Web3 Community Management & Growth with Guerrilla Tactics
Case Study #6
Project Overview
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Objective: Drive awareness, engagement, and adoption of Swash’s app in a competitive market using unconventional, cost-effective guerrilla marketing tactics.
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Timeline: 8 months
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Outcome: Increased user adoption by 20% within one quarter, grew social followings to 150,000+ on X (formerly Twitter) and 45,000 subscribers via email, and achieved community engagement rates exceeding 35% across multiple platforms.
Challenges
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Competing with larger Web3 companies with bigger budgets in a crowded and bearish market.
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Educating audiences about Swash’s unique value proposition in data ownership and its Web3 ecosystem.
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Balancing rapid user growth with cost-efficiency.
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Keeping the community engaged and inspired to drive Swash forward.
Strategy & Execution
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Community-Driven Outreach
- Targeted AMAs: Organised AMA sessions on platforms like Discord, Telegram, and Twitter Spaces with the Swash team, advisors, ambassadors, and other leading industry figures to engage directly with potential users.
- User-Generated Content (UGC): Encouraged community members to share testimonials, memes, and product tips in exchange for token-based rewards. -
Guerrilla Marketing Campaigns
- Micro-Influencer Engagement: Activated a network of smaller, highly-targeted Web3 influencers to promote Swash authentically across niche crypto communities.
- Curated and led virtual flash mobs and other anon campaigns to raise awareness and increase FOMO. -
Partnerships with Web3 Projects
- Collaborated with complementary Web3 platforms like Chainlink to cross-promote content and run joint campaigns.
- Featured guest blogs and co-hosted virtual events with leading Web3 projects to increase visibility. -
Gamified Referral and Ambassador Programs
- Designed a gamified referral program where users earned token rewards for inviting friends to join the platform.
- Launched an ambassador program to empower active users to spread the word about Swash, including creating educational content and representing the brand at local events. -
Creative Content Marketing
- Produced viral, meme-worthy content tailored to the Web3 culture, such as relatable degen humour alongside educational explainers on data ownership.
- Created thought-leadership articles on decentralisation and data privacy, shared widely across LinkedIn, Medium, and industry blogs and email newsletters.
Results & Metrics
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User Adoption: Increased adoption by 20% within one quarter, helping to surpass growth targets.
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Social Media Growth: X (formerly Twitter) grew from under 500 followers to 150,000+ in 4 months, with 35% engagement rates on key posts.
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Community Engagement: Discord and Telegram communities grew by 45%, with active participation in AMAs and daily discussions.
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Brand Visibility: Achieved 1.5 million+ impressions across guerrilla campaigns and viral content pieces.
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Referrals: Referral campaigns drove 25% of new sign-ups, with ambassadors contributing to a 10% sustained increase in monthly active users.