TLDR;
- Funding SCG Group, a digital agency with the goal to empower digital Chinese communities to learn about and actively contribute to the broader Nouns ecosystem.
- Multi-platform (RED, Douyin, Weibo) Social Media Campaign for Nouns DAO in China
- 5+ posts per week on each of the 3 platforms focusing on translation and remixing of images & short-form videos from other platforms
- Oni traveling to China offering guidance and support to the local team, sourcing content and ensuring that our marketing endeavors remain nounish and in line with the global nouns community.
- 63 ETH streamed over 6 month period
Long Term Vision: Building a meaningful and long-lasting Nounish community in China poses a challenging yet exciting opportunity for the DAO. Our goal is to make Nouns a highly recognizable brand among Chinese-speaking individuals and to inspire ambitious builders within this community to engage with the Protocol.
Objectives:
- Introduce Nouns DAO to Chinese-speaking individuals interested in web3, serving as their gateway to the space.
- Offer a comprehensive understanding of Nouns to Chinese-speaking individuals curious about its concept.
- Facilitate the integration of new Chinese builders, inspiring and connecting them with existing builders to generate ambitious and impactful proposals.
- Highlight funded projects and empower the Chinese community to share our content and narrative within their own networks.
- Empower builders to leverage our content for seamless interactions with Chinese brands and non-crypto organizations.
Opportunity:
As the world’s most populous country, boasting over 1.4 billion people, China offers a vast potential market for Nouns. The nation’s more than 1 billion active internet users and over 1.2 billion mobile phone users further amplify the tremendous opportunities available.
We feel distribution of existing content is a huge opportunity within the DAO. Our ambition is to continue to proliferate the meme throughout this expansive territory. The recent decision by the DAO to fund a series of activations across China has provided the perfect springboard for our efforts. We intend to build on this momentum by launching a comprehensive, multi-platform social media campaign, leveraging local marketing expertise to cultivate a significant and enduring Nounish community within the country.
Strategy:
It is crucial to acknowledge that China’s digital landscape is distinctly unique, as most Chinese internet users lack access to western online content. The nation boasts various platforms and services exclusive to its market. We understand that customizing our marketing and outreach initiatives to cater different segments of the Chinese market is vital. As such, we aim to meticulously consider cultural subtleties, regulations, preferences, and values of Chinese internet users in order to adapt our strategy effectively.
Given the vast expanse of China and the diverse demographics that Nouns can resonate with, it is essential to involve numerous content creators and create tailored content streams for this region. To accomplish this, Oni intends to visit China during the pilot phase, collaborating directly with SCG's team on the ground and immersing himself in the local culture and web3/art communities. We are confident that our multi-platform strategy, combined with in-depth marketing knowledge of the market, will enable us to successfully attain this objective.
SCG Group
Our expertise lies in helping brands penetrate the Chinese market and expand their footprint. With more than a decade of experience introducing international brands and artists to China, we leverage our profound understanding of both Chinese and Western cultures, as well as slang and trends, to drive consistent and organic growth. To date, we have amassed over 27 million followers for Western brands and artists in China.
At SCG Group, we meticulously select our partners, much like how the Nouns community carefully reviews and votes for each prop. This is mainly due to the significant amount of human resources we invest in tailoring plans for each project.
Nevertheless, Nouns immediately captured our attention due to its unique blend of technology, branding, and collective community experimentation. We admire the art, the permissionless approach to IP, and we aspire to play a pivotal role in facilitating China’s integration into the global Nouns community.
Nouns x SCG in Time Square, New York City – February 26 2023
While visiting New York City earlier this year, SCG took the opportunity to create a fun video for placement on billboard in Times Square, highlighting a clip from The Wizard's Hat -- a recently funded nounish animated short.
Core Team
Gedoumaru: Founder & Managing Director of SCG
With over a decade of experience in driving growth for visionary brands and individuals across diverse markets, both in the East and the West, Gedoumaru has developed a unique set of skills that combines 1-on-1 guidance, strategic digital approach, and localized creative direction to help clients achieve significant and impactful growth.
Gedoumaru brings a unique and invaluable perspective to the team as she seamlessly bridges Eastern and Western cultures. With an international background spanning major cities across the globe, she possesses deep cultural insights. Her past accomplishments include representing Alan Walker, a multi-platinum and award-winning artist with impressive achievements: over 50 billion audio and video streams, 70 million followers across western socials, and a 20 million Chinese fanbase. She pioneered the inclusion of the first Chinese artist on Tomorrowland's mainstage, the world's largest electronic dance music festival. Gedoumaru also played a pivotal role in establishing Liquid State, a Tencent and Sony joint venture aimed at promoting Western artists and brands in China. Notably, she represents China on the Global Advisory Board of Music Norway.
PINKTONG: China Operations Lead at SCG
Extensive expertise in digital profiling and creative marketing campaign execution. With a deep understanding of consumer behavior and cultural nuances in China, PINKTONG has a proven ability to craft engaging and persuasive digital content that resonates with the Chinese audience. His expertise in localizing profiles enables the development of highly targeted campaigns that leverage data-driven insights to maximize their impact in China.
Oni Apenoun: Web3 Strategy, Creative Direction, Global Content Sourcing & Partnerships
Oni is an early DAO member and has been a mainstay in the community since the project’s inception. He leads partnership with The Skatepark Project (Prop 40, Rose Parade Skaters) and is a founding member of the Esports Pod. Oni Lead Creative Direction for Prop 132 (Nouns x Dopamine) and also worked with the teams from Props 53 and 97. With the original Nouns discord shutting down, he launched the ~~Jungle~~ NCD Discord which now serves as a place for Nouners & Delegates to congregate and discuss proposals. His career experience outside of Web3 includes Software Development, Project Mgmt, Consulting, Fashion, Ecommerce, and AAA Gaming.
