[Retroactive $DED token] Social Media marketing for dotisded
Request: 75,000 USD worth of DED tokens
Campaign Period: May, June, July

Overview:
This retroactive proposal seeks reimbursement for the social media campaign that promoted the DOT is DED memecoin from May to July. The primary goal was to increase awareness of the DED token as a bridge to onboard new users into the Polkadot ecosystem. Campaign Focus: The campaign aimed to position DED as a memecoin and drive education within the ecosystem on launching memecoins and a gateway for users to join the wider Polkadot ecosystem. We leveraged memecoin trends and targeted messaging to capture retail investors’ attention.

Our activities focused on co-marketing efforts with other Polkadot projects and KOLs, tying DED into ongoing Web3 and crypto discussions. The narrative appealed to both developers and retail users, aiming to shift away from purely technical builder content and toward retail user adoption.

Campaign Scope:
Core Elements:

Community Engagement: A key goal was to unite the memecoin community with strategic co-marketing efforts, including co-airdrops and competitions within the Polkadot ecosystem.

Influencer Partnerships: The campaign enlisted 6-7 top-tier key opinion leaders (KOLs)

Content Strategy: Visual, shareable content (memes, videos) to drive virality and ensure content easily reposted by the community. Narratives revolved around positioning DED as a key player within both Polkadot and the broader Web3 ecosystem.

Deliverables: The campaign produced a variety of social media content, which included: X Posts and YouTube Videos: 60+ posts and videos generated during the campaign. Influencer Collaborations: 50+ KOL Collaborators involved in reaching 5.5M followers. Each influencer received a detailed brief during the campaign to ensure the narrative remained cohesive across all channels.

Budget: Main Content Creation: $60,000 Influencer Content Creation: $15,000 Total Requested: 75,000 USD worth of DED tokens

Strategy & Execution: The campaign was executed in three phases over 90 days: Planning (1 Week): Strategy alignment with KOLs, identifying key narratives, and developing content guidelines. Execution (12 Weeks): Collaborations with influencers to produce and amplify content, focusing on DED's relevance within Polkadot and across other ecosystems. Reporting & Optimization: 1 week to create a performance summary of reach, engagement and key insights for future campaigns.

Results:

• 60+ Original Content Pieces
• 10x YouTube Videos
• 5.5M Total Followers Reached
• 20+ KOL Content Collaborators
• 40K+ Post Engagements
• 12x Unique Articles with 138K views The DED Launch campaign Zeitgeist highlights our previous DED campaigns: https://app.zeitgeist.pm/markets/350

We shared the complete DED memecoin marketing campaign report on the Polkadot Forum to summarize our results leveraging DED as an onboarding ramp within the Polkadot ecosystem: https://forum.polkadot.network/t/polkadot-ecosystem-growth-memecoin-report/8379

Conclusion: This campaign successfully capitalized on the growing memecoin trend and Polkadot’s positioning within the market. We aligned DED with top influencers and leveraged co-marketing to enhance both brand visibility and user adoption. This retroactive funding will cover the costs incurred and allow us to support future initiatives to further strengthen DED’s role within the Polkadot ecosystem.