Guerrilla Marketing is highly underrated and often misunderstood. The reality of Guerrilla marketing is that if it is done correctly - and typically in conjunction with other strategies - you can leverage the cheap, flexible nature of Guerrilla Marketing to achieve super low CaCs (Customer Acquisition Costs) and high onboarding rates.
Focusing on the right objectives, building good funnels and conjoining Guerrilla Marketing with other strategies is how you build a successful campaign. One great example in recent history is how many companies have turned Super Bowl ads into ridiculously successful Guerrilla Campaigns. It all starts with amazing ad placement (super bowl ads have great conversion rates). Then these companies combine it with some kind of grass-roots campaign that coincides with the ad itself. Some of these may be a game to buy a pack of peanuts and then scan the QR code on your pack to play a game, etc.
Our main objective of using Guerrilla Marketing to onboard new Hivers to the Hive Blockchain and double the Monthly Active Social User base (MAUs) is to try strategies that Hive has barely used in the past and focus on what actually works based on simple regional and socioeconomic KPI.
To achieve this, we will set a specific referral code for each of the strategies we deploy in an initial set of demographics. Then we will emulate and scale the best performing strategies in adjacent demographics.
One of the main drivers of this Proposal is to increase the user base of all Hive Applications as well: A rising tide lifts all boats and our target is to increase Hive’s Monthly Active Social Users - which means all users on Hive Apps. Our Onboarding protocol is concluded with a Hive course that aims to drive these users deeper into the Hive ecosystem by prompting them to learn about Hive keys from our course and then download Hive Keychain, import their keys and then use a multitude of Hive Apps that support Keychain Login.
This marketing plan goes hand-in-hand with our Adoption Campaign’s Marketing plan. Through tasks and challenges in our adoption campaigns as well as specific missions outside of these adoption campaigns, we will empower and reward Hivers for spreading the word to people we funnel into our Hive onboarding protocol.
Message:
There is a social media platform where niche communities can join and leverage powerful new tools to build engagement, branding and can’t be removed or censored by the platform.
Keywords to Leverage:
Niche keywords depend on the specific audience and community being targeted. They’ll be A/B tested, evaluated and then the ones that work will get scaled.
It’s worth mentioning that the approach to these marketing strategies will be fully within the law and will never expose the Hive Brand or the users in any way. The key here is not to plaster stickers all over cities. The key is to work with people who are on the ground in various localities and combine - as we said earlier in this post - traditional marketing strategies with guerrilla tactics that increase campaign engagement & awareness while driving a lower CaC.
Every strategy listed below will have its own referral code so we can measure the success of each of them. As we’ll reiterate many times throughout the campaign, the goal is to test what works and lean into those strategies.
The following list showcases some of the strategies that we’ll follow at one point of our Hive Marketing campaign. In this link you can read more about our audience segmentation and potential onboarding candidates. Reading this previous post will give you overview context on how and why we determined the following strategies:
Guerrilla Marketing Strategies
The Target Audience of each of these strategies is divided into two:
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Physical strategies - Existing members of established communities and guilds, spread across topics related to prominent Hive communities.
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Digital strategies - The broad social media user market.
The success ratio for the physical strategies depends on the size of the community/guild we collaborate with, and they are closely related to some strategies outlined in our Collaboration Marketing Plan.
The success ratio of the digital strategies will be tied to our Social Media Plan, where we will go into detail on the metrics and KPIs we’ll use to measure our success.
1. In-House for Niche audiences:
Every small business has their own customer base and their own local competition. We will focus on finding suitable small businesses that would benefit from having their own digital community, where we will make it easy for them to create a sense of belonging and familiarity for their in-house customers.
Example: An alternative, bohemian, modern coffee house offers indie movie night every Thursday night. With their check, the customers will receive a small square QR code:
In return, we can sponsor movie nights with a 20% discount for the first 10 soda + sandwich orders on the next movie night. This will be cheap for us and wil also:
Strengthen our relationship with the Coffee Shop
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Introduce them to crypto
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Potentially pave the way for HBD payments
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Encourage the business to grow their digital community on Hive and thus, grow and strengthen Hive’s user base.
These sponsorships will not last forever. The goal is to kickstart their community on Hive by sponsoring some initial events. Over time, the business’s community should earn enough/be fun enough (retention is as much about real social fun as it is about earning) to sustainably continue building their user base in their Hive community. Our evergreen rewards protocol may also enable these communities to actually earn enough to sponsor their own initiatives / use delegations as incentives for sustainable sponsorships.
2. Outdoor, Unconventional Strategies:
We will grab people’s attention through strategic IRL placements that resonate with our target audience and point them straight to the Hive ecosystem through the onboarding funnel that we’ve built.
Example: A Hiver wearing a T-Shirt with a short (sometimes even controversial), attention grabbing statement on the front and a message on the back:
Or something like the following with a QR code on the back.
