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Increase Awareness of Polkadot On-Brand Narratives via Twitter Ads

inMedium Spender
2 years ago
marketing
twitter
socialmedia
branding
Executed

Proposal Summary

We propose to run $144K in Twitter ads in the end of Dec 2023-Mar 2024 timeframe to:

  1. Increase awareness of On-brand Polkadot narratives :
  1. Generate engagements on Polkadot Twitter Account (presently 1.4MM followers), Polkadot Parachains, and select Polkadot True Believers (see Appendix B)

Campaign Summary

The Campaign will be run as follows:

  • Ad Spend: $144K [80.9%]

  • Strategy: Learning / Experimentation Oriented, Optimizing for Cost Per Follower

  • Time Period: Min 6 Weeks, Max 12 Weeks (late Dec 2023 until April 2024). Campaign End date extended due to delays in @polkadot approval.

  • Campaign Target: English-Speaking Countries ( US, CA, GB, IE, AU, NZ), Selected Influencers + their followers (see Appendix C), Followers of other ecosystems (see Appendix D)

  • Campaign Management Systems: Twitter Ads (Direct) and Addressable.io - We use two campaign management systems to A/B Test and learn the value of Addressable.io’s Web3-specific behavior targeting system targeting crypto users compared to running campaigns directly with Twitter Ads.

Value to DOT Holders:

  1. Increase awareness of On-brand Polkadot Narratives via Twitter Channel

  2. Increase the number of engagements of the main Twitter Polkadot account and Polkadot parachains (85%) and Polkadot True Believers (15%)

  3. Demonstrate Decentralized Marketing: (1) funding from OpenGov (2) run by the community rather than ecosystem leader Parity;

Proposal Details: COMMUNITY INVOLVEMENT REQUESTED

Requested Amount: 35,395 DOT ($178K with EMA30 $5.029/DOT)

FULL PROPOSAL DETAILS

Updates

Comments (8)

2 years ago

go away!

2 years ago

Nope

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Requested

DOT
35.40K DOT

Proposal Passed