Rainberry, formerly known as BitTorrent Inc., requested a strategic campaign around their upcoming TRON Grand Hackathon Season 2 and proposed a minimum of 5.5 million reach and an engagement rate of 2%.
With the help of an analytical framework to measure KOLs performance, we turn this campaign into a successful one in 30 days.
Introduction to the Project
The Tron Foundation, a Non-Profit Organization, managed to raise $70 million through ICO. The TRON Grand Hackathon was started as a part of long-term initiatives by the network to promote blockchain technology and new and upcoming cross-chain solutions.
USP
The main USP of the TRON Grand Hackathon is that it provides a platform for developers or upcoming projects. They can take part in the Hackathon to showcase their talent and execute DEFI, GameFi, NFT, and Web3 projects.
The winners of the Hackathon can win up to 1,000,000 in prizes.
Our KPIs
A Minimum of 2.5 Million Reach through KOL activities
The success of the TRON Grand Hackathon was launched as a part of their long-term plans to promote the network and encourage Web3 enthusiasts to prove their talent.
After the success of Season 1, they wanted Season 2 to be bigger and better. They set a benchmark of at least 2.5 Million to pool in the right target audience.
Increase the Sign Ups for the Hackathon by 35%
With just 30 days for the campaign, they wanted to focus on increasing the potential Web3 enthusiast to sign-up for the Hackathon and win exciting prizes. It also led to the promotion of the blockchain ecosystem.
Increase TRON DAO Forum Sign Ups by 45%
TRON DAO is a platform that focuses on community development, governance, and getting the latest updates about the blockchain ecosystem. After a successful first Hackathon, they wanted to focus on building a bigger and better community.
Challenges
A Pool of 35 Fintech KOLs
One of the biggest challenges we faced was finding the right Fintech KOLs who would be apt to promote TRON Grand Hackathon Season 2 on their platform. We shortlisted a pool of at least 35 Fintech KOLs for them to choose from.
Campaign Timeline of 30 days
We needed everything to run smoothly with a strict timeline for the campaign creation and execution. With just 30 days for campaigning, we had to find the right KOLs, get them onboarded, and get ready for execution which was a challenge.
Services
Influencer Marketing
We use proprietary metrics like turnaround time (TAT), credibility, reach and engagement, and the current and potential reach of KOLs to find the right fit for TRON Grand Hackathon Season 2 Influencer Marketing Campaign.
Approach
“After a successful TRON Grand Hackathon Season 1, the expectations for Season 2 were a challenge to say the least; however, with data-driven techniques and proprietary metrics for KOLs, we were able to tackle them within the timeline.”
Top Funnel
Worldwide Promotional Campaign
The Hackathon had to be promoted worldwide and not bound to any specific geographical location. To address the same, we had to pick KOLs from different corners of the world with the highest following and engagement to ensure the campaign was successful worldwide.
A list of the top 35 Fintech KOLs for Twitter
The client wanted only Fintech KOLs for this campaign to target the right audience for the Hackathon. We curated a list of the top 35 KOLs using proprietary metrics like conversion rate, TAT, audience, ER, and many more to ensure maximum reach.
Middle Funnel
Strategic Mix of Organic, Quote Tweet & Retweets
A detailed strategic plan for the tweets was put in place for promoting the Hackathon through organic tweets, quote tweets, and retweets. A mix of all three tweets was put together to ensure we reach the highest number of Web3 enthusiasts in a limited time.
Bottom Funnel
Get the Tweets LIVE
The last step in the process was to get the tweets out with a strong CTA to focus on the conversion from the KOLs activity. Both hackathon and TRON DAO forum links were added to the tweets to ensure an increase in sign-ups.
Goals Achieved
“We were able to increase the sign-ups for TRON Grand Hackathon Season 2 and TRON DAO Forum by 55% and 49% respectively, which contributed to the campaign's success.”
Metrics at a Glance
Client Testimonial
“Thank you guys for all the effort you put in! TRON Grand Hackathon Season 2 was a success. Let’s get ready for Season 3”
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