SCG Case Studies
In our pursuit of expanding Glass Animals’ potential fan base, we have taken various measures, including setting up dedicated hashtags for the artists and creating video campaigns aimed at increasing engagement and fostering discussions among followers.
Another noteworthy example of our digital marketing efforts for Glass Animals is the substantial increase of 23.98 million streams on Douyin over a 32-month period while we worked on enhancing their social media presence in China. This remarkable growth can be attributed to our effective use of the #GlassAnimals hashtag
- 2020 Jan: 1,383,000
- 2022 Sep: 25,363,000
LoverFella x Glass Animals Minecraft Gaming Activation
Jonas Blue
To help artists break through and increase their visibility in China, SCG always takes the initiative to carefully curate and recreate content that specifically caters to the Chinese audience's preferences.
SCG built Jonas Blue's digital profile in China from scratch. One of the earliest posts we made was a live clip of his song "By Your Side," which garnered an impressive 2.1M streams, 154,000 likes, 2,618 comments, and 1,787 reposts organically. In just one month, he gained over 40,000 followers on his Chinese social media accounts.
After collaborating with SCG for about 6 months, there has been a surge in traffic and heightened artist awareness for Jonas Blue in China. As a result, Chinese people have taken an interest in Jonas Blue and his work. Many content creators and influencers on social media platforms have spontaneously started recording and posting videos using his other songs, which has led to a couple of his other songs besides “By Your Side” going viral in China.
For example, more than 4,000 Douyin users have joined the "Mama Challenge" initiated by SCG under Jonas Blue's accounts. Each post has received an average of over 100,000 likes and 3,000 comments. The viral nature of this challenge has further promoted Jonas Blue's music and increased his reach in China.
Salvatore Ganacci
To build the profile of Salvatore Ganacci, a renowned Swedish artist with a distinctive, unconventional brand, in the Chinese market, we have undertaken a comprehensive effort to adapt and repurpose his contents to suit the local audience's sensibilities.
Our approach has yielded excellent results, after reviewing his existing content we built the 3 videos listed above amassing a total of 25.3 million streams, 896,000 likes, and 55,432 comments. In a mere 3 months, his follower count has soared from 10,000 to an impressive 150,000 (15x).
Other Activations
- PUBG Mobile In-Game Cosmetics Marketing Campaign with Artist Alan Walker
- Fortnite x Huya x Tencent Games Livestream (1M+ viewers)
- IRL Artist/Brand Label Pop-up Shops
Planned Platforms for Nouns
Content Plan
- Post 5+ times/week on each of the 3 platforms
- Oni will help drive creative direction and source global Nounish media from other communities/platforms
- Focus on translation and posting of images & short-form videos from other platforms
- TNS Prop Talks
- On-Chain Proposal Summaries
- Nounish CC0 Videos
- Encourage resharing and new user-generated content from SCG social channels
- Creating new educational content focused on explaining Nouns and everything it encompasses
- Implement strategic paid media advertising promotions on all platforms.
RED
- China equivalent of Instagram + Pinterest
- Known for its visually-appealing and long-form written content with images.
- High engagementment rate and diverse user base
- Individuals aged 14-60 with a medium or higher quality of life
- Local or developing artists
- Minority cultures
Douyin
- The Chinese counterpart of TikTok, owned by the same company
- Specializes in short-form videos and focuses on audio-visual entertainment
- 730 million monthly active users as of November 2022
- User base includes individuals aged 12 to 60+ years old
- Has the longest screen time occupancy
Weibo
- China’s equivalent of Twitter
- Commonly used to post official news and events
- Over 580 million monthly active users as of Q1 2022.0
- Loose content restrictions allow users to post diverse content
Timeline
- Social media account preparation has already begun across all platforms.
- We will have a soft start in May, during which SCG will work for free to prep accounts, build foundation, conduct research, prepare content, craft paid promotion strategies, ect.
- The official launch of the proposal will start in June and run through the end of November.
- A summary report with highlights and growth metrics will be provided to the DAO in the final month.
Looking forward
We think paid ad spend is critical up front when we are first exposing Nouns to the community and creating first impressions, we have strong conviction in the success of this pilot and envision future proposals to continue building out socials with plans for decreased ad spend and proposing more unique activations.
As socials and brand/IP presence grows, we will have the opportunity for additional partnerships/proposals across various mediums and spaces (launching Nouns collaboration with Chinese brands or artist, ect)
Funds Requested
- RED Ad Spend: $2.9k / month
- Weibo Ad Spend: $2.6k /month
- Douyin Ad Spend: $3k / month
- Extras (Wechat, NetEase, Micro-Partnerships, ect): $600 / month
- Creative Direction & Content Curation: $2.5k / month
- Strategic Localization & Content Editing: $2.7k / month
- Marketing Initiatives & Generation of new assets : $3.4k / month
- Travel expense: $5k one time cost
- Physical Merchandise for Social Promos: $6k one time cost
= ~63 ETH / $117,200 USD total for 6 month pilot
Transaction Details
tx1: Streaming operation funds ($17,700 monthly) from 6/1/23 - 11/30/23
tx2: USDC Auto-refill transaction automatically added to top off the DAO's USDC Funding Pool for future Proposals
tx3: Transfer one-time costs + 1st month of operations
