Aleo
Unlocking a hidden audience in the Web3 space and defining their go-to-market strategy
Challenge
Blockchain start-up, Aleo, needed to understand their developer audience, and define a strategy to fulfill both their launch plan and their ultimate objective to become the go-to developer platform for Web3 coders.
Image: Aleo
Solution
The first challenge to solve was the minimal research data available for Web3 developer audiences. The second issue was that Aleo needed us to deliver an insight driven step-change… yesterday.
We hit their milestones by devising parallel work-streams that met both requirements:
Stage one rapidly delivered our initial findings on Web3 industry best practices and blockers. This was based upon our in-house Web3 expertise and an agile intercept interview approach undertaken at blockchain developer conferences.
Stage two ran simultaneously as a deep qualitative investigation into developer audience behaviors.
We designed an interview process sensitive to the needs of developers who over-index for ADHD and autism. We especially emphasized body language analysis to fully assess participants’ emotional response to Aleo’s proposition.
The missing audience
Stage one indicated and stage two confirmed that Aleo were missing a hidden audience that was ready to convert now and would also be critical to growth in the future. This audience was hampered by widespread Web3 developer behaviors and contract practices on competitor platforms. Knowing this unlocked the messaging strategies that Aleo could use to reach this segment.
The assumed core audience proved less valuable than previously supposed because they were either programming veterans wedded to Web2 or tied into long-term competitor contracts
The convertible audience was actually graduates who were still developing their skillset, and were not locked into incumbent programming languages and tech. This segment was flexible, open to Aleo’s vision of building a better internet, and enthusiastic about making a real-world impact with revolutionary new tools.
This was the audience we recommended targeting, educating, and converting immediately.
We then developed a new creative and go-to-market strategy for Aleo based on our insights and strategic growth plan.
Impact
Our client responded to the significance of our audience findings by saying:
“That is so smart, to target this audience. I hadn’t even considered this yet but you’re right, this is a rising opportunity. Can you send me this data immediately.
I think this is gonna make an immediate impact on the work that we have in-flight across lots of different things. It’s going to impact the work today.”
BRENNEN SCHLUETER, DIRECTOR OF MARKETINGWe also identified where competitors were actively messaging to neutralize Aleo’s USPs and recommended immediate countermeasures.
We further uncovered that some USPs were not as effective as assumed.
We provided strategic counsel on brand positioning harnessed to our audience targeting proposal. This insight immediately informed a creative campaign in development.
We delivered tactical recommendations on audience communication including website content and design, developer support programs, events, activations, incentives, and community outreach.
Image: Aleo