DIGITAL MARKETING TAKEAWAYS FROM KICKICO'S ICO

($25M USD IN 18 DAYS)

KICKICO is a platform that allows its users to conduct ICOs, pre-ICOs, crowdfunding and crowdinvesting campaigns to fund their projects. Project owners can create their own tokens and be funded in both crypto and fiat currencies.
The two months marketing campaign had its sprint between August 29th and September 16th 2017 when KICKO's ICO occurred.
In two weeks, KICKICO raised 84 635 ETH, nearly $25M USD.

LANDING

PAGE

It all starts with a landing page, in the case a simple one.

Main concept: "Because fundraising doesn't need to be complicated"

Launch

Version

1

2

3

Persuasion Techniques used on this page:

 

1

A clear claim 

Raise funds for your company without having to go through complicated contracts 

2

A call-to-action that is a verb of action:

"Start"

3

 

three steps diagram on how KICKICO works [clarity element]

On August 13th, 13 days before the ICO started, a new page went live.
 
New concept: the crypto revolution starts soon.

click on the image to enlarge

Pre-ICO

version

1

2

3

4

5

Persuasion Techniques used on this page:

 

1

A countdown clock

works as the [urgency element] that supports the call-to-action

2

A Call-to-Action that is an offer

Sign-up and get a special offer

3

3

The main advantages of KICKICO explained by three icons [clarity]

4

 

examples of campaigns that were successfully funded through Kickico platform [trust]

5

the media logos used as a [trust] badge

When the ICO started, August 29th 2017, a new page was necessary
 
Again a clear visualization of the urgency. This time not only a countdown watch but also and indication of how much ETH had been raised so far [trust element]
 

ICO

version

1

2

3

4

Persuasion Techniques used on this page:

 

1

A "B" version of the countdown clock. Now, it comes in bigger and more contrasting with the background

 [clarity element]. 

2

A "donation bar" 

which works as social proof [trust element] and Fear-of-Missing-Out  [urgency element] 

3

A Call-to-Action that pushes people down the funnel.  

Asking people to "buy now" at this stage would be premature and could hurt the bottom line conversion.

 

by clicking on

"VIEW CAMPAIGN"

the user would be sent to a very comprehensive description of KICKO's project including the terms of ICO, whitepaper, roadmap, team, the partnership with Bancor, etc.

 

To see full campaign page click here

3

4

Adding logos of known entities are considered badges of social proof [trust element]

Having achieved the 50.000 ETH objective a new but undisclosed goal was set.
 
Fear of missing out (FOMO) is again the main focus "the ICO will end within 24h after the hidden cap is reached. The hidden cap is less than hard cap."
The campaign finished on sep. 16th with 158% of the soft cap reached

HOW MUCH TRAFFIC DID THEIR PAGE GET DURING ICO?

 
On the month of its ICO, Kickico was able to get over 2 million visits to their website.  Russia (10.8%), USA (9.2%) and Brazil (6.4%) were the countries that attracted most visitors in a combination of direct traffic (66.1%), referrals (13.8%), social (7.8%) and organic search (6.5%).
 

Before

ICO

During

ICO

REFERRALS

 
The PR campaign that allowed KICKICO to be mentioned in verticals like Forbes, Huffpost or Cointelegraph was done in the months before ICO.
Although these refferals can be used as a reputational badge on the campaign website it is almost impossible to measure their direct contribution to the actual ICO success.
From the 144 websites that referred KICKICO Here are the top 5 that drove more traffic during September, the ICO month:

17%

"We rate the KICKICO project as “Positive”. We recommend the purchase of KC tokens only for a long term cryptocurrency portfolio “Buy & Hold”"

in icorating.com read the full analysis here

 Manifest

KICKICO

KICKICO's campaign video

was embedded on ICObench.com, the fourth most important source of referral traffic during ICO 

 

SOCIAL MEDIA

 

