Journey of crowdfunding

We got advice to post updates on the crowdfunding platform from a lot of experts that I’ve seen over the last couple of months, so of course we did. I just want to show you what we have been doing.

Well before you actually start you have to create fill in tons of data for the crowdfunding platform. Who you are, what your pitch text is, the video that needs to get uploaded, the perks, etc. In a couple of talks we went over a couple of these principles as perks, pitches and the crowdfunding movie. But I don’t think I have touched upon the process of the actual campaign when we launched it.

DELITELABS Crowdfunding campaign target acquired

The start

We started out by filling all these tedious forms in that need to get filled out when you start a crowdfunding campaign. Then there is a reviewing period from which it is unknown how long it would take. We wanted to launch around the first of October to have 30 days of campaigning. But what actually happened was that the process took way too long so that we didn’t have 30 days but more like 25 or 26, I’m not sure anymore. In a stressful situation, like you are almost always in at a startup, you don’t want to deal with this kind of situations. But it had to be dealt with and with a couple of phonecalls made by Violeta we could go on and set up our crowdfunding campaign online.

The updates

We had a couple of updates that we send out on our crowdfunding page. To tell something about our project or tell the backers more about our students, because in the end that’s all that is important. And is in line what I’ve heard from most experts on this topic. Maybe we could have done a couple more posts, but overall I think it was already pretty good that we went nuts on finding people who wanted to back us.


The first 25% in one day!

This was really something we, or at least I, did not expected. We just launched the event and in half a day we managed to back our project with 25% of the money already. I was in the seventh heaven. I just couldn’t believe it myself. Really a energy booster for the rest of the campaign. I was a bit skeptical in the beginning, because most experts I heard talked about what immense workload it is to drive a crowd towards your set goals. The odds were against us, but we managed to prevail. Great, great feeling!


Probably, but this is just something I guess could be true. If we had had a couple of extra updates on our website and began earlier with posting about our teams and their project we could have probably gotten a bit more money. But for the very first crowdfunding campaign it was an amazing success!

A free storytelling workshop @ Filmschool Amsterdam

I was privileged that I could go to one of these free workshops, my second even. In a group of five people we went to work with one of the teachers of the Filmschool Amsterdam. First came a couple of notes on the theory of storytelling, especially when talking about film.

The hierarchy of scripts

I didn’t even know this, but you have a hierarchy in the writings in film. They have to be written before you start everything else.

  • Logline: this is the summary of the story in 1 to 3 sentences
  • synopsis: this is the sumary of te story in 1/2 to 4 pages
  • (mini) treatment: Summary which is 6 to 10 pages or 10 to 20 pages.
  •  The scenario: this is a description of the whole movie where is described in detail what can be seen or heard within the movie and what kind of shot it is.

Three Acts Paradigm and some other notes

After this we talked about the Three Acts Paradigm, which I already talked about in another workshop I did, read it here. The main characteristic that every protagonist in a movie has is that this is someone that wants something very deeply but has trouble to achieve that. You can have two variations of this. You can have an active person in a passive world or a passive person in an active world.

We watched the following video she recommended to watch especially since it was a subject I was working on


This was a fun workshop to do. Especially the part where we had to write our own piece of scenario. It since I had a couple of classes of this at the Saxion University I knew what to use in the way you describe a situation. The only thing I had a little trouble with was building up and playing with the tension within the scene. Although I learned a lot during this workshop I could not yet consciously apply the things that I had learned, because every movie that was made was almost without any form of preparation, so also no synopsis or script.

First networking with a SAE

We needed a professional or at least a semi professional film maker to create a movie for our crowdfunding campaign. Already very early on I tried to contact people that were willing to help with this venture. A couple of filmschools were contacted over mail and over the phone, but it wasn’t until I reached out to SAE that I finally found someone that might help us with finding what we needed.


