As the Web3 industry matures, promotion strategies surrounding brands have become an important weapon for various project parties to compete for the market. Whether it is wallets, exchanges, or B-side projects such as infrastructure protocols and development tools, they all need systematic brand promotion to acquire users and build reputation. In the alternating crypto bull and bear cycles, many projects have fantasized about becoming popular overnight with a single marketing method, but practice has proved that mature brand promotion requires multi-channel collaborative efforts. Especially in the Web3 field, users are faced with complex new technologies and rely more on credible content guidance and community influence.
This in-depth analysis article will focus on four major promotion channels: KOL marketing, global public relations (PR), content marketing, and celebrity endorsements. It will analyze their respective roles, applicable scenarios, ROI (return on investment), key metrics, and execution methods, and illustrate them with typical industry cases such as Binance, Immutable, Polygon, and Chainlink. After the main body, we will also summarize the priority and synergy strategies of each channel at different stages of development, and provide an actionable "promotion combination" approach for project parties, marketing managers, and brand managers to refer to.
KOL Marketing
KOL marketing (key opinion leader marketing) is very common in various sub-fields of Web3 and is a powerful tool for many projects to quickly open up community awareness. KOLs usually refer to crypto opinion leaders or influencers who are active on platforms such as Twitter, YouTube, and Discord, and they have loyal fans in specific vertical fields.
Role: Influencer marketing endorses projects through third-party endorsements, quickly gathering community attention and driving user growth. This is especially effective in Web3 because users need expert guidance to understand complex Web3 products.
Suitable Scenarios: Nodes such as new product launches, major feature releases, and event preheating are all suitable for inviting KOLs in related fields to comment or cooperate in promotion. When the project wants to reach a specific sub-community (such as NFT players, DeFi traders, game players), choosing KOLs in that circle is often twice the result with half the effort.
Return on Investment: The ROI of KOL marketing varies greatly, depending on the audience fit and interaction quality of the KOL. Some Web3 start-ups invest in expensive online celebrity marketing too early, resulting in wasted budgets, simply because they ignore the overlap between the KOL fan base and their own target users. In general, accurately matched KOL cooperation can bring high exposure and conversion, but the cost is high and difficult to quantify accurately, and needs to be carefully evaluated.
Key Metrics: The metrics for measuring the effectiveness of KOL marketing include content exposure (number of views, likes, and reposts), community participation (number of comments and discussions, new Discord users), and diversion effect (number of registrations and conversion rates brought by KOL exclusive links or invitation codes). If the affiliate marketing model is adopted, you can also track the actual user conversion brought by each KOL. Execution Method: First, it is necessary to screen KOLs that are in line with the project positioning and evaluate their fan profile and influence. Then determine the cooperation form, such as posting on social media, making evaluation videos, participating in AMA Q&A, etc. Clear cooperation content points and compliance guidelines should be prepared in advance to ensure that the information transmitted by KOLs is accurate. In the execution, UTM parameters, invitation codes and other methods can be used to track the effect data, which is convenient for subsequent review of ROI.
Typical Case: Immutable X expanded its influence by linking KOLs when promoting its chain game ecosystem. For example, its game Gods Unchained once cooperated with a number of world-class game internet celebrities to promote it, attracting a lot of target players. According to the official white paper, Immutable successfully improved the game's user acquisition efficiency through this type of top KOL cooperation. For example, StarkNet, an Ethereum Layer2 project, also invited crypto KOLs to explain the technical highlights in the early stage, and quickly established a reputation in the developer community. These all show that KOL marketing can become the traffic engine for Web3 projects in the cold start stage if used properly.
Brand Stage Priority: In the cold start stage, due to limited resources, the project party should be cautious in investing in KOL marketing. At the beginning, you can give priority to finding "small KOLs" or community opinion leaders for long-term cooperation, with relatively small investment but closer to the core user group, and gradually cultivate loyal seed users. After entering the growth stage and obtaining a certain user base and financing, then expand the scale of KOL investment and cooperate with top KOLs to spread the word. At the same time, ensure that the KOL fans have a high match with the project user profile to improve the return on investment. In the globalization expansion stage**, KOL marketing is still important, but more attention should be paid to the regional KOL combination: select locally influential KOLs in different countries and regions to jointly create momentum, and promote it simultaneously with global PR. At this stage, KOL marketing is more of a refined operation method, which works with other channels to improve user participation and trust in various regional markets. View influencer list for free.
