Attracting 115K followers on X, with the Public Sale selling out in 20 seconds

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

Goal: To increase Twitter followers by 100K and warm up the community before the Public Launch & TGE.

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.

Our strategy resulted in impressive Twitter growth:

Playbux - Twitter growth in 8 months

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.

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.

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.


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Feja is the Chief Happiness Officer & Supervisor of LKI Consulting whose main job is to bring happiness to our team and Clients.

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Currently, Viktorija has 300+ projects in her portfolio with specialization on Fintech, Crypto, and Advertising segments. 

At LKI Consulting, she is responsible for turning our Client’s creative ideas into both functional and aesthetic web, UX/UI, graphic, and motion design aligned with the brand.

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Maryna Barysheva is a COO of LKI Consulting specializing in deep tech, layer 1, Defi, and SaaS. 

After working with blockchain projects from 15+ countries and managing marketing for Interactio – a 100-M valued B2B tech startup – she knows what it takes to develop a winning external communications, brand awareness, and global GTM strategy.

Maryna also frequently makes appearances on international panel discussions and delivers keynotes on the latest marketing trends. Apart from her public speaking engagements, she mentors young startup entrepreneurs on business development, operations, and growth.

Sarunas Papinigis

Partner

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Sarunas Papinigis is a partner of LKI Consulting who focuses on fintech and investment companies. He is responsible for developing marketing and communication strategies, market survey and data analytics. 

During the last 10 years, he created and developed customer loyalty programs ranging between 1-20M members for top retail chains in Asia and Europe and generating 2-10% sales and profit uplift.

In previous 15 years, he worked in various sales positions in Coca-Cola, Nestle, Unilever and GSK while building the sales distribution from scratch.

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Laura K. Inamedinova is a Founder & CEO of LKI Consulting who takes no bullshit attitude to business. Thanks to her exquisite data-driven strategies and fresh outlook on the Web3 space, she helped her Clients grow x10 and raise over $1B.

A former contributor of Forbes and Huffington Post, she has been recognized internationally among Top 10 Women Entrepreneur by Entrepreneur Magazine, HuffPost acclaimed PR expert, Top 10 Women in International Business by SiliconValleyTimes. 

Inamedinova is the voice of over 129 conferences in 17+ countries around the globe.