A meeting at SAE

I had contact with Eduardo and José, both teachers at the school. It wasn’t short after that I went there for a visit. SAE was actually very close to Amsterdam Central station so it was easy to reach. I met with Eduardo and he showed me around. A very nice location. He told me that they pushed their students even to look for projects outside of the school building to practice on. We talked a bit about the equipment they used and I was pretty jealous, they got all the new gadgets and tools to shoot in the highest resolution and record the best quality of audio.

After a while I showed him a couple of movies as an example of what we wanted out of the crowdfunding video. He seemed not impressed and he said his students could deliver.

We agreed that I would write a mail to him and his colleague, José. Within this mail I should provide the days that we wanted to shoot, the timeline and deadlines of our movie, what we were going to shoot and a synopsis of 4 to 5 sentences. This to provide the students with enough data to estimate if they had time and find it interesting enough to work with us.

Happily I could return to DELITELABS and tell the good news.


Push hard enough on one side and you bet that there will be something that will pop out of the other side. In other words persistence will prevail. I had to really push and reach out to as much schools as I could to provide us with people that wanted to help out. After providing José and Eduardo with the mail within a couple of days I had two students that were willing to help out. Not long after that we set up a meeting with one of the students. Read about these negotiations here and here.

Workshop Montage video

This workshop, attended at the Filmschool of Amsterdam was a couple of months ago, luckily I’ve written down the notes for it. During the negotiations with our former moviemaker I had also a couple of workshops on the preproduction and postproduction of a movie.This workshop was particularly for montaging principles that you could use and why and when you should use them, also with a little help from some links I found.

During this workshop we talked about two types of cuts in a movie, sensible cuts and non-sensible cuts. But before we get into these there should be a small explanation or digression of movie theory. Let’s talk a little bit on how a movie can be dissected. 

Three Acts Paradigm

Three Acts Paradigm

Almost every movie can be divided into three main parts, derived from the theory that was created all the way back to the Greek philosopher Aristotle and is called the Three Acts Paradigm. This says that every story has in the basics three parts:

  1. Setup

    • During this act all the major characters get introduced, the setting of the movie will be shown and the confrontation or problem of the main character will be introduced. This act could also be called the introduction because it introduces all the main elements of the movie.
  2. Confrontation

    • The confrontation is by far the longest act. This is where the story gets unfolded. Here the stakes escalate. The last part of this act is mostly a situation where “all hope seems lost”. Just before going to the next act, which is the resolution act.
  3. Resolution

    • Mostly this is the shortest part. The part where the final confrontation with the villain is being played. The last fight of Bane and Batman in Dark Knight Rises for example.

The two types of Cuts

  • Sensible cuts
  • Non-sensible cuts

Montage is all about cuts. But why even cut? Well there are practical and dramatical reasons to do this. 

Practical reasons

There are a couple of practical reasons to cut. Cutting, montage or editing is what makes a movie come to live. The two practical reasons to cut are to:

  • Turn to another scene
  • Keeping moving persons and object in the view

Dramatical reasons

You want to make your audience feel a certain thing. Here you can also play with the montage of your movie. How you montage it is closely linked on what of an impression people get from it. A very quick edit you often see in action scenes and improves the feeling of excitement of the watcher. Here are the main two reasons that I got from the workshop that could help to dramatise your movie/plot.

  • Letting the audience show the imagery from another perspective (literally as figuratively)
  • Relation aspect plays a part

Kuleshov Effect

Kuleshov effect

The Kuleshov effect is a very interesting effect documented by Lev Kuleshov, a filmmaker in the early 20th century. This has everything to do with the editing of a movie. When a neutral face is been displayed and the next shot is food, we perceive the person as being hungry. When the next shot is a woman, we think the person is in love or when the next shot is a graveyard we tend to think that the person is sad. So we link the way of editing or the way the montage was done subconsciously to an emotional attribute we give the person on the screen.


