Proposal Context
Several months ago, Hilarious Agency was contacted by @arcange, one of the top 20 witnesses and most active developers on Hive, to set up a marketing campaign aimed at promoting Hive and whose main target would be application developers.
Many members of the community no longer wish to promote "blog and earn". Previous promotional campaigns to "grow the community" have clearly demonstrated that this does not work! And a marketing approach aimed at the tokenomics of HIVE and HBD would be drowned in the plethora of proposals already available.
@arcange spent a lot of time explaining all the basics of Hive and its different components (social, financial, technical). He also explained how Hive funds projects through the DHF and the inherent risks.
Together, we agreed to comply and start the project by putting our skin in the game. Concretely, this means that:
- we have already started our work.
- we will go to HiveFest to present and explain the marketing campaign we have built.
We have done an important work of preliminary reflection which is now complete. The content of the communication and the main baseline of the campaign have also been defined. The next phase is therefore the definition of the most effective communication strategy and the planning of the campaign.
UPDATE:
If you missed our presentation at HiveFest (thank you @arcange for introducing it), don't worry! It's been recorded and you can watch it on YouTube.
Proposal Details
This proposal aims to fund a strategy & concept campaign targeted to external devs in order to make them want to join the Hive community, with end goal of making the number of projects and applications developed on Hive grow.
WHO?
@behilarious - Hilarious Agency. Well-known for gamification & high standards designs.
@arcange - A well-known Hive witness and developer, who has an excellent reputation within the Hive community and who will act as the custodian of the proposal funds.
WHY?
Because HIVE needs to see its number of projects growing, and it needs to be attractive for external devs.
To make it short, we want to replicate cases like Splinterlands which made the Hive ecosystem grow both in terms of users but also in terms of visibility for the Hive blockchain and its tokens.
PHASE 1 - STRATEGY & CONCEPT
When briefing the agency on the topic, Hilarious Agency rapidly came back with the feedback that the Hive ecosystem is way too complex. We have several websites and information is hard to find. Furthermore, a recent study internal to Hive shows that the resources and tutorials are not optimal for now to jump on Hive and comprehend Hive’s concepts.
The consequence is that potential new devs might quit trying to find the info they’re looking for and will join another community. If we keep things as they are, we will have huge trouble attracting new developers, and thus, staying competitive.
After much research, strategies, and conception time, Hilarious Agency came up with a new concept, named Hivefive, to overcome the spotted issues.
Hivefive’s main goal is to connect people, mainly devs, and to make the building of dApps on Hive more fun and easy.
The Hivefive platform will be composed of 3 sections:
1. The hunt
The hunt is a matching tool, based on dating apps system.
It will allow devs to quickly see what projects are being developed on Hive – and their status, and their info
Interactions can be undertaken:
- I want in: I want to join the project and contribute
- More info pls: I’m interested but I have some questions
- AWESOME : I love the project!
- I have doubts: I don’t see the added value of the project
Projects are swiped through, and in the lively and direct manner of Fruitz, some interactions can be undertaken. It is important to make the experience as simple as possible.
Potential contributors can fill in their profiles with their skills, experiences, availability, time-zone, … and an algorithm will show them projects based on their profiles and preferences.
2. The feed
On this page, there is a dashboard of activity on the Hive blockchain. It is important to show any user the dynamism of Hive.
This is where users can create a project:
- Share project ideas in order to get feedback
- Upload presentation sheets of existing projects, allowing to have a synthesized view of the development, the roadmap, and the evolution of the project
- Upload community funding requests
- Upload job opportunities, missions, and volunteer contributions within the projects
This is where users can also create Hive Improvement Proposals:
- Sharing of ideas for improvements and/or new initiatives
- List of possible volunteer contributions
- Community voting and funding
3. The Library
Aimed at new developers to get started properly on Hive.
Building a consolidated information directory of what you need to know about: developpers.hive.io, hivedapps.com, peakd.com, hive.blog, hivebuzz.me, whyhive.io, hiveprojects.io, others...
