as well as accessories and custom designed apparel. Custom built and tailored to Maluna’s brand and operations, the site automates inventory management and links with the company’s third party logistics provider as well as shipping partners.
Fundraising for a Good Cause
Maluna, Guzman Labs, and a group of volunteers joined forces on a special campaign to benefit veterans. Each day, an average of 22 veterans and members of the military takes their own lives. Maluna developed a special 22-quart cooler to benefit the Fallen Outdoors, a 100% volunteer organization that helps veterans connect with the outdoors and each other. Guzman Labs donated $10,000 of design and marketing services.
Maluna launched the Combat 22 campaign on Kickstarter where it raised it’s $100,000 goal in just over 24 hours and $192,000 in 30 days. Overall, the campaign raised $260,000.
%
of Kickstarter goal
More than
$1 million
in marketed sales
“A great partner… makes Maluna look professional with web work and branding.”
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