Some of the principles of this workshop I knew already, but it was a good refreshing of my memory. I try to implement this in the movie we are going to make, so this might be a very handy refreshment to have. To see the movie I’ve made for the crowdfunding campaign click here.


Feedback and reflection on the movie

Before and after I made the movie I have asked Bob van Schaik and Toon Koebrugge for a few tips and feedback on the movie I made.

The chat with Bob

Before I did the movie I had a chat with Bob about the movie. He gave me a couple of points on what I should do with it. He gave me elaborate response. He gave me a couple of books that I could borrow from him and which I am using, like “Video Marketing in 60 seconden” by Pelpina Trip, “Bedrijfsfilms zijn uit, videomarketing is in” by Wim Symoens and “Formats de next step in content marketing” by Aart Lensink. To read about the summaries of these books click here.

Viewing direction and the Rule of Thirds

As I was saying, Bob gave me a couple of interesting tips on how to go about the movie that I have shot the day after we discussed it. First of, when I am filming a participant and it is a shot like an interview. Be careful that he doesn’t look in the camera, but slightly next to it. If the viewing direction of the participant is to the right, make sure that the you have more space on the side where the participant is looking at. Here I should also implement the the Rule of thirds. When you look further at the subject of framing. The eyes of the person in front of the camera should always be on vertically one third of the screen like this:

Flexibilian framing

Also place the participant between objects if they are objects around him/her. With this He told me I had to be sure that the background is interesting to view, that not only the participant is the object of interest to the viewer but also the background. This makes the shots that you take more interesting to the viewers.

The interview: open questions and shut your face

Another two tips of Bob were the open questions. This seems very fulsome to add, but one of the most important elements of a good interview. Questions that start with: what, how and why. And with that. As human beings we have the natural tendency to acknowledge our fellow man, especially in conversation. He pressed that I should shut my mouth and just nod at best. This is one of the biggest reasons so much recorded audio by greenies is ready for the trashcan.

A few final notes

The last tips he went over pretty fast, but still very valuable if you ask me. I had experience with fucking up footage and this is one of the things he warned me about. For example the footage not being sharp. He said I could easily foresee this by zooming in completely and make sure that I make this zoomed in image sharp and go from there. Another is a headphone set, to really hear if the audio is free of noise, or at least as much as possible. With that the last tip he gave me. To record good audio, especially in an interview I should consider a Clip-on. A small microphone that you can attach to the speakers jacket/shirt. This is most of the time the best option because with this you have very noise free audio and it is not that expensive to rent. He even suggested a place to rent it in Amsterdam. It is called It should be like 50 euro to rent it for a day.

The chat afterward with Toon

After I shot, edited and added text to the video I was pretty content on what I had achieved. I find it not bad, but it can always be better of course. But especially with the means that I had to create the video I was kind of happy with the result. Even more when Toon himself said it was nicely done. I asked him for some feedback and he said that some shots could be a little shorter to keep the flow in the whole of the movie going.
Another point he had were the words that I used. In some shots I had played around with the speed of the sentences that came into view. He suggested that I would choose one overall speed that the letters/words came into view and only change that if it was a real important message, like the call to action.

Conclusion: to sum it all up

I find it a great privilege to have a couple of friends who can give me professional advise on how to make a movie. I’ve learned a lot and implemented a couple of things from the suggestions they made. I’ve zoomed in on a couple of shots where I wasn’t sure it was sharp enough. I’ve tried to implement the rule of Thirds as much as I could and changed the speed of the words that came into the movie. The final result you can see here:

Thank you so much Bob and Toon! Check their professional profiles and websites in the links!

– Bas

The Crowdfunding Video

In one of my previous posts I told you guys about the video which I completely detested at the moment. Well I worked at it and since we haven’t got the budget, time or connections at the moment I had to do the crowdfunding video. I have to say, it is far from perfect, but with the time I had available and the resources that I had it turned out quite nice I think. Let me know what you think!

