Cardano Ecosystem Advertising Campaign on Brave Browser’s Ad Platform

[GENERAL] Name and surname of main applicant

Carlos Acevedo

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Incorporated)

[GENERAL] Co proposers and Additional applicants

Luke Mulks: luke@brave.com

Angelina Kraminkina: angelina@brave.com

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

6

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language.

No

[GENERAL] Summarise your solution to the problem (200-character limit including spaces)

Through the strategic deployment of Brave's ad units, our campaign caters to diverse segments of the crypto-native audience, generating over 303 million impressions and 1.955 million clicks.

[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?

No

[GENERAL] Please provide here more information on the open source status of your project outputs.

N/A

[METADATA] SDG rating

N/A

[SOLUTION] Please describe your proposed solution.

The campaign aims to significantly increase Cardano's visibility and understanding within Brave's large, crypto-savvy user base of 70 million+ monthly active users. The New Tab Takeover and News Display Ads will educate users and stimulate interest in the Cardano ecosystem. This broader awareness could bring more developers, users, and projects to Cardano. We have observed ample evidence of Brave campaigns resulting in significant uplift and engagement for projects featured with Brave's audience. We will demonstrate impacts through robust, transparent reporting and a brand uplift survey that will demonstrate both awareness and brand lift.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community.

The campaign aims to drive engagement with the Cardano ecosystem, particularly through targeted Push Notifications. Success will be measured by key metrics like impressions served, click-through rates, monthly active wallet growth, and brand perception improvements through a pre-and post-campaign Brand Study.

The team plans to provide bi-weekly performance reports with detailed campaign progress metrics. They will also actively engage with the Cardano community through forums, social media, and the BAT Community Discord to share updates and gather feedback to optimize the campaign.

Beyond general Cardano awareness, the campaign will strategically highlight and elevate the profiles of pivotal projects within the Cardano ecosystem. This focused exposure to Brave's crypto-centric audience could accelerate the adoption and growth of these key projects.

The proposed advertising campaign aims to grow the Cardano community and ecosystem measurably through increased awareness, education, engagement, and adoption using Brave's unique Web3-oriented audience. The team will measure and transparently share the impact with the Cardano community throughout the six-month campaign. The ultimate goal is to deliver a meaningful influx of new and more engaged participants into the Cardano ecosystem.

[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?

Brave is an established company in the crypto space with a proven track record of successfully delivering advertising campaigns for major brands across various industries. It is particularly impactful in the crypto space. This experience demonstrates its capability to execute large-scale, impactful advertising campaigns, particularly with crypto brands.

As a privacy-focused browser with an integrated crypto wallet and a privacy-preserving ad platform, Brave has deep expertise in the crypto space. They understand the unique needs and interests of the crypto community, making them well-suited to deliver a campaign that resonates with and engages this audience for Cardano, considering their past collaborations with other ecosystems such as Solana. 

Regarding trust and accountability, the team commits to providing bi-weekly performance reports to stakeholders with detailed metrics on the campaign's progress. This regular, transparent communication will ensure that the Cardano community can trust that funds are being managed properly and the campaign is on track to deliver the expected results.

Throughout the six-month campaign, the team will closely monitor key metrics like impressions served, click-through rates, monthly active wallet growth, and brand perception. Based on this data, they plan to adjust their strategies to optimize campaign performance. This data-driven approach validates the feasibility of their approach and ensures they are held accountable for the campaign's goals.

The team plans to actively engage with the Cardano community through forums, social media, and the BAT Community Discord. This open communication will allow them to gather feedback, address concerns, and make necessary adjustments to the campaign. This collaborative approach demonstrates their commitment to delivering a campaign that meets the community's needs and expectations.

The key team members involved in this proposal hold senior leadership positions at Brave. Their involvement provides high trust and accountability in the project's delivery.

In summary, Brave's proven track record, crypto-native expertise, commitment to transparent reporting and rigorous performance monitoring, collaborative community engagement, and reputable leadership demonstrate their strong capability to deliver the proposed Cardano advertising campaign with high levels of trust and accountability. Their data-driven approach and open communication with the Cardano community throughout the campaign will validate the feasibility of their approach.

[Project Milestones] What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Campaign Preparation (Month 1) - Budget Allocation: 200,000 ADA

• Create workbook with ecosystem partner plans: ADA docs (education), bridges, and ecosystem tools involved with bringing new users and activity to ADA 
• Plan ad creatives
• Engage community for recommendations on ecosystem projects
• Decide landing pages
• Begin drafting Brand Study Survey

Key Deliverables:

• Approved ad creatives and targeting strategy

Milestone 2: Campaign Launch (Month 2) - Budget Allocation: 400,000 ADA

• Launch ads across selected Brave platforms (New Tab Takeover, News Display Ads, Push Notifications)
• Achieve 15% of targeted impressions and clicks
• Complete pre-campaign Brand Study survey

Key Deliverables:

