hanzo.ai/lib/data/customers.ts

/**
 * Case studies: the launches Hanzo ran.
 *
 * Figures come from the data room's case studies (the Damon and KANOA studies
 * and the portfolio summary). Zoo is left out: it is our own venture, not a
 * customer. A story with no figures in those documents carries none.
 */

export interface Figure {
  value: string
  label: string
}

export interface Story {
  /** The anchor on /customers. */
  id: string
  company: string
  /** The company's own wordmark, under /logos/customers. */
  logo?: string
  /** Absent where the study gives none. */
  year?: number
  kind: string
  /** What Hanzo did, in one sentence. */
  did: string
  figures: Figure[]
  /** The full account, for a study with its own page at /customers/<id>. */
  full?: Full
}

export interface Picture {
  src: string
  alt: string
}

export interface Chapter {
  title: string
  body: string
  picture?: Picture
}

export interface Full {
  lede: string
  cover: Picture
  /** The Hanzo platform's own report on the campaign, where the study includes one. */
  report?: Picture
  chapters: Chapter[]
  gallery: Picture[]
  /** The study as it was delivered. */
  pdf: string
}

/** Told in full, each on its own page. */
export const featured: Story[] = [
  {
    id: 'damon-motorcycles',
    company: 'Damon Motorcycles',
    logo: '/logos/customers/damon-motorcycles.svg',
    year: 2020,
    kind: 'CES launch and preorders',
    did: 'Ran the CES reveal and the preorder campaign: AI-written ad sets, show-floor targeting, video and email.',
    figures: [
      { value: '$8.4M', label: 'in bikes sold in 30 days' },
      { value: '541:1', label: 'return on ad spend' },
      { value: '60,384', label: 'people reached before launch, on $329' },
      { value: '+3,752%', label: 'YouTube subscribers' },
    ],
    full: {
      lede: 'Damon revealed the Hypersport at CES 2020. Hanzo ran the reveal, the four days of the show and the month after it, and the platform sold $8.4M of motorcycles in 30 days on $15,532 of ad spend.',
      cover: { src: '/customers/damon-motorcycles/cover.webp', alt: 'The Damon Hypersport' },
      report: { src: '/customers/damon-motorcycles/platform.webp', alt: 'Hanzo platform report for the Damon launch: 1,004,029 viewers reached, $15,532 ad spend, 321 bikes presold, $8,400,000 in bikes sold' },
      chapters: [
        {
          title: 'Before CES',
          body: 'The reveal was promoted as an event and through awareness campaigns that introduced the brand, building an audience to sell to at the show. The pre-launch campaign reached 60,384 people on $329. Every AI-written ad set rated Above Average on Facebook within 36 hours of the first campaign.',
          picture: { src: '/customers/damon-motorcycles/reveal.webp', alt: 'Pre-launch ad: 200+ The Reveal, live at CES' },
        },
        {
          title: 'The reveal',
          body: 'The Damon team broadcast live for 15 minutes from the CES floor ahead of the Hypersport reveal. Hanzo pushed event ads to 2,663 people within 15 miles of the convention floor, for eight hours. The booth was standing room only on every side.',
          picture: { src: '/customers/damon-motorcycles/booth.webp', alt: 'The Damon booth at CES 2020' },
        },
        {
          title: 'Four days of CES',
          body: "Five audiences were built from Hanzo's customer data and rebuilt every 12 hours, so ads never waited on Facebook's approval queue. A Founders' lookalike built from Damon's own investors sold out the Founder's Edition during the show, the last bike in its final minute, at the campaign's lowest cost per sale: $15.67 to sell a $40,000 motorcycle. Web traffic rose 36,554%, converting to about 20 bikes a day.",
          picture: { src: '/customers/damon-motorcycles/winner.webp', alt: 'Ad: CES 2020 winner, Best of Innovation, reserve yours now' },
        },
        {
          title: 'The weekend after',
          body: 'Ads were retargeted the night CES ended, and new visuals rolled out through the week. $1,335 of spend sold 30+ bikes, the best conversion of the campaign.',
