Flatev rises to the crowdfunding challenge with support from CSI
We love tacos.
So we were excited for the challenge when we were approached by the New York- and Zurich-based creators of Flatev, the at-home tortilla making appliance, to develop a content strategy for their Kickstarter page and accompanying microsite.
To create a solid foundation for the Flatev Kickstarter page and a basic website promoting the product for the duration of the campaign, CSI co-founder Kathy Wagner travelled to New York City to hold stakeholder interviews and workshops.
There, she led Flatev CEO Carlos Ruiz, Sandro Meyer (CMO), Pablo Preciado (Marketing PM), and their marketing consultant Chiara Pedroni of Loewe Communications, through a workshop to understand and map their customer journey, forming the basis for identifying their content needs.
Carlos Ruiz, CEO (left) and Jonas Müller, CTO (right) at Tech Crunch DISRUPT.
"The Flatev team brought eight important pillars to their brand, and shared with us the essence of their brand as a Cultural Canvas,” said Kathy. “It was clear that Flatev’s goals and values go far beyond making fast, fresh tortillas. The team has a deep passion for bringing people around the world together, through the love of food and fresh bread.”
CSI undertook a competitive analysis that provided Flatev with the market context to differentiate and bring unique features, convenience, and freshness, to the fore. CSI’s audience analysis included surveys and interviews that led us to hone in on Flatev’s key value propositions that resonate with environmentally-conscious foodies and technology fans.
All of CSI’s research came together in the form of a comprehensive content framework and copywriting for the Flatev Kickstarter page, covering a diverse set of messages. The Kickstarter messaging needed to:
- Assure backers complete confidence in the future success of the campaign.
- Woo foodies by showcasing in Flatev as a worthy addition to their kitchen countertop.
- Weigh the impacts of the disposable pods (versus store-bought flatbread packaging) up front.
The crowdfunding campaign was highly successful, raising $136,165 – far beyond Flatev’s $50,000 goal. It was also featured as a Kickstarter “Project We Love.”
We also guided the planning for a post-campaign content strategy for an FAQ-free website, topic-based information architecture, and social media framework to help backers get the most out of their Flatev, post-purchase.
“Now that the Kickstarter campaign has wrapped up, Flatev is moving into producing digital content that shows how people strengthen social bonds through food and tortillas, evolving over time to include content from global cultures as Flatev expands to other types of flatbreads,” CSI’s content strategist, Jessica Coccimiglio said.
Yum.
Further reading
College Pro taps CSI to help establish an effective, manageable content strategy
