Executable CGP13 - Long-Term Marketing Collaboration for Education and Distribution of Content Around the Connext Ecosystem

Abstract:

This proposal outlines a long-term marketing collaboration between the Connext DAO and Nebula Agency, aiming to enhance awareness and understanding of Connext’s protocol through education and content distribution.

Nebula is the leading Web3 incubator and marketing agency, specialising in strategic advisory services for top-tier Web3 brands. It has a proven track record in KOL marketing and content creation and offers access to an expansive network of industry partners and Web3 expertise.

Some of our clientele, specifically in marketing and strategic advisory, include: Consensys (Linea & Metamask), Aethir Cloud, Zerolend, Allora, Eclipse, Foxy & more.

Motivation:

We feel that educational content and awareness around the powerful features and capabilities of Connext Protocol are lacking. The proposed collaboration with Nebula Agency involves a comprehensive and long-term marketing strategy focused on producing high-quality content that highlights the utility and educates the masses about Connext. As part of this proposal, we also aim to help further decentralize the Connext DAO and drive governance participation from influential members of the web3 ecosystem.

This strategy involves onboarding a large list of high-tier content creators and thought leaders with various platforms as distribution networks. These creators will partner with us to create regular content specifically tailored to Connext Protocol. The partners will also agree to take an active role in the Connext DAO, participating in governance and weighing in on Connext DAO initiatives. The list of participating parties includes:

KOL List https://docs.google.com/spreadsheets/d/1aTZ4xWeM5_UbNjRMb4ML0DeCe5zSHXjUtLymASgs1pU/edit?usp=sharing

Rationale & Motivation:

Nebula Agency is a leading marketing agency specialising in helping Web3 projects with exceptional technology achieve their growth and marketing goals. We understand the importance of a strong content distribution network and brand awareness for protocols like Connext.

Our Expertise

Our team excels at amplifying project reach and brand recognition in the Web3 space. We partner with projects with cutting-edge technology to craft compelling narratives and leverage our network of top-tier KOLs to achieve their desired growth.

Why Now is the Right Time

With Connext’s network experiencing significant growth and upcoming upgrades, we believe this is the perfect time to initiate a strategic KOL marketing partnership. By onboarding KOL DAO delegates, we can create valuable content while promoting active participation in Connext’s governance.

Our Proven Track Record

Nebula boasts an impressive clientele, including industry leaders like Consensys (Linea & Metamask), Aethir Cloud, Zerolend, Allora, Eclipse, and Foxy. Our success extends beyond just brand names; we deliver results.

• Manta Network: We designed and executed their highly successful “New Paradigm” airdrop campaign, leveraging KOL distribution and content strategy to propel them to become the 3rd biggest L2 by TVL (over $1 billion).
• Aethir Cloud: As their strategic KOL/marketing partner, we led their record-breaking $100 million+ node sale, the second-largest since Gala in the last cycle.

Conclusion

We are confident in our ability to propel Connext’s growth through a targeted KOL marketing push.

Implementation Plan and Deliverables:

Content Creation: Collaborate on articles, videos, and social media posts highlighting Connext’s features and use cases. This campaign will last for a period of 6 months. KOLs content delivery will be spread out throughout this period while the majority of their efforts and deliverables will be concentrated during the month of July around the v3 launch. Nebula Agency will provide monthly reports tracking KPIs including impressions and interactions with the content delivered by KOLs.

Regular DAO participation: KOLs on this list agree to also participate in the DAO as delegates of Connext.

KOL Engagement: Identify and onboard key opinion leaders to amplify Connext’s message.

Campaign Launch: Roll out the marketing campaign across multiple social media channels.

Monitoring and Optimization: Regularly monitor campaign performance and user feedback for optimization.

Impact Assessment:

Positive Impacts:

• Increased awareness and understanding of Connext’s protocol.
• Expanded user base and ecosystem growth.
• Enhanced community engagement and participation.
• Increased visibility and content distribution around the next network upgrade

Timeline:

Participating parties agree to actively create educational content to drive awareness and be active participants in the Connext DAO for a minimum of 6 months, and have the option to continue supporting thereafter.

Overall Cost:

The estimated budget for content creation, KOL partnerships, and campaign management is 5,015,000 NEXT tokens.

Payment Structure:

Distribution: Nebula will manage all KOL partnerships directly. Tokens will be distributed to KOLs in six equal instalments throughout the campaign duration. The DAO will deliver these instalments to Nebula in six equal instalments as well. The DAO reserves the right to withhold any remaining instalments if the campaign fails to meet the outlined agreement. Performance-Based: KOLs who fail to produce content or actively participate in the DAO will not receive additional tokens.

Budget Breakdown:

• KOL Remuneration - Confirmed (62%): This portion of the budget will be distributed among the confirmed KOLs (KOL List 20) as compensation for their content creation efforts.

• KOL Remuneration - Pending to be allocated (23%): This unallocated portion of the budget will be used for additional engagements as opportunities arise, or will be returned to the dao if not distributed.

• Nebula Fee (15%): This fee covers the following services:

• KOL Sourcing: Identifying and securing the right KOL profiles who align with Connext’s brand, values, and long-term vision.

• Strategic Content Advisory: Providing guidance to KOLs to ensure they understand Connext’s vision and can effectively communicate it to their communities in a professional and engaging manner.

• Campaign & Content Planning: Developing a content distribution strategy for the entire 6-month campaign duration, with a focus on maximizing content quality and campaign intensity during the V3 launch month.

• Campaign Execution & Content Delivery: Ensuring seamless execution and delivery of all campaign content.

• Tracking & Monitoring: Tracking and evaluating the performance of all campaign content.

Team Background:

Nebula Agency:

Leading web3 incubator and marketing agency, specialising in strategic advisory services for top-tier web3 brands. Proven track record in KOL marketing and content creation. Offers access to an expansive network of industry partners and web3 expertise.

Some of our clientele, specifically in marketing and strategic advisory, include Consensys (Linea & Metamask), Aethir Cloud, Zerolend, Allora, Eclipse, Foxy, and more.

Other more specific case studies include - Manta Network: helping strategically design and execute the airdrop New Paradigm campaign for Manta Network around KOL distribution and content strategy, helping them become the 3rd biggest L2 by TVL ($1b+), alongside work with many other top tier web3 projects and brands.

Aethir Cloud: As their strategic KOL/marketing partners - we led their KOL strategic investment round and helped onboard and execute the node sale which set a record of $100m+ in nodes sold which was the second largest node sale since Gala in the last cycle.

The requested amount of NEXT for the entirety of the campaign amounts to 5,015,000 NEXT tokens