Introduction

Hi OneFootball and Animoca team,

Thanks for your chat yesterday.

I understood the primary goal(s) of the marketing community program as: 1. ultimately having a successful token launch and 2. building the right community activities and engagements leading up to this event.

We can provide the best service in town with the right mix of hype generation, engagement mechanisms, and lead qualification to build your ultimate allowlist for the token launch event, whether it’s a sale or airdrop event. On Thursday, we powered one of the most successful initial token sales in Coinlist history with Subsquid (SQD) — a token sellout at an unprecedented rate of just 19 minutes, with an allowlisting mechanism unique to DeForm that generated a sale conversation rate 20x better than our questing competitors’.

With this in mind, I’ve crafted a high level plan for how to approach the various phases of marketing to set some foundations in order to build awareness, activate and nurture community, and perform lead qualification. Of course, this is meant to be a collaborative approach and I primarily focus on providing guidance around how to leverage our tooling for each phase.

Phase I: Build an audience & awareness

This part is focused on top-of-funnel-hype and getting people to organically tell others about this new initiative and feel like they discovered incredible. You want people to feel like they’re a part of something new. Here’s are some sample steps with examples included:

NOTE: This is all assuming you already have solid brand identity, messaging, and good business partners in place that will help you solidify and amplify your big go-to-market moment. I also added some resources from the Zircuit launch.

☀️ Big launch day

<aside> 💡 On launch day, the goal is to leverage this moment to build as large of an audience as possible — broadcast the news alongside Animoca and get as many people to follow your Twitter, join your Discord, and give you their emails.

</aside>

• Get major PR outlets to make noise about you (Zircuit example 1, 2, 3)
• Create social media content and get all your partners to reshare & amplify

https://twitter.com/ZircuitL2/status/1735793014654554165

• ⭐ Create a waitlist via DeForm to get people to give you their email, follow your Twitter, join your Discord: position the waitlist to be for early access to the web3 experience you’re releasing. Tell the world that interacting with the OneFootball web3 product will lead to rewards. In the waitlist, the more they refer others, the higher they climb up the ranking, the earlier they’ll be able to try out the product, which means more time to get rewards.

  • Side note: DeForm Waitlist will be collecting data on emails, wallet data, socials, and how much they’ve spread the word about you. This can be used to prioritize how you roll out the product to the broader community.
  • Idea: If you do the 100-person NFT airdrop, instead of limiting referral links to just holders, we can design the experience so that people with the NFTs actually get big bonus multipliers if others sign up through their referral link. This way, everyone still can grow the community — you incentivize organic growth, and NFT holders feel really special

  

  Sample: Zircuit waitlist experience pt.1

  

  Sample: Zircuit waitlist experience pt. 2

• If this is executed well, smaller web3 influencers will be writing about you organically, and you’ll be able to build a good audience communication loop as long as you get people through the waitlist and into your communication systems.

⚡After launch — rolling thunder