We present the digital marketing proposal developed by our team to enhance Hive’s visibility, adoption, and retention in LATAM. While the primary focus is digital, complementary initiatives connecting with traditional marketing through events are also considered. This budget is part of the funding granted by the @valueplan project.
Starting date: March 12, 2025
What does this proposal entail?
This proposal follows a comprehensive, flexible, and cyclical approach, adapted to the dynamic nature of marketing, focusing on:
Digital integration
Digital marketing: Social media campaigns, online advertising, audiovisual content, and community management.
Scalable and cyclical growth
We aim to reach 5,000 new users within nine months, using evaluation cycles and strategic adjustments, acknowledging that marketing is not a linear process.
Definition of active user and acquisition projection
For marketing:
- Daily active user: Performs at least one meaningful action (voting, publishing, or transacting).
- Weekly active user: Engages in at least three meaningful interactions over seven days.
- Monthly active user: Completes at least five significant interactions within the last month.
For acquisition projection:
A new user is considered acquired if they complete at least two meaningful interactions within the first 30 days.
Vision of the proposal
Our vision is to position Hive in LATAM as:
- A leading blockchain space for content creators: A blockchain that fosters the creator economy.
- A developer-friendly ecosystem: An ideal environment to build and integrate applications using Hive’s blockchain.
This vision will strengthen Hive’s online reputation in the region and encourage collaboration among key industry players.
How does the proposal work?
Implementation strategy in LATAM
Execution will be carried out in a phased and coordinated manner, integrating:
- Strategic planning: Efficient resource allocation based on an in-depth analysis of the regional market and current trends.
- Integrated campaign execution: A mix of digital advertising, high-quality content, and community strategies tailored to the realities and needs of LATAM.
- Continuous monitoring and adjustment: Measurement and analysis of key performance indicators (KPIs) to compare planned vs. actual results, allowing real-time adjustments.
Resource allocation and flexible execution
Strategic planning cycles and evaluation
Periodic cycles will be conducted to adjust tactics based on market response and performance results.
Flexible, results-based allocation
We adapt resource allocation to what works best, reducing investments in ineffective actions and enhancing those with greater impact.
Advantages:
✔ Fast scaling of successful campaigns.
✔ Cost reduction in strategies that do not generate positive short-term results.
✔ High adaptability to each LATAM regional market.
70-20-10 budget distribution model
- 70% in established channels: To sustain and expand the user and content creator base in a stable manner.
- 20% in emerging projects: To boost high-performing initiatives such as influencer collaborations.
- 10% in disruptive ideas: To foster innovation and stand out in the competitive market.
Planned vs. actual reporting
A tracking system will be implemented to compare objectives vs. actual results, using KPIs and providing periodic reports to adjust the strategy based on market feedback.
Budget allocation (Estimated for 9 months)
| Primary Category | Activity | Max Budget ($) | % of Total | Detailed Description |
|---|---|---|---|---|
| 1. Research and Metrics | Research and North Star Metric | 2,600 | 3.37% | Research to identify the 5 key niches and define the North Star Metric (user retention and Hive transactions). |
| Onboarding System | 1,000 | 1.30% | Development of an automated system for user tracking to measure retention and conversion. | |
| 2. Content Creation and Graphic Design | Social Media Strategy & Graphic Design | 19,400 | 25.13% | 700 graphic designs for social media posts, 70 infographics. This also includes content distribution, social media strategy evaluation, and adjustments to optimize engagement. Includes creation of unique elements and adjustment of the branding adapted for Latin America. |
| Video Creation for TikTok, Twitter, and YouTube | 16,200 | 20.98% | Production of 80 YouTube videos, 300 TikTok/Instagram shorts, and 2-4 premium-quality videos for campaigns (Includes motion design). | |
| 3. Digital Advertising and Promotion | Digital Advertising and Promotion | 9,000 | 11.66% | Paid campaigns on Instagram, X, or YouTube Ads, focusing on the 5 key niches to maximize reach and traffic. |
| Collaborations with Influencers | 7,000 | 9.07% | Collaboration with 5-10 key influencers or brands (e.g., exchanges) in LATAM, promoting Hive through sponsored content and event partnerships. | |
| 4. Online Strategy and Community | Online Strategy and Community Initiatives | 5,000 | 6.48% | Workshops, educational content, and initiatives to keep users active and engaged in the Hive ecosystem. (To be defined with the community) |
| Podcast Applications | 5,000 | 6.48% | Contact and negotiation with key podcasts in LATAM to amplify Hive’s visibility. | |
