We present the digital marketing proposal developed by our team to enhance Hive’s visibility, adoption, and retention in LATAM. While the primary focus is digital, complementary initiatives connecting with traditional marketing through events are also considered. This budget is part of the funding granted by the @valueplan project.
Starting date: March 12, 2025
What does this proposal entail?
This proposal follows a comprehensive, flexible, and cyclical approach, adapted to the dynamic nature of marketing, focusing on:
Digital integration
Digital marketing: Social media campaigns, online advertising, audiovisual content, and community management.
Scalable and cyclical growth
We aim to reach 5,000 new users within nine months, using evaluation cycles and strategic adjustments, acknowledging that marketing is not a linear process.
Definition of active user and acquisition projection
For marketing:
- Daily active user: Performs at least one meaningful action (voting, publishing, or transacting).
- Weekly active user: Engages in at least three meaningful interactions over seven days.
- Monthly active user: Completes at least five significant interactions within the last month.
For acquisition projection:
A new user is considered acquired if they complete at least two meaningful interactions within the first 30 days.
Vision of the proposal
Our vision is to position Hive in LATAM as:
- A leading blockchain space for content creators: A blockchain that fosters the creator economy.
- A developer-friendly ecosystem: An ideal environment to build and integrate applications using Hive’s blockchain.
This vision will strengthen Hive’s online reputation in the region and encourage collaboration among key industry players.
How does the proposal work?
Implementation strategy in LATAM
Execution will be carried out in a phased and coordinated manner, integrating:
- Strategic planning: Efficient resource allocation based on an in-depth analysis of the regional market and current trends.
- Integrated campaign execution: A mix of digital advertising, high-quality content, and community strategies tailored to the realities and needs of LATAM.
- Continuous monitoring and adjustment: Measurement and analysis of key performance indicators (KPIs) to compare planned vs. actual results, allowing real-time adjustments.
Resource allocation and flexible execution
Strategic planning cycles and evaluation
Periodic cycles will be conducted to adjust tactics based on market response and performance results.
Flexible, results-based allocation
We adapt resource allocation to what works best, reducing investments in ineffective actions and enhancing those with greater impact.
Advantages:
✔ Fast scaling of successful campaigns.
✔ Cost reduction in strategies that do not generate positive short-term results.
✔ High adaptability to each LATAM regional market.
70-20-10 budget distribution model
- 70% in established channels: To sustain and expand the user and content creator base in a stable manner.
- 20% in emerging projects: To boost high-performing initiatives such as influencer collaborations.
- 10% in disruptive ideas: To foster innovation and stand out in the competitive market.
Planned vs. actual reporting
A tracking system will be implemented to compare objectives vs. actual results, using KPIs and providing periodic reports to adjust the strategy based on market feedback.
Budget allocation (Estimated for 9 months)
| Primary Category | Activity | Max Budget ($) | % of Total | Detailed Description |
|---|---|---|---|---|
| 1. Research and Metrics | Research and North Star Metric | 2,600 | 3.37% | Research to identify the 5 key niches and define the North Star Metric (user retention and Hive transactions). |
| Onboarding System | 1,000 | 1.30% | Development of an automated system for user tracking to measure retention and conversion. | |
| 2. Content Creation and Graphic Design | Social Media Strategy & Graphic Design | 19,400 | 25.13% | 700 graphic designs for social media posts, 70 infographics. This also includes content distribution, social media strategy evaluation, and adjustments to optimize engagement. Includes creation of unique elements and adjustment of the branding adapted for Latin America. |
| Video Creation for TikTok, Twitter, and YouTube | 16,200 | 20.98% | Production of 80 YouTube videos, 300 TikTok/Instagram shorts, and 2-4 premium-quality videos for campaigns (Includes motion design). | |
| 3. Digital Advertising and Promotion | Digital Advertising and Promotion | 9,000 | 11.66% | Paid campaigns on Instagram, X, or YouTube Ads, focusing on the 5 key niches to maximize reach and traffic. |
| Collaborations with Influencers | 7,000 | 9.07% | Collaboration with 5-10 key influencers or brands (e.g., exchanges) in LATAM, promoting Hive through sponsored content and event partnerships. | |
| 4. Online Strategy and Community | Online Strategy and Community Initiatives | 5,000 | 6.48% | Workshops, educational content, and initiatives to keep users active and engaged in the Hive ecosystem. (To be defined with the community) |
| Podcast Applications | 5,000 | 6.48% | Contact and negotiation with key podcasts in LATAM to amplify Hive’s visibility. | |
| Buffer (Miscellaneous) | Miscellaneous Expenses | 2,000 | 2.59% | Reserve funds for unexpected costs, such as logistics or last-minute adjustments. |
| Strategic Management | General Strategy Management | 10,000 | 12.95% | Managing the overall strategy, SEO strategies, and online brand reputation. Includes budget management, strategic planning, campaign optimization, growth hacking, coordination, and extra activities. |
| TOTAL | 77,200.00 | 100% |
Digital Advertising and Promotion (Estimated for 9 months, this is already included in the general budget)
| Platform | Estimated Impressions | Budget ($) | Justification |
|---|---|---|---|
| Instagram Ads | 166,666 - 400,000 | 3,000 | High penetration in LATAM. Ideal for visual content and event promotion. Expecting ~30% of total conversions. |
| X (Twitter) Ads | 125,000 - 250,000 | 2,000 | Popular among blockchain enthusiasts. Perfect for reaching developers and investors. Estimated ~20% of total conversions. |
| Crypto Sites/Press | 5,000 - 10,000 | 3,000 | Highly targeted traffic from crypto sites. Builds credibility with investors and enthusiasts. Expected ~5-10% of total conversions. |
| Acquisition Loops | N/A | N/A | Strategies for each niche (developers, investors, content creators, etc.) to drive sustainable adoption. Based on ~1,250 clicks at a 3% conversion rate. |
| Landing Page Optimization | N/A | 1,000 | Optimizing holahive.com in Spanish for LATAM. Estimated +1-2% increase in overall conversion rate. Enhances localized user experience. |
By category we will make a publication, and thus be more direct with the activities to be performed.
Project leadership and team
Initially, the team consists of:
- Digital marketing specialist
- Senior graphic designer
- Hive experts in online strategy and community management
As the proposal develops, initiatives will be implemented to engage more community members interested in contributing to various activities.
The project is coordinated and supervised by:
- Starkerz
- Enrique89
Primary marketing categories
The strategy is segmented into the following areas:
- Research & Metrics: Activation
- Content creation & graphic design: Retention | Activation
- Digital advertising & promotion: Acquisition
- Online strategy & community: Retention
Planned activities
The proposed activities include:
- Research and North Star Metric definition
- Onboarding system implementation
- Social media strategy development
- Graphic design
- Video creation for TikTok, Twitter, and YouTube
- Digital advertising and promotion
- Influencer collaborations
- Online strategy and community initiatives
- Podcast applications
Key expected results
- Integrated approach in LATAM: The proposal addresses visibility, adoption, and retention objectives, strengthening Hive’s reputation and ecosystem in the region.
- Scalable growth: Prioritizing activities that allow progressive expansion, encouraging developer adoption and community engagement.
- Measurable success:
- Over 5,000 new users acquired (We will then detail how we will measure this)
- At least 3 new development projects
- A 50% increase in the content creator base (Latam)
With this proposal, funded by @valueplan, our team is committed to driving Hive’s growth and consolidation in LATAM through a robust digital strategy complemented by traditional event techniques.
We invite all teams and collaborators to join this challenge and build Hive’s online reputation in the region together.