Symbiosis Finance is a decentralized finance platform where users could exchange tokens using other people's liquidity. Moreover, Symbiosis would enable token swaps across different protocols (specifically addressing the industry's interoperability issues) by aggregating liquidity from multiple decentralized exchanges. Symbiosis Finance is one of the first protocols to leverage DeFi interoperability, allowing users to swap across any blockchain.
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How do you prepare for an IDO campaign?
Symbiosis Finance reached out to Chase to create a plan to help the platform benefit from the DeFi boom. They wanted to launch an IDO (Initial Exchange Offering) to sell tokens via a decentralized exchange. Think of an IDO as the crypto equivalent of an IPO, but with less regulation.
The project's goal was to build a brand around Symbiosis; helping structure a solid brand guide that would fit the existing DeFi trend of 2021. The same brand guide was applied across all social media communication channels. It was used to create brand awareness and synergy between DeFi platforms and to leverage the audience's strong response to mascot branding.
At Chase, we are known for our ability to turn complex messages into simple and emotional stories. We successfully applied the same processes to the Symbiosis Finance campaign.
We aimed to engage with DeFi and Web3 communities by guiding followers and potential users through a complete narrative, from the initial awareness phase to the Conversion/IDO phase and beyond. Our scope was to use both organic and paid channels to communicate the story of Symbiosis Finance.
How We Planned and Executed the Symbiosis Finance Marketing Plan
Symbiosis Finance needed a refresh of its existing branding. This was the first piece of the puzzle required to effectively communicate with Web3 audiences using social media content as our top-of-the-funnel magnet.
We created social media content using the new branding for Facebook, Twitter, and Instagram, while also leveraging community managers to engage with new members and ensure they were onboarded correctly. Additionally, we used a mix of dynamic and static social media posts that would be both effective and optimized for algorithmic performance.
For the IDO campaign, we developed a mix of paid and organic content while engaging with influencers and connecting Symbiosis Finance to AMA channels to ensure a much wider reach. Moreover, we ran Social Buzz growth campaigns, including crowd marketing in targeted crypto communities, and executed remarketing traffic ads that promoted different types of messages.
One of our key marketing drivers was display and paid advertising campaigns that targeted ideal audiences within the DeFi space by creating look-alike audiences and retargeting existing users who had interacted with some of our content.
Our collaboration with Symbiosis Finance was mutually beneficial, as we advised the project on how to position their PR articles, which angles to take for maximum impact, and ultimately provided comprehensive copywriting services to optimize their website and landing pages for conversion.
How Much Awareness Symbiosis Finance Gained in Web3
The social media accounts of Symbiosis Finance generated a significant number of new users, increasing Twitter followers to 17,000 and Telegram group members to 38,800 members who continued to engage and become part of the community.
Additionally, we created over 60 pieces of social media content and displayed banners that received more than 9 million impressions and over 13,000 clicks, far exceeding the industry standard.
Finally, during the IDO sessions, we generated between 0 and 11,000 website visitors, resulting in conversions with 1,100 daily visits to Symbiosis Finance.
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