Global Public Relations PR
Global Public Relations (PR) focuses on enhancing brand reputation and awareness through media and public channels.
Role: PR can use the reports and endorsements of authoritative media to improve the project's credibility and establish a positive and professional image in the minds of potential users and partners. Compared with direct advertising, PR is a soft promotion that pays more attention to the topic and news value of the content.
Suitable Scenarios: Suitable for carrying out when the project releases major news, financing progress, strategic cooperation, industry reports and other nodes with news value. Such as releasing press releases, accepting media interviews, holding press conferences, and executives writing articles in mainstream media. When expanding overseas markets and seeking cross-border cooperation, global PR is also an indispensable channel to help brands enter the local mainstream vision by covering media in different regions.
Return on Investment: The ROI of PR is usually reflected in the long-term value of the brand rather than short-term conversion. In the short term, the direct effect of PR on user acquisition is not as immediate as placing advertisements or KOL promotion. However, PR can continuously ferment brand influence and bring implicit user growth and cooperation opportunities. For example, a report in an authoritative media may not immediately bring a large number of registered users, but it helps to enhance brand awareness and trust, thereby indirectly increasing natural user inflow. Therefore, the return of PR is more reflected in media exposure, public opinion voice, brand reputation and other aspects.
Key Metrics: The metrics for evaluating the effectiveness of PR include the number of media exposures (number of reports, level of important media covered), exposure (article reading volume, audience coverage), share of voice (the proportion of the project in industry discussions), and public opinion positive and negative. You can also track website traffic changes and social media mention growth as auxiliary indicators. If a press release with a trackable link is released, you can also partially measure the number of clicks and the user behavior it brings.
Execution Method: Global PR is usually executed by a public relations team or agency, including formulating news topics, writing localized press releases, multi-language communication, and daily media relations maintenance. The specific process is to first plan the topic — extract the highlights of the project and combine them with industry trends to form news points; then determine the target media and reporters, and provide exclusive interviews or pre-communication materials; release the official press release to the media at the right time, and send it to the global media network through the press release distribution channel. After the release, monitor media coverage and social reactions, and respond to public opinion or secondary communication in a timely manner. It should be noted that ensuring that the press release has real news value and avoiding self-promotion throughout the article, otherwise it is easy to be ignored by Western media. At the same time, it is necessary to make localized adjustments to the style and focus of media in different regions to improve the adoption rate of reports.
Typical Case: Polygon's global PR strategy is a model for the industry. As an Ethereum scaling solution, Polygon has frequently appeared in mainstream media headlines since 2021 through a series of heavyweight collaborations. They have successively announced cooperation with well-known companies such as Nike, Starbucks, Mastercard, Disney, Meta, Adidas, Mercedes-Benz, Reddit, and Google Cloud, introducing the users of these international brands to the Web3 ecosystem. These news stories are not only widely reported in crypto media, but also in mainstream media such as (Forbes) (Wall Street Journal), which greatly enhances Polygon's global awareness and credibility. "It is these partnerships that have helped Polygon deploy technology in fields such as fashion, entertainment, finance, and social media, achieving cross-circle communication of applications." For example, Nike's .SWOOSH footwear NFT platform and Starbucks' Odyssey digital membership program are both based on the Polygon network, bringing millions of traditional users into the Polygon ecosystem. It can be seen that through high-profile global PR activities, Polygon has successfully shaped the brand image of a "pioneer in cross-industry cooperation" and expanded its influence and voice around the world. In addition, the Polygon team also frequently attends international summits and writes articles in top media, and these public relations initiatives subtly add points to the brand.