A link will be provided when our Crowdfunding Campaign on One%club will be launched, which will be the coming week. Stay tuned!!

I’ve learned a lot from the making of this movie. I had to dive in After Effects after some time and I did some cool interviews with a couple of friends.


It’s better to work with what you’ve got and make it the best that you possible can, than think that you won’t succeed and give up, which in this case I luckily did not. Thanks again for the help with feedback and the finetuning Toon and Bob!

– Bas

Yet another marketing expert met by coincidence

An interview with Jordan Pijnenburg. I find it so interesting that when you dive in a subject that you tend to find the people that are connected to that subject. Some people say it is the universe answering your desires, others say faith and there is a group that calls it the Law of Attraction.

Jordan Pijnenburg – Sales/Digital Marketing Expert

The mechanisms of these thought experiments tend to work for me, but I have to say the theoretical framework of most of these metaphysical concepts I find not very meaningful. For me they don’t give a satisfying answer to these questions. But I get distracted.

I met Jordan on the street when I was working at a sales job that I’ve been doing the last couple of months. Jordan works in sales as well, but after a couple of minutes it became very clear to me that he had a lot more experience in the field of digital marketing as I had. Not long after this I asked him if he was open for a chat on this, where I would show him how we worked at Delitelabs and if he had any tips that he could share with me. He was more than happy to go over a couple of things and so it happened that we planned an interview. Yet another expert I could learn from!

The interview

Before the interview started I wrote down on one page on what I wanted to go over with him. I wanted to show him our Social Media output, our blog, I wanted to know about frequency of Social Media output, SEO and some tips on efficiency and effectiveness of digital marketing in general.

The blog & SEO

We started out with the blog. I showed him our blog and what we did already did to improve the awareness and engagement of our business. We showed him a couple of things that we did to improve our blog and make it more noticeable for our readers.

One of the first tips I got from him was to have contact with other blogs. Try to write about what you read about other blogs and point out what you like about those blog posts. If you connect in this way you are more likely to create awareness for yourself BY providing traction towards the other blogs. In other words “be nice to others”. Also the other way around. When you would write an article about a subject like entrepreneurship or a personal story about one of our participants that is good enough, ask the blog you’re connected with to post this on their posts. Ramit Sethi also talks about this and he calls it “guest posts“. This is how he creates lots of new likes, clicks and therefor impact.

There are a couple of plugins you can use to check and measure how well your SEO of your blog is. Luckily we already have two of these tools built into the blog of Delitelabs.

SEO Delitelabs Blog

Facebook, Engagement and Awareness

There is also a lot to say about Facebook. Facebook has a lot of features you can use to improve your company page. We could see that our page was the last two weeks degrading in worth. Worth as in the amount of people that have been reached and engagement in our page. From around 4000 that we reached in a week to 1750 people right now. He advised me two very general but important things to take into account.

Target audience

First, we have to look at who is our main user or target user. Male, female, old, young, newcomer, etc.. We can check this in the analytics of Facebook. This can be very interesting to see. Below is an overview of these statistics and I’ve also done a couple of other posts on this, but here it is again as an overview of our target audience.

Delitelabs Facebook Target audience

Here you can see that our target audience is almost a fifty/fifty rate between male and female. That most of our target audience is between the age of 25 and 34 and that most of the people that come to our pages are located in the Netherlands. Interestingly, but also very logical is that the second group is from Spain, because we had also a settlement in Valencia.

Another great feature of Facebook Insights (analytics) is that you can view at what time and day your audience is most active. Below two examples of our Facebook page. This is very important because this effects your engagement and reach/brand awareness. The first example is a graph that shows the general times of the week that people are active and the second is an example of a specific day compared to ‘the normal day’.