| Buffer (Miscellaneous) | Miscellaneous Expenses | 2,000 | 2.59% | Reserve funds for unexpected costs, such as logistics or last-minute adjustments. |
| Strategic Management | General Strategy Management | 10,000 | 12.95% | Managing the overall strategy, SEO strategies, and online brand reputation. Includes budget management, strategic planning, campaign optimization, growth hacking, coordination, and extra activities. |
| TOTAL | 77,200.00 | 100% |
Digital Advertising and Promotion (Estimated for 9 months, this is already included in the general budget)
| Platform | Estimated Impressions | Budget ($) | Justification |
|---|---|---|---|
| Instagram Ads | 166,666 - 400,000 | 3,000 | High penetration in LATAM. Ideal for visual content and event promotion. Expecting ~30% of total conversions. |
| X (Twitter) Ads | 125,000 - 250,000 | 2,000 | Popular among blockchain enthusiasts. Perfect for reaching developers and investors. Estimated ~20% of total conversions. |
| Crypto Sites/Press | 5,000 - 10,000 | 3,000 | Highly targeted traffic from crypto sites. Builds credibility with investors and enthusiasts. Expected ~5-10% of total conversions. |
| Acquisition Loops | N/A | N/A | Strategies for each niche (developers, investors, content creators, etc.) to drive sustainable adoption. Based on ~1,250 clicks at a 3% conversion rate. |
| Landing Page Optimization | N/A | 1,000 | Optimizing holahive.com in Spanish for LATAM. Estimated +1-2% increase in overall conversion rate. Enhances localized user experience. |
By category we will make a publication, and thus be more direct with the activities to be performed.
Project leadership and team
Initially, the team consists of:
- Digital marketing specialist
- Senior graphic designer
- Hive experts in online strategy and community management
As the proposal develops, initiatives will be implemented to engage more community members interested in contributing to various activities.
The project is coordinated and supervised by:
- Starkerz
- Enrique89
Primary marketing categories
The strategy is segmented into the following areas:
- Research & Metrics: Activation
- Content creation & graphic design: Retention | Activation
- Digital advertising & promotion: Acquisition
- Online strategy & community: Retention
Planned activities
The proposed activities include:
- Research and North Star Metric definition
- Onboarding system implementation
- Social media strategy development
- Graphic design
- Video creation for TikTok, Twitter, and YouTube
- Digital advertising and promotion
- Influencer collaborations
- Online strategy and community initiatives
- Podcast applications
Key expected results
- Integrated approach in LATAM: The proposal addresses visibility, adoption, and retention objectives, strengthening Hive’s reputation and ecosystem in the region.
- Scalable growth: Prioritizing activities that allow progressive expansion, encouraging developer adoption and community engagement.
- Measurable success:
- Over 5,000 new users acquired (We will then detail how we will measure this)
- At least 3 new development projects
- A 50% increase in the content creator base (Latam)
With this proposal, funded by @valueplan, our team is committed to driving Hive’s growth and consolidation in LATAM through a robust digital strategy complemented by traditional event techniques.
We invite all teams and collaborators to join this challenge and build Hive’s online reputation in the region together.
Without intending to argue, I have many doubts regarding this proposal, and I will leave some of them here:
Isn't this something that has already been done through Hive Español on social media and has been paid for? This has been the case for a long time, yet the results have been minimal because there are many factors involved.
On the other hand, it would be good to specify certain details, such as who would be working on this content (videos and infographics), how much the payment would be, and whether it would be fair. Sometimes, the same team keeps doing the same thing, which brings us back to point 1, with results we are already familiar with. This raises the question of whether this proposal is truly necessary.
Additionally, what will happen if, over time, the metrics do not yield the expected results?
There are some other questions, but I might ask them later.
Hi @elizabeths14, in 2021-2022 was that a budget was made for graphic design, without being focused on the acquisition, it could be achieved that the branding was improved, and the brand was consolidated with respect to design.
Currently, there is no budget dedicated to full digital marketing for Latin America, only collaborations have been made for events and designs for social media.
This would represent the first complete marketing strategy focused on Latin America.
The Hivers will be the first collaborators (with technical experience) that can apply through initiatives that we do under the plan, which will be running from March 12, and we will be giving more details. And about the payment, if there will be incentive for work in different areas, especially in video and educational programs.
It would also be good to mention who these "marketing specialists" are that will be working behind this initiative and, of course, to showcase their experience and proof of their knowledge.