Brand Stage Priority: In the cold start stage, the global PR of start-up projects is usually dominated by industry vertical media. Instead of forcing mainstream media exposure, it is better to first strive to obtain reports in crypto media such as CoinDesk, Cointelegraph, Odaily Planet Daily, Chain Catcher, and ForesightNews, (contact PR immediately) to create a professional reputation within the professional circle. PR investment can be relatively restrained, focusing on packaging the project's vision and progress, and attracting the attention of early supporters through professional articles. After entering the growth stage, with the growth of business and resources, you can gradually upgrade the PR efforts: on the one hand, deepen industry media relations, and on the other hand, try to expand to technology and financial media to increase the voice in a wider range of investors and developers. At this stage, you can consider hiring professional PR consultants or cooperating with well-known public relations companies to obtain more systematic strategy support. When entering the globalization expansion stage, the brand needs to speak out in the international mainstream public opinion field, and global PR is the top priority. It is necessary to formulate a global communication plan covering the media matrix of major markets such as the United States, Europe and Asia to ensure the synchronous dissemination of major news. In addition, pay attention to using high-impact events (such as large-scale industry summits, policy release nodes) to create topics. In short, the proportion of PR investment in the later stage of development will increase significantly, and its role will change from auxiliary to leading, helping the brand enter the mainstream market and obtain cross-border cooperation opportunities.
Content Marketing
Content marketing is known as one of the "most long-term value" brand promotion channels and is suitable for all stages of Web3 projects. It educates the market, builds community, and subtly influences user mindsets by continuously outputting high-quality content.
Role: Content marketing aims to impress the audience with knowledge and value, and establish the project's professional image and authoritative status. For technically-oriented B-side projects (such as development tools, protocol products), high-quality content can also lower the threshold of understanding for users and promote adoption. For example, the Chainlink team attaches great importance to education and prioritizes providing rich technical documentation, research blogs, seminars and other resources in marketing, so as to play the role of industry evangelist and establish itself as a thought leader. This type of content output helps developers and enterprises deeply understand oracle technology and application scenarios, thereby driving Chainlink's adoption and participation in various fields.
Suitable Scenarios: Content marketing runs through the entire user life cycle — in the early stage, it attracts potential users through popular science articles, white papers, tutorials, etc.; in the middle stage, it enhances user stickiness and trust through case studies, technical blogs, video courses, etc.; in the later stage, it strengthens brand loyalty and community self-dissemination through news newsletters and in-depth reports. Especially when the product is not yet mature, content can come first to guide market awareness. For example, many projects will release articles explaining the principles and roadmaps before launching, so that early users can understand the vision and form expectations.
Return on Investment: Content marketing is usually a low-cost, high-return investment. Early projects can produce content even with limited budgets, and the accumulated content assets are effective in the long term, constantly bringing new traffic through SEO and social sharing. Industry research shows that continuous content output can form a growth flywheel effect, and the ROI increases over time. Of course, content marketing takes effect slowly and requires perseverance and continuous optimization. If the content quality is mediocre, it may be difficult to see obvious results in the short term, and the ROI will appear to be low; but once a certain piece of content becomes a "hit" or establishes an authoritative reputation, the long-tail traffic and brand accumulation value it brings are huge.
Key Metrics: The metrics for measuring the effectiveness of content marketing include website traffic and visitor retention (UV/PV, bounce rate, dwell time), conversion rate (such as white paper downloads, subscriptions), SEO ranking (keyword ranking improvement, search traffic share), and social sharing/discussion volume. In addition, the lead conversion brought by content is also an important indicator, such as how many readers are converted into registered users, tried the product, or joined the community. It is worth noting that these indicators are often indirect and need to be comprehensively evaluated with the data of each link in the marketing funnel to assess the content ROI.
Execution Method: First, it is necessary to formulate a clear content strategy, including target audience positioning, core message proposition and content form planning. Common content forms include interviews with people/projects, tutorial guides, case analysis, industry trend insights, and community stories.
