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Web3 Community Management & Growth with Guerrilla Tactics

Case Study #6

Project Overview

  • Objective: Drive awareness, engagement, and adoption of Swash’s app in a competitive market using unconventional, cost-effective guerrilla marketing tactics.

  • Timeline: 8 months

  • 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

  • Competing with larger Web3 companies with bigger budgets in a crowded and bearish market.

  • Educating audiences about Swash’s unique value proposition in data ownership and its Web3 ecosystem.

  • Balancing rapid user growth with cost-efficiency.

  • Keeping the community engaged and inspired to drive Swash forward.

Strategy & Execution

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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

  • User Adoption: Increased adoption by 20% within one quarter, helping to surpass growth targets.

  • Social Media Growth: X (formerly Twitter) grew from under 500 followers to 150,000+ in 4 months, with 35% engagement rates on key posts.

  • Community Engagement: Discord and Telegram communities grew by 45%, with active participation in AMAs and daily discussions.

  • Brand Visibility: Achieved 1.5 million+ impressions across guerrilla campaigns and viral content pieces.

  • Referrals: Referral campaigns drove 25% of new sign-ups, with ambassadors contributing to a 10% sustained increase in monthly active users.

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