Please describe your proposed solution

Our solution addresses the critical issue of low user adoption for funded dApps in the Cardano ecosystem. While many dApps have received funding for development, they struggle to reach real users, leading to a waste of resources and potential impact.

<u>Problem Perception:</u>

The problem we are solving is the disconnect between dApp development and user acquisition. Many projects are well-funded, but they lack the exposure and engagement necessary to convert real-world users. This gap hinders the success of the projects and diminishes the value of the funds invested in them.

<u>Approach:</u>

We propose a strategic social media marketing campaign that focuses on seeding the benefits of these dApps to 2 million users in the U.S. market. By creating viral content on platforms like TikTok, YouTube, and Facebook, we will highlight the unique value each dApp provides—whether it be job opportunities, financial transparency, or educational utilities. Our approach targets end-users directly, rather than investors, to ensure that these projects find their place in the hands of the people they are designed to serve.

<u>Project Engagement:</u>

The project will engage:

• dApp developers: by helping them reach their target user base effectively.
• End users in the U.S.: by promoting dApps that offer real-world solutions.
• Social media audiences: through content that resonates with their needs and interests.

<u>Demonstrating Impact:</u>

We will demonstrate our impact by tracking user engagement, sign-ups, and usage metrics generated from the seeding campaigns. The success will be measured by the number of users exposed to the dApps and how many of them become active users over time. This will be shared with the Cardano community through detailed reports and metrics on campaign performance.

<u>Uniqueness and Importance to Cardano:</u>

Our solution is unique because it focuses on real user adoption through viral social media campaigns—a strategy often overlooked in the blockchain space. By driving actual usage, we are bridging the gap between technical innovation and practical application, accelerating the growth of Cardano's user base. This project supports Cardano's long-term goal of reaching 1 billion users and strengthens the ecosystem by ensuring that funded dApps achieve their full potential.

Please define the positive impact your project will have on the wider Cardano community

Our project will directly address the issue of low user adoption for dApps in the Cardano ecosystem. By promoting dApps to millions of users in the U.S. through viral social media campaigns, we aim to:

1. Increase User Adoption: Helping funded dApps gain real users, turning their development efforts into practical solutions adopted by people who benefit from them.
2. Strengthen Cardano’s Ecosystem: By fostering the success of these dApps, we contribute to the overall health of the Cardano ecosystem, ensuring that investments made through Catalyst deliver tangible results.
3. Showcase Cardano’s Capabilities: Through these campaigns, we will highlight Cardano’s potential as a platform that supports a diverse range of applications, from financial transparency to educational utilities, strengthening its reputation globally.

<u>Measuring Impact:</u>

We will track both quantitative and qualitative metrics to assess the impact of our project:

• Quantitative metrics: These include user engagement numbers, click-through rates, sign-ups, downloads, and the number of active users who engage with the dApps. We will also track metrics from social media platforms, such as views, shares, likes, and comments.
• Qualitative metrics: Feedback from users and dApp developers on the usefulness and relevance of the content, as well as user testimonials and case studies on how the dApps are benefiting them.

<u>Sharing Outputs and Opportunities:</u>

We will regularly share campaign progress, performance reports, and lessons learned with the Cardano community through multiple channels:

1. Catalyst Reporting: Detailed reports on the success of our seeding campaigns will be shared with Catalyst through official project updates.
2. Cardano Forums and Channels: We will engage the community by sharing results and insights on Cardano-related forums, blogs, and Discord channels.
3. Publicly Accessible Dashboards: Key metrics and performance data will be available through online dashboards for dApp developers and the broader community to monitor the success of the campaigns.
4. Collaborative Learning: We aim to create opportunities for future collaboration by sharing best practices, methodologies, and findings that other dApp teams and marketers can leverage to drive user adoption for their projects.

In summary, our project will have a lasting positive impact on the Cardano community by driving real-world user adoption, promoting the success of funded dApps, and reinforcing Cardano’s position as a leading blockchain platform.

What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

here This is just a typical media channel, we will provide more channels with high community following when the project officially goes into operation.

We are experienced Community Reviewers (CR), actively participating in project evaluations on Catalyst since Fund 4. Our involvement in this process equips us with the ability to thoroughly analyze and assess projects, ensuring feasibility and effectiveness in execution.

With years of experience in social media marketing, we have successfully planned and executed ad campaigns across platforms like TikTok, YouTube, Facebook, and Instagram. Our deep understanding of marketing strategies allows us to create viral content and optimize ads to reach the right target audience, maximizing the impact of each campaign.