When executing, you can use the theme matrix method: continuously produce a series of content around key themes related to the brand to form a comprehensive coverage of a certain field. Content distribution is also key — publish through self-media such as official website blogs, WeChat public accounts, Twitter, and Medium, and then disseminate it through communities such as Reddit, Zhihu, and Discord. For important content, you can actively invite KOLs to comment or forward it to expand the scope of influence. In addition, adhering to SEO optimization is a necessary means to give full play to the long-term value of the content, including rationally arranging keywords, obtaining backlinks, and increasing domain weight. Web3 start-ups often easily ignore SEO, but the sooner they pay attention to and execute it, the more significant the long-term return will be. Finally, you may wish to create content features: give full play to the team's strengths and choose the expression methods they are good at, such as technical founders can regularly write technical columns or record podcasts to share insights, so as to attract specific audiences with personalized content styles.
Typical Case: Chainlink's success in content marketing is obvious to all. By regularly publishing high-quality technical blogs, research reports and tutorials, they have successfully positioned themselves as thought leaders in the field of blockchain oracles. For example, the Chainlink official blog not only introduces product updates, but also deeply discusses industry topics such as Web3 developer relations and the principles of decentralized oracles, and continuously outputs dry goods to the community. For example, developer documentation and hackathons: Chainlink provides detailed development documentation and code examples, and has held hackathons many times to encourage developers to use its technology.
These content operation measures have greatly expanded the Chainlink ecosystem: as of 2023, thousands of projects have integrated Chainlink oracle services, which cannot be separated from the developer trust and preference accumulated by years of content operation. Driven by content marketing, Chainlink's community has formed a positive cycle: the more developers understand and adopt it, the richer the Chainlink cases are, which in turn produces more success stories that can be promoted. Another small case is the LifeDeFied education event: a DeFi start-up team launched a "Daily DeFi Terms" content popularization on LinkedIn, focusing on education without promoting products. This high-quality content quickly attracted an industry big V to forward and share it, and as a result, the project's whitelist users surged from 1,000 to 16,000 in two weeks. It can be seen that high-value content often wins spontaneous dissemination by KOLs and users, achieving the effect of leveraging four ounces to move a thousand pounds. This also highlights the potential for content marketing to synergize with other channels: when content becomes a "hit", KOLs are willing to reprint and amplify it for free, and PR media are also happy to report it, thereby greatly improving the ROI.
Brand Stage Priority: For Web3 projects, content marketing should be one of the first priorities to invest in in the cold start stage. At this time, the product is still being polished and the budget is limited, but the team can use professional accumulation to output vertical content to attract early supporters. For example, technical projects write technical principles and tutorials, and application projects share industry pain point insights, while establishing project professionalism and laying the user base for subsequent marketing. In the growth stage, content marketing is still a basic task, but it needs to be operated in a more systematic way: such as establishing an official knowledge base or Academy, regularly updating the content calendar, and combining content with product operation activities (such as synchronizing related interpretation articles for each product update). At this stage, you can also try more diverse content forms (video live broadcast, podcast interviews, user stories, etc.) to cover different preferences of the audience.
When it comes to the globalization expansion stage, content output needs to enter multi-language and multi-platform layout. It is necessary to translate and localize existing content for key markets and produce new content that meets the focus of local audiences. In addition, the content strategy in the expansion stage should closely cooperate with PR — for example, after exposure in the global media, follow up and release in-depth blogs to explain the details, and provide more information for technical audiences to consolidate the brand's professional image from the inside out.
Celebrity Endorsement
Celebrity endorsement is one of the most talked about channels in brand promotion, referring to inviting celebrities in popular fields such as entertainment and sports to serve as brand ambassadors or launch co-branded activities.
Role: Celebrities bring huge traffic and public attention, and cooperation with them can spread the brand influence out of the circle to the mainstream population. In the Web3 field, celebrity endorsements are often used to increase brand awareness, acquire non-crypto users, and enhance the brand's sense of fashion or credibility. For example, well-known TikTok internet celebrity Khaby Lame became Binance's global brand ambassador in 2022, and his appeal to 142 million fans around the world opened up a new audience for Binance. Binance executives said that cooperation with superstars like Khaby can bring Web3 to a wider range of users and use his humorous and intuitive style to clarify public misunderstandings about crypto. This shows that celebrity endorsements not only bring exposure, but also improve brand affinity and eliminate cognitive barriers through the celebrity's image.
