Proposal Summary

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

DOT 2.0 BUSINESS IS ABOUT CORETIME: cf Lastik
DOT 2.0 IS BREAKTHROUGH TECH: cf PolkaVM, CoreJam
DOT ECO HAS GREAT REWARDS cf Polkadot Staking APRs
DOT IS FOR THE ENTERPRISE: cf Mythical, Frequency, EnergyWebX … and by Parachains
DOT IS A STARFISH NOT A SPIDER: cf Fillipo + Decentralized Futures
DOT SUPPORTS USERS + PARACHAIN GROWTH: cf KodaDot, Apillon

Generate engagements on Polkadot Twitter Account (presently 1.4MM followers), Polkadot Parachains, and select Polkadot True Believers (see Appendix B)

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 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 - 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.

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

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

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 sourced tweets
February 10, 2024: 2/10/24 Transparency Report #1
April 2, 2024: Dune Dashboard covering activity until 3/31/24
April 27, 2024: Dune Dashobard update covering activity until 4/30/24 finalized

Objective: Increase awareness of Polkadot narratives through Twitter ads.
Narratives:
- DOT 2.0 focuses on Coretime.
- DOT 2.0 represents breakthrough technology.
- DOT ecosystem offers great rewards.
- DOT is for enterprises.
- DOT is decentralized like a starfish.
- DOT supports user and parachain growth.
Engagement: Aim to boost interactions on Polkadot's Twitter account and with key influencers.

Ad Spend: $144K.
Strategy: Experiment-oriented, focusing on cost per follower.
Duration: 6-12 weeks, from late Dec 2023 to April 2024.
Target Audience: English-speaking countries, influencers, and other crypto ecosystems.
Tools: Twitter Ads and Addressable.io for A/B testing.