AirSupply: To Attract and Acquire Developers to Build and Grow the Harmony Ecosystem with the Treasury Fund

Funding Proposals Grants
1

Name of Project / DAO / Company

Promote The Harmony Grants and Ecosystem to Acquire New Projects, Launches, Partners and Developers

Application type

Grant

Proposal overview

SCOPE:

  1. Collaborate with the Harmony core development team to create a direct response driven landing page to prospect new project developers and allow users to submit application and apply for development related project grants
  2. Execute an integrated cross channel digital advertising campaign to drive and acquire new grant applications from blockchain and web2 developers across Programmatic Display, Video, Search, Social and Email marketing channels
  3. Strategically define audience targeting parameters to strictly target qualified developers with interest in blockchain, crypt o, NFT and other web2 related domains
  4. Creative concepting, ad and ad copy production
  5. Implement and configure conversion tracking tags to measure and optimize for new grant applications across various digital marketing platforms
  6. Establish a web based campaign data reporting user interface with key campaign dimensions and metrics to visualize results

ECOSYSTEM DEVELOPER ACQUISITION TARGETING:

• Global Tech Hubs - Silicon Valley, Austin, Seattle, New York, Los Angeles, Singapore, UAE, Bangaluru , Hyderabad, Mumbai, Chennai, Delhi , Pakistan, London , Sweden, Tokyo, Toronto, Vancouver, Sweden, Tel Aviv, Switzerland, Seoul, Berlin, Sweden, Moscow, South Africa
• Age: M23-40 (Primary), M18-45 (Secondary)
• Target Audience: Software Engineers and Developers with keen interest in blockchain, crypto, NFT and other web2 related domains

• Tactic 1: Software Engineer/Developer (Profession) OR Users of Software Development Tools (i.e. GitHub) AND (Affinity) towards Blockchain OR Crypto OR NFT based on their browsing interest and search queries
• Tactic 2: Software Engineer/Developer (Profession) OR Users of Software Development Tools (i.e. GitHub) AND (Content) Blockchain/Crypto /NFT with related keywords on News/Articles/Content
• Tactic 3: Software Engineer/Developer (Profession) OR Users of Software Development Tools (i.e. GitHub) AND (Placements) top Blockchain /Crypto
• Tactic 4: Software Engineer/Developer (Profession) OR Users of Software Development Tools (i.e. GitHub) AND (Behavioral) has affinity towards Blockchain/Crypto/NFT on Social platforms
• Tactic 5: Software Engineer/Developer (Profession) OR Users of Software Development Tools (i.e. GitHub) AND (Retargeting) Visited Harmony’ s website within 0 540 days (targeting based on propensity)

ME & MY TEAM’S TECHNICAL CAPABILITIES:
• Cross Channel Media Strategic Planning & Programmatic Buying
• Programmatic Display & Video, Paid Search, Paid Social, Sponsored Product, Email, Content & Affiliate Marketing
• Creative Concepting and Production
• Tracking, Measurement and Attribution
• Audience Insights, Propensity Grouping, Targeting & Management
• Data Management, Reporting Automation and Consolidation
• Benchmarking, A/B Testing
• Web and In App Analytics & Insights

Proposal ask

$50,000, 3 Months Term

Metrics for success

  1. Deliver 6.2Mil+ Impressions and Reach 400-500k+ Developers at 6 8x Avg. Ad Frequency per Month
  2. 10-22k+ High Value Prospects (Visitors to Landing Page)
  3. 0.15% to 0.35%+ Click through Rate at 3% 5% Click to Conversion Rate for Harmony Grants Applications/Submissions
  4. Est. Cost per Acquisition between $150-$200 per Harmony Grants Applications/Submissions (Est. 250-330 High Value Leads)

External links

Detail Proposal: AIRSUPPLYCOMMS-HARMONY Grants New Project Acquisition Digital Marketing Proposal 9.21.21.pdf - Google Drive

Additional References & Data: AIRSUPPLYCOMMS-BlockchainCrypto Developer Prospect Data & Developer Software Products Comp Analysis 9.21.21.xlsx - Google Sheets

For “More info needed”, please Reply to ask your question

3 Likes
2

@dwong please look at our guidelines, this appears to be more suitable as a DAO, or implemented by a Marketing/Community DAO

3

@dwong based on our discussions:

Based on our discussions, we’ll have this campaign get up and running for a period of 6 months, with the first few weeks of setup before we execute the marketing campaign.