Suitable Scenarios: Celebrity endorsements are usually suitable when the brand has entered the expansion period and hopes to quickly improve mass market awareness or seek differentiated breakthroughs in marketing. For example, exchanges and top NFT platforms often join hands with sports and music stars to launch co-branded NFTs or advertisements when seeking globalization. Introducing local celebrities during major events (such as brand anniversaries, large-scale advertising campaigns) or new market expansion (such as entering a certain country's market) can also receive immediate communication effects. Of course, celebrity cooperation needs to carefully choose artists with brand tone and positive image to avoid the opposite effect.
Return on Investment: Celebrity endorsement investment is usually high (including endorsement fees, production of promotional materials, etc.), and the short-term ROI is reflected in the surge in voice and the increase in brand search, but the direct conversion ROI is difficult to calculate accurately. Measurement focuses more on brand indicators: such as a surge in media mentions during the endorsement event, social media fan growth, and a surge in website visits. In the long run, successful celebrity cooperation can greatly improve brand asset value and mainstream recognition, which cannot be quantified with a simple formula. For example, after Binance reached an exclusive NFT cooperation with world football superstar Cristiano Ronaldo, it immediately launched a global promotion covering the world, allowing hundreds of millions of Ronaldo fans to start paying attention to and understand Web3 and NFT. The first batch of NFTs in this cooperation series were quickly sold out after they were launched, and accompanied by a series of marketing activities, a large number of fans were converted into crypto users. According to Wu Shuo Blockchain, Binance hopes to use Ronaldo's appeal to promote Web3 to Ronaldo's fans and provide them with an entry into the NFT field. From the perspective of ROI, the brand communication effect brought by this kind of celebrity cooperation is unmatched by traditional marketing investment.
Key Metrics: The effectiveness of celebrity endorsements can be evaluated with reference to the number of views, reposts, and discussions of endorsement-related content, the number of media reports, and the amount of interaction with brand content on the celebrity's personal social media. The brand's Google search index and website traffic changes during the event period can also be considered. In addition, if the celebrity cooperation involves specific products (such as NFT sales, fan tokens, etc.), hard indicators such as sales and user growth can also be directly counted. For example, the sales of a celebrity co-branded NFT and its performance in the secondary market are direct indicators of fan conversion — the "KUN" series of NFTs launched by Cai Xukun in cooperation with Gate.io were snapped up by fans when they were released in limited quantities, and the secondary market price had a significant premium. This case shows that the combination of celebrity traffic and crypto product models can allow fans to become crypto product users while supporting their idols, achieving a win-win situation.
Execution Method: Promoting celebrity endorsements requires going through the stages of selecting celebrities, negotiating cooperation, signing endorsement, creative planning and promotion execution. First, select the appropriate celebrity category (such as sports superstars, film and television actors, musicians, etc.) according to the brand positioning and target audience. Investigate the celebrity's international influence, fan profile, and past commercial cooperation reputation to ensure that their image is in line with the brand's values. After confirming the cooperation, negotiate with the celebrity team on the endorsement form: it can be a long-term cooperation as a brand ambassador, or a one-time event/co-branded product cooperation. When signing the contract, it is necessary to clearly define the publicity rights that the celebrity needs to cooperate with, such as social media voice, attending events, and shooting commercials. Next, enter the creative planning stage: develop marketing ideas with storytelling around the celebrity's characteristics and fan culture to resonate with the public. For example, Binance asked Khaby Lame to shoot a series of humorous short videos to popularize crypto knowledge with his iconic silent gestures. Finally, there is multi-channel promotion execution: including releasing official announcements, organizing press conferences, placing online and offline advertisements, and encouraging fans to UGC (secondary creation), to amplify the voice as much as possible. During the execution process, it is necessary to maintain close communication with the celebrity team, handle emergencies in a timely manner and fine-tune the promotion strategy.
