BanklessDAO's Global Campaign for spreading the Optimism vision
BanklessDAO
A Blockchain-native decentralized autonomous organization (DAO) acting as a hub of the Bankless Movement
From the beginning of July 2023 to up until now (end-September 2023), a cross-functional, cross-Guild and Departments, and cross-project team at BanklessDAO ran a global #campaign to spread awareness about the Optimism Foundation 's vision, mission and to onboard more users and builders. In terms of scale, complexity, coordination and the need for creation of #organic #content for multiple platforms, it was one of the biggest campaigns we ever ran. As the campaign slowly comes to an end, it is time to share some facts and celebrate some achievements.
Our content calendar on Notion to coordinate the different elements of the campaign is a great illustration of the scale and impact we wanted to achieve.
Needed to stop showcasing the images there, because otherwise this LinkedIn post would have become a showreel!!
In short, we aimed for cross-platform, cross-media global reach and visibility for Optimism's defining characteristics of #governance, retro public goods funding (RPGF), Law of Chains, and its broader strategic #mission and #vision.
Over these three months, we learnt a lot, and we created a lot. As we focused on spreading the Optimism Foundation's mission, we understood in depth how #media and #content in #web3 worked. We were also able to analyse our own media platforms in English and 11+ languages, to understand modes of engagement, topics and themes that resonated better than others, and more importantly, what role does each of our media platforms played in driving the overall campaign.
Our flagship long-form, in-depth content creation and dissemination media vehicle #Bankless Publishing, had some winning articles, which crossed 5-figures in terms of views.
Across the different media vehicles used, the campaign was able to hit the following key target metrics:
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Our campaign for Optimism had specific phase 1 objectives, which defined the kind of content we created. The campaign objectives can be summarised as below:
BanklessDAO's mission proposal was focused on spreading the Optimistic vision through a global campaign. We are recognised as leaders in crypto education and media. The campaign, structured in three phases, aligned with Optimism Collective's values of decentralisation, collaboration, and a new economic paradigm. Phase 1 covered core principles, Phase 2 highlighted Optimism and projects, and Phase 3 explored governance and shared goals. This initiative aimed to inspire and educate the crypto community in 11 languages worldwide.
The campaign's journey can be summarised through the first piece of content we created on 30th June, which was the Layer-2 newsletter:
...and continuing to the last piece of content, which is this LinkedIn article.
The success of global campaigns, whether they are run in web2 or web3, is a combination of #creative brilliance and superior human collaboration. We won't be boasting if we were to say that we achieved both while designing and running this campaign.
The global reach of the campaign encompassed the traditional English speaking markets of web3, Africa (through our brilliant Sovereign Frontier team), and 11+ non-English speaking markets (coordinated and managed by our stellar International Media Nodes coordinator Ana).
Some defining characteristics of the campaign include:
We are hugely appreciative of the Optimism Foundation for giving us this opportunity at a very stage of their development and evolution. A dedicated team of tireless content creators, campaign coordinators and campaign managers were behind this success. This campaign is a great example of how web3 media can be harnessed for strategic education initiatives, which aim to achieve global reach and strong impact.