On the other hand, regarding what you said—okay, those collaborations were and have been compensated. That’s the good thing about blockchain: everything, or at least what can be, is visible.
Regarding the Hivers and the initiatives, how would the payment for them work? With votes? That would be somewhat unfortunate, in my opinion.
Another question that arises about this proposal is: what guarantees that this marketing strategy will actually work? That’s an important question, and there should be an answer to support it, given the amount being requested. And since they are specialists, I imagine they have assessed those risks.
The proposal is also interesting because bringing in new users is something that has definitely been done, especially intensively, through events, talks, and even through Hive desde Cero (the latter without any payment from Hive, relying purely on collaborations). And this last one has seen user retention, yet, in the long run, users still end up leaving for various reasons. I believe one of the strongest factors in 2024 and so far in 2025 has been the price of Hive and the overall market conditions. That being said, there are no guarantees that something like this will work, at least in terms of retention.
Thank you for your interest and questions! We understand that the community is looking for transparency and assurances about the effectiveness of this marketing strategy. Below, we answer each key point:
Who are the marketers?
We currently have enrique89 as our lead marketing specialist, and we are in the process of looking for another specialist for specific activities.
How will Hivers be paid? Incentives will be direct in HBD for work done. It is not a voting system, as this could lead to inequity and lack of predictability in payments; it is also not a salary. Instead, we focus on compensation for measurable contributions.
What guarantees that this marketing strategy will work?
There is no absolute guarantee in user acquisition and retention strategies. However, we are applying a metrics-based approach (North Star Metric) and controlled experimentation (Growth Hacking). The key will be to continuously measure, learn, and adjust to optimize the effectiveness of the budget in the long term.
On user retention
We recognize that retention is a challenge and that factors such as token price can influence user retention. As such, we are structuring strategies that go beyond initial acquisition, including community, education, and sustainable use cases within the Hive ecosystem.
Once we complete the Research and North Star Metric phase, we will share a detailed plan with specific strategies to optimize investment and maximize results.
We appreciate the concerns raised and are open to continuing the conversation.
I'm glad that you are attentive in responding and clarifying any doubts🤗
It's interesting; I like the idea of payments in HBD, and I find it fair, as long as the payment is based on hours and equivalent to the actual cost, just like yours, since all work has value.
On another note, I asked about the specialists because you mentioned them in the plural, as if they were already involved—or maybe I interpreted it that way. "Specialist" is a strong word, and I imagine that if proof of experience and some form of verification were requested, you would be able to provide it—not just for Enrique, even though we know him, but also for future "specialists" in marketing.
I have heard and read about NSM as a performance indicator. However, my question or doubt remains unanswered, and it intrigues me even more after reading this. What would happen if the indicator shows that the performance was not as expected?
Would this proposal be something like a "trial and error" approach? It’s interesting considering the amount that has been requested 🤔. That really catches my attention, especially when you mention experimentation in the context of the Growth Hacking strategy.
As marketing specialists, we also need to assess potential failures, and that is true. We know they can happen, and it's not just a matter of saying, "they might happen," and leaving it at that. That’s why it’s important to have an action plan in case they do occur. Hopefully, everything will be a success here. However, realistically speaking, with the current market prices, it's somewhat challenging—but not impossible.
That brings me back to my original question: What would happen if this strategy or proposal does not yield results? The funds would already have been used, and work would have been done, but without the expected outcomes (this is just an example; I’m not saying it will happen). Or perhaps, will you first conduct tests and, once you see that it works, present a detailed proposal to seek approval from the Community?
Thank you for your openness to dialogue and for raising key points!
On specialists, we understand the importance of validating experience and stand ready to provide proof of knowledge and track record where needed, both for Enrique and anyone else who comes on board. We understand your concern about making sure that those leading the marketing strategies in this initiative have the knowledge base to do so.
Regarding experimentation, your question is fundamental: what if the strategy doesn't deliver the expected results?
This is where the Lean and Growth Hacking approach comes in, which is not based on uncontrolled “trial and error”, but on testing, measuring and adjusting, to reduce risk.
To minimize risk in expenses
The proposal is not a fixed spend, it is flexible, we only have a spending cap for a minimum period of 9 months.
If something doesn't work, we learn quickly and fine tune strategies before we run out of funds.
About payments:
There are no salaries, you will be paid based on hours of work or deliverables with standard rates globally, with prior agreement with collaborators, and they can be audited.
LATAM es el futuro 🚀
😍