# NSFW token Crypto marketing strategy plan

Below is the marketing approach we will use to raise awareness and promote successful engagement to the NSFW Miso raise.

The key considerations governing the strategy approach:
- The target demographic is different for adult marketing vs Crypto marketing. As we know, traditional adult users are Crypto naive, so it's questionable the effectiveness of targeting this segment on traditional adult marketing channels. Known Crypto users of adult projects is a different matter.
- Approaching Crypto marketing channels requires verification given the adult nature of NSFW e.g. Cointelegraph have rejected our PR request
- The strategy can be broadly split to target 2 groups - known vice token holders (NSFW, other adult projects) and the wider general Crypto audience
- Social media platforms will have restrictions on both Crypto and adult e.g. "TikTok's current advertising policies do not allow (either first party advertising or user generated 'branded content') relating to crypto currencies (with some minor exemptions)".
- Any Oct 22 Miso marketing costs requires formal funding request/approval from the DAO
- It takes time to validate & verify the effectiveness of each channel, typically this requires multi-month planning, we will propose the approriate plan with budget needs, and work to validate and execute them in the coming weeks
- Assuming a successful marketing campaign, new users may want to validate and verify our project as a potential investment - this necessitates the appropriate marketing assets are in place i.e. website and white paper
- The aim of of any campaign has 2 stages - raise awareness through marketing (with rewards if appropriate) -> join/grow community groups -> market Miso sale

## Existing NSFW stakeholders

This is perhaps the easiest demographic to market to - they have already proven they are participants to the project whether as token holders (migration or otherwise), registered NSFW.app users, and participation in our social media channels.

Targeting migration holders for futher Miso token purchases will be beneficially given they are aligned with the goal of achieving as high a price/MC as possible to raise their bag $ valuations. Obviously DYOR and trade responsibly & safely applies and will be advised.

The MigrationSafe has around 511 transfers (not assessed for uniqueness) harvesting around 50T PRT and some CAKE-LP.

Given this alignment, we will try and tap into their marketing help with focussed campaigns which seek to attract new members within their networks, with rewards e.g. airdrops.

The relevant channels we will utilise to promote specifics on the Miso raise are:
- Twitter OfficialNSFWApp has 41.2K followers
- Telegram has 18.3K registered accounts, the 50%/100% migrated wallets may give a better indication at around 500 wallets
- Discord is negligible, a subset of the Telegram community
- Email subscription list of registered NSFW.app users ~13K
- Instagram OfficialNSFWApp followers 32.6K

## Attracting a new Crypto audience

Recall the 2 stage strategy is attract new users to join our project/communities, before (or concurrently) executing targeted Miso campaigns.

New users will be able to join one/many of our social channels:
- Twitter
- Telegram
- Discord
- Email subscription list (dedicated for Miso raise)
- Instagram

To grow our community we can utilise the following marketing campaigns to raise awareness:
- Twitter campaign - we may need to create a new account given our current shadow ban status
- Gleam airdrop with eligibility criteria e.g. join our social media/channels, like/retweet, join mailing list etc
- Crypto press releases (marketing agency) - ideally sites like CoinDesk, NewsBTC, Entrepreneur, TechCrunch, Benzinga, Business Insider, BeInCrypto.com etc
- Ad networking (marketing agency) e.g. Coinzilla, Bitmedia, EZmob
- Crypto influencer (marketing agency) - this may be supported by material airdrops, we'll aim to cover various social media channels (Twitter, Instagram, YouTube, Facebook, Reddit)
- CoinMarketCap advertising campaign (min spend $10K)
- Telegram campaign (ICO Listing, ICO Speaks, Crypto.com Telegram, CoinMarketCap Community, Binance English, and DeFi Million) - these will all cost money, we'll research the options and provide recommendations
- Crypto niche channels e.g. Steemit, Reddit, Publish0x
- Telegram DM users in vice Crypto projects
- Seek out any niche Crypto calendars
- Seek out any whale groups

We are in conversation with a few marketing agency (tokenminds, Blockman) to negotiate a fixed price deal to access the following channels (they have experience working with a NSFW NFT token launch) - they claim their prior work has helped to grow communities by 10x/20x (but I think this is new token launches, will seek metrics). Aiming for around $5-$10K spend - we'll see what platforms/channels we'll get for that price.

All spend requires DAO approval.

We do need to decide if we want global or regional coverage, we have prioritised the English speaking world to mitigate against the cost of communication. Although some past PRT marketing events in Asia were very successful e.g. red envelope campaign which blew our CN TG to ~10K+ members over a few weeks - we will assess these with the founders after completing our core aims.

There needs to be a reason why new users are interested in our new token and Miso raise:
- General interest in a new token
- Whitelist eligibility before public Miso raise
- NSFW token airdrop where we attach eligibility conditions around joining our community channels - a double win as it then increases our community size

It will help immensely if we have the relevant marketing materials ready for new users:
- Marketing website update (token, team, etc)
- Investor pitch
- Business plan
- White paper

These items will encourage users that they are buying into a well run, transparent and trustworthy project.

