The Algorand Foundation needed to increase the number of qualified developers in their ecosystem but faced challenges with awareness, adoption, and engagement. Catchy created an integrated developer marketing program that brought new developers to Web3, got them building on the Algorand blockchain, and supported their growth within the ecosystem.
Case Study
Algorand Foundation
Find out how an integrated developer marketing program brought new developers to Web3 and got them building on the Algorand blockchain.
Meet the Client
The Algorand Foundation is a non-profit, community organization empowering a dynamic, inclusive, and borderless global ecosystem on the Algorand blockchain. As the blockchain grows, their role in building a community of qualified developers has become increasingly important.
The Challenge
To accomplish their objective, the Algorand Foundation needed to bring Web2 developers to Web3, introduce them to the Algorand blockchain, and guide them through its large ecosystem and the sub-programs running within it. Developers needed to see the value of building with Algorand and find resources and support for their work.
Our Approach
Catchy worked with the Algorand Foundation to build an integrated developer marketing program based on a comprehensive go-to-market strategy. The program included the following tactics:
- Performance marketing campaigns to bring in new developers and generate leads
- Creative assets to support paid, owned, and earned developer marketing campaigns and activations
- Branding to guide developers through the Algorand ecosystem
- Event registration campaigns to support in-person and digital events
- Digital identities to drive engagement with Algorand programs
- Developer signal monitoring to build an understanding of the Web3 developer audience
The Deliverables
Our integrated developer marketing program led to the development of performance marketing campaigns, the creation of the Algorand Developer Greenhouse (an event-based developer engagement program), a digital experience for the Algorand Centres of Excellence (a higher-education partnership program), and strategic recommendations from developer signal monitoring. It included the following deliverables:
Performance Marketing
- Paid media strategy and management for the Developer Hero awareness campaign
- Event registration campaign management for Decipher 2022 (an annual marquee event)
- Audience insights, research, and go-to-market strategy
- Ad-hoc creative production and campaign management for multiple launch and event campaigns
Algorand Developer Greenhouse
- Brand style guide and identity for the Algorand Developer Greenhouse
- Development of all campaign creative assets
- Paid media campaign execution and optimization for seven events (including Hackathons, Tech Talks, and Bootcamps)
Algorand Centres of Excellence (ACE)
- Digital experience strategy, IA, and UX recommendations
- Sitemap creation
- Design for all pages, components, and modules
Developer Signal Monitoring
- Strategic recommendations based on a program monitoring developer interests, needs, and motivations in Web3
The Results
This work contributed to the success of the Algorand Foundation by driving developer acquisition and engagement throughout their ecosystem. Key results included:
Performance Marketing
- 39 million campaign impressions
- 214,000+ campaign clicks
- 1,400+ marketing leads captured
- 360% return on ad spend (ROAS) for Decipher 2022
Algorand Developer Greenhouse
- 511,000+ clicks over seven events
- 6,000+ registrations
- 2,100+ attendees
- 1,600+ wallets collected
Algorand Centres of Excellence (ACE)
- A centralized digital experience showcasing ten centres and 36 sub-organizations across 20 countries
Developer Signal Monitoring
- 116,000+ developer conversations analyzed
- 40+ strategic recommendations delivered
The total reach across our integrated developer marketing program was:
Check out the Algorand Foundation to learn more about their mission to build an inclusive, sustainable blockchain.
Client Testimonial
"Working with Catchy has ensured that the Algorand Foundation has had steady support for our developer-related marketing tactics throughout 2022. Catchy helped us to uncover insights related to our developer audience, develop tailored content across a range of mediums, as well as drive demand for some of our top events of the year. Catchy were extremely responsive and supportive throughout."
Emma Barry Murphy, Marketing Manager, Algorand Foundation
Project Team
Cam Agnew
Creative Director
Eric Bird
Senior Designer
Gary Gonzalez
Managing Partner
Bhargavi Thakker-Jones
Account Manager
DJ Weidner
Director of Strategy
Tom Williams
Partner
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