PROPOSAL NAME:
Brand Expansion Marketing Initiative
TEAM DESCRIPTION:
Lucas Maki (Lead): A veteran in the brand and design industry with extensive experience in Web3 since 2018. Lucas has successfully guided multiple Web2 & Web3 projects, focusing on marketing and design strategies to drive growth and success. He played a pivotal role in the rollout marketing and design of Bob Menery’s (founder of Full Send Podcast) merchandise brand,and has notably led numerous celebrity marketing campaigns across social media over the last four years.
Telegram: @ByLmac
PROPOSAL DESCRIPTION:
This proposal seeks to launch a groundbreaking, six-month social media marketing campaign aimed at elevating ApeCoin’s brand presence across TikTok, Instagram, and Facebook—three of the largest digital platforms. Through a blend of captivating animation and art, ApeCoin will expand into new audiences beyond the traditional Web3 space, bridging the gap to mainstream culture. Our campaign will harness the power of influencer partnerships, engaging storytelling, and high-impact viral content to create a dynamic online presence.
In addition to expanding brand visibility, this campaign will highlight existing projects like the Ape plush toys and children’s book, using them as physical touchpoints that connect the digital and real-world aspects of the ApeCoin ecosystem. By amplifying these initiatives, we aim to attract new community members and create a compelling narrative that drives long-term growth for ApeCoin and the DAO.
Our content strategy will focus on delivering high quality content in a viral-forward format, ensuring that every post has the potential to captivate and engage audiences. Supported by a skilled team of marketing and design professionals, this initiative will ensure that ApeCoin doesn’t just participate in the social media landscape but leads it.
BENEFIT TO APECOIN ECOSYSTEM:
Millions of Impressions via Social Media:
Our campaign will target major social media platforms, aiming for millions of impressions by leveraging high-quality animation content. Through engaging, character-driven storytelling, we will make ApeCoin a recognizable brand across TikTok, Instagram, and Facebook. This will drive significant awareness of the ApeCoin ecosystem, with content designed to go viral, leading to new community members and increased engagement. The goal is to establish a consistent brand presence that resonates with mainstream audiences, not just within Web3 but far beyond it.
Competing with Leading Web3 Brands:
Web3 brands like Pudgy Penguins are already accumulating millions of followers and impressions, leveraging their success to break into mainstream culture. Their ability to capture attention across social media has fueled their growth, giving them visibility in spaces beyond Web3. ApeCoin, despite its strong potential, risks falling behind unless it adopts similar strategies. By utilizing this campaign to focus on social media-first brand building, ApeCoin will close the gap with leading brands, ensuring it competes at the same level in terms of visibility and cultural relevance.
Increased Brand Visibility and Adoption:
By expanding ApeCoin’s reach beyond traditional crypto circles, this campaign will introduce hundreds of thousands of potential new users to the ecosystem. Targeted social media marketing, combined with strategic influencer partnerships, will drive brand awareness and generate a funnel of new users entering the ecosystem. This push will encourage more people to learn about, engage with, and potentially adopt ApeCoin, positioning it as a household name in both Web3 and mainstream communities.
Supporting Existing Projects:
By aligning with current DAO projects like the Ape plush toys and children’s book, the campaign will create cross-promotion opportunities that enhance both the physical and cultural presence of ApeCoin. These projects already serve as key touchpoints for people interacting with the brand, and our campaign will amplify their visibility, potentially driving sales and increasing awareness. This will showcase the real-world utility of ApeCoin, making it more appealing to newcomers and strengthening its ecosystem.
Community Growth and Long-Term Engagement:
By focusing on positive messaging and relatable content, this initiative will foster a sense of community and belonging. The playful and engaging nature of the campaign will draw new members into the fold while reinforcing brand loyalty among existing community members. As the ApeCoin ecosystem grows, so too will its network effect, leading to sustained community engagement and continued user growth.
Sustainability and Ecosystem Expansion:
The campaign’s six-month duration will allow for continuous evaluation and refinement, ensuring long-term sustainability. By building a dynamic and responsive strategy, we can tailor the campaign to community feedback and data, optimizing our approach as we go. This will set the foundation for long-term ecosystem expansion, driving adoption not just for the duration of the campaign but for years to come.
Brand Longevity and Alignment with DAO Values:
At its core, this campaign is about securing ApeCoin’s place in the future of Web3. By consistently aligning with the values of the DAO and maintaining open communication with the community, this initiative will build trust, ensuring the campaign is community-driven. Ultimately, our goal is to establish ApeCoin as a long-lasting brand, ensuring its growth and sustainability in both the Web3 and mainstream cultural landscapes. Bridging the gap between Web3 and Web2 socials.