The other thing of note is that there are generally 2 types of interested users:
- Crypto native
- Crypto naive i.e. layman terms free of technical jargon

Both are important so the materials will need to cater for both.

Out of scope is any SEO campaign given funding and time constraints.

## Miso auction format

The Miso communication is defined here:
https://hackmd.io/wgwrAjp5TBOHhBUS3xdwlQ

I propose that we segment the Miso to be 2x auctions:
1. (small window) Whitelist - composed of 50%/100% migration users as a reward, plus anyone who helps us market the Miso launch via gleam (the 25% migration holders plus new users)
2. (large window) Public

I also propose that a random airdrop is carried out (token amount/winners to be determined) for whitelist participants - it gives another reason for them to participate and help with the marketing - this will help generate community engagement & create excitement.

Miso requires a file upload of wallets to populate a whitelist auction - we can manage collating wallets separately.

## Marketing plan (existing community)

This can be started immediately (no cost beyond the time of the team) - but it requires us to confirm the Miso dutch auction format.

We don't need the onerous marketing materials ready to market to the existing community as they are already aware and demonstrate project engagement.

### Marketing execution

- Agree Miso 2 phase auction format (whitelist then public)
- Finalise/setup Miso mailing list with opt-in landing page
- Create/finalise the marketing assets https://hackmd.io/wgwrAjp5TBOHhBUS3xdwlQ
- Set up gleam eligibility (all entrees will be eligible for the whitelist, they must complete all tasks i.e. retweet our tweet etc)
- Frequently communicate to community on our social channels (Twitter, Instagram, Discord, NSFW.app mailing list)
- Execute random airdrop to winners (at appropriate time)

## Marketing plan (paid services)

### Stage 1 - Finalise marketing campaigns, negotiate paid marketing & secure DAO funding

- Agree Miso 2 phase auction format (whitelist then public)
- Complete CoinMarketCap advertising campaign quote with impact on team tasks - min spend $10K
- Complete tokenminds/blockman marketing agency campaign quote (Crypto Influencer, Ad networking, Crypto PRs) - target $5K to $10K
- Secure DAO Oct 22 marketing funds with plan details (and quoted costs)
- Provide details of Gleam airdrop conditions (social media account sign up, like/retweet, join mailing list etc) and detailed execution strategy using our marketing channels (Twitter, Instagram, Telegram, Discord, mailing lists, etc)
- Investigate Twitter ad campaign costs - may require a new account due to shadow ban
- Investigate Telegram campaigns (ICO Listing, ICO Speaks, Crypto.com Telegram, CoinMarketCap Community, Binance English, and DeFi Million)
- Investigate bot DMs of Telegram vice Crypto projects
- Invetigate Crypto niche channels e.g. Steemit, Reddit, Publish0x
- Investigate niche Crypto calendars
- Seek out any whale groups
- Investigate idea by Arnold re: Miso bounty
- Review marketing plan put forward by Ken's guy (IG & traditional adult ad networking)
- Investigate prior PRT CN red packet campaign

We will keep in mind the geographical coverage, in particular if Asia should be included.

SEO is out of scope.

### Stage 2 - marketing asset preparation

Known:
- Set up Miso raise mailing list (auto add registered NSFW.app users?)
- Prepare initial shill to advertise on Twitter, Instagram, Telegram, Discord
- Set up Gleam airdrop (social media account sign up, like/retweet, join mailing list etc)
- Prepare website with token & about
- Publish approved investor pitch
- Publish approved business plan
- Publish approved white paper

We must answer these key questions to develop trust and belief in our project - review all assets (marketing website, investor pitch, business plan, white paper):
- What makes our brand unique to stand out from the crowd? What are the benefits to both creators and fans?
- What's essential to both potential creators and fans? What are we promising?
- What makes us a leader in the industry
- What is our core product, how does the Miso raise fit into the bigger picture?
- Why a Miso raise?

All marketign material must be suitable for both a Crypto native & naive audience.

Awaiting final decision:
- Prepare for Miso raise(s) i.e. whitelist + public Vs single public
- Prepare CoinMarketCap advertising campaign
- Prepare for tokenminds/blockman marketing agency campaigns (Crypto Influencer, Ad networking, Crypto PRs)
- Prepare for Twitter ad campaign costs (new account setup?)
- Prepare for Telegram campaigns (ICO Listing, ICO Speaks, Crypto.com Telegram, CoinMarketCap Community, Binance English, and DeFi Million)
- Prepare bot DM of Telegram vice Crypto projects
- Prepare for Crypto niche channels e.g. Steemit, Reddit, Publish0x
- Prepare for niche Crypto calendars
- Prepare for communictions with whale groups
- Prepare for Arnold's Miso bounty
- Prepare for any CN red packet campaign

### Stage 3 - marketing execution

A concrete marketing execution sequence will be detailed as stage 2 & 3 progress.

The candidate Miso raise start date is 22nd Oct 2022.

Depending on how quickly we get the campaign running for new users, new users can also participate with Miso whitelist eligibility - it will likely create hype and FOMO and get the community focussed on the next migration steps.