In addition, we have built a strong community of content creators on major social media platforms such as TikTok, YouTube, Facebook, and Instagram. This network provides us with the resources to produce high-quality content and effectively amplify projects to the intended user base.

To ensure trust and transparency in managing funds, we will implement a clear financial management process, including detailed reporting at each stage of the project. We are committed to using the budget in an optimal and efficient way, and we will provide regular financial updates to allow the community to monitor the project's progress.

What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Seeding and Content Plan Development for First 2 dApps

A: Milestone Outputs

1. Content creation and distribution for the first 2 dApps, seeding 10-30 videos per dApp.
2. Development of a detailed content plan for the next 5 dApps.
3. Seeding ads for the first 2 dApps: create and run ads for 5 of the most successful videos from the initial seeding.
4. Analyze performance to identify 5 top-performing videos for each dApp based on engagement metrics (views, likes, shares, comments).

B: Acceptance Criteria

• Successfully seed 10-30 videos for each of the first 2 dApps, ensuring they reach the target audience on TikTok and other social platforms.
• Identify and optimize 5 high-performing videos for each dApp based on engagement and relevance.
• Seeding ads for the top 5 videos for each dApp, ensuring the content is optimized for broader reach.
• Content plan for 5 additional dApps completed, setting the foundation for further seeding activities.

C: Evidence of Milestone Completion

• A report detailing the seeding activities for each of the 2 dApps, including video links, views, engagement statistics, and a summary of lessons learned.
• Screenshots and analytics from social platforms showing the performance of the top 5 videos per dApp.
• Content plan documentation outlining the strategy for seeding the next 5 dApps.
• Financial report showing ad spend and results from the seeded ads.

Milestone 2: Seeding and Promoting 3 New dApps and Continued Promotion for 2 Existing dApps

A: Milestone Outputs

1. Seeding 3 New dApps: Create and distribute 10-30 videos for each of the 3 new dApps.
2. Continue Seeding for 2 Existing dApps: Create 5-20 additional videos for the 2 previously seeded dApps to maintain engagement.
3. Run Ads for 5 dApps: Launch 2 targeted ad campaigns for each of the 5 dApps (3 new and 2 existing), promoting the top 2 performing videos from each.
4. Content Plan Development: Complete a content plan for the seeding and ad strategy for the next 5 dApps.

B: Acceptance Criteria

• A total of 10-30 videos seeded for each of the 3 new dApps.
• A total of 5-20 videos seeded for each of the 2 previously promoted dApps.
• Two ad campaigns successfully executed for each of the 5 dApps, with performance metrics tracked.
• A finalized content plan outlining the strategy for 5 additional dApps to be seeded in the next phase.

C: Evidence of Milestone Completion

• A report showing links to the videos seeded for the 5 dApps, with performance analytics (views, likes, shares, comments).
• Screenshots and reports detailing the performance of the 2 ad campaigns for each dApp, including metrics such as reach, impressions, and engagement rates.
• A completed content plan document outlining the strategy for seeding and promoting the next 5 dApps.
• Financial breakdown of the resources allocated to seeding, ad campaigns, and content planning.

Milestone 3: Seeding and Promoting 5 New dApps and Continued Promotion for 5 Existing dApps

A: Milestone Outputs

1. Seeding 5 New dApps: Create and distribute 10-30 videos for each of the 5 new dApps.
2. Continue Seeding for 5 Existing dApps: Create 5-20 additional videos for each of the 5 previously seeded dApps to maintain and grow their audience.
3. Run Ads for 10 dApps: Launch 2 targeted ad campaigns for each of the 10 dApps (5 new and 5 existing), promoting the top 2 performing videos from each.
4. Content Plan Execution: Implement the content plan for seeding and ad campaigns, ensuring engagement and optimization for 10 dApps.

B: Acceptance Criteria

• A total of 10-30 videos seeded for each of the 5 new dApps.
• A total of 5-20 videos seeded for each of the 5 previously promoted dApps.
• Two ad campaigns successfully executed for each of the 10 dApps, with performance metrics tracked and optimized.
• Completion of the content plan execution for 10 dApps, including testing and adapting video and ad strategies based on performance.

C: Evidence of Milestone Completion

• A report with links to the videos seeded for the 10 dApps, accompanied by analytics (views, likes, shares, comments).
• Detailed ad performance reports for the 2 campaigns per dApp, including metrics like reach, impressions, and engagement rates.
• Financial breakdown of resource allocation for video creation, seeding, ad campaigns, and ongoing content management.
• Documentation of any changes or optimizations made to the content plan based on ad and seeding performance feedback.

