About the client
embed is the first in the world Engage-To-Earn activation protocol that allows discovering, tokenizing, and activating communities in the Metaverse.
With embed, you can monetize your engagement with your favourite brands, ne part of like-minded passion-based communities, and influence your favourite brands. Whether it´s luxury, DEFI, or just about anything else, the more you engage with embed, the more value we provide for you and your community.
Services provided
- Strategy creation
- Influencers management
- Strategic marketing execution
- Content creation
- Twitter spaces
Timeline
- Started working: 2022 January
- Time worked: ongoing partnership
- Campaigns together: 3 months strategy, 1 month preparation & 8 months execution
Stage 01
Goal: To prepare a marketing strategy for a product from scratch
Timeline: January – March
When we first started working with embed, the project had only a concept: no strategy, white paper, website, social media presence, or marketing resources besides the Founding team.
To kick things off, we spent three months on the overall strategizing of the concept, product advisory, positioning, and marketing strategy. After putting together the marketing plan, we moved to execution.
Here are the strategy deliverables:
- Target audience
- Marketing channels
- Evergreen content ideas
- Social media framework
- Influencers lists
- PR & conferences
- and more…
Stage 02
Goal: To establish basic social media presence & grow community
Timeline: April- September
At the beginning, our goal was to set up basic social media channels and start building credibility. During this stage, the product was still being mapped out, and we were 9 months away from the launch. To start earning trust of the community, embed set up their Twitter.
Here are the key activities we did:
Twitter Spaces
We hosted one Twitter spaces per week with investors, influencers, and Founders of NFT, DeFi, lifestyle, luxury brands in the Metaverse) to leverage their existing audience. To promote the Twitter spaces, we ran Twitter ads for 3 days before the stream with a total budget of $100. A few spaces were moderated by LKI Team.
Over the span of stage 2, Twitter spaces campaigns along with Twitter ads brought 1,230 followers, 510 and 720 followers respectively.
Embed Ambassadors
We established relationships with 4 active community members who later on became embed ambassadors – organically posting about the project without sellish shilling.
Over the span of stage 2, ambassadors posts brought 699 followers.
Partnerships
We partnered with similar communities for engagement campaigns, giveaway, and joint Twitter spaces.
Over the span of stage 2, partnerships collaborations brought 303 followers.
Increase of Twitter engagement in 5 months
Stage 03
Goal: To build a waitlist
Timeline: September – December
During the stage 3, embed was in the heat of MVP development. We started September with the goal of building a waitlist and attracting users through an intuitive sign-up form.
NFT letter of awareness drop in September
To drive the first traffic, embed identified the top 5,000 NFT wallets and delivered a letter of awareness via Open Sea telling more about the project and inviting to sign up for the waitlist. The campaign had riveting success.
Scholarship campaign in October-November
To create the hype, together with the team, we launched a creative campaign “SCHOLARSHIP” to substitute the concept of the waitlist in October. Up till December, 2022 – only one project in the world successfully implemented the concept of scholarship, and embed was the second.
Instead of the traditional waitlist where everyone could leave their data and register, we offered users an ability to leave their info and pre-qualify for becoming members of embed community.
The Scholarship campaign went amazing with 10,000+ people applying over 2 months.
YouTube review of embed in December
December marked the preparation of the migration plan to move the acquired waitlist users to the first wave of the product onboarding. To shift the focus from the concept to the technical features, we did a YouTube campaign with a micro-influencer. We researched the best fitting influencers, managed all communications, negotiated the price, and ensured timely release of the video.
The video generated 10,000+ views and raised the traffic in the low-month of the year. The estimated number of sign-ups from the video was 800.
Other activities that contributed to the waitlist growth included ambassador’s posting, organic content marketing on Twitter, and regular Twitter spaces.