Building a database of documents, masterclasses & tutorials, help, and advice from the community for using Hive:
- How to get started with Hive
- Using the Hive Wallet (hivewallet.app)
- Exploring the Hive blockchain (hiveblocks.com)
- How Hive governance works
- How to vote and/or fund initiatives
- more...
Total budget for this phase: $25,000
PHASE 2 - DESIGN
With their expertise in User Experience & User Interface, Hilarious Agency will take care of designing the Hivefive platform. This will include:
- wireframing of all the pages
- user interface and interactions
- prototyping & handing over the design to Hive developers that will take care of the development.
The goal is to have a fresh and bold design that will make Hive attractive to new developers. 3D Design is not excluded.
Total budget for this phase: $30,000 USD
PHASE 3 - COMMUNICATION MATERIALS
Once the platform is done, we need to advertise to make sure our communication tool Hivefive is seen by our target: developers.
To do that, we need to work on the messages we will get across, and advertise where devs are. Campaign materials such as videos, animations and others will need to be produced, following the specifications of each channel.
Paid campaigning has to be supported by a content strategy. On sites like Medium, Dev.to, awwwards or learnweb3, we can find content about ‘Developing on Ethereum’ or others. Hive needs to position itself as an expert in web3 and tackle topics around that on those channels. This is owned media, as we cannot pay for such placements but the whole community will need to share the content to make it seen by potential newbies.
Hilarious Agency can help by drafting 3 months of content calendars and publishing the articles/tutorials on the channels themselves. However, they will need the help of the community to properly write and review the articles.
Total budget for this phase: $15,000
PHASE 4 - MEDIA PLANNING & MEDIA BUYING
Hilarious Agency takes care of media planning and media buying.
Channels that were chosen for paid campaigning are currently Twitter & LinkedIn. Other ad placements will also be made on web3carreers, dev.to, …
A more specific media package will be published at a later stage.
Total budget for resources: $20,000
Total budget for media buying: $70,000
Budget and funding
As mentioned in the Proposal Context section, a significant preliminary work of analysis and creation has already been carried out.
On the other hand, Hilarious Agency is and remains a traditional communication agency with people on its payroll. That does not allow them to commit to such a long-term project without any guarantee of funding.
We, @arcange and @behilarious, have agreed on the following funding scheme:
- total budget: $160,000 (cf. supra)
- banking fees 2% (conversion from HBD to FIAT + transfers)
budget: 5400 HBD
This budget is to cover services as a project coordinator during the next 4 months. It does not include the last months of work done or the expenses incurred so far.
Services are:
- Close monitoring of the progress of the campaign, making sure that the defined objectives and planning are respected.
- Regular meetings with Hilarious Agency.
- Regular reports to the community on the results of the work and campaign
Request for funding
Due to the way the DHF works, the possibility that stakeholders stop voting on the proposal and in order not to have to wait months to collect the funds, the daily payment will be set at 16860 HBD per day for 10 days.
Funds will be held in the dedicated @behilarious.dhf account.
@arcange will be the sole owner of the keys to this account and will act as custodian.
Funds will be released according to the following schedule:
- 50% once the entire budget has been collected.
- 30% 2 month later
- 20% once the Hivefive portal is delivered
If the proposal is not funded or partially funded, our work will be put on hold and a new proposal to collect the missing funds will be issued, taking into account any comments from the community.
FINAL WORD
Hive is sorely lacking in outward-facing marketing and a well-organized developer information hub.
We are convinced that it is by attracting new developers to use the Hive blockchain for their projects and applications that we will grow our entire ecosystem sustainably. We have already had several demonstrations of this.
Support This Proposal:
- Vote for this proposal on Peakd.com
- Vote for this proposal on Ecency.com
- Vote for this Proposal on Hive.blog
- Vote for this Proposal using HiveSigner
Thank you for your support!