  • $10K as a retainer

  • $20K upon delivering the first set of impressions with at least half the targeted impressions and conversions within the first 3 months

  • $20K upon in the following 3 months, at or above the planned impressions and conversion rates, on par or below par cost

We look forward to working with your team to bring in the first wave of software engineers that are keen to learn blockchain and to build on the Harmony ecosystem.

Approved for $50K as a Partner of Harmony

6

The first tranche of $25K has been funded: Harmony Blockchain Explorer

1 Like
7

Per ONE’s directions, here is our updated $50k ($ONE) proposal to drive user acquisition and adoption for the 1Wallet over a 3-4 months period.

Please visit here for full proposal detail: AIRSUPPLYCOMMS-HARMONY 1Wallet Digital Marketing Proposal 12.7.21.pdf - Google Drive

8

Per @hakwan 's direction, we have utilized $25k ($ONE) of the $50k funding to promote zkDAO’s ZKU.ONE to:

  1. Create www.harmonyzku.one and setup tracking tags and analytics - $2,700 (One Time); Project Coordination and Misc. Setup Cost - $2,392
  2. Execute a Twitter and Google Search ad campaign - $19,908

The goal is to acquire ZKU.ONE enrollment applications from Web3 developer prospects that has an interest in Web3, ZK, dApp or Blockchain. The ad campaign launched on 3/21/22, and so far (as of 4/5/22) acquired 51,918 visitors (driven by ads), attributed 158 application submissions and 2,739 Sign Up interest (engagement actions) on the website at $49.87 Cost-per Enrollment Application and $2.88 Cost-per Sign Up Interest.

Here is a link to the report:

1 Like
9

i can vouch that Air Supply has been very effective in helping with our campaign. they have had some false starts, to help with promoting other activities, but ultimately the timing didn’t work out, in ways that are totally beyond their control, and definitely not their fault. but since we grativated towards promotion for ZKU enrollment, which is consistent with the original intent of the proposal, i can say they have been very effective and responsive. i look forward to working with them more closely through the rest of the month

i recommend we fund the the remaining 25k of the grant so they can get to continue to do the promo work for us.

10

hi @dwong can you break down the spending on the 25k so far a bit more?

e.g. “1. Execute a Twitter and Google Search ad campaign - $19,908”

11

Hi Hakwan,

As of 4/11/22, the ad campaign spent $11,639.27 (Twitter - $6,949.27, Google Search - $4,277, Google Cross-Platform - $413) and delivered 3,985,549 Impressions and acquired 73,080 visitors (driven by ads), 328 Application Submissions (out of the total 427 Applications) and 6,232 Sign Up interest (engagement actions) on the website at $35.49 Cost-per Enrollment Application and $1.86 Cost-per Sign Up Interest.

We anticipate we will spend $19,908 of the ad campaign budget in full, and project will deliver a mix of:
Twitter - 55% of total budget
Google Search - 35% of total budget
Google Cross-Platform - 10% of total budget

If we can utilize the remaining $25k budget from our $50k grant, we project to meet the application goal of 1,000 ZKU total course prospects via Twitter, Google Search, Google Cross-Platform ads before the course starts in May.

Here is a link to the updated report:

Thanks,

Derek

12

In reviewing the current ZKU.one reporting analytics, I’m pleasantly surprised at the gender ratio (38% female : 62% male) that’s more balanced than the current tech scene (25 f : 75 m). Let’s push for a 50 : 50 ratio there as much as possible.

Pre-approved for the scope change and use of the remaining budget once we can figure out a way to balance out the gender ratio.

2 Likes
13

Hi Jack,

Thanks for the feedback. Please note that we can only do 50-50 (M/F) at the expense of nerfing/controlling the machine learning campaign optimization algo. Our current targeting is solely based on Web3 developers (without specifying or setting a gender % split), so any preference/restrictions we set to make it 50/50 will come at the expense of lower Cost-per-Acquisition efficiency unfortunately. As long as we don’t mind the higher CPA cost, we can certainly set our campaign at 50/50 gender ratio. Please let us know if we should proceed doing that.

Thanks,

Derek

1 Like
14

Let’s do an A/B test, where half the cost (or time) we nerf it to go 50/50 and the other half letting it be organically driven by the ML campaign algo. It would be interesting to see what this new test yields

Approved to proceed, thank you! :blue_heart:

2 Likes
15

funded: 0x3ec4cfa06b30f5c6b1ce13a762a309d9a0eda871cc49c815166698023634a5b1