Proposal: Marketing & Communication (February)

[Ryan Taylor]

This proposal is cross-posted at https://www.dashcentral.org/p/mrktng-feb-2018

This proposal funds an expansion of the marketing proposal first funded in the October budget cycle. The link to that proposal can be found here: https://www.dash.org/forum/threads/proposal-marketing-communication-october.16913/

The initial scope of our efforts was a branding exercise, and a digital advertising campaign consisting of strategy, creative development, production, and media management. Only about 50,000 € of the funding was for a small digital media campaign to simply test potential messaging in distinct markets.

@fernando Gutierrez has created a video explaining to provide an update on that proposal, and explain why we plan to expand the initial test to include an additional 260,000 € in digital ads in Spain, United Kingdom, and Venezuela. The split of the funding - based on sizes of markets, messages we plan to test, and other factors - will be approximately:

United Kingdom ~ 65%
Spain ~25%
Venezuela ~10%

We will be leveraging sophisticated data analytics tools to precisely measure the effectiveness of different messages on varying demographics, including trying some messaging we might not normally pursue to help shape a larger campaign.

See here for additional updates and explanation:

If you have any other questions, please direct them to @fernando in this Dash Forum post to ensure he sees your request.

Requested funding is as follows for the February 1st budget cycle:

• 421.69 Dash for digital marketing campaign expansion (260,000 € @ 616.57 € per Dash)

Total: 421.69 Dash

Note: Should any funding remain, we will apply it toward future marketing expenses.

Manually vote YES on this proposal:
dash-cli gobject vote-many 1ff214bebec95b60917db36d4059a51cb75f490db70fc8a9ce9f20618ec6c2a8 funding yes
OR from the qt console:
gobject vote-many 1ff214bebec95b60917db36d4059a51cb75f490db70fc8a9ce9f20618ec6c2a8 funding yes

Manually vote NO on this proposal:
dash-cli gobject vote-many 1ff214bebec95b60917db36d4059a51cb75f490db70fc8a9ce9f20618ec6c2a8 funding no
OR from the qt console:
gobject vote-many 1ff214bebec95b60917db36d4059a51cb75f490db70fc8a9ce9f20618ec6c2a8 funding no

 

[Name3]

Nice to see an update with marketing. When will we see the new branding for Dash? Will the new branding be deployed in these marketing campaigns?

 

[Ryan Taylor]

Nice to see an update with marketing. When will we see the new branding for Dash? Will the new branding be deployed in these marketing campaigns?

As outlined in the video, there are several brands / logos that were developed. We are testing the brand perceptions against a number of concepts such as trustworthiness, security, and approachability in many markets around the world with hundreds of survey-takers. We will let the data guide the final selection. This work should be completed by early February. Deploying the brand across all of our assets in a coordinated way will take a bit of planning, so we anticipate the new brand will be in use by the April timeframe.

For this campaign, we will deploy the existing branding. This is not a full-scale marketing campaign, and we're viewing it as a time to experiment with our existing brand. The data will be leveraged for the new brand rollout globally later in the spring.

 

[AshFrancis]

Looks great - succinct explanation of whats happening from the core marketing efforts. I think the UK is the perfect location to target aggressively to build and test the marketing campaigns before scaling globally.

Edit: Regarding reporting windows, it would be great to have top level data once or twice a month - not sure on more granular data.

 

[AlejandroE]

Hey, great video an great idea to bring some marketing to Venezuela. DASH Caracas team is doing a great job with conferences and this ads will help a lot to conferences and other proposals like; cryptolifex, colibit, Dash Help.

I left a comment to Fernando on Youtube that you must use Instagram ads for Venezuela, since Dash has gained interest from young adults (18-30 years) and Instagram is the #1 social network in Venezuela for this people (im included) "Facebook is for my grandfathers" thats what people say,. So Im very excited to see DASH ads on my feed!

Cheers.

 

[ragnars]

Hi Ryan, thanks for a great update.

Just one small question about markets. Why UK, Spain & Venezuela? What other countries your team is analyzing now beside these 3.

 

[Xavier Fernandez]

Facebook and Instagram recently announced a new policy that bans ads related to cryptocurrencies, ICOs, and other financial services such as binaries .

You can read the announcement here .

I am wondering if these sudden changes in policy could potentially affect this proposal Dash now or potentially in the future. Has anyone looked into these new policies? Has Facebook confirmed they are happy to work with Dash?

 

[MaxPopov]

Facebook and Instagram recently announced a new policy that bans ads related to cryptocurrencies, ICOs, and other financial services such as binaries .

You can read the announcement here .

I am wondering if these sudden changes in policy could potentially affect this proposal Dash now or potentially in the future. Has anyone looked into these new policies? Has Facebook confirmed they are happy to work with Dash?

That's true. Facebook banned from rotation binary options, blockchain, cryptocurrencies, ICOs. The process of getting an approval for such banners is much more complicated now, though as we can see from our experience – still possible.