Outcome
From Cultural Documentation to a Funded Movement
Phase I – Results (First Crowdfunding Stage)
Planning, Engaging & Building Community
June 24 – September 7, 2025
The project’s official Instagram profile — @bahia_underground — became the central hub for community engagement, bringing together documentary content, participant testimonials, production updates, and crowdfunding initiatives in one cohesive ecosystem.
- 76.7K organic views
- 3.2K engagements
- 990+ community members
- 42% of the initial funding goal achieved
- First phase of the documentary successfully financed in 4K
Phase II – Campaign Acceleration
Accessibility, Festival Distribution & Audience Mobilization
March 6 – June 22, 2026
The second phase focused on funding accessibility resources (closed captions, audio description, and Brazilian Sign Language interpretation) and film festival participation.
To support this effort, I conceived and built the official website as a strategic pitch tool for festival programmers, distributors, and cultural agents — designed with UX and Product Design principles and featuring the trailer, press kit, poster, and high-resolution stills.
Audience Validation
Instagram Performance Snapshot | May 25 – June 24, 2026
- 88,987 content views
- 22,254 unique accounts reached
- 4,600 interactions
- 178 new followers
- 859 profile visits
- 225 external link clicks
- 73.2% of views generated by non-followers
- 26.2% profile-to-link conversion rate
22,2K
unique accounts reached
73.2%
views non-followers
Audience Profile
- 42% aged 35–44
- 69.5% male audience
- 30.5% female audience
- Main cities: São Paulo (15.3%) and Salvador (13.3%)
- Primary market: Brazil (94.3%), with additional reach in Portugal, the United States, and Argentina
Crowdfunding Performance
The campaign was hosted on Catarse, Brazil's leading crowdfunding platform. Over the course of the second phase, the project received:
- 2,050 page visits
- 62 supporters
- 3% conversion rate (visitor-to-supporter)
- R$7,099 raised — 16.7% of the funding goal
- 48.1% of all funds originated from Instagram traffic, validating the platform's role as the campaign's primary conversion driver
Catarse Campaign Results (Final 15 Days)
- Funding increased from R$3,000** to **R$7,099
- 136.6% growth during the final 15 days
- 62 supporters engaged
- 3% conversion rate
Creating Urgency and Social Proof
During the second fundraising phase, the campaign remained stagnant at R$3,000 for an extended period. To reignite momentum, I developed a closing communication strategy built around two complementary mechanisms:
- Public recognition: daily posts featuring the image of each supporter and messages of appreciation.
- Urgency: a countdown campaign signaling the remaining time to support the project — "15 days left", "14 days left", "13 days left", and so on.
The sequence transformed contributors into visible participants in the project's story while reinforcing the limited timeframe for participation.
Strategic Significance
The results demonstrated the project's ability to move beyond its immediate community and attract new audiences organically. More than seventy-three percent of all views originated from non-followers, while one in four profile visitors proceeded to access external links related to the project.
By combining social proof, recognition, and scarcity, the campaign converted passive interest into active participation and significantly accelerated fundraising performance during its final stage.
These indicators validated public interest in the documentary and reinforced the feasibility of a second fundraising phase dedicated to accessibility features, festival participation, and expanded distribution strategies.
