Tellable's marketing spiced up an F&B API!

Khumbu Information Systems were about to serve something hot! Appetyt, a conversational API for restaurant apps, was simmering at their counter, ready to make dining feel personal and effortless for millions of North Americans. But as is the case in any story, there was a challenge. Given that the innovation menu these days leaves any viewer saturated, Appetyt needed to be the developer’s favourite choice. Therefore the first bite had to count!

Our introductory meeting was a surprise. Khumbu greenlit the project even before we’d engaged in any preliminary dialogue. The reason? They were informed by brands from other markets of Tellable's expertise in turning complex tech jargon into mouthwatering narratives, our human-centric approach, and a focus on making the best recipes to solve clients' unique challenges. The best part? They’d get end-to-end creative solutions from a single counter.

Our recipe for successful API marketing

A powerful tool in hand, and a significant challenge to solve. Appetyt’s capabilities have to make a clear impression on the minds of developers who wouldn’t bother spending more than a few seconds on any marketing collateral. Developers needed to care. And for a new API entering a crowded market, a lukewarm launch could mean the end of it.

Together, we commenced on our journey to make Appetyt memorable and persuasive. Our first solution was a landing page. We knew we'd get a golden second there to spark people’s curiosity. So, on we went, eliminating fluff and entering clarity through compelling webpage copy. It was concise. It was effective. And we made sure our language was specific to the United States.

Appetyt’s potential was beginning to shine through. The whole page had one commander’s intent: To inform and engage without delay.

A delicious landing page for the API

Next, we designed on Figma and developed on WordPress, using a clean, intuitive layout that made the information feel seamless and digestible, showing how Appetyt could work in real-time scenarios. It was becoming an experience waiting to be applied, a tool developers could envision as part of their own creations.

An attention-grabbing landing page

With the landing page ready to introduce Appetyt, it just needed its own Midas touch: a demo video. We centred the video around a user’s interaction with a restaurant app. The narrative was going to let developers see Appetyt in action: The wonderful time their users can have while being guided through menu options and customisations with ease, almost as if they were texting a friend.

A hot demo video for the API

During round 2 of visuals, rather than overloading the screen like an average demo video, we used minimalist animations that focused on the user’s journey, creating a sense of being in the experience.

A narrative-based product demo video

By the time the API was ready for launch, Appetyt had a magnetic presence that positioned it clearly in the eyes of its target audience. The landing page and video complemented each other, giving Khumbu and their API a powerful opening.

Today, their API has been launched with clarity, confidence, and impact. At the heart of it, we’re here, as a team of creatives, looking forward to make technology not just understandable but memorable by building stories that lead from connection to action.

Interested in creatively setting up your product for success?

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