The initial scope of our efforts was a branding exercise, and a digital advertising campaign consisting of strategy, creative development, production, and media management. Only about 50,000 € of the funding was for a small digital media campaign to simply test potential messaging in distinct markets.
Fernando Gutierrez has created a video explaining to provide an update on that proposal, and explain why we plan to expand the initial test to include an additional 260,000 € in digital ads in Spain, United Kingdom, and Venezuela. The split of the funding - based on sizes of markets, messages we plan to test, and other factors - will be approximately:
United Kingdom ~ 65%
We will be leveraging sophisticated data analytics tools to precisely measure the effectiveness of different messages on varying demographics, including trying some messaging we might not normally pursue to help shape a larger campaign.
See here for additional updates and explanation:
If you have any other questions, please direct them to @fernando in the Dash Forum post to ensure he sees your request.
Requested funding is as follows for the February 1st budget cycle:
421.69 Dash for digital marketing campaign expansion (260,000 € @ 616.57 € per Dash)
Total: 421.69 Dash
Note: Should any funding remain, we will apply it toward future marketing expenses.
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Discussion: Should we fund this proposal?
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