Final Milestone: Seeding and Promoting 10 dApps, Close Proposal Report

A: Milestone Outputs

1. Seeding for 10 dApps: Continue seeding efforts by creating 5-20 additional videos for each of the 10 previously promoted dApps.
2. Run Ads for 10 dApps: Launch 2 ad campaigns for each of the 10 dApps, focusing on the top 2 performing videos for each.
3. Seeding Banners for 10 dApps: Design and promote banners for the 10 best-performing dApps, calculated based on audience engagement and seeding impact. Banner allocation: (25 for top 5 dApps, 310 for mid-tier, and 5*15 for top-tier dApps).
4. Close Proposal Report: Prepare and submit a comprehensive report that includes an overview of the project, the results of the seeding and ad campaigns, audience engagement data, and a financial breakdown of resource allocation.

B: Acceptance Criteria

• Seeding of 5-20 videos for each of the 10 dApps, with engagement metrics tracked.
• Successful completion of 2 ad campaigns per dApp, with performance reports on ad effectiveness (reach, clicks, engagement).
• Creation and promotion of banners for the 10 best dApps, with tracking of banner impressions and click-through rates.
• Submission of a detailed close proposal report summarizing all activities, results, and financial use throughout the project.

C: Evidence of Milestone Completion

• Links and performance data for the seeded videos for all 10 dApps.
• Ad performance reports for each campaign, including metrics like impressions, clicks, and engagement.
• Documentation of banner seeding and their impact, including impressions and audience feedback.
• The final close proposal report, including a breakdown of project results, resource usage, lessons learned, and suggestions for future improvements.

Who is in the project team and what are their roles?

Vu Xuan Thanh (Leader)

• Role: Project Leader, Social Media Expert.
• Profile: Thanh has extensive experience in creating both entertainment and promotional videos targeted at the US market. His deep understanding of American culture and market dynamics, combined with strong relationships with influential TikTok and YouTube creators with American audiences, enables him to execute high-quality marketing campaigns. Thanh is responsible for overseeing the entire project, coordinating video production, and managing relationships with content creators to ensure effective seeding.
• Telegram: <https://t.me/thanhseven09>

Quoc Tuan

• Role: Social Media Analyst, Blockchain Expert, Content Creator.
• Profile: Quoc Tuan specializes in analyzing social media channels, particularly in Korea, while also actively engaging as a content creator. With over four years of blockchain experience and active involvement in the Cardano ecosystem since Fund 4, Quoc has honed his skills in video production across various social media platforms, including TikTok. He is responsible for content planning, audience analysis, and campaign execution. Quoc also holds a Cardano Academy certificate and has multiple personal social media channels.

Khanh Dodo

• Role: Content Strategist, User Insight Analyst, Campaign Manager.
• Profile: Khanh Dodo brings extensive experience in content creation, user insight analysis, and executing advertising campaigns. Khanh plays a key role in developing content strategies, analyzing audience engagement data, and refining marketing messages to ensure the highest impact for dApp seeding efforts. He is also responsible for overseeing ad performance and optimization.

Video editor:

1. Trần Xuân Mai
2. Việt Phạm

• Experience: Currently, 2 people are part-time employees of the project owner. They have 2 years of video editing experience for our social channels.

Additional Team Resources:

• Community Reviewers: The team members have been active Community Reviewers (CR) in the Catalyst ecosystem since Fund 4, providing expert evaluations and feedback on various proposals. Their knowledge of the Cardano ecosystem and experience as CRs allow them to deliver projects with a high level of trust and accountability.
• Marketing Expertise: The team has vast experience in social media marketing, having developed numerous campaigns and advertisements across platforms like TikTok, YouTube, Facebook, and Instagram. They are well-versed in identifying key content creators and optimizing campaign performance to reach target audiences effectively.
• Social Media Creator Network: The team collaborates with a community of social media creators, providing access to a wide-reaching audience across platforms such as TikTok, YouTube, Facebook, and Instagram.

Recruitment Plans:

• If additional team members are required, we will prioritize candidates with expertise in social media ad optimization, video content creation, and blockchain project marketing. This ensures the project has all the necessary skills to meet its objectives effectively.

Technical Engagement:

• The team maintains active communication channels with technical groups on platforms such as Discord and Telegram. All key stakeholders, including content creators and ad platform operators, have been engaged and are ready to contribute to the project upon approval.

This team is fully prepared to manage project funds responsibly and deliver impactful results with a clear focus on seeding dApps through innovative social media marketing strategies.