• Live campaigns across all selected ad formats
• Initial performance report showing progress towards 15% of targeted impressions and clicks
• Results of pre-campaign Brand Study survey

Milestone 3: Early Campaign Review (Month 3) - Budget Allocation: 300,000 ADA

• Conduct early review of campaign performance
• Analyze key metrics and make initial optimizations based on data insights
• Achieve 30% of targeted impressions and clicks

Key Deliverables:

• Early campaign performance report with key metrics and insights
• Optimized campaign strategy based on initial data analysis
• Progress report showing achievement of 30% of targeted impressions and clicks

Milestone 4: Mid-Campaign Review (Month 4) - Budget Allocation: 400,000 ADA

• Conduct a comprehensive review of campaign performance
• Analyze key metrics and make further optimizations based on data insights
• Achieve 50% of targeted impressions and clicks

Key Deliverables:

• Detailed mid-campaign performance report with key metrics and insights
• Further optimized campaign strategy based on data analysis
• Progress report showing achievement of 50% of targeted impressions and clicks

Milestone 5: Late-Campaign Review (Month 5) - Budget Allocation: 300,000 ADA

• Conduct a late-campaign review of performance
• Analyze key metrics and make final optimizations based on data insights
• Achieve 75% of targeted impressions and clicks

Key Deliverables:

• Late-campaign performance report with key metrics and insights
• Final optimized campaign strategy based on data analysis
• Progress report showing achievement of 75% of targeted impressions and clicks

Milestone 6: Campaign Conclusion (Month 6) - Budget Allocation: 400,000 ADA

• Complete the full 6-month advertising campaign
• Meet or exceed all targeted KPIs
• Conduct a post-campaign Brand Study survey to measure brand awareness lift, perception, and intent changes.
• Provide a comprehensive final report on campaign outcomes and learnings.

Key Deliverables:

• Final campaign performance report with key metrics and insights
• Results of post-campaign Brand Study Survey
• Comprehensive analysis of campaign outcomes, including successes, challenges, and learnings for future initiatives

[RESOURCES] Who is in the project team and what are their roles?

Carlos Acevedo - Sr. Director, Business Development - https://www.linkedin.com/in/clacevedo/

Luke Mulks - VP Business Operations - https://www.linkedin.com/in/pureproductions/

Angelina Kraminkina - Sr. Account Manager - https://www.linkedin.com/in/angelina-kraminkina/

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources.

Costs

New Tab Takeover

Budget Allocation: 1,222,000 ADA

Impressions: 287,062,099

Clicks: 1,435,311

News Display Ads

Budget Allocation: 222,000 ADA

Impressions: 5,011,312

Clicks: 150,339

Push Notifications

Budget Allocation: 556,000 ADA

Impressions: 12,527,964

Clicks: 375,839

Brand Study

Added value (free)

Measures brand awareness lift, perception, intent changes, and ad recall. 

Total: 2,000,000 ADA

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The proposed Cardano Ecosystem advertising campaign on Brave Browser represents excellent value for money for the Cardano ecosystem.

The campaign leverages Brave's unique crypto-centric audience of 70 million+ monthly active users, ensuring that the advertising spend is directed towards users who are most likely to engage with and benefit from the Cardano ecosystem. This targeted approach maximizes the impact of every ADA spent.

The campaign employs a multi-faceted approach, utilizing various ad formats (New Tab Takeover, News Display Ads, and Push Notifications) to engage users at different marketing funnel stages. This comprehensive strategy ensures that the campaign reaches users with the right message at the right time, increasing the likelihood of conversion and engagement.

The campaign clearly defines key performance indicators (KPIs) and a robust tracking and reporting system. This allows for data-driven optimizations throughout the campaign, ensuring that the budget is allocated to the most effective tactics. Including a Brand Study survey further demonstrates the commitment to measuring and quantifying the campaign's impact on brand awareness, perception, and intent.

The total campaign budget of 2,000,000 ADA aligns with industry standards for a 6-month, global advertising campaign of this scale. The budget has been carefully allocated across the six milestones, ensuring that each campaign phase has sufficient resources to achieve its objectives.

The campaign will be executed by Brave's experienced team, which has a proven track record of delivering successful advertising campaigns in the crypto space. This expertise ensures that the campaign budget will be used efficiently and effectively, maximizing the return on investment for the Cardano ecosystem.

The campaign's focus on education and awareness-building will have a lasting impact on the Cardano ecosystem. By introducing Cardano to Brave's crypto-savvy audience and showcasing the ecosystem's key projects and initiatives, the campaign will attract new users, developers, and projects to the platform. This influx of talent and interest will drive long-term growth and adoption, ensuring that the campaign's impact extends well beyond the initial 6-month period.

The proposed Cardano advertising campaign on Brave Browser represents exceptional value for money for the Cardano ecosystem. The targeted reach, comprehensive strategy, measurable impact, competitive pricing, experienced team, and long-term value all contribute to a campaign that is poised to deliver significant returns on the 2,000,000 ADA investment.