Addressable has unveiled findings from a case study demonstrating the effectiveness of Web3 user acquisition on Twitter (X) as part of a Polkadot marketing campaign. The data reveals Addressable's approach to be notably more accurate than Twitter’s native solution in reaching Web3 users.

Tailored to assist Web3 businesses in attracting and converting users, Addressable offers optimized campaigns enabling crypto companies to expand their audience. With a $144K advertising budget, Polkadot tested these capabilities, with Addressable emerging as the superior choice in comparison to Twitter Direct.

The advertising budget was evenly split between Addressable and Twitter to conduct comprehensive A/B tests across approximately 200 unique audience segments. A total of 139 tweets were promoted, generating 161M impressions and engaging 830,000 users. Results indicated a significant reduction of 15-20% in CPM (Cost Per Mile), CPE (Cost Per Engagement), and CPC (Cost Per Click) when utilizing Addressable.

The study, supported by data from web3 ecosystem agent Colorful Notion, confirms Addressable's superiority in targeting web3 users compared to Twitter Direct. Executed in two phases from late December 2023 to February, with around $30K of ad spend, the remainder of the budget was spent over the subsequent eight weeks, until April 15.

The campaign primarily targeted English-speaking crypto retail users to raise awareness of Polkadot and its parachains, employing five narratives including Memecoins, Polkadot 2.0, DeFi, and Decentralized Gaming. Various Polkadot-affiliated accounts participated in the initiative.

The study unequivocally demonstrates Addressable's position as a leading solution for Web3 marketing, facilitating smarter budget allocation and precise targeting. Following the success of the Polkadot case study, similar initiatives have resulted in reduced CPC for other Web3-focused companies like Lingo (reduced by 55%), Radix (49% increase in engagement), and Hype (3x increase in conversions).

This case study underscores the necessity for Web3 companies to adopt Web3-oriented solutions for effectively targeting and converting engagement into meaningful on-chain metrics.

About Addressable:

Established in June 2022 by Tomer Sharoni, Tomer Shlomo, and Dr. Asaf Nadler, Addressable stands as the Web3 growth marketing industry leader. Addressable enables marketers to target and market directly to Web3 audiences by leveraging blockchain and social data, analyzing on-chain and off-chain behavior, and employing big data for precise performance tracking.