Challenge: Aggressively grow community before the Public Sale of Playbux’s $PBUX token
We elevated Playbux from its Alpha stage to a successful Public Sale on Raiser Launchpad by implementing strategic marketing initiatives. By leveraging targeted promotional campaigns, re-engaging dormant community members, and attracting new audiences, we didn’t just execute a Public Sale — we built a thriving community and positioned Playbux as a #1 gaming project on the BNB chain.
We combined marketing strategy, content marketing, shiller management, and data-driven execution to deliver undeniable results:
- 115k+ new followers on Twitter
- 150k+ monthly retweets
- 26.3k+ participants in the Galxe campaign
About the client
Playbux is a leading Web3 gaming project that blends e-commerce with blockchain technology, serving over half a million players globally. Listed on Tier-1 exchanges such as Kucoin, Bybit, Gate.io, Bitmart, and HTX, the platform uses its native $PBUX token to power diverse “X to Earn” services.
At the start of our work with Playbux, the platform was still in its Alpha stage. Additionally, the Public Sale of its $PBUX token was coming up on Raiser Launchpad, requiring extensive preparation. Their challenge was to roll out promotional campaigns, re-activate dormant community members and attract new audiences for a successful Public Sale.
Recently, Playbux launched a Public Sale of its $PBUX token on Raiser Launchpad. To celebrate, Playbux successfully delivered a campaign on the Galxe platform with a prize pool of 50,000 $PBUX. This event, alongside its strategic token listings, underscores Playbux’s reputation as a #1 gaming project on the BNB chain.
Services provided
- Marketing strategy & execution
- Content marketing
- Shiller management
- Audit and data analysis
Timeline
- Started working: January 2023
- Time worked: ongoing partnership
- Campaigns together: 5 strategies and 7 tactics + ongoing execution
Gameplan
To achieve Playbux’s key objectives of growing its Twitter (X) followers by 100K, we used a strategy that targeted the platform’s substantial existing audience.
LKI Consulting focused on the dual challenge of Playbux. First, we worked on re-engaging dormant community members and warming them up before the sale. And second, we aimed to attract new audiences to boost the $PBUX Public Sale results on the Raiser Launchpad.
To overcome these challenges, we needed to grow the community fast and build project awareness among existing and new community members.
Narrative marketing
Before starting work with LKI, Playbux was already well-known as a leading project on the BNB chain, backed by massive players such as Binance and Visa.
Our client faced a significant challenge: to redefine the narrative of an already popular and successful platform and find a unique angle to boost its follower growth, re-activate dormant members, and warm up the community before the major Public Sale of $PBUX.
LKI began the process by analyzing the existing audience and delving deep into the features of Playbux. We focused on the gaming platform’s unique aspects, such as Shop to Earn, which allows users to earn crypto cashback through e-commerce purchases. This analysis helped us understand the motivations and behaviors of current and potential users, such as the need of interactive tasks to participate in, an interest in diverse earning opportunities, and participating in community events.
Based on this foundation, we positioned Playbux as a dominating force in the GameFi and Play-to-Earn markets. Our narrative highlighted the project as an unmatched opportunity for users to become early community members of a top-tier product with an unlisted token.
This positioning provided users with an opportunity to:
- Participate in an already thriving platform
- Access exclusive rewards and perks before the project accelerated to its next growth phase
Here are the tactics we implemented as a part of this narrative.
Partnership Marketing | AMAs
Key tactic: merging the reward structure with organic excitement. LKI introduced a $USDT reward to the most-active AMA listeners, boosting the event’s engagement.
To raise the visibility and community engagement of Playbux ahead of the highly anticipated Public Sale, we used partnership marketing through a series of AMA sessions. These were designed to highlight the core strengths of Playbux and build excitement among potential investors and community members.
LKI delivered a successful AMA strategy from start to finish:
- Strategy and Content: we organized a series of AMAs with prizes featuring key team members from the Playbux team and their Launchpad partner, Raiser. LKI also created all event-related content pieces.
- Promotion and Execution: We promoted the AMA extensively on social media from both Playbux and Raiser accounts to bring more listeners to the event. Additionally, our team moderated the event behind the scenes.
- Hosting: our CEO, Laura K. Inamedinova, hosted the AMA, adding a level of authority as an influential third-party bringing experience and expertise to the AMA. This helped foster a close connection with the audience and improve their confidence.
- Post-event marketing: LKI analyzed the AMA results, distributed rewards to participants, and repurposed content for broader marketing use. This ensured that the momentum generated by the AMA was sustained even after the event.
