If it is of any help, I have explained in details why the moonshot fund is needed.
The unit’s two key objectives are:
- Increasing the awareness of Dai and the Maker Protocol
- Boosting Dai adoption through promotions and partnerships
We want to act on a campaign proposal that is deemed with high ROI for awareness and exposure. The metrics differ depending on the type of campaign. In the case of FTX’s naming rights of the Miami NBA stadium, the measurement would include:
- An estimate of media exposure
- Total number of impressions (Or eyeballs)
- Traffic to the FTX site
- User growth
- A total number of FTX goods sold for merchandise branding
- The number of mentions associated with FTX’s name
The proposition would have to justify the reported cost of $135 million over 19 years, which comes down to about $7 million a year. The reality is that the details of measurement above probably won’t ever be shared.
In our case, after a campaign is introduced to the public, we should and be able to share some details regarding the ROI and other data to the extent agreed upon with our potential partners.
I am not saying buying naming rights is how we want to spend our moonshot fund, but that is one example of getting seen and known by a target audience beyond crypto.
Apple’s “Think Different” TV ads and AOL’s free trial CDs are some excellent examples of how we can creatively approach our target audience. Apple’s ad touches people in so many ways without a word on computers. AOL’s CD campaign successfully onboarded millions of users. They differ in the form of ads/marketing campaigns, but their success is achieved by aiming higher and the willingness to take risks.