The normal Day

Delitelabs facebook page days of the week and views


Delitelabs Facebook page views at time of the day

Engagement and Awareness

We talked also a great deal on engagement and awareness. He said that it was clear, and I could concur this from other well known entrepreneurs that I follow, that awareness doesn’t necessarily means improving engagement. But Engagement definitely improves awareness. We talked about ways I could increase the engagement of our Facebook page for example. One of the ways is to create discussions on our page. We can do this by asking questions to our audience. Another thing is that you can have small questionnaires that people can fill in on how they feel about a certain subject.

Actuality and inspiring communication

Two other points of of communicating with our Facebook page is look at actuality and react to it. As in, if there is something very interesting in the news that a lot of people follow or watch, try to combine this with your brand. Another thing is when we continue on this s when there is something that is happening in our niche (refugees & entrepreneurship) than you can also immediately share this content and you’ll be thanked for the spreading of interesting content for your followers.

This also goes for inspiring messages that you put out yourself, e.g. the story of our refugee students. That’s another tip I got. Emotions work and sell. Try to get under peoples skin. Try to be inspiringly persuasive with your messaging. This works.

Conclusion of this interview


I had a couple of things that I want to go and implement more in our own way of spreading good messages and improving our following. I want to link more with other blogs about entrepreneurship. I already have a couple of blogs in mind that I find interesting and have a lot of content to share about starting your own business (Ramit Sethi, Tim Ferriss, Tai Lopez, Simon Sinek and Emily Wapnick)

Follow ups / New Research

As a few tips Jordan gave me also a couple of new follow ups to consider. is a website that has many articles on how to be more visible on the web. Especially their youtube channel I should be looking at in his opinion. In the episodes that are called: “Whiteboard Friday” they go over a large range of subjects that all have to do with online visibility. From SEO, to link building, from content creation to Google Analytics. So I’m going to go over a couple of these videos and see if I can get a better grasp on what we can do in terms of spreading and SEO.

A Hashtag Trick

One last tip that I got from him in regards of Twitter and Instagram which I really liked he called “cheating hashtags”. When you put something out on twitter, you should load it with relevant hashtags. But what you also could do as in cheating, and you should be careful with this, to put hashtags that are really the trend right now in the comments of your Twitter/Instagram post. Bots will give likes to it, because they only react to posts that use hashtags that are really popular at the moment. At the time you have a lot of likes you delete the comment and you have a lot more awareness without your brand image getting degraded. And this is the tricky part. If people find out, this could also cause damage to your brand. But this is definitely something to think about of doing.

Thanks for reading and stay tuned for more interesting information regarding crowdfunding and digital marketing tips!

The crowdfunding video: Chaos!

One of the things that I’ve noticed during my time at DL and working on the crowdfunding campaign. If you think you prepared well enough, think again.

Change of Launch Date

We prepared to launch for our company, Delitelabs, Which was to be launched at October the 19th. This because then we would have time to prepare our networks, create a crowd and create contact lists to call when the time has come. A little over two weeks ago another idea arisen. The idea that we would have two crowdfunding campaigns running at the same time. One starting in the second week of the course, this week. And the other at the set date that we had set previously, the 19th.

This would be no problem for me. In my head this would mean that we could also use the crowdfunding campaign of the participants as a experimental CFC, and we could advise them to best implement it, but that was not what happened. In the first week of the course there has made a decision that we run the crowdfunding campaign with the participants. They would have a large roll in this and could use their networks to spread the message. I think a pretty good move, but this also meant that the video has to be made in one day, because the launch was planned on that day, yesterday.

How not to create a video

The video would have been made without a team, without expertise, without a plan, a budget, a script or even the right equipment to film the video. I’ve said that I would do my best, but that the quality of the movie would be very questionable at best. At the day before I’ve asked some advice from a friend of mine in the movie business, Bob van Schaik, about what to best do. He also advice very much against it, but if we should go through with it we should have a decent camera and audio equipment.