Typical Case: Binance's celebrity marketing is second to none in the industry. Khaby Lame, mentioned above, is an example of serving as a brand ambassador. He conveyed to the public the idea that "crypto is not complicated" with his globally popular humorous short video image, and Binance took advantage of the situation to launch the Khaby co-branded NFT series, which greatly narrowed the distance with young pan-users. Another iconic case is Binance's multi-year cooperation with football legend Ronaldo: the two parties not only issued Ronaldo's personal NFT collection series, but also invested heavily in carrying out marketing activities around the world, with the aim of allowing Ronaldo fans all over the world to know and experience NFT. According to Wu Shuo Blockchain, Binance's move aims to promote Web3 through Ronaldo's appeal and allow traditional sports fans to easily enter the crypto field.
In addition, Binance also collaborates with various celebrities in different markets: for example, launching co-branded NFTs with traffic idols in the Asia-Pacific region, inviting cricket stars to endorse promotions in South Asia, and sponsoring influential celebrity events in Latin America and Africa. These multi-layered celebrity marketing combinations make Binance's brand image more popular and approachable, and have gained cross-circle attention worldwide.
Looking at other projects, Crypto.com once sponsored the NBA arena and invited Hollywood star Matt Damon to shoot an advertisement, linking the brand with mainstream culture; the FTX exchange also joined hands with NFL football stars to promote it (although its ending is controversial). In general, celebrity endorsement is a strategy that adds icing on the cake: when the brand foundation is solid and needs to impact higher awareness, cleverly using the celebrity effect can often achieve explosive results.
Brand Stage Priority: For cold start or early projects, celebrity endorsements are usually not a priority option. The high cost and waste of mass communication make it cost-effective, and start-up teams should focus on product polishing and core user growth. In the growth stage, you can try small-scale celebrity cooperation when the opportunity arises, such as endorsements from well-known people in the industry (senior developers, investors, etc., although not entertainment stars but have industry reputation), or regional minority celebrities participating in community activities. This kind of soft endorsement does not require a lot of investment but can enhance credibility. When it comes to the globalization expansion stage, the brand has sufficient budget and mature positioning, and celebrity endorsements can be put on the agenda as a strategic promotion. At this time, the goal is to greatly improve brand awareness in a wide range, and the celebrity effect can play the greatest value.
It should be noted that in global expansion, choose the right type of celebrity according to the market: for example, when opening up the European and American markets, you can consider international superstars in the fields of sports and music; when entering the Asian market, you value local entertainment stars or idols; the audience preferences in each region are different, and the strategy should be adjusted accordingly. In the expansion period, the widespread discussion caused by celebrity endorsements can also feed back to other channels — increasing media reporting opportunities, triggering viral dissemination on social media, and keeping the brand's topic high. Therefore, in the mature stage of the brand, celebrity endorsement can be regarded as a winning "nuclear bomb-level" marketing method, and together with other channels, it forms a complete promotion matrix.
Channel Synergy and Combination Strategy
The above analyzes the characteristics of four major channels: KOL marketing, global PR, content marketing, and celebrity endorsements. However, a successful brand promotion often does not rely on a single channel fighting alone, but cleverly combines multiple methods to form a joint force. From practical experience, each channel is not separated, but can support each other and amplify the effect. For example, in the era of content is king, a high-quality content can not only obtain SEO long-tail traffic, but also be discovered by KOLs and spread on social media for secondary dissemination, triggering viral marketing; then, with PR pushing related stories to the media, and even causing mainstream reports, it realizes the communication effect of 1+1>2.
Conversely, the traffic peak brought by large-scale celebrity activities should be followed up by content and community operation, so as to transform public interest into a deep understanding and long-term participation in the product in a timely manner. Only this set of combination punches can help Web3 projects stand out in the highly competitive market.
Below, we will use a comparative table to briefly summarize the advantages, disadvantages, and key points for each of the four major channels, and further explain how to use them synergistically:
Comparison Table of Web3 B-side Project Promotion Channels
It can be seen from the above table that each channel has its own strengths and limitations. Therefore, a comprehensive brand promotion combination strategy should dynamically adjust the investment ratio of each channel according to the stage and goals of the project, and pay attention to the synergy between them:
Early Start-up Period: It is recommended to focus on content marketing and community KOLs, supplemented by small-scale PR. Attract early geek users and developers with high-quality content, and let seed users become word-of-mouth spreaders. In terms of KOL, choose "small and beautiful" KOLs with appeal in the vertical field to interact deeply and establish a core community. PR focuses on publishing the project's vision and progress in industry media to create a professional image. It is not suitable for large-scale celebrity marketing at this stage, and the focus is on laying the foundation and refined touch.