Through these AMA sessions, we positioned Playbux as a transparent and accessible leader in the GameFi sector, significantly boosting project awareness and community activity leading up to the Public Sale.
Take a sneak peek at some of the top community questions during the AMA (out of 450+ organic interactions)
Takeaways
- Including an external speaker/host to lead the discussion added an extra level of trust and authority.
- Organising the AMA with a partner boosted the audience attendance significantly.
- Having a behind-the-scenes team to moderate the discussion guaranteed a smooth flow and maintained discussion’s focus on the Public Sale.
- Adding a stablecoin reward for the most active AMA listeners boosted participation (a 60% boost from no-reward AMAs) and maintained the quality of the discussion questions.
Engagement campaigns
As a part of our strategy for Playbux, we designed targeted engagement campaigns focused on both activating current users and attracting new followers.
LKI combined a major campaign of interactive quests with smaller giveaways to maximize community interaction. We chose this approach for Playbux because:
- A major interactive quest campaign with a 50,000 $PUBX giveaway would help capture the interest of existing and new audiences
- Smaller token giveaways would maintain user engagement until the final rewards of the main campaign are distributed
Here’s how we accomplished these.
1. Quest campaign on Galxe
The core of our engagement strategy was a joint campaign with Raiser on Galxe, designed to celebrate the Public Sale – FCO (fair community offering) of Playbux tokens ($PBUX) on the Raiser Launchpad. Our aim was to reward the most active community members too.
We structured the campaign around a series of interactive quests. Most importantly, choosing tasks with various levels of complexity proved vital:
- Starting with simple tasks allowed campaign participants to get started easily
- Continuing with more complex tasks meant participants were more likely to complete them (as they already invested some of their time completing simple tasks)
Here are some of many tasks that community members had to do:
- Following social media platforms of both Playbux and Raiser to boost community growth and project awareness.
- Engaging with content, including retweets and comments, to boost social media activity and reach.
- Doing quizzes to educate the community about Playbux and its features, expanding their knowledge and engagement with the platform.
- Creating content, encouraging users to generate discussions around Playbux and Raiser, further increasing visibility and organic reach.
- Inviting friends to join the campaign, expanding the community through network effects.
The Galxe campaign turned out a massive success: over 26,300 participants joined the interactive tasks and shared in the 50,000 $PBUX Prize Pool.
The campaign also contributed to our main goal for Playbux and expanded the user base ahead of the Public Sale. We have boosted the following further via cross-marketing on Playbux and Raiser launchpad accounts, as well as KOL profiles.
2. Engagement campaigns
Alongside the joint Galxe event, we have organized one-time engagement campaigns on Twitter. Here’s an example of a one-time campaign where community members had to follow, tag, register, and share a referral link for a chance to win 1,000 $USDT.
Why this worked: Small one-time engagement campaigns proved successful as they offered a simple and quick way to support the project for a reward even before the main interactive quest campaign results were released.
Shilling
For Playbux, shiller marketing was a crucial part of our strategy to attract new followers and boost project visibility and credibility.
We strategically deployed 30 shillers, assigning one shiller per day. This ensured a constant stream of endorsements and promotional content, keeping the momentum high throughout the campaign period.
Results
Our goal was to increase Playbux’s Twitter following by 100,000 new followers. At the end, the results of this shilling effort were exceptional: we surpassed the initial goal with a total increase of 115,000 followers in the first month.
This success underscored the effectiveness of our shilling strategy in enhancing Playbux’s market presence. Shilling also proved key in generating vital social proof for Playbux to raise its credibility in the Web3 community.
Here are examples of successful shiller posts:
Final insights
By combining partnership marketing via AMAs, engagement campaigns, and shiller marketing, we attracted 115K new Twitter followers and exceeded our initial target of 100k+.
- AMAs proved essential for organic interaction, offering direct communication channels between the project leads and the community. Pairing these with reward-driven engagement campaigns helped maintain high levels of participation.
- Galxe campaigns with varying levels of complexity engaged the community, encouraging participants to get started. When collaborating with partners for Galxe campaigns, cross-promoting on all available social media platforms maximizes the reach and effectiveness of the campaign.
- Shiller marketing is instrumental in providing the necessary social proof and organic engagement, ultimately raising the credibility and visibility of the project.
- Reactivating dormant followers and attracting new audiences work simultaneously.
- We achieved this through targeted engagement campaigns and effective shiller marketing, which kept the community buzzing and encouraged both old and new members to participate actively in the ecosystem.
