Launching v3: Our Path to Success and Beyond
With v3 on the horizon, October has been all about preparation. This upcoming launch represents a milestone for Balancer, one that will set the tone and direction for the months ahead. More than just an upgrade, v3 is a leap forward in AMM technology and a defining moment in our journey to make a mark on the industry. To match v3’s impact, our marketing strategy is focused on making the launch as effective as possible. Here’s how we’re working over the next quarter to drive awareness, engage our community, and sustain growth through the launch and beyond.
Strategic Overview: Our Core Pillars
Our approach follows three core pillars that guide our marketing efforts through each stage of the launch:
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Awareness – Building excitement and anticipation to set the stage for launch.
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Activation – Amplifying the v3 message and engaging users at launch.
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Retention – Converting initial interest into long-term community and ecosystem loyalty.
Each pillar includes actions tailored to engage users in meaningful ways, with the goal of turning the v3 launch into sustained growth for Balancer.
Timeline & Milestones
To keep everyone aligned, we’ll progress through these phases over the next two months, hitting major milestones in the lead-up to launch. This timeline will help maintain momentum, ensuring we stay on track for a successful launch.
https://balancer.notion.site/V3-Launch-Timeline-13e83ddda7bd801995c7d036c90ef3be?pvs=4
Note: To make this launch as impactful as possible, we’re focusing on timing our communications around a defined launch date rather than pushing out content prematurely. Our rough strategy is a concentrated two-week blitz: one week leading up to launch, one at launch, followed by a sustained wave for two weeks post-launch.
Phase Breakdown: Objectives, Tactics, and KPIs
Each phase represents a crucial step in our launch strategy, with clear objectives, tactics, and summary KPIs to guide our success.
1. Pre-Launch – Building Anticipation
Objective: Engage new and existing users by generating anticipation and excitement around v3’s unique capabilities. We aim to position v3 as a standout upgrade that captures attention across our community and the broader ecosystem.
Key Focus Areas:
• Strategic Planning: Align with internal and external teams on timing, resources, and content for a smooth and impactful launch.
• Devcon Presence: Generate momentum by connecting with key partners and previewing v3’s potential at Devcon.
• Partnership Campaigns: Run campaigns with v3 protocols, showcasing the value of integrating with Balancer.
• Educational Content: Publish resources highlighting v3 features like Custom Pools, Hooks, and Boosted Pools.
• PR Amplification: Collaborate with a PR agency to broaden reach and boost awareness.
• Community Development: Launch the “Pandas” pathway to gamify engagement and build community involvement.
KPIs Summary: Finalize cross-team alignment, run partner campaigns, grow community engagement, and establish a consistent PR narrative leading into the launch.
2. Launch – Amplifying the Message
Objective: Drive widespread engagement and activate our community with a memorable, interactive launch experience. Launch day should serve as a powerful introduction to v3’s potential, capturing interest and setting the stage for sustained engagement.
Key Focus Areas:
• Coordinated Launch Campaigns: Run synchronized campaigns across all social platforms.
• PR Campaign: Secure media coverage in key outlets, newsletters, and podcasts.
• Partner Campaigns: Highlight key partnerships as part of v3’s expanded ecosystem.
• Content Creation: Release launch content, including a landing page, article, video, and social thread.
• Design & Visuals: Refresh visuals across social channels and UI to reflect the v3 brand.
• Live Events: Host AMAs and Twitter Spaces to engage with the community.
• User-Generated Content: Encourage community participation and content sharing.
• Business Development: Partner with internal networks to extend the launch message.
KPIs Summary: Achieve significant social engagement, secure extensive media coverage, drive high participation in live events, and spark community-generated content.
3. Post-Launch – Sustaining Growth
Objective: Build loyalty by deepening engagement within the community, transforming launch excitement into sustained, long-term value for users.
Key Focus Areas:
• Sustained Marketing & Amplification: Share ongoing educational content and case studies on v3’s benefits.
• Community Engagement & Support: Strengthen the Pandas Program and maintain feedback channels.
• Continued PR & Media Outreach: Keep v3 top-of-mind with regular podcasts, newsletters, and updates.
• Retention & Incentive Programs: Run competitions and reward engagement.
• Outreach Support for BD: Provide pitch decks and messaging tools to support BD outreach.
KPIs Summary: Expand community programs, maintain consistent media coverage, support user-generated content, and provide BD tools for outreach.
What Success Looks Like For Us
The v3 launch is about setting the foundation for Balancer’s future impact in DeFi, aiming beyond immediate metrics to create lasting value and relevance. In today’s market, success means cultivating a loyal, engaged community, solidifying our leadership position, and building a resilient ecosystem that thrives well beyond launch day.
• Community Growth and Engagement: Build an active, committed community that participates, advocates, and helps to expand Balancer’s ecosystem.
• Elevated Brand Presence: Establish Balancer as a thought leader in DeFi.
• Meaningful User Engagement: Foster interactions that reflect genuine curiosity and use of v3’s features.
• Sustained Retention and Loyalty: Ensure initial interest in v3 transforms into long-term value for users.
These benchmarks will help us gauge v3’s integration into the Balancer community and broader landscape. They’ll ensure we’re well-positioned to maintain Balancer’s forward momentum in the coming quarters.
Conclusion
The v3 launch plan is designed to achieve immediate impact while laying the groundwork for Balancer’s sustained growth. By focusing on awareness, engagement, and retention, we’re building a strong, loyal community and positioning Balancer as a leading AMM platform.
With clear metrics to guide us, we’ll continuously refine our approach, ensuring v3’s launch resonates well beyond day one.