In the morning I stretched the importance of the equipment and the lack of all the things above. But that is off course not in the entrepreneurial spirit. Go, Go, GO! I’ve tried to do it on my own, but I don’t like the outcome of the movie. It is just of too poor quality. I feel like I’ve put people down and that just sucks. This morning we have decided that we are going to do it differently. Waisted a minimum of 9 hours creating something I’m not proud of. One of the first things I’m really frustrated with since I’ve joined DL. The lack of planning and budget when you work in a startup.

We didn’t finish it, because it was just not good enough and lacked audio but here it is…

We saw that it was a mistake to create a movie on such short notice. Especially with the long list of things we needed and didn’t have. So hopefully next time we’ll chose another path to create a movie, with a little of a lot more preparation.

See the followup post on how the creation of the movie went after this.

Hope you did also enjoy my whining once in a while.

– Bas

Top 10 succesful Crowdfunding movies on Kickstarter

There are many things that are effecting the likelihood of a successful CFcampaign. In the beginning of my research I tried to get the overview of things that needed to be done to acquire this goal. some of the things for example that you have to acquire a large crowd, a team with specific tasks assigned to each member, a large contact list of people, companies, bloggers, journalists and other acquaintances to promote and spread the name of our NGO. And that entails not even half of it.

To acquire this overview of how to manage a successful crowdfunding campaign I’ve looked into overall marketing by reading a couple of books, specific workshops like crowdfunding and storytelling, met with professionals, used manuals on content creation, Youtube videos and books. Read it about it in the provided links.

This article will be about the crowdfunding campaign’s video. This is one of a couple of articles on learning on how to shoot a good CF video.

The way I’ve did this is by first selecting the 10 best crowdfunding campaigns on the platform Kickstarter. And then writing a analysis on the videos selected. Below you’ll find the videos I did an analysis on. In the analysis I look at a couple of features. The target amount, the percentage of the target amount acquired, the amount of pledgers, the average of the pledged amount, three key features of the video, the perks, the duration of the campaign, the duration of the crowdfunding movie and with some movies the order of the scenes.

#1 The Soloscope Automatic Watch by Xeric


Target amount: $50.000
Reached goal in percentage of target amount: 1358,62%($679,310)
Amount of pledgers: 1623
Average amount of pledge: $418
Key features of movie:
They show the watch very close up. Letting the beauty of the design show through. The makers of the watch really SHOW that they have their credentials straight. They say that they are already a long time in the business and are lovers of originality. They SHOW this again by displaying a large variety of watches that they have taken. The way they “play” the customer is to say that this design is for people who want to stand out.
Duration of the campaign: 40 days
Duration of the movie: 2:06

#2 Tom Bancroft


Target amount: $13.500
Reached goal in percentage of target amount: 263.44%
Amount of pledgers: 498
Average amount of pledge: $71
Key features: This CF campaign is for a colour book that Tom Bancroft wants to publish. It’s a pretty interesting campaign especially when you look on how the structure of the video is set up. He tells his story in a very structured way. 1. He tells first on where he wants to go. 2. He tells the audience that he has made big steps toward his goal 3. He can back them up way more than he has to which makes his video even more compelling. 4. Even though he has shown you he has worked his ass of and showed his passion to you in a very detailed manner the tone of the video is as light as air and makes it very nice to look at. 5. He makes connection with what everyone can do.
Duration of the campaign: 30 days
Duration of the movie: 3:50

#3 Awaken the Legendary Soap Bubble Bokeh: Trioplan f2.9/50


Target amount: $50.000
Reached goal in percentage of target amount: 1367,60%
Amount of pledgers: 1028
Average amount of pledge: $665
Key features:
This video mostly plays with beauty and nostalgia. With beautiful pictures, because it is a camera lens, and the story of a extinct piece of brilliant equipment they persuaded the donator to back up their product. They also go into the rich history of the company and the 100th birthday of it. And lost but not least the famous words in crowdfunding world: “With your help we can accomplish our mission.” How effective apparently.
Duration of the campaign: 35 days
Duration of the movie: 3:41

