My name is Udipta Basumatari, and I am the Chief Marketing Officer at Thravos, a venture that is decentralizing athlete-fan-brand relationships through the use of AI and blockchain technology. In April 2024, we kicked off a campaign for Thravos, which is about democratizing access and fostering connections in sports and fitness. As the Chief Marketing Officer (CMO) of Thravos, I observed that with an incredible 2,000 to 3,000 new Web3 products launching each month, the competition for attention was becoming increasingly challenging. This highlighted the need for a strategic marketing approach. To address this, we also incorporated the AIDA framework—Attention, Interest, Desire, and Action—into our strategy.
The AIDA framework is not merely a marketing buzzword but a structured way to take potential users through a journey from awareness to action. By systematically capturing user attention and nurturing interest in our target audience, it allowed us to create a compelling narrative that sits well with our target audience.
By using the AIDA framework, the following milestones were achieved in this case: 70,000 pre-launch registrations, 30,000 Twitter followers, 10,000 Discord users, and 9,000 Telegram members.
Attention: Strategic Partnerships and KOL Selection
In the competitive Web3 landscape, the ultimate goal is to grab user’s attention. It is known that users have an average attention span of just 8 seconds, and therefore one may notice that many brands in their ads always try to convey a message quickly and in a short period. Furthermore, in a survey conducted by CivicScience, about 60% of Americans reported being skeptical about cryptocurrency and blockchain technology.
We established 50 strategic partnerships with influential players such as Mario Nawfal, DeGame, Ave.ai, Zesh, Lightcycle, and Digital Labs to capture attention in a competitive landscape. Each partnership was carefully selected to align with Thravos’s mission and ensure technical harmony. These collaborations provided co-marketing opportunities that exposed our platform to over 1 million users organically.
A critical aspect of our strategy was the selection of Key Opinion Leaders (KOLs). Instead of relying on an agency to identify KOLs for us—where markups could reach up to 80%—we developed our framework that categorized potential partners into four groups: Thought Leaders, Shillers, Token Hunters, and Fundamental Specialists.
We focused exclusively on Thought Leaders and Fundamental Specialists to avoid associations with short-term visions that did not align with our long-term goals. This approach ensured that our messaging remained consistent and credible while also significantly reducing costs.
Interest: Engaging Campaigns
With increased technological advancements, converting fast, scattered attention into concrete interest is the key factor today, while getting involved in the Web3 circle. According to data collected on HubSpot, about 55% of website visitors pay very little attention to viewing sites, spending less than 15 seconds. Because in case they do not notice valuable content immediately, they are likely to bounce.
Meanwhile, in the Content Marketing Institute survey, 60% of marketers said capturing attention was one of their major challenges. This is more realistic in the Web3 space, where users are bombarded with overwhelming choices and distractions. Engaging users within the first few seconds can significantly impact conversion rates; according to Neil Patel, effective engagement can increase conversion chances by up to 400%.
To build interest among potential users, we created interactive campaigns that encouraged community engagement. We utilized Zealy quests powered by API technology to track user actions—such as following us on X (formerly Twitter), tweeting, retweeting, and joining our Telegram and Discord channels. This transparency fostered a sense of fairness within our community.
Before the campaign launched, our social media channels were all below 1,000 followers. The interactive nature of our campaigns led to significant growth across all platforms and culminated in 70,000 pre-launch registrations.
Desire: Fostering Connections Through Unique Features
Desire creation is a step in AIDA that directly affects conversion. According to Harvard Business Review research, 70% of consumers are most likely to buy a product if an emotional connection is involved. Therefore, it is very relevant for brands to indicate where their unique features lie so that the audience can understand and share the same passion.
Real-world examples show this effectiveness. For example, Nike’s “Just Do It” ad campaign, launched in 1988 produced a 31% sales increase in one year due to the effective emotional appeal of the ad. Similarly, Apple has created desire through innovative marketing that emphasizes lifestyle and community, creating very loyal customers.
In the Web3 space, where users face overwhelming choices, establishing desire is essential for differentiation. By highlighting features that foster authentic connections between athletes and fans, we can create a compelling narrative that encourages engagement and participation.
To generate desire for Thravos, we emphasized features that cultivate genuine connections between athletes and fans. Our platform enables fans to engage directly with their favorite athletes through personalized interactions and competitive gameplay. The introduction of Real-World Assets (RWAs) allows fans to purchase digital twins of athletes’ gear, providing both in-game benefits and real-world perks.
For example, owning a digital twin of a signed jersey enhances gameplay while granting access to exclusive merchandise discounts. This unique offering appeals to users seeking active participation in their fitness journeys rather than passive consumption.
Action: Driving Registrations
In the AIDA framework, driving action and conversion swiftly is essential for capitalizing on the momentum generated during the earlier stages. Research from Salesforce indicates that 70% of consumers are more likely to make a conversion when they receive immediate offers or incentives, underscoring the importance of timely engagement. Additionally, a study by CXL Institute found that creating urgency through limited-time promotions can increase conversion rates by up to 300%.
In a competitive landscape like Web3, where users are bombarded with choices, implementing clear calls-to-action and time-sensitive offers can significantly enhance user motivation to act quickly, ultimately leading to higher registration numbers and deeper engagement.
We implemented compelling calls to action throughout our campaigns to drive action among potential users. Phrases like “Join us now” were paired with enticing limited-time offers for early registrants, creating a sense of urgency that motivated users to sign up quickly. This strategic approach not only captured attention but also converted it into tangible registrations.
The results were remarkable: we achieved 70,000 pre-launch registrations, showcasing the effectiveness of our outreach efforts. Our social media presence also saw significant growth, reflecting the campaign’s success:
- Twitter: 30K followers
- Discord: 10K users
- Telegram: 9K members
Next Steps: Engaging Gen Z and Beyond
So far, the journey has been very promising, but this is just the beginning. Looking ahead, it’s important to recognize that platforms like TikTok and Instagram are increasingly becoming the go-to sources for discovery and knowledge, particularly among Gen Z and Millennials.
In a report by Pew Research in 2023, it is noted that 67% of teens use TikTok, and 71% use Instagram, making these platforms vital for reaching younger audiences. Meanwhile, many within this demographic are avoiding Twitter; a survey from The Atlantic found that almost 50% of Gen Z respondents feel uncomfortable with the site’s political discourse, and are looking for alternatives.
In response to these trends, Thravos will pivot its marketing strategy to focus more heavily on TikTok and Instagram. By leveraging the AIDA framework, we aim to create engaging content tailored to these platforms, fostering excitement around our upcoming launch. Our approach will emphasize authentic connections and community engagement, aligning with the preferences of our target audience.
