How TCF’s PR Boost Contributed to Rokid AR Lite’s $1.2 Million Crowdfunding Success

In June 2024, Rokid, a pioneer in augmented reality (AR), launched its highly anticipated AR glasses, the Rokid AR Lite, on Kickstarter. Despite offering cutting-edge technology at an accessible price point, the campaign underperformed halfway through its course, struggling with low media visibility and slow traction among potential backers. Facing a stagnant crowdfunding campaign, Rokid partnered with TCF.

Over the next few weeks, TCF executed a highly targeted PR strategy that generated extensive media coverage and consumer interest, driving the campaign beyond the $1 million mark—far exceeding its initial goal of $20,111. This case study explores how TCF transformed the Rokid AR Lite Kickstarter campaign into a runaway success.

Background

Rokid and the AR Market

Rokid has been at the forefront of AR and AI-powered smart glasses, known for integrating spatial computing technology with sleek, user-friendly designs. The Rokid AR Lite was designed to democratize AR, offering high-end functionality powered by Qualcomm’s Snapdragon 6 Gen 1 platform, a 300-inch virtual screen, and multi-app versatility—all at an affordable price point.

Kickstarter Launch and Initial Struggles

In June 2024, Rokid sought to crowdfund the AR Lite on Kickstarter, setting a modest goal of $20,111. However, two weeks into the campaign, the project had gained limited visibility, and backer engagement was slow. Despite the product’s potential, the campaign struggled to reach even a fraction of its goal. The primary challenges were:

• Low media visibility: Minimal coverage across relevant media outlets meant few potential backers were aware of the campaign.
• Lack of momentum: The Kickstarter page attracted little traffic, hindering the campaign’s ability to gain traction.
• Tough competition: Rokid competed in a space with established, high-end AR products, making differentiation difficult.

Challenges and Situation

By the time TCF took over, the Kickstarter campaign had stagnated. The product’s technical capabilities were not enough to drive traffic, and without media coverage, the campaign risked failure. The main challenges included:

• No significant media buzz: Limited media attention led to little consumer interest.
• Unclear value proposition: The campaign needed clearer messaging that resonated with the everyday consumer.
• Sluggish backer engagement: Without traffic or momentum, potential backers were not being motivated to invest.

TCF’s Strategic PR Execution

TCF’s approach began by fundamentally rethinking Rokid’s PR campaign strategy. The focus was on creating a compelling narrative that positioned Rokid AR Lite as an inclusive product for professionals and everyday users, breaking away from the perception that AR was only for tech elites.

Key Three Strategic Pillars

Securing Impactful & Targeted Media Coverage

Instead of a broad media outreach, our PR strategy focused on securing media coverages on platforms where Rokid’s target audience—tech enthusiasts, gamers, and innovators—spent their time. This laser-focused outreach strategy included:

• Major tech publications like T3 and Phone Arena, which drove awareness around the product’s technical innovations.
• Lifestyle and gadget outlets like Men’s Health and Stuff, where messaging focused on ease of use, affordability, and everyday integration.
• Gaming-focused platforms like YouTube, where influencers like Max Tech and Ben Sin provided reviews that generated organic traffic to the Kickstarter page, amplifying interest among gamers and tech enthusiasts.

By strategically focusing on core tech publications while also tapping into lifestyle and gaming media, our PR team was able to generate a broad wave of media interest that directly drove backer engagement and amplified the campaign’s reach.

Crafting Tailored Content That Spoke to Media and Consumers

One of the key strategies behind the PR success for Rokid campaign was the creation of tailored pitches that resonated with different media outlets. Our team knows well that each publication has its own tone and audience, so we made sure to craft bespoke pitches and media materials to fit those publication readers. The approach included:

1. Tailored Media Pitches
For highly technical outlets like XRToday and Phone Arena, TCF focused on the technical innovation of the Snapdragon 6 Gen 1 platform, spatial computing capabilities, and how Rokid AR Lite pushed the boundaries of AR. For lifestyle publications like Men’s Health and T3, the message pivoted to affordability and ease of integration into everyday life, highlighting how the product could enhance gaming, entertainment, and productivity.

2. Press Releases with a Clear, Consistent Message
The press releases consistently positioned Rokid AR Lite as a trailblazer in AR technology, emphasizing its affordability and innovation. The messaging was simple but powerful: “Rokid AR Lite Sets a New Standard for Affordable AR Technology, Powered by Snapdragon 6 Gen 1.” Each release ended with a strong call to action, directing readers to visit the Kickstarter page.

3. Comprehensive Media Kits
TCF made it easy for journalists to cover Rokid AR Lite by providing detailed media kits. These kits included product fact sheets, high-quality images, and video content showing the device in action. By including key talking points, TCF ensured that journalists could easily tell Rokid’s story and maintain consistent messaging across platforms.

General Points Covered in The Pitches

While the pitches were At the core of our strategy was the creation of a consumer-centric narrative that would resonate with everyday users—moving away from positioning Rokid AR Lite as another high-tech gadget for the elite and instead, presenting it as AR for everyone. This shift focused on key messaging points:

1. Powerful Technology at Their Fingertips

Rokid AR Lite was the first AR glasses to feature Qualcomm’s Snapdragon 6 Gen 1 Mobile Platform, traditionally reserved for high-end devices. This breakthrough brought immersive AR experiences to consumers without the usual high price tag, allowing users to game, stream, and enjoy virtual environments on a 300-inch virtual screen from the comfort of their homes.

2. Affordability Without Compromise

One of the biggest barriers to AR adoption is cost. Rokid AR Lite shattered this barrier by offering high-quality AR at an affordable price. This message appealed to consumers who previously thought AR was out of reach, making it clear that Rokid AR Lite was not a luxury, but an accessible reality.

3. Perfect for Productivity and Play

In the pitch we highlighted that Rokid AR Lite wasn’t just about tech specs but was designed for both gaming and productivity. Users could stream, game, and work, running multiple apps simultaneously on a massive virtual screen, making it an essential tool for professionals and gamers alike. This dual-purpose messaging increased the product’s appeal across diverse consumer segments.

This structured approach allowed us to connect deeply with potential backers, making them feel like they were part of a technological revolution that was previously out of reach.  

Outcomes

TCF’s PR efforts were instrumental in driving the campaign’s success. By the end of the campaign, Rokid AR Lite had surpassed its original goal of $20,111, raising over $1.2 million with the support of 2,207 backers. Media coverage was overwhelmingly positive, focusing on the product’s affordability, innovation, and versatility.

Numbers do not lie: 

• 1 million media impressions across major tech, AR, and gaming outlets.
• 15% share of voice: Rokid dominated the AR conversation during the campaign.
• 100% positive coverage: All media coverage praised the product’s accessibility and quality.

Conclusion

TCF’s precision PR strategy not only saved Rokid AR Lite’s Kickstarter campaign but also helped the product exceed its funding goals by over 6000%. By crafting a bold, consumer-centric narrative and securing targeted media coverage, TCF positioned Rokid as a leader in affordable AR technology. This case demonstrates the power of strategic PR in turning around a struggling crowdfunding campaign and provides a blueprint for future product launches.