Cardano Marketing: A Short-Form Content Marketing Campaign Run by Cardano Curation

[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] Requested funds in ada

50000

[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 conduct a short-form marketing campaign featuring content that is educational, entertaining, and engaging, specifically targeted at individuals with no prior knowledge of Cardano.

[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

The content produced will be made public through Cardano Curation's social media accounts (X, TikTok, Instagram, YouTube, and Facebook). It will be free to watch, and anyone can share or use the media for non-commercial purposes as they see fit.

[SOLUTION] Please describe your proposed solution

We are in an age with abundant information, leading to overload. This makes it hard for people to grasp Cardano's important concepts and uses.

Social media algorithms promote quick rewards, harming our attention span. Thus, we need to rethink our marketing strategy.

Our idea is to create short, engaging content about Cardano. We'll share this content on popular social media platforms like X, TikTok, and YouTube. By using these platforms' video algorithms, we aim to reach a wider, more diverse audience.

We aim to educate non-crypto users about Cardano and its ecosystem. Our goal is to attract thousands to Cardano. We'll measure success through followers, views, and new Discord community members. This growth is vital to Cardano.

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

We aim to achieve both qualitative and quantitative success, and we plan to share our outputs with the community through X! Here's a breakdown:

Qualitative: We believe that a short 1-minute clip educating someone about Cardano can pique their interest, leading them to further research about Cardano, potentially changing their life, as it has for many of us. This qualitative impact cannot be quantified in data, but it's equally as important as the measurable data we obtain through our marketing campaign.

Quantitative: Since the start of our project only 3 months ago, we have gained more than 2000 followers, accumulated 100K views, and attracted more than 150 members to our Discord server. With the approval of our proposal, we plan to continue our upward trajectory and share our future quantitative success with the community.

[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?

Cardano Curation has been consistently producing highly educational, entertaining, and engaging content across five different social media platforms for the past three months.

We plan to continue doing so, whether our proposal is approved or not. Our unwavering passion for Cardano does not hinge on the approval of our proposal.

However, it would certainly be beneficial to have our proposal approved to enhance our production value and increase the amount of content we can post.

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

Creating and Launching Our Initial Content

• Goal: Start a short-form video campaign and make 36 videos in 4 months.
• Budget: Spend 18,000 ADA on production (36 videos x 500 ADA each).
• Posting: Share 3 videos weekly on Cardano Curation’s social media (X, TikTok, Instagram, YouTube, and Facebook).
• Metrics: Monitor views, likes, shares, and comments for early feedback.

Expanding Audience and Enhancing Engagement

• Goal: Continue the video campaign by producing 36 new videos and enhance audience engagement with targeted social media efforts.
• Budget: Allocate 18,000 ADA for video production (36 videos x 500 ADA each).
• Posting: Publish 3 videos weekly, adapting content based on ongoing feedback and surveys.
• Metrics: Set specific engagement targets, such as a 25% increase in views and a 35% rise in channel subscriptions.

Consolidating Content and Launching Website

• Goal: Produce 24 new videos and develop a dedicated website for hosting Cardano content.
• Budget: Allocate 12,000 ADA for video production (24 videos x 500 ADA each) and 2,000 ADA for website development.
• Results: Publish 3 videos per week for the first 2 months, then reduce to 2 videos per week. Launch the dedicated website.
• Impact Analysis: Aim to maintain or enhance engagement levels from Study 2. Begin tracking website traffic and user interactions.

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

Get to know our team!

Caleb: founder and director.

Lucas: A marketing consultant with innovative insights.

Steven: Editor-in-chief of high quality.

Vick: A creative artist visualizing our mission.

Jonathan: Web designer with over 10 years of experience.

Communication and Expansion Plan:

Current Interactions: Connect with Discord and other channels to get things done.

Future Plans: Once our proposal is approved, we aim to hire a community manager. This position will grow our team and community.

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

Video Production Costs:

• Milestone 1: 18,000 ADA for 36 videos
• Milestone 2: 18,000 ADA for 36 videos
• Milestone 3: 12,000 ADA for 24 videos
• Total Video Production Costs: 48,000 ADA

Website Development Costs:

• Milestone 3 Website Development: 2,000 ADA

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

We employ professional contractors from the United States, where the average rate for a video editor ranges from $75 to $150. The cost for video content ideation and copywriting (scripts) varies between $50 and $300. Historically, it has taken our team between 3 to 5 hours to complete and publish a short-form video. Assuming a rate of $0.50 per ADA, we believe that 500 ADA per video is completely justified and offers significant value to the Cardano ecosystem.