Please provide a cost breakdown of the proposed work and resources

The following budget is structured around the key milestones in our project, ensuring a clear and detailed breakdown of costs associated with content planning, seeding, and promotional efforts. Each cost is tied directly to the activities necessary to deliver on the project's goals, and all figures are in ADA (₳).

Milestone 1: Initial Seeding for 2 dApps

• ₳5,000 – Content plan for 5 dApps
• A comprehensive content strategy will be developed for the first 5 dApps to guide video creation and targeted social media campaigns. This involves researching the market, identifying key messaging, and outlining creative briefs for content creators.
• ₳200 – Seeding ads for 2 dApps (5 videos each)
• Launch the first round of ads for 2 dApps, with a focus on delivering engaging content across 5 videos for each dApp.
• ₳400 – Start seeding the first 2 dApps (10-30 videos each)
• Implement the initial seeding process for the first 2 dApps, with 10 to 30 videos each to ensure comprehensive coverage and audience engagement across multiple platforms.

Milestone 2: Seeding for 3 New dApps + Continued Seeding for 2 Existing dApps

• ₳5,000 – Content plan for 5 dApps
• Similar to Milestone 1, this budget will be used to plan content for the next set of 5 dApps, refining the strategy based on feedback and performance metrics from the first phase.
• ₳500 – Promote ads for 5 dApps (2 best videos each)
• Focused promotion of the top-performing videos for each of the 5 dApps, ensuring optimized ad spend and better targeting for higher conversion rates.
• ₳500 – Seeding ads for 5 dApps (5 videos each)
• Seeding ads for the next 5 dApps, with 5 videos per dApp to maintain consistency and visibility in user feeds.
• ₳600 – Start seeding the next 3 dApps (10-30 videos each)
• Roll out seeding efforts for 3 new dApps, each receiving between 10 and 30 videos to maximize user engagement and adoption across multiple social media platforms.

Milestone 3: Seeding for 5 New dApps + Continued Seeding for 5 Existing dApps

• ₳1,000 – Promote ads for 10 dApps (2 best videos each)
• Run targeted ads for the best-performing videos across all 10 dApps, ensuring that the top content reaches a broader audience.
• ₳1,000 – Seeding ads for 10 dApps (5 videos each)
• Seeding ads across 10 dApps with 5 videos each, further boosting their presence on social platforms like TikTok, YouTube, and Instagram.
• ₳1,000 – Start seeding the next 5 dApps (10-30 videos each)
• Begin seeding for 5 additional dApps, allocating between 10 and 30 videos per dApp to create substantial visibility and engagement.

Milestone 4: Final Seeding for 10 Existing dApps + Close-out Report

• ₳1,000 – Promote ads for 10 dApps (2 best videos each)
• Final promotional push for the 10 dApps, using the 2 best-performing videos per dApp to drive maximum reach and engagement.
• ₳1,000 – Seeding ads for 10 dApps (5 videos each)
• Execute seeding campaigns across the 10 dApps, each featuring 5 videos, ensuring continuous exposure and user acquisition.
• ₳11,500 – Seeding banners for 10 best dApps (banners for 25, 310, 5*15)
• Seeding visual banners for the top 10 performing dApps, across a variety of formats and platforms to capture audience attention. This step includes the design, placement, and promotion of banners.
• ₳500 – Final close-out report and video
• Produce and submit a detailed final report and accompanying video to Catalyst, outlining the project’s results, insights gained, and the overall impact on the Cardano community.

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Summary of Costs:

• Milestone 1: ₳5,600
• Milestone 2: ₳6,600
• Milestone 3: ₳3,000
• Milestone 4: ₳14,000

Total Budget: ₳29,200

No dependencies.

How does the cost of the project represent value for money for the Cardano ecosystem?

Budget Justification &amp; Allocation:

• Content Planning: Detailed content plans are critical to ensuring that each dApp's promotional strategy aligns with its target audience, messaging, and goals.
• Ad Seeding &amp; Promotion: The budget for seeding and promoting ads is based on the cost of working with creators, boosting posts, and placing ads across platforms like TikTok, YouTube, Facebook, and Instagram. These costs are structured to ensure each dApp gets significant visibility.
• Video &amp; Banner Production: As video content is the primary medium for promotion, it requires a significant portion of the budget to ensure high-quality, engaging material that resonates with the target audience.
• Close-out Reporting: The project wrap-up, including a report and video, is crucial for transparency, documenting the success and sharing the learnings from the project with the broader Cardano community.

This budget will allow us to execute a comprehensive marketing and seeding strategy, ensuring that each dApp gets the visibility it needs to succeed, while also delivering measurable results to the Cardano ecosystem.