Challenge: Grow a strong community to show PoC before Series A funding
We combined content, influencer power, and relentless execution to deliver undeniable results:
- 133K+ Twitter followers in just 6 months
- 23K Discord members
- 36K+ Telegram members
- Partnerships with 3 blockchain giants: Solana, Filecoin, Render
About the client
io.net is the world’s largest GPU DePIN built on Solana that offers unmatched flexibility, speed, and on-demand computing access for machine learning.
io.net is a key partner of the Render Network and Filecoin, with multiple tier-A listings including Binance, KuCoin, Crypto.com, and more.
Services provided
- Social media management
- Content marketing
- Strategic partnerships & marketing
- Growth hacking
- Community management
- Influencers management
- Ads management
- Ad-hoc marketing
Timeline
- Started working: August 2023-January 2024
- Time worked: 5 months
- Campaigns together: 5+
Gameplan
We partnered with io.net in August 2023, at a critical point in their journey. Fresh off securing significant backing from Solana and forging partnerships with industry giants like Filecoin and Render, io.net was setting up for a major transformation. The project was undergoing drastic product modifications, integrating new partners, and completely rebranding from the ground up.
Without an in-house marketing team, io.net turned to LKI Consulting for a comprehensive, 360° marketing solution. Our mission was clear: to relaunch the project from the ground up. We took charge of everything from crafting the initial launch strategy to establishing a compelling new brand voice, driving social media buzz, and building a vibrant community and user base.
The solid foundation we laid was key to io.net’s incredible success, ultimately leading to successful Series A funding and their listing on Binance and other Tier-A exchanges in 2024.
Strategic approach
As we worked on growing the community, we also shifted gears to create buzz and anticipation around the upcoming launch of the io.net coin. Our strategic direction was crystal clear: Establish a strong communication foundation and build a solid public image, setting the stage for a successful $IO token launch.
To achieve this, we implemented two key business strategies:
Our marketing strategy was guided by these KPIs:
- Twitter followers – 50K.
- Average unique views per post – 25K.
- Average ER – 6%.
- Telegram followers – 5K.
- Discord members – 20K.
- Average number of chats per hour – 20.
By building a base of people who are excited to invest in the project in the future, we:
- Positioned io.net as a project worthy of multi-million dollar investments from VCs.
- Enhanced community retention by providing members with something tangible to anticipate.
To set io.net up for success from day one, we focused on two distinct community personas:
Early-adopters/crypto-curious individuals looking for ****the next big project with the potential to make them rich.
Examples: retail crypto investors, crypto natives.
Tech-savvy individuals who are professionally involved in AI/ML.
Examples: AI developers, ML engineers, tech specialists, and AI curious.
Social media management
Our first priority was to establish a powerful social media presence for io.net, rebranding and breathing new life into a small, existing community under a fresh name.
We kicked things off by crafting a content strategy that would serve as the backbone for everything that followed. This wasn’t just about filling up a content calendar. It was about positioning io.net as a true leader in DePIN and AI. We built this on solid content pillars, visually engaging templates, and in-depth narrative research.
In every piece of content we rolled out for io.net, we zeroed in on two critical elements: data and partnerships.
Data-Driven Content
Each piece aimed at building brand awareness was rich with exclusive, actionable insights into the latest AI and GPU computing trends. This approach reinforced io.net’s reputation as both an innovative product leader and a respected thought leader in the industry.
Partner-Centric Content
We strategically leveraged partnerships to enhance credibility and expand reach. By consistently highlighting collaborations, we engaged existing community members and tapped into the broader Web3 audience, maximizing impact.
Take a peek at some of our best-performing posts
Takeaways
- It’s all about the right mix. By combining educational content, partnership announcements, and interactive posts, we kept the audience not just engaged, but excited. This approach drove higher participation and boosted retention rates.
- Simply dropping partnership announcements isn’t enough. To really make an impact, you need to consistently and meaningfully highlight your partners. When you introduce the depth of each integration one post at a time, the audience starts to see your project as an integral part of a much bigger ecosystem and narrative.
- Jumping on a trending narrative? That’s a start, but it won’t get the job done on its own. Every piece of content, from the big-picture pillars down to the individual posts, needs to deliver tangible value to the user. For io.net, striking the right balance between educational insights and product highlights was the key to resonating with their audience.
