Case study

Cake x Gypsy Crowdfunding

Team kit procurement rebuilt as a momentum-driven campaign.

Client

Cake Team Spirit

Year

2025

Industry

E-commerce / Retail

Solutions

Campaign

Content

Digital

Overview

The brief

A two-month, online crowdfunding campaign for Gypsy Cycling Team that replaced the usual bulk-order headache with a shared, momentum-driven model: the more teammates who joined, the lower the price for everyone. Instead of pushing Gypsy onto Kickstarter, we built the mechanics inside the Cake website ecosystem so the campaign lived where the team already belonged: their team page, their community, their ordering flow. The strategic unlock was simple: turn procurement into participation. Make the campaign itself the team story. The result was a win-win system that produced a kit the team was proud to wear together on tour.

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The film

Challenge / Transformation / Impact

The work

01 / Challenge

Traditional team kit procurement is clunky: someone guesses quantities, collects money manually, and carries all the coordination risk. Gypsy Cycling Team had a growing roster and needed a model that made ordering easier, more social, and actually more rewarding the more teammates joined.

02 / Transformation

YF built a native crowdfunding campaign model that ran inside the Cake website ecosystem rather than an external platform, with milestone tracking integrated directly into the team page. A pricing and motivation structure was designed so volume unlocked lower costs, turning procurement into a shared team moment.

03 / Impact

The campaign ran for two months with participation driven by team-led sharing, unlocking better pricing as the group grew. Gypsy gained a repeatable procurement model that removes coordination overhead and makes kit drops something the team looks forward to.

What we made

Deliverables

- Crowdfunding campaign model and milestone structure built into the Cake website ecosystem; - Gypsy team page campaign integration (native, no external crowdfunding platform); - Volume-based pricing logic framing (team-wide incentive model); - Campaign messaging direction for team-led sharing; - End-to-end campaign run (2 months) with outcome documentation

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