Well, keep in mind that when I post on here, I am usually just posting whatever comes to mind, right off the top of my head.
So, for social media, always remain cognizant of the fact that social media is not something that you control. You are trying to herd cats - and you're trying to do it while bound, gagged, and blindfolded.
Focusing upon social media is all fine and dandy, and yes, it can and does yield results. But, often times, the results will be mediocre or lukewarm, at best. People will spend so much time focused upon social media, that they fail to focus upon marketing. They are not one and the same thing.
I just now, just a couple of minutes ago, actually clicked on your project video. I like it. It made me smile. It was super short, and it got my interest and attention (the music/audio made me raise my eyebrow, first, and set the stage for the video portion, itself). You got my attention, and then it faded out. A great video that left me on the edge of nowhere.
So, I'm more interested in the video than I am in the project. Kickstarters are campaigns in motion. Your Kickstarter campaign provides you an opportunity to get movies like that one, short and sweet, in front of people. More than one would give you a chance to give people a reason to follow you aside from your actual product. You build the brand, you gain new people. Just make sure that it is legally OK to use the music that you used. I'm not saying that it's not. Just make sure.
You are hawking a product. But, are you building a brand? Think of he Dos Equis brand. I don't drink beer, but I love those commercials. Think about Super Bowl commercials. Think of many different commercials that are successful. They typically are brief episodes of entertainment.
As you use social media, entertain people. Don't send out boring ads. Send out entertainment. Send out something interesting, something informative, and if possible, make it entertaining, as well.
Rainwear, as a term, sounds boring. Dreadful boring! I'm sorry to be the bearer of bad news, but it's stuff that you wear while raining. Big deal!
The challenge isn't the rainwear - It's the boring. You are fighting an uphill battle against preconceived notions. How many people ask for rainwear for Christmas or for their birthday? Rainwear isn't cool. Make it cool!
Or.....make your campaign to market it cool.
How many ways are there to get wet? What about if you're trying to come up with ways to do it? Show them how effective the garb is, but do it in an entertaining way. People are taking that ice bucket challenge. Show them how to do it right - by wearing this OneSuitWonder.
A man and woman standing on a curb in the rain with umbrellas, and a car goes by and splashes water upon them both. He's in his business suit (or whatever you prefer). She's wearing your rainwear. Use cut scenes. Bam! he's soaked head to toe, while she arrives at work (or home, or wherever), and POOF! She's drip dry and ready to go. Make the man the rube that gets soaked. It has to do with women and their numbers, as they relate to backing Kickstarter projects.
Not all products are geared toward video success. Yours is. In the previous example, the umbrella is what most people gamble on to keep them dry. Show them why they're wrong. Show them why there are new options, now. Entertain them along the way.
If you have a size that fits kids, then show them watergun fights. Show them water balloon wars. You need one person in that suit to serve as the evidence, the actual proof, that they can see with their own eyes not getting soaked, even though they are getting soaked.
People like to share on social media that which entertains them. Then, give them a reason to share your marketing. Give them the tools that they will want to use. Your project video demonstrates that you know how to create a good, short video.
I haven't used any of those paid services that claim that they will promote your Kickstarter for you. My gut instinct tells me that most of that kind of crap is just, exactly that - CRAP! They charge you a good chunk up front, because they know that they won't get repeat business. You're buying into the unknown, a good sounding sales pitch, one that typically will yield mediocre results. If a site does nothing but send out a constant, never-ending stream of tweets on all sorts of garbage, how long does it take a typical person to tune that out?
Quality of marketing trumps quantity of marketing. People look for shortcuts, even and especially where social media are concerned.
You are marketing to cyclists. How about to hunters? What about to fishermen? What about to school crossing guards? What about to mailmen?
Flooding Twitter with tweets is not marketing. It's saturation. Flooding Facebook begging for shares is panhandling.
Give them something that they will WANT TO SHARE, that they HAVE TO SHARE, to feed the share bug that lives inside of them.
Your project page takes about cycling in the rain. How come it's not showing me that?
Your project page says:
Living in Amsterdam means that we ride our bikes everywhere; rain, hail or shine!! We wanted to be dry and stylish when cycling in the rain and have discovered that lots of other cyclists want that too. Show everyone that - show them Amsterdam, with you and others riding in the rain. Why? Because, the outside world is beautiful. It will make for great visuals. It takes the viewer to a different place, a distant place. They can imagine themselves there, doing THAT, in YOUR rainwear.
Caption the photos, tell them where you're going - and why. That helps you to create a story. People like stories, because stories inform and entertain. They also share stories - if they're interesting and entertaining.
Selling a product is hard. It's damned hard work. It's very time consuming. That's why you create a vehicle of some kind that makes it easier to sell that product. The vehicle is marketing.
Much of what is foisted upon social media is anti-social, at its core. You have no photos of people in ordinary places wearing that garb, in groups. Show them that it is the new norm, that it is typical, that they can fit in.
On social media, people like to stand out. They like to customize their pages, in some way, if possible. Is your rainwear customizable? Show them how to personalize their rainwear. Show them how to accessorize it.
Have them to send you a photo of themselves riding bikes in the rain. They will want others to see them on your page.
You presently have 18 backers. Send each one an e-mail, individually, asking them to explain to you what persuaded them to back your product.