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CASE STUDY | WEB3ATL
Overcoming Marketing Challenges for 404 DAO’s Premier Blockchain Conference, Web3 ATL
5-minute read
CONTEXT
We partnered with 404DAO, the host of Web3 ATL, over the past two years to boost their marketing efforts. The main objectives were to:
- Drive ticket sales
- Secure speakers for panels
- Acquire sponsorships
- Enhance social media presence and engagement
About 404DAO:
404DAO is a nonprofit organization aiming to position Atlanta as a hub for web3 innovation. They organize the Web3 ATL conference, run a web3 startup accelerator, and participate in blockchain governance to foster local talent and support startups in the web3 space.
About Web3 ATL:
Web3 ATL is a leading blockchain conference in Atlanta that focuses on blockchain, cryptography, and emerging technologies.
Strategy
Our marketing strategy aimed to attract a diverse audience, particularly learners in the bear market and developers for the hackathon. Key elements included:
Twitter Strategy:
- Utilized short-form content like Instagram Reels and TikTok videos to recap the previous year’s talks.
- Posted educational content, polls, fun facts about Atlanta, ticketing campaigns, and speaker/sponsor announcements.
- Hosted a Twitter Spaces series “Road to Web3 ATL” using the hashtag #Web3ATL.
LinkedIn Strategy:
- Targeted brands and sponsors with deep dives, clips from the “Road to Web3 ATL” series, panel highlights, and speaker/sponsor announcements.
- Created a funnel to apply to speak or sponsor.
Implementation
Speaker and Sponsor Outreach:
- Targeted previous speakers and new leads.
- Confirmed sponsorships from Chainlink, Arbitrum, Revest, and 404DAO, with $10k in hackathon prizes.
Event Planning:
- Booked the GT Hotel event center.
- Organized panels and networking side events.
- Kicked off with Enterprise Day, featuring speakers from FedEx, the City of Atlanta, Bakkt, BlockFi, and Publicis.
RESULTS
+88%
Speakers
- Year 1: 50
- Year 2: 94
+124%
Hackathon Applications
- Year 1: 80
- Year 2: 179
+50%
Sponsorship Revenue
- Year 1: $10k
- Year 2: $15k
Total 1,631,600 followers
Social Media Impressions
Challenges & Solutions
Content Engagement:
- Challenge: Written content had lower engagement.
- Kicked off with Enterprise Day, featuring speakers from FedEx, the City of Atlanta, Bakkt, BlockFi, and Publicis.
Operational Issues:
- Challenge: A/V issues and fluctuating marketing funds.
- Solution: Engaged support staff for A/V issues and leveraged the bear market for a more genuine attendee-speaker connection.
Analysis
Our team adapted quickly to changing audience preferences, particularly on social media, and maintained a targeted approach for speaker and sponsor acquisition. Despite a decrease in attendees in year two, the increase in other metrics indicates a strategic pivot toward a more engaged audience. This adaptability demonstrates our strategic thinking and problem-solving skills.
Testimonial
“MDMA’s professionalism, creativity, and keen understanding of web3 developments were crucial to the success of Web3 ATL. Their live posting and orchestrating engaging Twitter Spaces with our sponsors built the necessary buzz for our event. We look forward to future collaborations with MDMA.”
-Pruitt Martin, CEO, 404DAO
This case study showcases a successful marketing strategy that adapted to challenges, leveraged community engagement, and achieved significant growth despite market fluctuations.
-Pruitt Martin, CEO, 404DAO
This case study showcases a successful marketing strategy that adapted to challenges, leveraged community engagement, and achieved significant growth despite market fluctuations.