# Proposal Summary

We propose to run $144K in Twitter ads in the end of Dec 2023-Mar 2024 timeframe to:

1.  Increase awareness of On-brand Polkadot narratives :

-   DOT 2.0 BUSINESS IS ABOUT CORETIME: cf [Lastik](https://twitter.com/PolkadotInsider/status/1727495973138759785)
    
-   DOT 2.0 IS BREAKTHROUGH TECH: cf [PolkaVM](https://twitter.com/bkchr/status/1712419542977118289), [CoreJam](https://twitter.com/rphmeier/status/1707098462347514328)
    
-   DOT ECO HAS GREAT REWARDS cf [Polkadot Staking APRs](https://twitter.com/PolkadotInsider/status/1719013455561375935)
    
-   DOT IS FOR THE ENTERPRISE: cf [Mythical](https://twitter.com/Polkadot/status/1701148275233915165), [Frequency](https://twitter.com/Polkadot/status/1724842104994607252), [EnergyWebX](https://twitter.com/energywebx) … and by [Parachains](https://twitter.com/shawntabrizi/status/1666287029963878400)
    
-   DOT IS A STARFISH NOT A SPIDER: cf [Fillipo](https://twitter.com/filippoweb3/status/1727698546097365159) + [Decentralized Futures](https://twitter.com/Web3foundation/status/1725121561055670755)
    
-   DOT SUPPORTS USERS + PARACHAIN GROWTH: cf [KodaDot](https://twitter.com/Polkadot/status/1727650420678422532), [Apillon](https://twitter.com/Apillon/status/1724075559393575063)
    

1.  Generate _engagements_ on [Polkadot Twitter Account](https://twitter.com/polkadot) (presently 1.4MM followers), Polkadot Parachains, and select Polkadot True Believers (see [Appendix B](https://docs.google.com/document/d/1U99BS6NK18bYmmizOkThAVabb4pzKecEbF24GovxF_Y/edit?pli=1#heading=h.i2yswqq8b1a1))

# Campaign Summary

The Campaign will be run as follows:

-   **Ad Spend**: $144K \[80.9%\]
    
-   **Strategy**: Learning / Experimentation Oriented, Optimizing for Cost Per Follower
    
-   **Time Period**: Min 6 Weeks, Max 12 Weeks (late Dec 2023 until April 2024). Campaign End date extended due to delays in [@polkadot](../user/polkadot) approval.
    
-   **Campaign Target**: English-Speaking Countries ( US, CA, GB, IE, AU, NZ), Selected Influencers + their followers (see Appendix C), Followers of other ecosystems (see Appendix D)
    
-   **Campaign Management Systems**: Twitter Ads (Direct) and [Addressable.io](https://www.addressable.io/) - We use two campaign management systems to A/B Test and learn the value of Addressable.io’s Web3-specific behavior targeting system targeting crypto users compared to running campaigns directly with Twitter Ads.
    

# Value to DOT Holders:

1.  Increase awareness of On-brand Polkadot Narratives via Twitter Channel
    
2.  Increase the number of engagements of the main Twitter Polkadot account and Polkadot parachains (85%) and Polkadot True Believers (15%)
    
3.  Demonstrate Decentralized Marketing: (1) funding from OpenGov (2) run by the community rather than ecosystem leader Parity;
    

# Proposal Details: COMMUNITY INVOLVEMENT REQUESTED

Requested Amount: 35,395 DOT ($178K with EMA30 $5.029/DOT)

[FULL PROPOSAL DETAILS](https://docs.google.com/document/d/1U99BS6NK18bYmmizOkThAVabb4pzKecEbF24GovxF_Y/edit?pli=1)

# Updates

-   Week of January 15/22, 2024: With the help of Evan Thomas, secured W3F Legal+Security support for Polkadot promotion
-   January 30, 2024: Started running traffic with [@polkadot](../user/polkadot) sourced tweets
-   February 10, 2024: [2/10/24 Transparency Report #1](https://docs.google.com/presentation/d/1fUFcp9VnNHBPZpIuZDoMAiWrYz-e3kU2/edit#slide=id.g1dd65562061_0_2312)
-   April 2, 2024: [Dune Dashboard covering activity until 3/31/24](https://dune.com/substrate/324-opengov)
-   April 27, 2024: Dune Dashobard update covering activity until 4/30/24 finalized

This proposal is about spending $144,000 on Twitter ads to promote Polkadot from December 2023 to March 2024. The goal is to increase awareness of Polkadot's positive stories and get more people to engage with Polkadot's Twitter account and related projects. The campaign will focus on English-speaking countries and use two systems to manage the ads. This will help show how decentralized marketing can work and benefit Polkadot holders. The proposal asks for 35,395 DOT (about $178,000) and has updates on its progress.

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WHO: OpenGov

WHAT: Run $144K in Twitter ads from late Dec 2023-April 2024 to increase awareness of On-brand Polkadot narratives and generate engagements on Polkadot Twitter Account, Polkadot Parachains, and select Polkadot True Believers.

PRICE/TIMEFRAME/RESOURCES: Requested amount of 35,395 DOT ($178K with EMA30 $5.029/DOT). Min 6 weeks, max 12 weeks timeframe. Using Twitter Ads and Addressable.io as campaign management systems.

Increase Awareness of Polkadot On-Brand Narratives via Twitter Ads

root

whitelisted_caller

wish_for_change

staking_admin

treasurer

lease_admin

fellowship_admin

general_admin

auction_admin

referendum_canceller

referendum_killer

small_tipper

big_tipper

small_spender

big_spender

Origin able to dispatch a whitelisted call.

Origin for signaling that the network wishes for some change

Origin able to cancel slashes and manage minimum commission.

Origin for spending up to 10,000,000 DOT from the treasury as well as generally administering it.

Origin for managing the composition of the fellowship.

Origin able to spend around 250 DOT from the treasury at once.

Origin able to spend around 1,000 DOT from the treasury at once.

Origin able to spend around 10,000 DOT from the treasury at once.

Origin able to spend around 100,000 DOT from the treasury at once.

Origin able to spend up to 1,000,000 DOT from the treasury at once.