          picture: { src: '/customers/damon-motorcycles/reserve.webp', alt: 'Ad: Reserve yours now' },
        },
        {
          title: 'Weeks two to four',
          body: "Once the bikes were proven real and the specs published, real photos outsold renderings 7 to 1. Buyers kept qualifying as value shoppers, so the three value propositions stayed on every page through checkout. By week four the AI had found the audiences that bought: business professionals (158 bikes), extreme car enthusiasts (152), homeowners (142), heavy media consumers (138), Latin music lovers (Spanish-language visitors converted at 4%) and used car shoppers (102).",
          picture: { src: '/customers/damon-motorcycles/rider.webp', alt: 'Ad: a rider on the Hypersport' },
        },
        {
          title: 'The month',
          body: "Sales from Hanzo's targeting ran 4 to 1 against every other advertising effort, and spend moved to follow. Retargeting converted abandoned checkouts. In its first month Damon took 2% of the US highway-ready motorcycle market and, on 2019 Super Sport figures, 11% of new unit sales.",
        },
      ],
      gallery: [
        { src: '/customers/damon-motorcycles/variant-1.webp', alt: 'Top performing ad: Who makes the best electric motorcycle?' },
        { src: '/customers/damon-motorcycles/variant-3.webp', alt: 'Top performing ad: The single greatest thing at CES on two wheels' },
        { src: '/customers/damon-motorcycles/press.webp', alt: 'Ad: The award-winning Hypersport, as seen on CNET, TechCrunch, Forbes and more' },
        { src: '/customers/damon-motorcycles/lights.webp', alt: 'Ad: Hypersport headlights' },
        { src: '/customers/damon-motorcycles/floor.webp', alt: 'The Hypersport on the CES floor' },
        { src: '/customers/damon-motorcycles/ces.webp', alt: 'Damon with its CES Innovation Award' },
      ],
      pdf: '/customers/damon-motorcycles.pdf',
    },
  },
  {
    id: 'kanoa',
    company: 'KANOA',
    logo: '/logos/customers/kanoa.png',
    year: 2015,
    kind: 'Crowdfunding and preorders',
    did: 'Built the site and store, then ran paid acquisition, email and the preorder campaign.',
    figures: [
      { value: '$7M+', label: 'raised in preorders' },
      { value: '45,000', label: 'customers' },
      { value: '150,000', label: 'users acquired' },
      { value: '$1.50', label: 'cost per user before launch' },
    ],
    full: {
      lede: 'KANOA designed a truly wireless earphone for music and sport. Hanzo built its site and store, ran the preorder campaign, and made it one of the most successful crowdfunded projects of its time.',
      cover: { src: '/customers/kanoa/athlete.webp', alt: 'An athlete wearing KANOA earphones' },
      chapters: [
        {
          title: 'Prelaunch · July 1 to August 30, 2015',
          body: 'Hanzo began the prelaunch with $39K of ad spend across Facebook and Google. It reached 4M+ early tech adopters and acquired 60,000+ users at an average cost of $1.50.',
          picture: { src: '/customers/kanoa/buds.webp', alt: 'KANOA earphones' },
        },
        {
          title: 'Preorders · from August 30, 2015',
          body: "Daily ad spend grew 66 times from launch as the campaign scaled to 25M+ people. Hanzo's programmatic advertising acquired 45,000 customers at an average of $30 each, on a $149 product, and brought in over $1M a month in preorders: $7M+ raised.",
          picture: { src: '/customers/kanoa/runner.webp', alt: 'A runner training' },
        },
        {
          title: 'What Hanzo ran',
          body: "Website design, paid advertising, email campaigns, campaign management and product photography, on Hanzo's analytics, commerce and advertising platform. Public relations came from LMGPR and product design from Surfaceink.",
          picture: { src: '/customers/kanoa/ear.webp', alt: 'A KANOA earphone in the ear' },
        },
      ],
      gallery: [
        { src: '/customers/kanoa/case.webp', alt: 'KANOA earphones and charging case' },
        { src: '/customers/kanoa/trail.webp', alt: 'An athlete on a trail wearing KANOA' },
      ],
      pdf: '/customers/kanoa.pdf',
    },
  },
]

