Beethoven X - July Marketing Update 24'

Overview


July was a pivotal month for Balancer as we continued to build momentum for our v3 campaign. We celebrated two major milestones: the official release of the v3 codebase and the launch of our new UI with an updated brand refresh. These efforts were complemented by extensive design work and strategic coordination with partners to amplify communications.

Additionally, we supported key ecosystem initiatives, including the Arbitrum STIP and various Optimism grants. Collaborations with key partners highlighted Balancer tech within the broader ecosystem, showcasing the potential for novel products being built on our platform.

Major Achievements


  • Unveiling of the v3 Codebase: We successfully released the v3 codebase to the public, providing developers with access to the latest advancements in Balancer technology. This milestone marks a significant step in Balancer’s commitment to collaborative building and strengthens the foundation for future growth. Balancer v3: The Future of AMM Innovation
  • Launch of the New UI: We launched our new user interface, designed to enhance user experience with a cleaner, more intuitive design. The updated UI also brings in a new look and feel, aligning with our Zen-inspired theme, reflecting simplicity, balance, and tranquility. New UI Announcement
  • Brand Refresh: Alongside the new UI, we rolled out an updated brand refresh. This included extensive design work to ensure a cohesive and modern visual identity that aligns with our vision for v3. Furthermore, we have created a foundation of design assets that will be used for social media, educational content, and partnerships.

Ecosystem & Partnerships


Over the month, we supported key ecosystem initiatives and strategic partnerships to strengthen our network and expand our influence.

Ecosystem Initiatives:

  • Optimism Superfest: Our participation in the Optimism Superfest showcased Balancer’s technology and commitment to the Optimism ecosystem, highlighting our presence on two new chains—Mode and Fraxtal. Optimism Superfest Participation
  • Arbitrum STIP: We continued to support the Arbitrum STIP initiative with content highlighting updated pools and incentives. Arbitrum STIP
  • Optimism Grant on Beethoven X: We provided content support for the Optimism grant on Beethoven X, ensuring effective communication of the grant’s objectives and benefits. Beethoven X Optimism Grant

Partnerships:

  • Tokemak: We featured Tokemak’s proof of concept for Balancer Autopools, a protocol that aims to abstract UX LP issues with single token exposure to Balancer LST ecosystem. We continue to work with the Tokemak team to push the partnership beyond the POC stage. Tokemak Collaboration
  • Symbiotic and Mellow: We highlighted Balancer’s role in supporting LRT growth on Symbiotic and Mellow. Symbiotic and Mellow Collaboration

Upcoming Focus Areas


  • CowAMM Launch: We are preparing for the launch of CowAMM on Balancer early next month. Our campaign strategy includes educational content, joint promotions with CowSwap, and interactive events to engage with our communities.
  • Educational Content: We will continue to drive education around v3’s infrastructure with deep dive articles and development videos, highlighting technical features, use cases, and benefits for developers and users.
  • Chain Expansions: We are coordinating with the Frax and Mode marketing teams to prepare materials and support for upcoming chain launches, expanding Balancer’s reach and influence.
  • IRL Events: As part of our broader strategy for visibility, we are planning to host a hackathon leading up to the launch of v3 and participate in key speaking opportunities at Devcon Bangkok.

EthCC


An area of rekindled interest for Balancer marketing has been to explore participation again at IRL events. To provide a frame of reference for these events, six core contributors attended EthCC this year to collect feedback, connect with relevant partners, and build a potential plan for more effective participation at future events.

Key Takeaways from the Event:

  • Speaking Opportunities: Prioritize securing speaking slots at events to establish Balancer as a DeFi thought leader and showcase new innovations.
  • Focused Developer Engagement: Emphasize developer-focused events like panels and hackathons to attract skilled contributors and drive AMM innovation.
  • Strategic Networking: Face-to-face interactions at IRL events significantly strengthen relationships, making them crucial for long-term partnerships and BD efforts.
  • Targeted Resource Allocation: Reevaluate the use of resources like sponsorship booths and general swag, focusing instead on high-impact activities and contributor-specific branding.

For a full breakdown, read here.

KPIs and Metrics


Engagement metrics for posts on X:

Zen Announcement - 57,340 impressions

Tokemak POC Collaboration - 31,013 impressions

v3 Codebase Reveal - 48,755 impressions

Additionally, there was a notable increase in user engagement following the launch of the new UI, as illustrated in the metrics below:

Before the Zen UI Launch:


After the Zen UI Launch:

Conclusion


July has been a transformative month for Balancer, marked by the unveiling of the v3 codebase, the launch of the new UI, and a comprehensive brand refresh. These milestones, coupled with strategic ecosystem initiatives and partnerships, have set a strong foundation for the road to v3. The upcoming launch of CowAMM is also a promising new product that looks to showcase Balancer tech as a pivotal piece to LVR/MEV puzzle. As we move forward, our focus remains on driving education, expanding our reach, and supporting the growth of the Balancer.

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