Description
CipherClout is an avant-garde PR and marketing agency dedicated to promoting blockchain technology and education. Our mission is to leverage our influence to share our conviction in the potential of emerging blockchain technologies and projects we believe in.
We specialize in creating and executing boutique, underground strategies that cut through the noise and position our partners as leaders in their niche. Our team of experts (KOLs, Creators, and Researchers) combines deep industry knowledge with unconventional approaches to drive engagement, build community trust, and amplify education & knowledge.
We believe in the power of stealth and strategic influence, crafting campaigns that are as dynamic and disruptive as the blockchain technology we champion. Whether you are a startup launching a new token or an established company looking to redefine your narrative, CipherClout PR is your go-to weapon for blockchain marketing.
Our KOLs cover every niche within the space, allowing us to distribute campaigns across our network effectively. We have been instrumental in campaigns such as Borpa, Catamoto, Runes Terminal, and Tonwifhat, demonstrating a proven track record as underground organic marketers.
Following the positive reception and insightful feedback from our past work, CipherClout proposes to take on the role of âUnderground marketing support for the Axelar Ecosystemâ.
We aim to use this grant to market the Axelar community, sponsor micro-research grants and discuss the new products being built on Axelarâs framework. We will amplify Axelarâs vision and achievements within the broader crypto ecosystem.
Date
13th August 2024
Contact Name:
0xSese
Twitter Link:
0xSese
Discord Username:
0xSese
Grant Amount:
$150,000 in AXL for 3 months
Current AXL Price: $0.45
Proposal Details:
This grant is intended to cover the operation of CipherClout PR <> Axelar.
In these three months covered by this proposal, our objective is to demonstrate our capability by marketing, producing, and amplifying Axelar content and research. Our goal is to increase views, engagement and impressions, and to generate organic discussions about Axelar.
While we canât give out our entire proprietary strategies, we can share a few.
To effectively craft a strategy, we have clearly defined the target audience. This includes:
- Developers (The core users of Axelarâs technology)
- Stakers (Those interested in the financial aspects of Axelar)
- General crypto enthusiasts (A broader audience to increase awareness)
- Media (Journalists and influencers who can amplify Axelarâs story)
Having done this, we will conduct surveys and analyze current follower demographics using analytics tools such as Google Analytics and Twitter Analytics. The goal is to segment the audience and identify the top three user personas. Concurrently, we will perform a content audit to assess the performance and relevance of existing Axelar content. This will inform the development of a content strategy and a three-month content calendar, ensuring alignment with audience interests and Axelerâs goals.
Next, we will focus on producing high-quality and engaging content using our collated data.
At CipherClout, we know that maximizing reach through multi-channel distribution is crucial. We will develop a series of articles, videos, infographics, and social media posts, and use our in-house KOLs for AMAs. Weâll use our in-house KPIs to manage this.
Additionally, we will conduct keyword research to identify high-potential search terms and optimize all content for these keywords to improve organic search visibility. The target is to increase organic traffic by 15% and achieve higher rankings for target keywords in the top 10 positions. For instance, sharing Twitter threads should aim for a 20% increase in engagement, while monthly email campaigns (through our substack and medium influencers) should target a 30% open rate.
Next, we focus on engagement and Community Building.
Every ecosystem needs a strong and active community. Plan to build on the already existing base and build from there. We will engage with followers, and monitor and respond to comments promptly.
The main trick up our sleeve is to generate organic awareness and engagement of the Axelar Protocol by organizing a series of Twitter thread contests over a 3-month period. For example, a targeted user-generated content contest for the best user story about Axelar should aim for 300 submissions. The ripple effect and impressions on these stories will get people talking. If properly channelled, can grow the community size by 20% and achieve high engagement rates.
