How Superdao collected 75k wallets in 5 weeks
In November 2022, Superdao launched a standardized web3 knowledge test with an NFT proof-of-knowledge certificate as a reward and received over 75k submissions within the next few weeks. In this case study, we want to share how this project was structured, which acquisition channels worked, which did not, and what we learned by running a large-scale crypto-native campaign.
We hope that other web3 marketers will learn from it and apply some of the lessons to their campaigns.
T3ST is a 20-minute free online assessment from the Superdao education team to check users' web3 fluency with an NFT as a reward. It covers such topics as blockchains, smart contracts, DeFi, NFTs, and wallets.
After submitting answers, the person gets a score and one of four NFT certificates as proof of proficiency. We also shared an internal Guidebook to prepare and refresh users' knowledge before diving into the questions.
The main objective of T3ST was to check the hypothesis that the activities where a user has to put some effort, such as test completion, in order to get an NFT can be used as a powerful lead magnet. We wanted to see if T3ST could go viral and help us to grow our wallet and email base of active web3 users, which could be utilized for further marketing activities.
Firstly, we announced T3ST in Superdao channels, Telegram, and Twitter, and included it in our weekly email newsletter with 7k+ subscribers. In response, we got the first wave of 600+ users who passed the test. We also had a promoted post on Telegram, which did not show outstanding results and brought only 44 completions.
A decision to introduce a ‘Share’ button at the end of the assessment turned out to be a trigger point for the organic pickup. T3ST went viral when testers from East Asia started sharing results and NFTs in their Twitter profiles. Superdao has acquired more than 40k users in just one week.
Things that worked
- 78,360 participants completed T3ST (as of 13th December)
- 74,897 unique, valid wallets and 74,647 emails collected
- 539 users who took T3ST were subscribed to our newsletter
- 446 participants took the test as a result of other users’ posts on Twitter
Things that didn’t work so well
- 89% of participants received a Crypto-Native NFT certificate (which indicates a high cheating rate)
- 56 users completed T3ST as a result of free TG channel announcements
- One paid seeding in a TG channel brought 44 users with a CPA of $6,8
Let us share some challenges we worked with after the public T3ST launch and the lessons we learned from them.
- Results are not immediate. Don't expect to see the outcome within the first week. After launching T3ST, we waited for the market reaction for two weeks to see our organic pickup finally working.
- People want to go the extra mile. We have noticed that the users want to do more than just take the test. They are willing to share it, fill out lengthy forms on the website, and do additional actions to get that valuable NFT.
- Airdrop hunters can be a virality force. T3ST started attracting NFT hunters who shared answers to its questions on social media and even created tutorials on how to cheat on it. At first, it seemed a major drawback, as it devaluated the NFT certificate value. Nevertheless, it helped the project to go viral. Not only did it attract hunters, but also a valuable active audience.
- The newsletter plus the 'Share' button formula works well. Paid promotional activities did not bring the expected result and turned out to be costly and ineffective. On the other hand, using our loyal newsletter audience in combination with a 'Share' button triggered an organic pickup and became a lucky formula for T3ST.