Strategic partnerships
The biggest challenge in promoting io.net? Standing out in a crowded space. With AI and DePIN dominating 2023-2024, the sector was oversaturated. To break through, we positioned io.net as a trendsetter, leveraging strategic partnerships with tier-A projects like Render, Filecoin, and Solana.
These alliances gave io.net a credibility boost, and we worked closely with their marketing teams to fine-tune campaigns for maximum impact. By turning product integrations into community-driven initiatives, we converted partner communities into active, engaged members of io.net
Here’s a quick look at some initiatives and marketing angles we implemented
1. Render
This partnership was a cornerstone in the formation of a single, comprehensive DePIN under io.net. We knew this collaboration had the potential to be game-changing, so we went all in.
Beyond the standard weekly mentions, retweets, and interactions, we dug deep, creating in-depth content that really showcased the value of this partnership. But we didn’t stop there. We also spearheaded an incentives program for early adopters, successfully bringing 10K+ users on board.
This campaign was the catalyst that propelled io.net into the mainstream spotlight, marking the first wave of major attention.
2. Solana
3. Filecoin
Filecoin, the largest decentralized data storage marketplace, plays a crucial role in forming a comprehensive DePIN under io.net.
We made sure to consistently highlight Filecoin in our content, using strategic interactions to tap into their extensive community. This approach positioned io.net as a vital addition to the ecosystem, seamlessly integrating it with the broader Filecoin network.
Takeaways
- Strategic partnerships were a game-changer for io.net, significantly boosting the brand’s credibility and solidifying its position as a leader in decentralized computing.
- Engagement rates soared by 33% across social media platforms following our partnership announcements.
- We also saw a 15% increase in new user sign-ups directly from partner communities.
- Clear and engaging messaging made all the difference. Effectively communicating the benefits of these partnerships, allowed us to successfully integrate partner community members into io.net’s ecosystem.
- Leveraging multiple channels was key to ensuring comprehensive coverage and maximizing the impact of our partnership promotions. It’s about reaching the right audience at the right time.
Community management
To foster a strong and engaged community for io.net, we established and set up io.net’s Telegram and Discord communities.
But we didn’t just stop at setting up the channels. We created detailed community mapping and comprehensive FAQs to guide new members, ensuring they felt welcomed and well-informed from the start.
Through regular interactions, we cultivated a sense of belonging and loyalty.
The result? These communities have seen explosive growth, with 101K+ members on Telegram and 541K+ on Discord.
KOL marketing
Given that io.net was an early-stage project with low brand awareness, we decided to prioritize YouTube influencer campaigns over Twitter. Why? Because YouTube offers higher social proof and is a powerful tool for building brand credibility.
As a part of our initial efforts to boost brand awareness and bring new followers to io.net, we have collaborated with several KOLs to include mentions of the project, review the platform, and give shout-outs to the team.
As part of our initial push to elevate io.net’s visibility and attract new followers, we teamed up with several KOLs. These influencers dropped mentions of the project, reviewed the platform, and gave shout-outs to the team, amplifying io.net’s reach and appeal.
Let’s be honest, no one wants to be hit over the head with obvious paid influencer content. That’s why we took a different approach with our KOLs. We kept the mentions organic and value-driven, highlighting io.net as an up-and-coming gem without sounding overly-promotional.
By letting the right influencers introduce io.net in a natural way, we created excitement that didn’t feel forced. When multiple KOLs start talking about the same project, people take notice.
Final insights
By combining paid advertising, extensive email marketing strategy, hands-on lead nurturing and acquisition activities, along with PR, we built a solid foundation to bring more users to the hi Super App in five months of active execution.
Key insights:
- The goal for lead generation and nurturing should directly translate to your marketing campaigns. Loyalty and referral campaigns are at the core of user retention. Collaborating with the Product Team is key in driving changes and actionable results.
- When user acquisition is the primary goal, diversified email marketing and ad campaigns are the major drivers behind brand awareness. Combining email campaigns for maximum reach with paid advertisement highlighting USPs of the project brings both quantity and quality to leads.