KICKICO got more than 13% of its traffic coming directly from social media namely Facebook (71% of all social media traffic). Their account was created in June 2017, 3 months before the official ICO. Following a quite intense publishing volume during the Pre-ICO phase, KICKICO's account was able to gather 19k followers.

the sum of reactions, likes, comments, and shares during ICO period

 

 

6k

 

 

Twitter followers. Only one thousand less than Facebook account

 

6k

 

 

179

 

 

videos on Youtube that link to KICKICO.COM

 

 

number of official Telegraph channels run by Kickico (News, RU, CN, KOR, ES and tradding)

 

 

6

 

 

488

 

 

number of claps the most popular Medium article got "How they tried to hack our ICO" 

3x

 

 

more engagement when the content of the posts were announcements regarding partnerships with Exchanges

ADS CAMPAIGN

Kickico run over 150 ad campaigns on more than 310 publishers. A strategy focused on buying Facebook ads, Google search ads and 300x250px banners in programatic DSP platforms. The campaign started one month before the ICO with banner ads on personal finance and online game verticals such as capitalcube.com, itc.ua and hs-manacost.ru

Display ads

examples

Google ads

examples

Facebook ads

example

Keywords

        bought for Google ads

ico - status ico - tesos ico - initial coin offering - ico etherium - ico bitcoin - wave ico - stox ico - eosico - mobilego ico - adel ico - eth exchange - currency price - ico hacked - ico explained - lykke ico - ico list - civic ico - etherium price graph - largest ico - utrust ico - usd to eth - ico currency - ecobit ico - etherium ai - dent ico - bankor ico price - edgeless ico marketing an 

SEO

Most blockchain companies have a very "young" domain name which penalizes its page rank on Google and Yandex but due to a considerable effort on following SEO best practices and building quality backlinks KICKICO's was able to receive more than 6% of its traffic through search.

Backlinks

        & Anchors

Best practices

checklist

<title> tag has less than 75 characters which is considered by search engine an appropriate length. "KICKICO - CRYPTOVOLUTION STARTS NOW!".

 

<meta> description contains between 20 and 300 characters wich is again a good length:

       The "Unified platform for ICO, crowdinvesting & crowdfunding powered by smart contracts". 

 

No query strings in the URL.

Redirect from http://kickico.com to http://www.kickico.com/ is being done in order to avoid duplicate content.

 
 
 

CONTENT MARKETING

In an era where content is king, studies show that 66–90% of the buyer’s journey is complete before he or she even reaches out to a salesperson. In an ICO buying decision, you don't get to talk with buyers (unless you are a whale) so it is even more important to map and execute correctly your content strategy.

This must match the buyer journey i.e. early, mid and late stage touch points.

Early

Mid

Late

Conviction
Awareness
Awarness
Knowledge
Knowledge
Liking
Preference
Preference
Conviction
Knowledge
Purchase

Early Stage

First contact - May 24th

building the audience

Awareness

May 29th

the teaser

Awareness

June 6th

 Identifiying the problem

"Kickstarter is sick"

Awareness

June 23rd

Reinforcing the problem and pointing to the solution

 ICO vs Crowdfunding

Awareness

June 26th

KICKO's Launch

KICKICO's blockchain solution is finally revealed.

The website goes live, an article and a blog post explaining the project are published

Knowledge
Knowledge

Mid

Stage

July

All about the benefits

Making project owners to understand the benefits of choosing KICKICO

Liking

August

Consideration phase

Compare KICKICO with other platforms

Preference

Late

Stage

"We rate the KICKICO project as “Positive”. We recommend the purchase of KC tokens only for a long term cryptocurrency portfolio “Buy & Hold”"

August

All about the Trust

Before asking for someone to open their wallet you have to gain their trust. One of the best to convince people your product is solid is through social proof

Conviction

August - September

Urgency

What incentives can one create to make another take a decision now?

Exploring the scarcity of what you are offering is a very effective technique

Conviction
Purchase

WANT TO IMPROVE YOUR DIGITAL

RESULTS?

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