Growth Stage: With the growth of users and financing in place, investment in various channels should be advanced simultaneously. Continue to maintain the frequency of content production, optimize topics based on user feedback, and produce content that is closer to user needs (such as tutorial Q&A, success stories). Gradually expand the KOL matrix and introduce cooperation with more influential KOLs, but maintain diversity (technical school, investment school, entertainment school KOLs), and avoid over-reliance on a single online celebrity. In terms of PR, strengthen contacts with mainstream blockchain media and some traditional media to make a sound in a wider circle. At the same time, you can try a creative event marketing or regional spokesperson plan to test the celebrity effect. The key to the growth stage is to expand the voice without losing the original community stickiness, which requires content/KOL/PR to work together and consistently convey brand values.
Global Expansion Period: At this time, an integrated marketing campaign should be launched, and all channels should work together to achieve the greatest voice. After formulating a unified brand communication theme, different channels give full play to their strengths: the content team produces a series of in-depth content to explain the brand concept and technical advantages; select celebrities or cross-border IPs with significant endorsement effects around the world to detonate media and social network discussions; the public relations team simultaneously publishes news in major markets around the world, and strives for authoritative report endorsement; KOL marketing is linked with local KOLs in various countries to carry out secondary communication and local language community interaction. During the expansion period, pay attention to establishing data monitoring and feedback mechanisms: track the effect data of each channel in real time, analyze which combinations work in a unified manner, and adjust resource investment in a timely manner. For example, if you find that the celebrity effect is good in a certain area but the KOL follow-up is insufficient, you should quickly supplement the local KOL cooperation; for example, if an official content is well received overseas, you can consider translating it into multiple languages and expanding its coverage through media submissions.
In short, each promotion channel is not isolated, but should be integrated into a comprehensive strategy. For project parties, the important thing is to coordinate and use these methods according to their own stage and goals: not only to avoid head-heavy and foot-light betting the budget on a single channel, but also to prevent taking care of one thing and losing sight of another, causing each channel to fight on its own. Only synergy can allow brand information to form a linkage resonance between different channels and achieve the promotion effect of "leveraging four ounces to move a thousand pounds".
Summary
In the brand promotion of Web3 B-side projects, there is no one-size-fits-all single path. KOL marketing empowers community communication, global PR builds credibility, content marketing accumulates long-term potential, and celebrity endorsements break the circle and detonate attention. They are suitable for different needs and stages of brand development. Mature projects often integrate these major channels to create a unique "promotion combination punch". Through the analysis in this article, we have clarified the mechanism of action and typical practices of each channel, and also compared the advantages, disadvantages, and ROI considerations. In actual operation, the project party needs to combine its own positioning and flexibly allocate resources: focus on content + community in the early stage, fully blossom in the middle stage, and integrate sprint in the later stage, while always paying attention to data-driven and constantly optimizing the strategy.
It is worth emphasizing that the competition in the Web3 industry is becoming increasingly fierce, and users' ability to resist interference from marketing information is also improving. Therefore, brand promotion needs to return to user value, impress the audience with sincerity and dry goods, rather than superficial hype. Only when each channel cooperates around the point of creating value for users can they build users' long-term trust and loyalty to the brand. On this basis, supplemented by creative and resource investment, Web3 projects are expected to establish a distinct brand image in the global market and gain continuous growth momentum.
Finally, I hope this in-depth research can provide a systematic reference for marketing managers and brand managers of Web3 projects. From strategic planning to channel execution, to combined coordination, we strive to cover everything. In the rapidly changing crypto industry, only by constantly learning and iterating marketing strategies can more people see, recognize and participate in excellent products. We look forward to seeing more Web3 entrepreneurs use clever brand promotion strategies to push innovative ideas to the mainstream and accelerate the progress of the entire industry.