The ResultAn increase in  traffic of 1848%, in 8 months, without ads.

Keep Scrolling to see how we got there
Case
Study

01. The Challenge

02. Discovery

03. Defining Strategy

04. Creating

05. Testing and Redefining Success

06. Contact

Crickster

Services
  • Design Strategy,
  • Website Design & Development
  • User Experience design
  • Branding Identity Design
  • Content Strategy
  • SEO

Using design, strategy & content marketing to change people's perception of edible insects, in the western world.

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Marketing the impossible.

The Challenge

Insects are food, and they can help us save the world. Yet, most people find them gross, primitive and weird. How do we turn the idea of eating bugs into an experience worth sharing?

The Solution

Creating engaging educational content, that not only informs, but also challenges the customer. Content that resonates with the healthy mom who wants the best for her family. And the young and crazy adventurer who wants to do what's right even if others find it disturbing.

Why Insects?

A Great Source of Nutrients with
a miniscule footprint

Protein

The protein content of an insect is 20-76% of dry matter, depending on the insect’s type and development stage.  

Vitamins, minerals & Omega 3

Edible insects are also rich in healthy fats, iron, and calcium, and low in carbohydrates.

Sustainable

On top of that, insects need only a fraction of resources compared to other livestock animals like beef and pork.

The Audience

Who eats bugs in the western world, and why?

To get a good understanding of Crickster's customers and their motivations, started doing research online and offline. We went to great lengths and we even talked to customers in person. Based on those findings, we created user personas. This helped us paint a clear picture of the customer's demographics, psychographics, needs and wants.

"Children think it's fun,  and there's also a lot of conscious moms who buy bugs for the whole family"

Key Insights

"Healthy moms are the ones who introduce new foods at the family table."

Biggest Bug Fans
Healthy Moms
Adventurers
Kids

Most people eat bugs for fun. Health and sustainability come secondary. It's a great opportunity for the adventurer to do something new and exciting that's good for the planet. Another emerging pattern, are the so called "healthy moms" who are conscious about the food they eat. They are the ones who introduce new foods at the family table.

The Competition

Protein
Sports
Adventure

Instead of going with the flow, you should always aim for differentiation.

While most insect start-ups are targeting the adventurers and the fitness freaks, we decided to take another approach. Targeting the consumers who are looking over the fence. Why? Because, the adventurers and the fitness freaks will buy our products either way.

Positioning

While most insect start-ups are targeting the adventurers and the fitness freaks, we decided to take another approach. Targeting the consumers who are looking over the fence. Why? Because, the adventurers and the fitness freaks will buy our products either way.

Brand Atributes
Friendly
Funny
Smart
Inclusive
Simple
Compassionate

Brand Positioning Statement

For healthy moms and the adventurers, Crickster is the edible insect company that is providing engaging educational content, and is making delicious products so they can feel wellness, because insects are tasty, healthy and good for the environment.

This statement guides every decision the company makes later on. Think of it as the north star of the brand.

Brand Identity

Logo
Color palette
Brochure
Business Cards
Letterhead
Packaging
Snapback
Website
Homepage
About Us
Blog Categories
Blog
Recipes

Doubling down on content creation

Climbing the Google Rankings within Crickster's niche.

After a year of operating, we got together to revise the business model. Based on customer feedback, and employee ambitions, Crickster decided to stop making products, and focusing on educating the public about edible insects, sustainability and foods of the future.

Content Strategy

When it comes to SEO, it's essential to start with a thorough keyword research, and a sound content strategy.

Constant Optimization

After a year of operating, we got together to revise the business model. Based on customer feedback, and employee ambitions, Crickster decided to stop making products, and focusing on educating the public about edible insects, sustainability and foods of the future.

Click Here to see my approach

"One of the things I really admire about Emanuel is his no bullshit approach. He’s very data driven, and he bases his decisions on facts not intuition."

Emanuel Skrobonja

Close collaboration, trust and long-term commitment are critical. This project embeds the very nature of how I want to work with clients at Primate Culture.

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