<h1 id="proposalsummary">Proposal Summary</h1>
We propose to run $144K in Twitter ads in the end of Dec 2023-Mar 2024 timeframe to:
<ol>
<li>Increase awareness of On-brand Polkadot narratives :</li>
</ol>

&nbsp;

&nbsp;

<ul>
<li>
DOT 2.0 BUSINESS IS ABOUT CORETIME: cf <a href="https://twitter.com/PolkadotInsider/status/1727495973138759785">Lastik</a>
</li>
<li>
DOT 2.0 IS BREAKTHROUGH TECH: cf <a href="https://twitter.com/bkchr/status/1712419542977118289">PolkaVM</a>, <a href="https://twitter.com/rphmeier/status/1707098462347514328">CoreJam</a>
</li>
<li>
DOT ECO HAS GREAT REWARDS cf <a href="https://twitter.com/PolkadotInsider/status/1719013455561375935">Polkadot Staking APRs</a>
</li>
<li>
DOT IS FOR THE ENTERPRISE: cf <a href="https://twitter.com/Polkadot/status/1701148275233915165">Mythical</a>, <a href="https://twitter.com/Polkadot/status/1724842104994607252">Frequency</a>, <a href="https://twitter.com/energywebx">EnergyWebX</a> &hellip; and by <a href="https://twitter.com/shawntabrizi/status/1666287029963878400">Parachains</a>
</li>
<li>
DOT IS A STARFISH NOT A SPIDER: cf <a href="https://twitter.com/filippoweb3/status/1727698546097365159">Fillipo</a> + <a href="https://twitter.com/Web3foundation/status/1725121561055670755">Decentralized Futures</a>
</li>
<li>
DOT SUPPORTS USERS + PARACHAIN GROWTH: cf <a href="https://twitter.com/Polkadot/status/1727650420678422532">KodaDot</a>, <a href="https://twitter.com/Apillon/status/1724075559393575063">Apillon</a>
</li>
</ul>

&nbsp;

&nbsp;

<ol>
<li>Generate engagements on <a href="https://twitter.com/polkadot">Polkadot Twitter Account</a> (presently 1.4MM followers), Polkadot Parachains, and select Polkadot True Believers (see <a href="https://docs.google.com/document/d/1U99BS6NK18bYmmizOkThAVabb4pzKecEbF24GovxF_Y/edit?pli=1#heading=h.i2yswqq8b1a1">Appendix B</a>)</li>
</ol>
<h1 id="campaignsummary">Campaign Summary</h1>
The Campaign will be run as follows:
<ul>
<li>
Ad Spend: $144K [80.9%]
</li>
<li>
Strategy: Learning / Experimentation Oriented, Optimizing for Cost Per Follower
</li>
<li>
Time Period: Min 6 Weeks, Max 12 Weeks (late Dec 2023 until April 2024). Campaign End date extended due to delays in <a href="../user/polkadot">@polkadot</a> approval.
</li>
<li>
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)
</li>
<li>
Campaign Management Systems: Twitter Ads (Direct) and <a href="https://www.addressable.io/">Addressable.io</a> - We use two campaign management systems to A/B Test and learn the value of Addressable.io&rsquo;s Web3-specific behavior targeting system targeting crypto users compared to running campaigns directly with Twitter Ads.
</li>
</ul>
<h1 id="valuetodotholders">Value to DOT Holders:</h1>
<ol>
<li>
Increase awareness of On-brand Polkadot Narratives via Twitter Channel
</li>
<li>
Increase the number of engagements of the main Twitter Polkadot account and Polkadot parachains (85%) and Polkadot True Believers (15%)
</li>
<li>
Demonstrate Decentralized Marketing: (1) funding from OpenGov (2) run by the community rather than ecosystem leader Parity;
</li>
</ol>
<h1 id="proposaldetailscommunityinvolvementrequested">Proposal Details: COMMUNITY INVOLVEMENT REQUESTED</h1>
Requested Amount: 35,395 DOT ($178K with EMA30 $5.029/DOT)
<a href="https://docs.google.com/document/d/1U99BS6NK18bYmmizOkThAVabb4pzKecEbF24GovxF_Y/edit?pli=1">FULL PROPOSAL DETAILS</a>
<h1 id="updates">Updates</h1>
<ul>
<li>Week of January 15/22, 2024: With the help of Evan Thomas, secured W3F Legal+Security support for Polkadot promotion</li>
<li>January 30, 2024: Started running traffic with <a href="../user/polkadot">@polkadot</a> sourced tweets</li>
<li>February 10, 2024: <a href="https://docs.google.com/presentation/d/1fUFcp9VnNHBPZpIuZDoMAiWrYz-e3kU2/edit#slide=id.g1dd65562061_0_2312">2/10/24 Transparency Report #1</a>
<li>April 2, 2024: <a href="https://dune.com/substrate/324-opengov">Dune Dashboard covering activity until 3/31/24</a>
<li> April 27, 2024: Dune Dashobard update covering activity until 4/30/24 finalized 
</ul>

The proposal suggests running a Twitter ad campaign aimed at increasing awareness of Polkadot through on-brand narratives. The strategy involves targeted ad spending over 6 to 12 weeks, focusing on English-speaking countries and selected influencers. The campaign's success will be measured by increased follower counts for @polkadot and engagement metrics. Transparency and adherence to OpenGov ad guidelines are emphasized, with accountability for campaign performance and community reporting.

amount

beneficiary

- **Problem Statement:** Running $144K in Twitter ads from Dec 2023 to Mar 2024 to increase awareness of On-brand Polkadot narratives.
- **Significance:** Enhancing engagement on Polkadot Twitter Account and reaching out to Polkadot True Believers.
- **Proposed Solution:** Utilizing Twitter Ads and Addressable.io for targeted campaigns in English-speaking countries and among selected influencers.
- **Expected Outcomes:** Increased awareness of Polkadot narratives, higher engagement on Twitter, and showcasing decentralized marketing funded by OpenGov.

#324 Increase Awareness of Polkadot On-Brand Narratives via Twitter Ads

No Active Proposals