Hey everyone,
With the Tunnl campaign concluded, we would like to review performance and measure the impact, with the goal of understanding if we should do something similar again, as well as to establish a benchmark.
Campaign performance (as provided by Tunnl):
- Timeline: April 30th - May 14th
- Total $AAA Spent: 9966.39
- Total participants: 81
- Total Posts: 207
- Total Impressions: 72,136
- CPM ($AAA paid per 1,000 views): 138.1611123 ~$11.05*
- Total Engagements: 3732
- Average Engagement Rate: 5.17%
*Assuming an AAA price of $0.08
To measure the performance, let’s look at 3 important indicators:
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- New Users on Arcadia dApp
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- Active Arcadia Accounts
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- Social Metrics (impressions, engagement, profile clicks)
Note: Throughout the campaign, Arcadia did several co-marketing posts with 1inch, OpenCover, Harvest Finance, etc. These are included where applicable to better understand the impact of the Tunnl campaign.
New Users on Arcadia dApp
During the campaign period, we did not see any noticeable increase. Some days had a spike in new visits, but these are tightly correlated to the co-marketing posts we did on those days.
We came from a buzz period attributed to the launch, skewing the numbers in early April. Those have steadily softened. An argument can be made that the Tunnl campaign supported a floor in New Users, but the evidence on that is not conclusive at this point in time.
Active Arcadia Accounts
Active accounts both for Margin and Spot generally are uptrending. We did not see a noticeable change during the reference period.
Social Metrics
The Tunnl campaign provided some useful content for us to RT. However, the impact on Social Metrics was negligible, especially when compared to the impact of the co-marketing posts.
When doing co-marketing posts, we consider using X ads when relevant for the targeted audience. Four of these posts received X ads (1inch, OpenCover, Tenderly, and Harvest). These help kickstart the organic reach and on average make up half of the amount of impressions, with the other half being strictly organic.
Benchmark
We comparing the cost of impressions (CPM) of the Tunnl campaign against the cost in ads for the co-marketing posts.
- Tunnl: $11.05 per 1000 impressions
- Co-marketing: $0.6 per 1000 impressions
We conclude the content coming from Tunnl underperforms by a factor of 18:1.
This does not take into account the cost of the Arcadia team creating the posts, but that cost can be considered equal for the Tunnl campaign, since most creators simply remixed the content we provided without doing research themselves.
On a final note, we did discover some genuine good creators through the Tunnl campaign, which we could sollicit for future campaigns. These are the ones we RTd from the main account.
) buying.