/** Every other launch, oldest first; studies without a year last. */
export const stories: Story[] = [
  {
    id: 'skully',
    company: 'SKULLY',
    logo: '/logos/customers/skully.png',
    kind: 'Crowdfunding',
    did: "Built the Indiegogo campaign into SKULLY's own store and ran its AI ad campaigns.",
    figures: [
      { value: '$2.5M', label: 'raised on Indiegogo' },
      { value: '$3.3M', label: 'more through the Hanzo store' },
    ],
  },
  {
    id: 'bellabeat',
    company: 'Bellabeat',
    logo: '/logos/customers/bellabeat.svg',
    year: 2015,
    kind: 'Preorders',
    did: 'Ran prelaunch marketing and audience targeting for LEAF.',
    figures: [{ value: '250,000', label: 'email signups' }],
  },
  {
    id: 'stoned',
    company: 'STONED Audio',
    logo: '/logos/customers/stoned.svg',
    year: 2016,
    kind: 'Social commerce launch',
    did: 'Grew a wireless audio brand from zero on a small budget.',
    figures: [
      { value: '$135K', label: 'in sales from a $20K budget' },
      { value: '70,000', label: 'social followers' },
    ],
  },
  {
    id: 'unikoin-gold',
    company: 'Unikrn',
    logo: '/logos/customers/unikoin-gold.svg',
    year: 2017,
    kind: 'Token sale',
    did: 'Launched UnikoinGold, the first regulated esports bookmaker token.',
    figures: [{ value: '120,000 ETH', label: 'raised from the public' }],
  },
  {
    id: 'arca',
    company: 'Arca',
    logo: '/logos/customers/arca.png',
    year: 2018,
    kind: 'Stablecoin launch',
    did: 'Launched an interest-bearing stablecoin.',
    figures: [{ value: '$500M', label: 'under management by 2021' }],
  },
  {
    id: 'casper-blockchain',
    company: 'Casper Labs',
    logo: '/logos/customers/casper-blockchain.svg',
    year: 2018,
    kind: 'Network launch',
    did: 'Launched the Casper network and co-founded the DEVxDAO association.',
    figures: [{ value: '$650M', label: 'CSPR peak market value' }],
  },
  {
    id: 'palladium',
    company: 'Palladium',
    year: 2018,
    kind: 'Token offering',
    did: 'Ran the digital fundraise and investor outreach.',
    figures: [{ value: '€150M', label: 'raised' }],
  },
  {
    id: 'trillerfest',
    company: 'Triller',
    logo: '/logos/customers/trillerfest.png',
    year: 2020,
    kind: 'Growth marketing',
    did: 'Ran user acquisition and growth for the app and TrillerFest.',
    figures: [
      { value: '169M', label: 'people watched TrillerFest' },
      { value: '82M', label: 'monthly active users' },
    ],
  },
  {
    id: 'cover-build',
    company: 'Cover Build',
    logo: '/logos/customers/cover-build.svg',
    kind: 'Product site',
    did: 'Built the site and 3D configurator for precision-made prefab homes.',
    figures: [],
  },
  {
    id: 'myle-tap',
    company: 'Myle Tap',
    logo: '/logos/customers/myle-tap.png',
    kind: 'Hardware launch',
    did: 'Built the companion app and ran the launch for a voice-activated wearable.',
    figures: [],
  },
  {
    id: 'keek-social',
    company: 'Personas Social',
    logo: '/logos/customers/keek-social.svg',
    kind: 'AI platform',
    did: 'Built the recommendation, moderation and creator tools inside Keek.',
    figures: [],
  },
]

/** Where a story opens: its own page when it has one, else its card on /customers. */
export const href = (s: Story) => (s.full ? `/customers/${s.id}` : `/customers#${s.id}`)