CHEW Case Study

Introduction

CHEW is a Pocketable, Chewable, Reusable straw that comes with a recycled plastic case to Spin-Dry your straw for multiple uses through the day.

Problem

We realised more users are becoming eco-friendly and started using metal straws. However, the user experience was of using a metal straw has multiple pain points.

1. Can’t chew it as much as a plastic straw.
2. Users have fabric cases that absorb moisture from rinsed straws, which accumulates bacteria.
3. Most straws are unable to fit into pockets.

Solution

We added a replaceable food safe silicone tip the end of the metal straw

CHEW is split into two parts, so that users are able to pocket the entire package.

CHEW VS iPhone 6

We designed holes in the sides of CHEW so that users can wash their straw

Role

I took up the marketing director role of the Kickstarter campaign. The goal was simple, to get successfully funded at $20,000 SGD in 24 hours.

Marketing Strategy

You can view the entire breakdown of the marketing strategy here:

1. Kickstarter’s Algorithm
2. Goals of our Instagram strategy
3. How we grew our Instagram page
4. How effective was using Instagram

Too Long Didn’t Watch?

1. Raised $9,117 SGD and 171 backers in our first 24 hours of our Kickstarter project
2. Heavily utilised Instagram to market our Kickstarter project one month before we launched
3. Stood out with funny content on Instagram
4. Used email drip to nurture our leads and eventually turned them into paying customers

Results

Raised $35,233 SGD in total (Kickstarter + Indiegogo) and sold it to 705 people in 29 countries

Team

Tommy, Kevin, Jing Jie (from left to right)