Contest details:
Duration: 3 months
Frequency: 6 contests (one every 2 weeks)
Potential Topics: Introduction to Axelar Network, Key Concepts of Axelar Network, Chain Abstraction, Modularity, Axelar Mechanics, Axelar Scalability e.t.c (additional topics may be introduced by the Axelar team)
Participants: Twitter users
Contest Structure:
-
Submission Format:
- Participants will create content based on the specified topic for each contest. This content can take the form of:
- Twitter Threads ( 8+ tweets that explore the topic in detail). Participants will use hashtags specifically tailored for it, tag the official Axelar Twitter account and fill out a form to ensure their submission is noticed.
- Infographics that explain or illustrate the topic. Infographics will be posted as a tweet, with relevant hashtags and a tag to the Axelar Twitter account.
- Combined Submissions: Participants can submit both a Twitter thread and an infographic for the same topic to increase their chances of winning. The combined submission should cohesively tie the thread and the infographic together.
- Participants will create content based on the specified topic for each contest. This content can take the form of:
-
Contest Themes:
- Each contest will revolve around one of the key topics related to Axelar Network. Participants will be encouraged to research and present their understanding or innovative ideas around that theme.
- For example:
- Contest 1: Introduction to Axelar Network â Participants explain what Axelar Network is, its purpose, its benefits and the core principles that define the Axelar Network.
- Contest 2: Chain Abstraction â Participants discuss how Axelar abstracts blockchain complexities for developers and users.
- Contest 3: ITS messaging â Participants discuss and raise awareness about how the ITS is a game-changer for interoperability. e.t.c
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Judging Criteria:
- Creativity: How creatively is the content presented? Does it engage the audience in a unique way?
- Accuracy: Is the information presented accurate and well-researched?
- Clarity: Is the content easy to understand? Does it effectively communicate the topic?
- Engagement: How much engagement does the submission receive (likes, retweets, comments)?
- Relevance: Does the submission stick to the topic and provide valuable insights?
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Submission Guidelines:
- Participants must post their submissions and fill out the form within the contest period (usually a week after the contest topic is announced).
- Submissions must include the contest-specific hashtag (e.g., #AxelarITS, #InterchainTokens) and tag the official Axelar Twitter account to be considered.
- Each participant can submit one entry per contest but can participate in all six contests.
- Plagiarism or the use of uncredited work will result in disqualification.
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CipherClout may introduce surprise challenges or bonus points for specific types of content, such as video explanations or interactive content.
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To encourage broader participation, there will be random prize draws for participants who actively engage with contest submissions by liking, sharing, or commenting on entries.
Winners per Contest: 5 (30 in total)
Total Contest Prizes:
30,000 AXL for contest winners
10,000 AXL for hype incentives (to create an everybody-can-be-a-winner mentality)
Examples of similar campaigns weâve done:
Impact, Goals, Milestones, & KPIs
Continuous measurement and optimization are key to any campaignâs success.
We will use our in-house analytics tools to track KPIs and overall performance, adjusting strategies based on data insights and feedback. Weekly and monthly performance reports will help us monitor progress.
We will be posting across Twitter, Substack, Medium and sending out content to our mailing lists.
While we canât publish names on this, we have a team of 56 KOLs with a combined following of 1.68m+ across social media platforms. Collectively, these KOLs generate a monthly engagement rate of ~10m and regularly contribute to discussions within the blockchain and crypto communities. This extensive reach and influence will play a critical role in amplifying Axelarâs message and driving organic growth.
The target is to achieve 5m+ impressions and views across all content per month, a 70%+ increase in engagement rate during our transient stage and a 35%+ steady-state engagement rate after 3 months, 50 organic mentions per week, with growth rates of 10%, 15%, and 25% month-over-month, respectively.
Motivation:
Our motivation stems from a belief in Axelarâs potential and a commitment to actively contributing to and shaping blockchain ecosystems. As fervent members of the Axelar community, we aim to create meaningful, educational content that keeps the community informed about the latest developments within the Axelar ecosystem. We see a gap in Axelar content marketing and aim to fill it.