CASE STUDY: The Biem
How do you launch a kitchen gadget that no one knows they need?
As with any new product, the primary challenge is that awareness is low and education is a must. Our team developed strategies to educate consumers about the health benefits of spraying butter versus non-stick spray and using it in place of spreading butter. Further, we had a time challenge in that awareness needed to rapidly ramp up in order to support a 31-day Kickstarter campaign.
In the weeks leading up to the launch date, Team Snackbox created a pitch brief, media materials and a carefully crafted range of media lists specific to different markets and verticals that would be interested in a product like the biem (e.g. food tech, cooking, lifestyle, etc.). In addition we created a traditional press kit in preparation for the International Home and Housewares Show, where the biem would be featured.
The Kickstarter page featured a video showing how the biem works, which helped bring attention to the product and served as a place to pre-order the biem. A week before the launch date of the Kickstarter campaign, the team began to pitch the media with an embargoed press release. Our solution was to reach out and pitch to relevant media in order to get coverage and to lead people to the Kickstarter page.
Based on the Kickstarter goal of $42,000 in 31 days, the campaign was hugely successful. At the close of the campaign, the biem raised nearly $250,000 with more than 1,700 backers. The YouTube video featured on the Kickstarter page, reached nearly 100,000 views. Media outreach was a big success as well, with a total audience reach of more than 750 million in just 45 days of work on the brand. Major placements include, Thrillist, Mashable, Wired and Gizmodo. Our work ultimately paved the way to the biem appearing on “Shark Tank”.