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Author Topic: [Archive] Crown paid advertising / Branding campaign  (Read 2042 times)

Twister

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[Archive] Crown paid advertising / Branding campaign
« on: December 19, 2017, 11:50:11 am »
Very few people know about the existence of Crown (CRW). For instance, in Austria (this extrapolates globally), only 4% of the population are involved with cryptocurrencies, even from that the majority has not even heard about CRW. The goal of this paid advertising campaign is to brand CRW, that said create awareness and spread the vision of CRW. The platforms used for this campaigns will mainly be Facebook (and Instagram, they are available on one platform), Google and Twitter. The goal and at the same time the performance indicators are first of all to raise the average number of homepage visitors from 450 to consistently over 1000 visitors per day and secondly to establish a weekly CRW newsletter to a steadily growing E-Mail list. Further work could include to stepping up the merchandising and its promotion. Most of the CRW investors don’t even know that there are merchandise products available.

https://goo.gl/7vaHWe

Funds requested: 2.950 CRW per month.

Facebook is as of now underachieving compared to the Twitter account. This proposals aim is to change that too:




Roadmap:

Please see the proposal here: https://goo.gl/7vaHWe

To vote with your masternode yes:
mnbudget vote-many cbd0f6e1ec18fed33843f0caca6223549c43ab461b43c230a69e0fc115131210 yes

or vote no:
mnbudget vote-many cbd0f6e1ec18fed33843f0caca6223549c43ab461b43c230a69e0fc115131210 no
« Last Edit: May 10, 2018, 10:19:55 pm by Twister »

Twister

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Re: [Active] Crown paid advertising / Branding campaign
« Reply #1 on: January 09, 2018, 10:46:22 am »
Today the first two campaigns are live. The goal is to reach more people who could be interested in the project, and redirect them towards https://crown.tech.
https://www.facebook.com/crownplatform/posts/2036246323288731

Targeting DE/AU/CH and FI/NOR/SE with 100euro a day/3000euro a month in ads.

Report will follow end of Jan, so stay tuned!
« Last Edit: January 09, 2018, 11:22:36 am by Twister »

Twister

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Re: [Active] Crown paid advertising / Branding campaign
« Reply #2 on: January 23, 2018, 08:24:02 pm »
As promised, an update on the facebook advertising:

Key things to look at at this graph are the Cost Per Result (CPR): how much do you need to spend for on average one click on the link of the ad? This is show in the above table. We created four different ad sets: German (DE/CH/A), Czech, Dutch (BE/NL) and Nordic (SE/FL/NO). Each of them has their own daily budget (which facebook happily spends) and reporting. We started with the German and Nordic sets first, and added Czech and Dutch later.
A higher CPR means that advertisers are willing to spend more for the attention of the user, because the users generate more revenue afterwards. So not a bad thing. In total 104.577 people have been reached (the ad showed on their wall), on average 2.31 times. And 1.837 (1.7%) of those people clicked on the link, visiting https://crown.tech/team. Each click costing on average 80 euro cents. 


For the initial setup, we have run an ad with the “Check out the team at crown.tech…” post. This was to gather data about our demographics (age, gender, location, likes etc) of people who would be reached. We put no restrains on the criteria for showing the ads, this way facebook optimizes for users who click - and reports back to us which demographics these users have.

The next step will be to tailor custom ads, create two versions and see which works best. We can use the profiles gathered by the campaign so far, to optimize reach.


The overall campaign target is to reach people, telling them about Crown - for them to decide if they like it. Below some more demographic data about people who have interacted with the ads. Notice how post reactions went up 100% compared to 28 days earlier.

Please see for stats this document:
https://docs.google.com/document/d/1-rUyUmCHBvSCmPpwkJKT3mQevRGJrOvEIYlHzJk3iqg/edit?usp=sharing

Twister

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Re: [Active] Crown paid advertising / Branding campaign
« Reply #3 on: February 06, 2018, 10:11:44 pm »
A quick update:

What is Crown?
We're working on a corporate identity story - telling Why, How & What Crown does. This will eventually result in a short animated video of 1 to 1.5 minutes of length, explaining Crown. This video is important, to quickly introduce Crown to interested parties. It is also very difficult, because it means capturing the fuzzy "feeling" and broad technical details of Crown in a language that everyone understands and which sounds exciting at the same time.
So we are shaping a text, then collect feedback on it, refine it further and when it is satisfactory, hire a animator company to do the video (possibly www.fxmedia.nl)

For the Ads:
Facebook has banned ads promoting high-risk financial products. Crown is a platform & a community, so posts related to this are not affected. However, we are not able to for example promote the fact that we are listed on Braziliex or other exchanges.