#4 The golden ratio book


Target amount: $27.000
Reached goal in percentage of target amount: 1790.66%
Amount of pledgers: 8297
Average amount of pledge: $58
Key features:

Again a very personal story about a man, Rafael Aranjo that falls in love with the logic of nature, aka the golden ratio. He also works in a natural way. Not with digital designing programs, but everything stil with pen and paper. He describes this in very delicate words:”the secrets of natures beautiful designs unfolded before my eyes. phi, the golden ratio, is equal to 1.618 and is found everywhere in the realm of nature.” This structure of it being so personal you see throughout the video, mostly by talking about himself (I am) :

  • I am Rafael Aranjo
  • I am an Architect and Illustrator
  • I have been drawing for 40 years
  • I was fifteen when I started to notice the intelligent patterns in the work of nature.

Duration of the campaign: 37 days
Duration of the movie: 3:17

#5 Descants & Cadences  – Stephanie Law


Target amount: $26.400
Reached goal in percentage of target amount: 442.48%
Amount of pledgers: 998 backers
Average amount of pledge: $117
Key features:
She starts out with a quick explanation of what a decant and cadence is: “A descant is a improvised musical counterpoint that is placed above a basic melody. Cadence is the rhythmic flow of wards of music, words or less literally of time and experience of the world.” She tells about her art as a mingling of these two concepts. She does this visually by showing her art, which is beautifully astonishing. The beauty that she wants to sell is what she is showing, a combination of her art and delicate piano music.

Dialogue: “I think of art as an overlay for reality. It is a way of perceiving beyond what your eyes see. Beyond and into these unnoticed places between. Or in the places that are completely forgotten.”

Duration of the campaign: 29 days
Duration of the movie: 4:09

#6 Trinus – the affordable all-metal 3d-printer


Target amount: $50.000
Reached goal in percentage of target amount: 3242.04%
Amount of pledgers: 3,147 backers
Average amount of pledge: $515
Key features:
This video explains the story of the professional and the person behind the product. He lives and breaths it and he is the commentator of the Trinus. Afterwords he explains the features of the product and why it stands out from the rest. The video has been shot very professionally and humourously. “If people should ask me if I rather have the perfect girlfriend or the perfect 3d-printer, I choose the perfect 3d-printer.” The campaign uses timelaps to show the workings of the machine. The overall impression of the movie is very light, humours and simple. Anyone should be able to follow. On top of this the video is all about show, show, SHOW.
Duration of the campaign: 31 days
Duration of the movie: 3:12

#7 Brixo Building Blocks

Brixo Building Blocks

Target amount: $50.000
Reached goal in percentage of target amount: 1433,58%
Amount of pledgers: 6.171 backers
Average amount of pledge: $116
Key features:
One sentence to explain the product: “It’s an awesome version of building blocks that makes your designs come to live with electricity, sensors and bluetooth.” After this explanation they begin to show various designs made by the buildingblocks, which are awesome, beautiful and surprising examples. Humour is overdone, till it’s fun. “It will change your life… Or just make you happy.”
Duration of the campaign: 51 days
Duration of the movie: 2:17

#8 Trap Tap

Trap Tap

Target amount: $85.000
Reached goal in percentage of target amount: 439.44%
Amount of pledgers: 2697 backers
Average amount of pledge: $138
Key features:
Presenter has an identity to the product. He keeps it supersimple. He explains the problem very plainly: “people believe they’re important and we spend 8billion dollar on speeding tickets only in North America” He has a sollution to that problem. KISS = Keep it Super Simple/Keep It Simple & Sexy
This is goes for the video, but also for the product itself.
Duration of the campaign: 60 days
Duration of the movie: 3:48

#9 Aerospace Grade Spheres: Titanium + Oligodynamic Copper


Target amount: $5.000
Reached goal in percentage of target amount:10059.96%
Amount of pledgers: 3057 backers
Average amount of pledge: $164
Key features:
It’s almost disturbing how crazy simple this video is. What you see is what you get. Without any other explanation than that you get a very round ball of almost 100% copper there is none. This is the nr. 1 CF-campaign when you look at the percentage of the target amount that they needed and what they actually got. They got 100 times more than what they asked for. Almost lost faith in humanity when I saw this one. But it also gives a lesson. Make it as simple as you can.
Duration of the campaign: 30 days
Duration of the movie: 0:57

#10 ADV3NTURE HOODIE with 23 Pockets and Features!