3. Strategic, Event-Based Placements
There are many ways to leverage events to drive traffic. What comes to mind for most people are big banners, planes flying over head or billboards. These are only the most visible and large-scale traditional marketing strategies that people are familiar with.
Some of the more underleveraged tools are small and unscalable. These are where we can drive traffic using efficient means to get people from our target demographic to check out the platform and fall into our Hive onboarding funnel.
There are many different ways to do this but a few examples we are planning to deploy are:
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A goodie bag from an event contains a little sticker with a QR code. A hook draws them to scan the QR code (like scan me to learn about XYZ or scan me to leave a review about the event you just attended and earn a few $$ in crypto)
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A coffee shop puts QR codes on their cups for 1 week that asks them to write a review about the coffee shop in exchange for 1 free cup of coffee (where we sponsor the coupon for the free coffee, but the user is prompted to put their review on Hive through LEO’s UI). Our Onboarding Protocol then takes over after they’ve written their review and aims to retain them as a Hive user by sharing other Hive activities and apps they might be interested in
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A local school is holding an election for student council or a PTO club is trying to elect a leadership role. We sponsor their event in exchange for them using our Custom Json Polls protocol as the voting base layer. This literally puts all the voters directly on the Hive blockchain by using LeoInfra to get them into accounts that they’ll then use to vote. The school now uses Blockchain Voting powered by Hive and then our Hive Onboarding Funnel aims to retain some of those voters into various Hive apps that they might be interested in. Perhaps the Gym Class wants to get sponsored by Actfit and then we use our connection to collaborate
Note on #3 - our Custom JSON Poll Voting protocol is something we are extremely proud of. We believe blockchain voting has a front-and-center role in the future of voting for… literally anything. From class president to president of the United States. We aim to collaborate on a small, local level and get people involved in Blockchain Voting that is entirely based on Hive (our protocol uses Custom JSONs). From there, as stated above, our Onboarding Funnel will try to retain some of those voters by getting them to check out other Hive Apps.
4. Digital Take-over:
Our previous Adoption campaigns have taught us two things: The ability of the Hive community to create snowball effects is significant and peer-to-peer promotion actually works. We doubled our user base with the first Adoption Campaign that we built which was us really trying to figure things out and try new methods of growth. We’ve learned a lot and can 10x our results from that adoption campaign. With these two in mind we’ll create Tasks in our Zealy Adoption campaign that revolve around:
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Making short clips with clear messages of our value proposition
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Composing short form content that spreads concepts we want niche communities to hear about
Example: The reach and impact of having 50+ Hivers making 10 second Instagram reels with the message:
Person 1 (target to onboard):“Oh no, my Reel was taken down only because I talked about politics!
Person 2: “Dude, this would never happen on Hive”
Cut to 5 second clip of things you can do on Hive
This strategy sounds simple, but it is highly effective and the ripple effect it can create is significant if done correctly and leveraged by a big user base. It also costs next to nothing since it’s part of a larger adoption campaign.
This example can be extrapolated to places like Twitter, Facebook, etc. Imagine jumping into community conversations around things like Censorship, Community Ownership (think: Reddit’s recent API nightmare where Communities threw a huge fit because Reddit was preventing external usage), etc. Our campaigns can bring grass-roots initiatives to jump into conversations and get deeply involved in a meaningful way.
All of this involvement will be jab, jab, jab and then a final right hook to get them to check out the Hive ecosystem by being funneled through our onboarding process.
The list above includes some of the key aspects of our Guerrilla Marketing Plan and our Adoption Campaigns Plan. As mentioned in our Proposal Article, we are measuring the success and effectiveness of each of the strategies outlined in this document. What gets measured, gets managed and we will adapt our course where we consider necessary to focus our efforts on the strategies that yield the best results in terms of onboarding and retention of users on the Hive Blockchain (CaC).
Want to Help Us Double the Userbase of Hive?
Our DHF Proposal is currently 100% funded which means that it is over the return proposal. This being said, we still want to campaign to keep getting votes to signal support from the community. We have so much in store for the proposal and our aim is to get over 30M HIVE POWER in backing votes. We're at 25.2M currently. The funding begins on September 1st and so do all of our marketing funnels. Vote now to help us grow Hive, together!
- Vote the Proposal on PeakD ▶️ https://peakd.com/me/proposals/269
- Vote the Proposal on Ecency ▶️ https://ecency.com/me/proposals/269
- Vote the Proposal on Hivesigner ▶️ https://hivesigner.com/sign/update-proposal-votes?proposal_ids=%5B269%5D&approve=true
If you are interested in learning more about our Overall Marketing Strategy you might be interested in:
Previous Marketing Plans:
1- Proposal to Double the Hive Userbase
2- Overview of our Marketing Strategy
3- Traditional Marketing Plan
4- Collaboration Marketing Plan
Posts We’re Releasing This Week:
1- Adoption Campaigns
2- Influencer Marketing
3- Social Media Strategy and Goals
4- Hive Onboarding Course, Revealed
5- Business Model & Roadmap
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