Web3 MKT Researcher
Marketing campaigns not only can help brands get exposure and reach a number of potential customers but can also increase user engagement and product usage.
Apple: Shot on iPhone
Users use their iPhones to take photos and share them on social media, and the best photos will be displayed in outdoor advertising spaces around the world. Since its launch, millions of users have participated in this campaign.
American Express: Small Business Saturday
Users who hold a membership card can enjoy certain discounts and rewards when shopping at small businesses that participate in the program. On the day the campaign was launched in 2021, consumer spending was about $23.3 billion, up 18% year-over-year.
TOYOTA: Toyotathon
This campaign sells cars of that year at a discount, held every year since 1969. In December 2020, Toyotathon was searched by about 35K on Google, and 211K+ cars were sold that month, accounting for about 11.5% of the total sales that year.
A marketing campaign is more than advertising exposure. It is a series of activities used to serve our ultimate goal — to generate growth in users and product usage and to enhance brand loyalty. Therefore, we need to formulate correct marketing activities based on the business, product, and user persona.
For Web3, can marketing campaigns also serve such goals effectively?
Odos: Minotuar Campaign
This is the first campaign created using Galxe. Participants can earn an Early Supporter OAT. There are a total of 38.4K castings in this campaign.
OpenOcean: Football Fiesta
This is a DeFi campaign created using TaskOn. Participants can get Token rewards after completing Swap. There are a total of 13K Swaps in this campaign.
ZetaChain: Misson Bring ZETA Home
Users are required to join their social media through QuestN and hold a special NFT. A total of 30K users participated in this campaign and completed the task.
We can see that marketing campaigns are still effective to help projects in Web3 promote the development of their brands, social media, communities, and product usage.
However, compared with the traditional Internet, the marketing campaigns of Web3 have just started. There are not many marketing professionals in the project, and there are not many reusable strategies in this industry. Therefore, this article will provide feasible and reusable strategies for Web3 projects that want to plan marketing campaigns:
Marketing campaigns cannot be created by just integrating a few tasks and uploading a few templates. It should serve your product and reach the right users. Therefore, you need to determine the goals of the campaign based on the following three steps:
1. Determine product positioning
Which stage is your product at? What function or advantage does it feature?
The product stages are as follows:
Early stage
Fast developing or iterating period
Maturity stage
Advantages of the product can be:
Multiple use scenarios, portable, and easy-to-use
Efficient interaction and low handling fee
X 2 Earn
2. Determine target users
The number of target users that are covered by marketing campaigns directly influences the rate of product usage and user engagement and loyalty. Therefore, you need to set up an accurate user persona of your product based on dimensions such as geographic area, age, gender, education level, active time, the quantity of on-chain assets, preferred incentives, etc. In this way, you can filter to reach out to your target users, reducing marketing costs and ensuring customer acquisition.
3. Determine the goal of the campaign
The goal directly determines what kind of campaign you launch. Web2’s task platforms usually provide a full set of recommended templates, such as Twitter growth, and community growth. The Web3 task templates will better match the requirements exclusively for Web3 projects, and can be divided into the following types:
Based on the above three dimensions, you can plan a relatively perfect campaign according to your own needs, and reach accurate potential users, reducing costs and increasing efficiency.
Then, you need to be cautious about how to create a campaign. A perfect plan is not all. User experience is very crucial. You can use the following methods to create your campaign with a decent user experience.
Before creating a campaign, get yourself a handy tool. You need a variety of tasks and reward modes and need to ensure the campaign is user-friendly and there are participation thresholds to reach the right users.
The following is a list of functions of the Web3 mainstream tools:
The main task platforms have covered most of the basic requirements above. The task on Rabbithole revolves around API-Verified functions such as NFT MINT and DeFi Trading because the platform focuses more on usage.
Among them, the following three platforms cover the threshold setting, robot verification, award distribution, and additional functions:
In this article, we list the task types and the suitable target users and projects as follows:
After creating the campaign, the next step is how to advertise it to increase the exposure and reach more users.
Generally speaking, in addition to your own social media platforms for promotion, you can also ask professional platforms for marketing. There are a large number of users on these platforms:
If there is enough budget, you can also use paid promotions, such as KOL promotion, Twitter advertising promotion, etc. However, the price may be high, and thus the cost performance is relatively low. Of course, you can use the money for promotions as incentives to attract more users.
Now you have your campaign created successfully. If you choose the “automatic mode”, you only need to wait for the final list of winners and the system will distribute the rewards.
When your campaign is over, the last step is to analyze the campaign data based on the following dimensions:
Number of participants
Social media growth
Number of NFTs minted
Trading volume
User net assets
Geographic distribution of users
Participation preferences of participants
Task completion
…
From the data, you can know the effect of your campaign(user conversion rate), whether the user persona is correct (user engagement), whether the task is reasonable (completion rate of each task), and so on.
These data are usually available in the campaign platforms, such as the dashboard of QusetN and the Data of TaskOn. However, the current data analysis may be relatively rough. I believe that these task platforms will gradually refine their own data analysis and display panels in the future so that projects can better understand the effects of their campaigns.
Based on the tips in the above three sections, you can quickly create an effective Web3 marketing campaign to increase the number of users and product usage.