Cassava opened in 2012. The owners, Yuka and Kris wanted to bring the artisan café experience of 3rd-wave coffee and Michelin Star quality food to the Outer Richmond neighborhood of SF. After hosting a series of successful chef tasting dinners, Cassava, along with the help of enthusiastic customers turned investors, transformed the café space into a full blown restaurant. They turned to Plinth to create a crowdfunding campaign to create more seating for their new restaurant.
- Produce a video which told the story of the owners, their food, and their inspiration.
- Throw a campaign launch party to rally the community and generate momentum.
- Use space renderings to show potential backers what they would be building.
- Reinforce Cassava's story through social media with photography.
To rally support for this neighborhood gem, Plinth produced a video which told the story of a couple with dream. The crowdfunding video featured Cassava's food as well as the local community support that they've already gathered.
A launch party that Turns neighbors and investors into evangelists
To kick off the campaign we invited the entire neighborhood to a launch party at Cassava. The party was a great way to rally the Outer Richmond community around Cassava's campaign. Some of the neighbors turned investors became some of their most effective evangelists.
Rendering the Dream
Selling the dream requires being able to see the vision. We produced renderings of the new expansion that people would be putting their hard earned money towards. The renderings help to make the goal real in the minds of potential backers.
Pleading for money is a turn off, captivating images are a turn on
Constantly pleading for money on social media leads to message blindness and is a turn off to potential backers. People are more likely to remember engaging images and stories. We used great photography to create shareable social media content which told the story of the Outer Richmond's best little restaurant.
Our campaign was able to reach 135% of Cassava's goal. With more than enough funding in hand, Yuka and Kris were able to expand the restaurant's seating capacity.
"With our new seating we were able to raise our sales by 30%."
YUKA LOROI, OWNER, CASSAVA