CATAN Masterpiece Series
CATAN is one of the most beloved board games in the world, with a passionate global community – and FanRoll wanted to created an officially licensed premium edition of the classic game. After obtaining the official license, FanRoll, CATAN, and Vala partnered up to launch the Masterpiece Series. A key piece of all of this was creating a marketing campaign that would capture the attention of dedicated fans and new players alike. Our goal was to ensure a highly successful Kickstarter launch. By managing the Kickstarter campaign in full, including social media marketing, design, content creation, and more, Vala was able to maximize backer engagement while staying true to the game’s legacy.
SERVICES PROVIDED
Strategy & Consulting
Auditing & Planning
Discovery & Research
Consumer Research
Marketing Strategy
Brand Strategy
Branding & Design
Brand Development
Logo Design
Brand Style Guides
Communications
Visual Identity Systems
Collateral, Print, & Packaging
Point of Purchase Design
Experiential Design
Integrated Marketing
Marketing as a Service
Social Media Management
Digital Advertising
Creative Production
Content Creation
Photography
Videography
Motion Design
Digital Development
Website Design
Website Development
UX/UI Design
Wireframing & Prototypes
Content & Copywriting
The Strategy
Pre-launch Community Building: We activated the existing CATAN fanbase with teaser content, email campaigns, and social media engagement to build anticipation before the Kickstarter launch.
Optimized Ad Strategy: Using a combination of Facebook, Instagram, and Reddit ads, we targeted board game enthusiasts and previous Kickstarter backers to drive high-intent traffic.
Landing Page & Conversion Optimization: We designed a compelling pre-launch landing page on Backerkit with incentives to pledge early and join email lists for the official launch. A Kickstarter profile was optimized to maximize conversions. These pre-marketing initiatives ensured a seamless user experience from discovery to pledge.
Engaging Content & Storytelling: Through video production, high-quality photography, and strategic content marketing, we highlighted the craftsmanship and exclusivity of the Masterpiece Series in as many formats as possible, including social media, email marketing, advertising, and community forums.
Data-Driven Adjustments: Throughout the campaign, we continuously monitored analytics and adjusted ad spend, targeting, and messaging to optimize performance.
Finding Fans on Social
Finding Fans on Social
Vala Marketing manages FanRoll’s social media presence and integrated posts for the CATAN Masterpiece Series launch accordingly. Vala also obtained partner access to the CATAN social media pages and utilized partnered advertisements in order to reach existing CATAN lovers. We conducted in-depth research to locate and engage with CATAN enthusiasts across various social platforms, including Facebook, Instagram, TikTok, Reddit forums, and board game communities on Discord. By fostering discussions, sharing behind-the-scenes content, and leveraging influencer partnerships, we ensured that the right audience was primed for the campaign.
Building the Website
Building the Kickstarter Page
For the Catan Masterpiece Series Kickstarter page, we developed a strategic layout that highlights the unique appeal of the products while engaging potential backers. You don’t just put information on a website for this part of the process, you have to know what works for Kickstarter audiences. This is where Vala’s expertise and knowledge of what makes a Kickstarter successful came into play. Vala crafted compelling reward tiers, showcased high-quality images, and emphasized the exclusivity of these products. Our approach focused on being clear and concise, while creating excitement, with an emphasis on community engagement and regular updates to maintain momentum throughout the campaign.
The Kickstarter Results
The CATAN Masterpiece Series Kickstarter was an overwhelming success, surpassing its funding goal and unlocking multiple stretch goals. Key results included:
Developing the Video
One of the cornerstone pieces of any Kickstarter Campaign is a produced, in depth video. Showcasing the actual products is crucial as it builds trust and excitement, helping potential backers connect with the product. It provides a visual and emotional hook that plain text can’t achieve, illustrating the value and craftsmanship behind the project while encouraging viewers to support the campaign. Vala did this by setting up real-world scenarios that show what the CATAN Masterpiece Series looks like in play.
