Here at Superdao, we're passionate about web3 and believe it can change the world. So we decided to check how deeply our team knew the subject. We created 31 questions covering the basics of web3 and blockchain just to test ourselves. Then, in November 2022, we made it public and shared it on social media.
It went viral and got us 75k+ new emails and crypto wallets. Wondering how we did that?
Here's the story.
But first things first, here’s a little intro to what Superdao is.
Superdao was launched as an all-in-one DAO formation platform in October 2021. Last year, we shifted our focus from DAOs to wallet-based marketing, and now we're building solutions to help web3 companies grow their metrics.
We provide our customers with a full, data-driven report of their users' wallets, including personal labels, wallet balances, Twitter accounts, and other relevant information. We also help make sense of this data so that they know how to use it.
Submit a request for free beta access to Superdao Analytics.
At Superdao, we do our best to deliver high quality in everything we do, whether it’s internal or public projects. So we did our best to build the T3ST, and it paid off.
T3ST is a 20-minute free online test to check your web3 knowledge. It covers blockchains, smart contracts, DeFi, NFTs, and wallets.
After submitting your answers, you get a score and one of four NFT certificates as proof of proficiency. We also shared an internal Guidebook to prepare and refresh your knowledge before diving into the questions.
The T3ST is absolutely free. We only asked to submit an email and a wallet to drop an NFT later.
For the Airdrop, we used the Superdao platform. The first step was creating a DAO, which allowed us to upload NFTs and make an Airdrop via wallets or emails in case the first is invalid. Here’s how it looks now.
T3ST's main objective was to explore whether activities demanding user involvement, such as taking a test, could act as a powerful lead magnet when linked to NFT rewards. Our aim was to determine if T3ST could achieve viral success, thereby expanding our wallet and email base of engaged web3 users for future marketing initiatives. With this goal in sight, we chose November 4 as the public launch date.
As a first step, we shared Superdao T3ST on Superdao channels, Telegram and Twitter, and included it in our weekly email Newsletter with 7k+ subscribers. In one week, we got the first 600+ testers. However, based on our previous experience, we needed at least 1k to achieve a viral effect. We added the ‘Share’ buttons at the end of the test, which allowed users to post their results on social media. Apparently, Twitter turned out to be the most frequently used platform for sharing.
And then it happened — our T3ST went viral, and users started sharing results and NFTs in their profiles. The number of people passing the T3ST started growing faster and faster, and Superdao has acquired more than 40k users in just one week, engaging web3 enthusiasts from China, Indonesia, Turkey, Russia, and other countries to test their knowledge.
5 weeks after the T3ST being public, we gathered and analyzed the results:
78,360 participants took the test
74,897 unique, valid wallets and 74,647 emails were collected
539 users who took the T3ST were subscribed to our newsletter
446 participants took the test as a result of other users’ posts on Twitter
Our social media channels, Telegram, Twitter, and Discord, got additional 2k+ subscribers
Things that didn’t work so well:
89% of participants received a Crypto-Native NFT certificate (which indicates a high cheating rate)
Only 56 users completed T3ST as a result of free TG channel announcements
One paid seeding in a TG channel brought 44 users with a CPA of $6,8
In conclusion, our T3ST campaign was successful in driving user engagement and signups from a diverse range of countries. However, there is room for improvement, particularly in addressing the high cheating rate and optimizing channel-specific strategies.
Patience is a virtue. Expecting immediate results isn't realistic. When we launched the T3ST, it took two weeks for the market to react and for organic traction to kick in. So, remember to give your campaigns time to work their magic.
Users are willing to engage. We discovered that people want to do more than just complete the test. They're eager to share their results, fill out detailed forms, and perform additional tasks to earn that coveted NFT. Leverage this enthusiasm to create more engaging experiences.
Airdrop hunters can fuel virality. Our T3ST attracted NFT hunters who shared answers and even created tutorials on how to cheat the test. While this initially seemed detrimental, it ultimately helped the project go viral, bringing in both hunters and valuable, active users.
The power of newsletters and sharing. Paid promotions didn't deliver the expected results and proved to be costly and ineffective. However, tapping into our loyal newsletter audience and incorporating a 'Share' button sparked organic growth and became a winning formula for T3ST.
Superdao team