Target amount: $25.000
Reached goal in percentage of target amount: 3075.952%
Amount of pledgers: 5.900 backers
Average amount of pledge: $130
Key features:
Interestingly that this crowdfunding campaign is still running and is well over their target amount ($25.000, but pledged already $768,988). This hoodie has a multitude of features that makes it very easy to store your gadgets and other things. You can also fold it to use it as a cushion, it has a zipper that also functions as a bottle opener and some other interesting things. I perceive the video almost as a how to video, which makes it also very persuasive to buy it. It mostly conveys the message of utility, in other words, you can aways use it.
Duration of the campaign: 34 days (7 sept – 11 oct, still running)
Duration of the movie: 2:50

Conclusions to these videos

Target Amount & Pledges

A couple of things that are very interesting about these videos. Most of them have a target amount between the $5.000 and the $50.000, with one exception the TrapTap, which had 85.000. The general amount people pledged in the campaigns is around $130, with exceptions of the Xeric watch ($418), The Trioplan camera lens ($665) and the Trinus 3d-printer ($515). The rest had pledges stretching from $58 till $164. These 7 campaigns have an average of $113 pledged. The average of the campaigns comes down to $239.


I wanted to find some sort of correlation the amount of backers and one of the other characteristics I measured, but it seemed that there wasn’t one to be found. Yet, there are big differences between the different campaigns when it comes to amount of backers.The amount is stretching from 498 backers for Tom Boncraft’s cartoon book and the staggering 8297 for the Golden Ratio Book. Which are for example both about a drawing book, but different genres and backgrounds. The average amount of backers is 3341.

Content of the video

The main thing that really is evident after researching this is the simplicity of the videos. You know at the end of every movie what you are going to get, what the product is and why you should trust in the producer of the product (due to the large amounts of credentials that they SHOW). I think that the two main reasons of persuasion in these campaigns are Beauty and utility. Beauty in the campaigns: 1, 2, 3, 4, 5 and 9. Utility in the campaigns: 3, 6, 7, 8 and 10.

Another characteristic that was noteworthy about the larger majority of the videos (8 out of 10) was the the lightness or amusement factor that they all had. It was enjoyable to look at these videos. Some of them humorous or very beautiful. None of them were serious. This is a big hint for us, because we now may assume that the best approach would be to make a light and amusing video to watch. With our main subject being refugees we could have done it in a more serious matter, but now it looks like a lighter tone in a video would be the better approach.

Duration of the campaign and video

The duration of the campaign is stretching from 29 till 60 days, with an average of 38 days, but most campaigns are around 32 days. The duration of the videos stretch from 57 seconds to 4 minutes and 9 seconds. The average video is around the 3 minutes.


A big THANK YOU to Christof and Michaela

At the end of the second course we had a couple of things to celebrate. The second group of students had finished their course and had all made a product or service. Just before the pitch event a couple of students had a great idea. I had made a few movies and a lot of pictures for Delitelabs so they asked me if I could help. They were planning on making a thank you video for Michaela and Christof. I thought this was a great idea so we set up a room in our building so we could film students saying their thanks to the people that made it all possible for them. It went pretty smoothly and after all the shots were done I edited it into a movie. The result you see below. Hereby, Thank you as well Christof and Michaela!

Thank you video for Christof and Michaela


What a great place to be doing your internship! Really love to be with these people!

Thanks with love,

– Bas