retain nounish for 6 months ⌐◨-◨

TL;DR

In the last prop, we turned Pixel, a boutique production company of 10 world-class storytellers, into "nounish" - a full-time video production agency working on Nouns.

We are only getting started and are seeking to continue funding nounish with the same budget ($969K).

In Season 1 (prop 143) we:

• published 92 minutes of high quality content
• got 3M views on our channels
• got 750K proliferated views via media on other channels
• 2.8X our followers
• published 80 new nounish gifs (and got 80 million views on giphy)
• many people are using our content to explain & onboard people to Nouns

Our mission is to produce content of the highest quality and play a key role in making Nouns a globally recognized and loved brand.

How to read this prop: For a quick review of our prop, read the Summary. For a deeper dive, read Deep Dive.

---

Summary

Season 1 Recap

Delivered

• 92 minutes of total video content (46 minutes of Longs, 46 minutes of Shorts)
  • 5 Long form videos
  • 8 Commissioned videos (videos requested by other projects/nouners)
  • 77 Shorts
• 80 new nounish gifs
  • 80 million views on giphy
  • 320K shares on Tenor

Performance

• Views: 3 million views across all our @nounish channels
• Followers: 2.8X followers from 2,917 to 8,184
• Proliferated Views: 750K views in 50+ instances of proliferation by others

Content delivered in season 1

• We had committed to deliver 8-10 long form videos and 140 short form videos, which at 3 minutes for longs and 30 seconds for shorts is approx 90min total which is what we delivered.

Long Forms (5):

• Mega Nouns Explainer (10:56)
• Creative Absurd (13:50)
• Nouns Brand (5:09)
• 100 Nounish Things (2:20)
• Mucho Love (8:00) delivering soon

Commissioned Videos (videos requested by DAO members/builders) (8):

• Danit Peleg (1:37)
• What is Nouns (0:37)
• Rainbow Wallet (1:50)
• 5 x Rose Parade trailers (2:68)

Short Forms (highlights):

• Praca XV
• Taki from Nouns esports
• What is Nouns & How does it work?
• Gnars & Esports
• How can NFTs make coffee, comic books and glasses exist?⁠
• noggles timelapse
• What's the deal with these glasses?
• A simple Nouns explainer
• A brand with no copyright
• Nouns Coffee
• Unboxing nounish figurines
• and many more

Content Proliferation Our content is used as the backbone of media for the DAO. We have seen more than 50 instances in which our content is used by various creators, including for example:

• KTLA - with estimated 500K views on TV and online
• Nouns Motors (from #enterthenouniverse)
• Rug Radio - to promote their Prop House
• TikTok reaction video in Brazil - 160K views

Our Content In the Press

• NFT Now: An NFT Every Day: A Guide to the Nouns NFT Project, DAO, and Ecosystem - Embedded Free glasses for kids video, as well a Danit Peleg tweet.
• Yahoo Entertainment / Decrypt - Nouns Ethereum NFTs Will Appear in 2023 Rose Parade - Rose Parade trailer
• Decrypt - Nouns 3D-Printed Fashion Collection Turns Heads at NFT Paris -
• Decrypt - What Are Nouns? The Ethereum NFT DAO Building Open-Source IP

---

Season 2

Our Strategy

• Create world-class, engaging & inspiring content about Nouns and projects built with the brand.
• Cater to the DAO’s video content needs, e.g. from season 1:
  • Mega explainer on nouns.wtf
  • Danit Peleg’s exhibition video
  • Nouns trailer used for onboarding meetings (e.g. pitching brands) and conferences
  • Rainbow Wallet Explainer as part of using an eth wallet for Prop house onboarding
• Encourage the distribution of our content
  • Open source our content and make it extremely accessible and easy to use for remixing, sharing, and as raw material for other builders to create with.
  • Leverage Prop House to get the top distribution ideas funded.
• Be a leading voice of the Nouns brand
  • Use the @nounish social media to further build the Nouns brand by sharing on-brand, aspirational, content.
• Mint our content
  • To create a deeper connection with Nouns fans and to raise additional funds for our Prop House and for the DAO directly.

Measuring our Success

Our leading principle is to create the highest quality possible content that makes the Nouns brand aspirational.

Within this constraint, in season 2 we plan to measure our success with three metrics:

1. Content Proliferation & Total Reach

• Number of proliferation instances of our content is leveraged by others (e.g. KTLA using our content as b-roll)
• Total Reach - how many people saw our content
  • Why this metric?
    • This contains both our own reach, and reach by content proliferation.
    • This is a proxy for the usefulness & quality of our content.
    • It will lead us to making our content as accessible and re-usable as possible.
• Season 2 Goals:
  • 200 Instances of proliferation (vs. 50 in season 1)
  • 5M Reach (vs. 3.75M in season 1)

2. Social Media Followers

• Total followers on @nounish social media accounts
  • Why this metric?
    • This represents affinity with our content and is a proxy to our success as a "voice of the Nouns brand"
• Season 2 Goals: - 16,000 followers (2x) 3. Minutes of content published

