The Challenge

Media is typically not receptive to crowdfunding campaigns, as many of them overpromise and do not make for newsworthy stories. Additionally, there is expected skepticism around a smart ring that claims groundbreaking features such as an ECG sensor that can detect atrial fibrillation and a digital ring sizing kit. So how did Tandem secure coverage and media interest for the Circular Ring 2 Kickstarter campaign?

The Solution

After the successful announcement of the Circular Ring 2 at the 2025 Consumer Electronics Show (CES), Circular was excited to begin its crowdfunding phase. It launched the Kickstarter campaign on March 5, 2025, that would run for approximately six weeks. Tandem took a multi-stage outreach approach, sending several pitches to the media, including the campaign launch news, milestone achievements such as $1 million and $1.5 million raised, and newly introduced features. Tandem also offered meetings with Circular’s Co-founder around the glasses and revolutionary technology, as well as requests for review units once they become available.

The Result 

Following each media outreach, Circular received multiple pieces of coverage and interest in review units. Across several pitches over the course of a few weeks, Tandem secured around 40 pieces of coverage for Circular with notable technology titles in both US and UK titles.

Top publications published articles, including Digital Trends, T3, Tom’s Guide, TechRadar, ZDNET, and more! This coverage helped push traffic to the campaign site and keep the media interested in the highly anticipated launch in April.