embrace audio lab

Embrace Audio Lab, led by entrepreneur and audio engineer Peng Lee, developed and launched several commercial audio products. The company’s XROUND XPUMP was one of its most promising.

the call

XPUMP is our big bet this year. We need help getting the word out!

the solve

The Embrace team believed launching XPUMP on Kickstarter was the right first step. We backed that up with ideas for a media campaign, and then they asked us to help with a Facebook advertising campaign.

It always starts with research and strategy. The XPUMP ideal customer was one close to our hearts—music lovers, film buffs, and creatives who wanted more from the audio streaming out of their devices. 

We uncovered key messages, developed creative, and launched the campaigns.

We focused on the promise of XPUMP as well as the science behind the technology. Embrace had outsourced a strong proof of concept video and attractive graphics. Both were used to carry the story.


We developed the key messages and content for the XPUMP Kickstarter campaign. Then we turned it over to the crowdfunding agency hired by Embrace Audio Lab. (Narrator: The agency didn’t do a great job, so we were pulled in to help.)

Public Relations

Our PR campaign targeted essential gadgets, gaming, and multimedia audio influencers. We approached each with information about XPUMP and the Kickstarter campaign. We earned coverage in a handful of publications and websites.

Social Advertising

Embrace was not seeing a positive return on the Facebook ads its crowdfunding agency was running. We refashioned the concept and copy, helping improve the campaign’s performance.

The results

The integration of efforts — and, frankly, an excellent product — helped XPUMP get funded in just 8 hours. At the end of the campaign, 2,278 backers pledged $227,673, a whopping 911 percent of funding.

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