• Why this metric?
  • During Season 1 we learned that having a constraint of the type of video we commit to make (e.g. short form or long form) is inefficient
  • We think our high quality content minutes should be fungible and that we should be able to choose the type of content that best fits the story.
  • This is an output metric and not an outcome metric, but we think it's important for the DAO to get a sense of what quantity of high quality content can be expected from this prop.
• Season 2 Goals:
  • 90 minutes of high quality videos delivered (~same as season 1)

Content Pipeline for Season 2

Writing

• Nouns funding Crypto Infra
• Agora, Prop House, etc.
• Nouns is a radical governance experiment
  • Covering from the beginning of the DAO and climaxing at the DAO Split implementation
• What Makes a Nouner Tick?
  • Include many Nouners vision for the DAO, what makes a good proposal to them etc.
• Nouns Deli

Filming

• Nouns Esports
• Xanadu

Post production

• Danit Peleg
• Rose Parade

Prop House

Investing in high quality content is super valuable for the DAO, but we also should tap into the power of decentralization to proliferate our content as well.

The first Prop House Round is live and we will be running more of these, both open and targeted rounds.

Open Sourcing our Content

As part of our effort to lean into content proliferation, we will be working on making our content more accessible and easy to use.

Similar to how nounish gifs are so easy to use on social media, we want our video content to be as accessible and easy to remix and reuse by anyone.

It will be searchable with tags and key terms, like a stock photo website but for Nouns media and all of it is CC0.

Minting

We have started minting our work, to create a deeper connection with our content. The funds will be split between Nouns DAO and our distribution fund so that we can use the funds for further proliferation.

Team

Our team consists of 10 people:

• Goldy - Lead
• 142 - Lead
• John - Creative Director / Editor
• Haley - Executive Producer
• Guy - Writer / Director / Editor
• Becco - Writer / Host
• Meline - Producer / Editor
• Liam - Editor & VFX
• bk - Social Media
• 3 freelance helpers

About Pixel

Most of our team is from Pixel, a renowned boutique production company based in Melbourne, Australia.

Pixel is a perfect fit for Nouns - they are experts in making tricky things happen, and believe that clever, complex, and wonderful ideas need nurturing from beginning to end. So they script, design, shoot, animate and finish projects in-house. They have worked across campaigns for world class brands including Adidas, Coca Cola, Toyota, Target, and Sesame Street.

More team bios in Prop 143.

Budget

Season 1 planned

• Team Compensation + Fixed Costs - $775K
• 10+ Shoot Days Globally - $113K
• Growth Experiments (ads, platform-specific experts) - $24K
• Travel (NFT London, Rose Parade, and 2 more TBD) - $21.5K
• Steering Committee Stipend ($1k/mo per member) - $18K
• Legal & forex fees - $17.5K

Total: $969K

Season 1 actuals

• Fixed costs and compensation $779K
• Shoots $107K
• Legal & Fees $28K
• Travel $28K
• Distribution/growth $12K
• Prop House $15K
• Steering committee $0

Total: $969K

Season 2 planned

• Fixed costs and compensation $773K
• Shoots 104K
• Legal & Fees $14.6K
• Travel $20K
• Distribution/growth $5K
• Prop House $36K
• Web development $15K

Total: $969K

---

Deep Dive

Learnings - a retrospective on our last prop

We want to share our challenges and learnings during season 1 to augment the conversation in the DAO and highlight opportunities for other teams.

Our two top challenges, which we dealt with throughout season 1 are:

1. Explaining Nouns is very hard

   • Nouns is a very layered topic that is hard to explain succinctly.
   • If it's too simplified, it becomes boring and doesn't make any sense.
   • Breaking it into parts is also challenging because Nouns makes sense only as one package.
   • Different audiences and different contexts require different explanations.
   • Learnings:
     • Continue spending a lot of cycles experimenting with different ways and formats to explain Nouns.
     • Continue iterating on messaging and observing what resonates.

2. Figuring out our target audience is challenging

   • Initially we tried to target potential builders as our audience, but we felt that it wasn't capturing the opportunity of getting more nouners and fans on board.
   • Halfway through season 1 we landed on the thesis that we are looking to reach early adopters of crypto and new tech who will find the Nouns experiment appealing.
   • We still don't know exactly who Nouns resonate with most and who we should target.
     • We are missing data on the funnel and believe the DAO should spend more resources on figuring this out systematically.
   • We grappled a lot with the question of how we get people to care about the story of Nouns and the things being built on it and become fans.
   • Learnings:
     • We need more funnel data - we would love to see a team propose a data project for Nouns to:
       • Understand who are the builders, nouners, and fans of the brand
       • Map out the "customer journey" of each of the audience segments identified
     • We are *

---

THIS PROP IS LONGER THAN THE MAX LENGTH FOR SNAPSHOT:

Read the rest of the prop at https://nouns.wtf/vote/289