Engaging Short-Form Video Marketing Campaign for Cardano
Problem
Cardano lacks engaging, accessible short-form content to attract and educate new users. Current content is too technical, limiting awareness and adoption among those unfamiliar with blockchain.
Total to date
This is the total amount allocated to Engaging Short-Form Video Marketing Campaign for Cardano.
About this idea
[GENERAL] Name and surname of main applicant
Caleb Montiel[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)
Entity (Not Incorporated)[GENERAL] Co-proposers and additional applicants
Steven – Editor-in-Chief
Diego – Visual Artist
Jonathan – Web Designer
[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)
12[GENERAL] Please indicate if your proposal has been auto-translated into English from another language
No[GENERAL] Summarize your solution to the problem (200-character limit including spaces)
We will create a short-form video marketing campaign that produces engaging, educational content about Cardano to increase awareness, onboard non-crypto users, and expand the community.
https://www.youtube.com/watch?v=q3YPQsQ-nzM[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?
No[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”
No dependencies.
[GENERAL] Will your project’s output/s be fully open source?
Yes[GENERAL] Please provide here more information on the open source status of your project outputs
Our content will be open source and freely accessible to the public. We will release all video materials and supporting resources under a Creative Commons license, allowing others to reuse, modify, and distribute the content.
[METADATA] Horizons
Marketing[SOLUTION] Please describe your proposed solution
In today's world of information overload, it’s challenging for non-crypto users to learn about Cardano’s benefits. Traditional marketing is often too technical, failing to engage new users.
Our solution is to create short, engaging, and educational videos aimed at non-crypto users on platforms like TikTok, Instagram, X, and YouTube. These 96 videos will demystify Cardano, showcase its benefits, and highlight successful projects. The campaign will expand Cardano’s user base by attracting a diverse audience, with measurable success tracked via engagement metrics and community participation.
Here are some our examples:
https://x.com/Cardanocuration/status/1833526116516065765/video/1
https://x.com/Cardanocuration/status/1830677803240693804
https://x.com/Cardanocuration/status/1779930193903153592/video/1
https://x.com/Cardanocuration/status/1764086137692250488/video/1
https://x.com/Cardanocuration/status/1800999129583169542/video/1
https://youtu.be/BbC3RtZsagY?si=uv1sl2jmgtOTnI6T[IMPACT] Please define the positive impact your project will have on the wider Cardano community
Our project aims to onboard new users to the Cardano ecosystem, driving increased blockchain adoption. We expect the following impacts:
- Increased Awareness: Making Cardano accessible to mainstream audiences unfamiliar with its potential.
- Community Growth: Expanding the Cardano community with more users engaging in governance and exploring decentralized solutions.
- Engagement Metrics: Tracking key metrics like video views, follower growth, and social media engagement.
- New Discord Members: Growing and educating a dedicated Discord community.
The project’s progress will be shared with the Cardano community through social media updates and Catalyst reports, detailing performance and key outcomes.
[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?
Caleb Montiel is a prominent member of the Cardano community, serving as a Cardano Ambassador, DRep, and Intersect grantee. He is the founder of the Paraguay Community Hub, host of the Paraguay Constitutional Workshop, and a voting delegate in the Buenos Aires Cardano Constitutional Convention. Caleb has collaborated with projects like Snek, Moneta, and REITCircles, and is a candidate for the Intersect Membership & Civics Committees.
Cardano Curation has already amassed 2,500 followers and 100,000 video views in six months. Approval of this proposal will enhance production quality and outreach. We will measure success through metrics like views, engagement, and community feedback. Regular updates will ensure transparency.
[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?
We will follow a milestone-based approach, dividing the project into phases of video production and engagement.
Milestone 1: Launching Initial Video Campaign (30% of Funds – 30,000 ADA)
Timeframe: Month 1-3
Objective: Begin production and launch of the first batch of videos.
Milestone Outputs:
- Produce and release 36 short-form videos (3 per week).
- Distribute across TikTok, X, Instagram, YouTube, and Facebook.
- Establish benchmarks for views, engagement, and follower growth.
Acceptance Criteria:
- 36 videos published.
- 5,000 total views across platforms within 3 months.
- 10% increase in followers across all platforms.
Evidence of Completion:
- Public access to videos.
- Analytics showing views, engagement, and follower growth.
Milestone 2: Expanding Video Campaign and Audience Engagement (25% of Funds – 25,000 ADA)
Timeframe: Month 4-6
Objective: Continue producing new content and engage more deeply with audiences.
Milestone Outputs:
- Produce 36 additional short-form videos.
- Enhance engagement via targeted campaigns and social media.
- Conduct user feedback surveys for content improvement.
Acceptance Criteria:
- Publish another 36 videos.
- Collect user feedback and adjust content based on insights.
Evidence of Milestone Completion:
- Public access to the new videos across platforms.
