Client Overview
CarveWright is a leader in affordable, small-format CNC technology. For nearly two decades, their machines have empowered makers, educators, and small businesses. In 2022, CarveWright introduced the RAVEN CNC, a redesigned, more powerful system aimed at bridging the gap between hobbyist CNCs and professional-grade tools.
Campaign Objective
The campaign’s goal was to successfully launch the RAVEN CNC by:
- Introducing the machine as CarveWright’s next-generation flagship product
- Generating buzz among both existing customers and new prospects
- Driving pre-orders and early sales through a coordinated marketing effort
- Positioning RAVEN as a tool for both professional makers and educational institutions
Challenges
- Established Competition: The CNC market is crowded with established players, from large industrial systems to low-cost hobby machines.
- Educating the Market: CarveWright needed to communicate the value of its closed-ecosystem CNC to users more familiar with open-source alternatives.
- Balancing Audiences: The campaign needed to resonate with longtime CarveWright fans while also appealing to new makers and educators.
STRATEGY
Elevantics developed a multi-channel launch campaign designed to maximize visibility and build credibility:
- 30-Day Pre-Order Advertising Campaign
- Launched across Facebook, Instagram, and Google Ads.
- Messaging emphasized limited-time pricing, early-bird bonuses, and the exclusivity of being among the first RAVEN owners.
- Positioned RAVEN as the evolution of CarveWright’s technology—faster, stronger, and smarter.
- Retargeting ads re-engaged website visitors and email subscribers to push conversion
- Pre-order landing page was optimized for fast checkout and high conversion.
- Content Marketing
- Blog series: “Why RAVEN” and “What’s New” built anticipation.
- Beta tester testimonials and maker success stories validated the product.
- YouTube tutorials showed project capabilities.
- Email Marketing
- Pre-launch teasers (“Something new is coming…”).
- Launch announcement driving pre-orders.
- Post-launch nurture series with tutorials, projects, and financing offers.
- Social Media & Community Engagement
- Countdown posts built anticipation.
- Live Q&A sessions with CarveWright’s founders answered customer questions in real time.
- Giveaways and user-generated project showcases amplified reach.
- Conference & Events
- RAVEN was unveiled at the annual CarveWright Conference with live demos.
- Attendees created and shared organic buzz, reinforcing credibility.
VIDEO PRODUCTION
For this campaign, a video was essential to presenting the features and advantages of the RAVEN CNC. We planned, scripted, filmed, and edited three video segments that could be presented together or separately. This involved coordinating with a team to generate the 3D graphics, demonstration projects, voiceovers, and music selection. The below video was the primary video used for the website landing page.
SOCIAL AND SEARCH AD ASSETS
We created a full suite of advertising assets designed to capture attention and drive pre-orders. Our team developed dynamic visuals, compelling copy, and targeted messaging tailored for social media, Google Ads, and email campaigns. Each asset highlighted RAVEN’s unique capabilities—its large format carving, speed, and advanced 3D features—while maintaining a consistent brand voice and visual identity across platforms. By combining striking creative with strategic audience targeting, the ad assets played a central role in generating awareness, excitement, and strong early adoption for the new product.
LANDING PAGE
They also needed a website landing page to show off what the product does and direct customers to pre-order different bundled deals. We created pages with high impact imagery and video to capture the attention and imagination of the viewers.
RESULTS
30-Day Pre-Order Campaign Performance
Overall Launch Outcomes
- Record Engagement: Social media engagement increased 40% during launch.
- Email Success: Campaign open rates averaged 38%, with CTRs at 12%.
- Conference Impact: 80% of attendees purchased a RAVEN CNC.
- Sales Growth: Pre-orders exceeded projections by 395% in the first 30 days.
- Brand Growth: CarveWright attracted a wave of new customers, establishing RAVEN as a serious contender in the compact CNC market.
Conclusion
The RAVEN CNC launch was a clear success, with the 30-day pre-order advertising campaign driving nearly half a million dollars in revenue on just $36,000 in ad spend. By combining strategic advertising with authentic storytelling, community engagement, and educational content, CarveWright created a high-impact product launch that strengthened brand loyalty while attracting a new generation of CNC users.
This campaign set a new benchmark for CarveWright’s marketing efforts and established a scalable framework for future product launches.