DEFINITIONS:
Web3: A decentralized internet powered by blockchain technologies.
Influencer Marketing: Partnering with individuals who have a large social media following to promote ApeCoin.
ApeCoin DAO: Decentralized Autonomous Organization that governs the ApeCoin ecosystem.
STEPS TO IMPLEMENT:
Month 1:
Milestones: Establish official ApeCoin social media channels, complete character/scene modeling, and start content rollout by week 3 or 4.
KPI: Launch channels and create initial awareness.
Month 2:
Milestones: Begin influencer marketing campaigns, implement a consistent posting schedule, and provide the first progress report.
KPI: Increase in engagement rates and influencer reach.
Month 3:
Milestones: Continue content efforts and deliver a detailed report with performance insights.
KPI: 15-20% increase in follower growth and engagement.
Months 4-5:
Milestones: Refine strategies based on feedback, boost community engagement, and expand reach.
KPI: Sustained content virality and increasing community activity.
Month 6:
Milestones: Release final content set and deliver a comprehensive report.
KPI: Summary of impressions, engagement metrics, and future growth strategy.
Platforms Utilized: Instagram, TikTok, Facebook, influencer partnerships.
Personnel: Animation designers, social media managers, influencers, marketing advisors, project managers.
Costs: Detailed in the overall cost section.
REPORTING EXPECTATIONS:
Month 2: Initial progress report outlining social media growth, engagement metrics, and influencer campaign success.
Month 3: Detailed progress report for optimizing strategy.
Month 6: Final report summarizing the overall campaign, social growth, and recommendations for future initiatives.
- Reports will be uploaded as PDF files on the ApeCoin DAO forum. We will also provide links and accommodate any additional requests from community members for accessibility.
OVERALL COST:
Total amount requested from the ApeCoin Ecosystem Fund = $221,600.
Three tranches of funding have been requested:
- 50% of the total upon approval.
- 25% 1.5 months later.
- The remaining 25% at the end of month 3.
-
Initial Character/Scene Animation & Modeling
Total Cost: $22,500 (One-Time Cost)
Character 3D Modeling & Rigging: $8,500
Scene 1 - Urban Environment: $4,000
Scene 2 - Jungle/Forest Setting: $4,000
Scene 3 - Futuristic/Tech Theme: $3,000
Scene 4 - Cozy Indoor Space: $2,500
Scene 5 - Abstract Background: $1,500
Total: $22,500 -
Six-Month Animation Video Production
Total Cost: $76,400 (across 6-month campaign)
Personnel: Animation Team (3 Animators + 1 Sound and Effects Person)
Total Hours: 1,180 hours over 6 months
Average Hours per Person: ~49 hours/month
Hourly Rate: $65/hr
Cost Breakdown:
Animation Team Labor: 1,180 hours x $65/hr = $76,400
Total: $76,400
- Project Management/Operations
Total Cost: $75,200 (across 6-month campaign)
Personnel: 2 Project Managers
Average Hours per Week per Manager: ~18 hours
Total Hours per Manager: 420 hours
Hourly Rate: $70/hr
- Cost Breakdown:
Project Manager 1: 420 hours x $70/hr = $29,400
Project Manager 2: 420 hours x $70/hr = $29,400
Administrative & Software Fees: $800 per month x 6 months = $4,800
Total: $75,200
-
Influencer Marketing Campaigns
Total Cost: $45,000 (across 6-month campaign)
Personnel: Social Media Manager/Coordinator
Total Hours: 225 hours over 6 months (37.5 hours per month)
Hourly Rate: $20/hr
Cost Breakdown: 225 hours x $20/hr = $4,500
Influencer/Marketing Budget: $40,500
Total: $45,000 -
Marketing Advisory/Strategy
Total Cost: $22,500 (across 6-month campaign)
Personnel: Marketing Consultant
Total Hours: 400 hours total over 6 months
Average Hours per Week: Approximately 16 hours
Hourly Rate: $56.25/hr
Cost Breakdown: 400 hours x $56.25/hr = $22,500
Total: $22,500
- Finalized Overall Total Costs:
Initial Character/Scene Animation & Modeling: $22,500
Six-Month Animation Video Production: $76,400
Project Management/Operations: $75,200
Influencer Marketing Campaigns: $45,000
Marketing Advisory/Strategy: $22,500
Final Total Overall Cost: $241,600
Unused Expenses Statement:
All budget breakdowns presented in this proposal reflect accurate estimations of costs associated with the campaign. We commit to returning any unused expenses throughout the campaign back to the ApeCoin DAO, ensuring transparency and responsible management of funds.