- Detailed reports on video production and user engagement activities.
Milestone 3: Website Development and Content Consolidation (30% of Funds – 30,000 ADA)
Timeframe: Month 7-9
Objective: Build a dedicated website and continue releasing content.
Milestone Outputs:
- Produce 24 additional videos.
- Launch the Cardano Curation website to host all content.
- Use the website for community engagement and drive traffic from social platforms.
Acceptance Criteria:
- Website goes live with a full content library.
- Produce and release 24 more videos.
Evidence of Milestone Completion:
- Live website with traffic reports.
- Published videos and analytics showing engagement growth.
Final Milestone: Project Closeout and Full Launch (15% of Funds – 15,000 ADA)
Timeframe: Month 10-12
Objective: Finalize the campaign with comprehensive reporting and performance review.
Milestone Outputs:
- Produce 12 final short-form videos.
- Deliver a full project closeout report summarizing performance metrics, engagement, and feedback.
- Record and share a closing video summarizing the project’s journey and future plans.
Acceptance Criteria:
- All final videos produced and published.
- Full project report, including key metrics, submitted.
- Final community feedback report shared.
Evidence of Milestone Completion:
- Public access to the final videos.
- Final project report uploaded for community access.
- Closing blog post or video summarizing the project.
[RESOURCES] Who is in the project team and what are their roles?
Caleb Montiel – Founder and Director
Role: Caleb will oversee the entire project, coordinate content production, and manage community engagement. He is a Cardano DRep, Ambassador, founder of the Paraguay Community Hub, and an Intersect grantee. Caleb is also a candidate for the Intersect Membership & Community Committee and Civics Committee.
Steven – Editor-in-Chief
Role: Responsible for producing, editing, and finalizing high-quality short-form videos for social media.
Diego – Visual Artist
Role: Designs animations, motion graphics, and visual assets for the videos.
Jonathan – Web Designer
Role: Develops and maintains the website, ensuring a seamless user experience.
[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources
Our budget breakdown covers the entire production process, including video production, team compensation, website development, and miscellaneous expenses over a 12-month period. A total of 96 videos will be produced.
Budget Breakdown
Per Video Costs:
- Ideation & Scriptwriting: 50 ADA
- Video Editing & Production: 300 ADA
- Motion Graphics & Visual Design: 100 ADA
- Distribution & Promotion: 50 ADA
- Total Cost per Video: 500 ADA
Milestone 1: Launching Initial Video Campaign (30% of Funds – 30,000 ADA)
Timeframe: Month 1-3
Objective: Produce and distribute the first 36 short-form videos.
- 36 Videos x 500 ADA = 18,000 ADA
- Team Compensation: 10,000 ADA
- Miscellaneous Expenses (Promotion, marketing, etc.): 2,000 ADA
- Total: 30,000 ADA
Milestone 2: Expanding Video Campaign and Audience Engagement (25% of Funds – 25,000 ADA)
Timeframe: Month 4-6
Objective: Produce 36 more videos and boost engagement.
- 36 Videos x 500 ADA = 18,000 ADA
- Team Compensation: 6,000 ADA
- Miscellaneous Expenses: 1,000 ADA
- Total: 25,000 ADA
Milestone 3: Website Development and Content Consolidation (30% of Funds – 30,000 ADA)
Timeframe: Month 7-9
Objective: Build a website and produce 24 additional videos.
- 24 Videos x 500 ADA = 12,000 ADA
- Website Development: 10,000 ADA
- Team Compensation: 6,000 ADA
- Miscellaneous Expenses: 2,000 ADA
- Total: 30,000 ADA
Final Milestone: Project Closeout and Full Launch (15% of Funds – 15,000 ADA)
Timeframe: Month 10-12
Objective: Produce the final 12 videos and complete the project.
- 12 Videos x 500 ADA = 6,000 ADA
- Team Compensation: 5,000 ADA
- Project Review and Marketing Push: 4,000 ADA
- Total: 15,000 ADA
Total Project Budget: 100,000 ADA
- Video Production (96 Videos x 500 ADA): 48,000 ADA
- Team Compensation: 27,000 ADA
- Website Development: 10,000 ADA
- Miscellaneous Expenses: 5,000 ADA
- Project Review & Reporting: 4,000 ADA
[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?
This project represents significant value for the Cardano ecosystem by leveraging video production costs aligned with industry standards. At 500 ADA per video, this rate includes ideation, production, editing, and distribution across major social platforms. Producing 96 videos over 12 months ensures a continuous, impactful campaign that significantly boosts Cardano's visibility.
By hiring talent from Latin America, specifically Paraguay, we benefit from lower operational costs while ensuring high-quality production. This project drives meaningful engagement and expands Cardano's user base with high-quality, targeted content. Through efficient production techniques and a focus on audience growth, the project maximizes both reach and return on investment for the Cardano ecosystem.
Team