Furthermore the bear-market with the nice red candles makes people less receptive to ads. Therefore we adjusted spending's where possible on campaigns, and as this also affects the price of Crown it does affect the output of this proposal. We try to manage as best as possible :)

In the last week we ran these campaigns:


Promoting the Crown Systemnode giveaway

Promoting the Miami Event on March 3rd with people who liked the page and their friends.
Promoting the weekly podcast featuring Joe Connors aka Snoops

We would like to invite you to give feedback on the updates: they take some time to compose, so we're thinking of doing them bi-weekly. Unless otherwise desired.
« Last Edit: February 06, 2018, 10:13:52 pm by Twister »

Twister

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Re: [Active] Crown paid advertising / Branding campaign
« Reply #4 on: February 20, 2018, 10:52:45 am »
Update on the Crown Branding campaign

Why Facebook marketing: Video 2000
The goal of this campaign is to spread the word about Crown. Crown has a great product, with many applications and very promising tech. Just like "Video 2000". Video 2000? Yeah, the technical superior solution to the good old VHS videos.
For Crown it is important not to become Video 2000 - and thus let as many people as possible know we exist! A great product without users has no value, thus find the users!.

Crown Identity
The second piece of the puzzle in attracting more people to Crown is to have a clear message of just why Crown exists, what it is, and how it works. My team (a marketing & communication specialist and a ) and I have been working on formulating this difficult to fully catch identity story of Crown. This is what we came up with:
Quote
WHY
Crown believes in a world where everyone is included to the same social, legal and financial structures. Everyone should be able to have free  access to his own information and financial assets within a system that provides security, safety and decentralization. A world where people can create, build and work together. Where no one is left behind and everyone has an equal chance to participate.

HOW

Crown is creating this reality for everyone.  By building a platform powered by blockchain technology which is accessible for everyone. It provides high speed transactions  in a safe and secure environment. Crown utilizes the security of thousands of Masternodes and Systemnodes. These nodes are the foundation on which the infrastructure of Crown thrives. Crown developed a blockchain technology which is efficient, transparent and secure. Its fundament allows Crown to operate within existing legal and regulatory constructs.
 
WHAT
Crown is building an application platform that anyone can use. Individuals are in control over their own data and funds. For businesses  Crown provides a tool to maximize efficiency and security.
We all work together to build a community driven decentralized structure. Crown tokens offer the possibility for secure payments and by owning Crown tokens you can have an active vote in the development of the platform. This means that Crown is governed by its growing community of partners and friends who work together as a global team…for a tomorrow we all deserve to live in.
(Please feel free to add suggestions / comments!)

A good Crown animation video
However, most people will not take the time to read this - hence an animated video that tells this, with a compelling story that showcases the use of Crown would be ideal to spread this message. We have contacted a bureau (www.fxmedia.nl) that does commercials for Heineken, Deloitte, PostNL and other big companies. They charge between 8k (if you have the script and story ready) and 12k (if you don't have a script and story) euros for a video of professional quality. About 1500CRW is available from the previous content creation proposal to fund this, in total around 4000 CRW to 4500 CRW is needed. Which means 2500CRW to 3000CRW is still required for the funding of this video.
If you think this is a good idea, and want to donate some Crown for this professional animation, please contact me or send it here: 1BHvjJJVp7JMRioiMNYUckFe3ErvXRGCs9! Depending on how things go, we might write a proposal for it (although the current superblock is quite packed already).

Example videos - style wise would be:
Omnitude:
Morpheus:


Ads
So reaching people where they hang out is important. The internet is a good place, easy to reach - you just have to throw money at it, and it will find the people that could be interested for you. The Crown Marketing proposal by snoops creates a lot of content, however, not a lot of people see it. On average for the non-paid posts the view count is around 500 views (see figures below).
Which is why with the branding campaign, we create and select posts and pay Facebook to show them to people (see the difference here between posts, the posts with more than 1k views are all paid):



Currently this ad which we created is running, informing people about the upcoming release:




Before that, the systemnode giveaway post we created to amplify the result of the 500CRW giveaway:


We have also created a facebook event for the Miami community meeting, to inform our USA community members that it will take place:


Another small ad created to thank our community for their efforts of Crown getting it's crownfunding funded in just 24hours!



Looking forward: if we get funded another round, we will continue to boost Crowns presence on Facebook - and continue working on the animation video. So please cast your vote and continue support! ;)
« Last Edit: February 20, 2018, 11:37:54 am by Twister »