Proposal Chain: Global
Type (Choose one): Funding Proposal
Proposal Author: Justin Bebis
I propose a budget of OATH and USDC to be used in hiring educators and key opinion leaders (influencers) to help promote some of the upcoming changes to the OATH ecosystem. This will help increase the reach and impact of the proposed changes and incentivize thought leaders to further investigate OATH.
Our team is delivering a tremendous amount of new technology and initiatives this quarter. While our own upgraded marketing strategy has improved visibility by nearly 10x in the past 2 months, it is important that we validate our own marketing through the use of 3rd party content creators.
By initiating partnerships with educators and KOLs, we can access new audiences and better spread our ideas across the crypto and DeFi industries. Our reach is currently in the tens of thousands out of millions of market participants, and with our heavily optimized X content, I feel we can grow our reach by an order of magnitude with the right partnerships.
With fewer posts, we are engaging a wider audience and familiarizing DeFi users with the OATH brand. Leveraging this increased familiarity, I feel that advocacy by trusted content creators will greatly improve our ability to convert those acquainted with our protocol into actual users.
I have spoken to a number of creators within our network:
Who can help to boost our brand visibility and market buy-in through their newsletters, educational content, and brand engagement. This is just an example of potential KOLs, and I would be interested in the community’s favorite content creators to add to this list.
Furthermore, I seek to resource an effort to bring awareness outside of our network. While the OATH Ecosystem community is fairly ‘in the know,’ composed of DeFi power users and industry participants, there are huge swaths of the market who have never heard of us.
In order to reach outside our current obtainable market, I would like to allocate half of a proposed marketing budget to an agency who would help us find new KOLs and community members that have less overlap with our current user base.
The reasons behind your submission of the proposal.
I am submitting this proposal to gain feedback from the community on the best way to spend funds earmarked for advertising and promotion. Historically, we’ve spent very little on these efforts, so getting buy-in and feedback would be excellent.
The OATH Ecosystem needs greater awareness in order to grow to the required level to be a large player in the DeFi space. At current volumes and size, our team has a hard time securing oracles for our assets and support from centralized exchanges.
We believe that this represents a significant mismatch between the size and reach of our organization within the industry and the current level of market penetration. We’ve made sufficient progress on the B2B end of our marketing strategy that the current growth inhibitor is our ability to sustainably service yield requirements for LPs.
I propose a flat amount of USDC and OATH set aside each month for well aligned KOLs and educators who can help to grow the size and reach of the OATH ecosystem with crypto-friendly consumers.
Our team has operated successfully in the crypto industry for 3 years, and is very familiar with the needs of the OATH Foundation.
Key Objectives & Success Metrics
- We seek to grow engagement on X
- 100% growth in both impressions and engagement within 30 days of initiating this marketing strategy
- We seek to increase market volume of the OATH token
- ~$100,000 daily volume for the OATH token by the end of the marketing strategy
- We seek to grow the TVL and MAU of our DeFi platforms
- $5m TVL in Digit.xyz
- $15m TVL on Ethos.Finance
- $15m TVL on Reaper.Farm
Length of Engagement & Budget Breakdown
I propose a 3-month campaign with a budget of 8,000 USDC and $8,000 in OATH per month.
Execution of this strategy will be handled by the OATH Foundation team and advisors.
Please suggest any influencers that we should make contact with or comment your own information if you feel you could help impact this campaign.
Surge Strategies, OATH Ecosystem Advisors
Any time you engage in a marketing partnership, there is the potential for brand risk. If this proposal is approved, we will open another discussion in the forums to finalize the proposed list of KOLs for approval from the community.
Additionally, there is the risk of this effort being ineffective. In a low liquidity environment, the impact of educators and KOLs is greatly lessened, but we feel with intelligent allocation of resources, we can achieve the KPIs illustrated above.