Proposal “strike-expansion-lastpush“ (Closed)Back

Title:YouTube Awareness - Country Expansion, Last Google Push Before June Ban (Strike Social Inc. 500 No.17)
Monthly amount: 495 DASH (13833 USD)
Completed payments: no payments occurred yet (2 month remaining)
Payment start/end: 2018-03-19 / 2018-05-18 (added on 2018-03-18)
Final voting deadline: in passed
Votes: 314 Yes / 271 No / 10 Abstain

Proposal description

This is a 2-month project that will require 495 Dash/month (990 Dash total)

Cost breakdown below.

Pre-proposal discussion:

Description of the project:

The clock is ticking, we should put the hammer down on spend before the end of June when Google says goodbye to cryptocurrency ads. Google’s largest YouTube advertising partner, Strike Social, will promote Dash videos on the world’s second most viewed website: YouTube.
At the moment, the world is interested in digital payment solutions, and
there is an opportunity to increase awareness surrounding Dash. As the
second largest search engine in the world, YouTube is the best platform
to promote a video ad focused on it. The platform reaches 1.5 billion monthly users across the globe (think of YouTube like TV 2.0 - targeted TV ads.)
This is an extension of currently live proposals with a focus on driving
awareness for Dash in additional countries (more info below). The
currently live campaigns are off to an incredibly strong start with
metrics well above benchmarks. Google has also reported that the videos
are increasing awareness by 44% compared to users that haven’t viewed
the ads.
We have delivered over 2,000,000 views and counting. Weekly updates have
been reported onto the Dashcentral page and Dash Forum..
You can view updates on the currently running awareness campaign below:


Update thread:

Country breakdown
The video will be promoted in five (5) of the most popular countries interested in these solutions:

  • Canada

  • Denmark

  • Sweden

  • UK

  • Finland
YouTube can automatically add subtitles to account for the local language in all
five countries we are targeting. These five (5) countries are different
than the currently live campaigns we are running and represent some of
the largest opportunities.
It’s Strike Social’s goal to continue to spread the message where it will be
well received. This video promotion will ensure that awareness of Dash
increases, that video views are added to the view counter and that
viewers engage.

Video creative
We will promote Dash’s introductory video
As soon as the new Danny Trejo video is completed the current video will be replaced with the new Trejo content and promoted as outlined in all proposals.

About Strike Social

Strike Social harnesses the power of artificial intelligence to drive the best
outcomes in YouTube and social media advertising. Through media-buying
software and service, Strike Social helps major agencies and brands,
such as Beats, Xbox, Honda, Mattel, Lionsgate and Trunk Club, scale
their campaigns. With a workforce presence in 16 major markets —
including headquarters in Chicago and offices in Kraków and Manila —
Strike Social was recently named the No. 17 fastest-growing private company in the U.S. by Inc. Magazine. Learn more at our news center to see what the press has been saying about us:
We recently started accepting payments in Dash. Learn more about our global campaign to promote Dash here:

(Ryan Taylor, January 18, 2018 TNABC Miami Announcing the Strike Social Integration)

How can Strike Social guarantee results?

By running the video as a YouTube TrueView Ad.
YouTube Trueview Ads are those ads that can be skipped after five seconds.
These are a great advertising option as you only have to pay for views
if somebody reaches the 30-second mark of the video. If they skip before
hitting that threshold, you aren’t charged. This ad method also ensures
payment is only needed if Strike Social reaches an engaged viewer. It
is a win-win situation — viewers only watch videos they are curious
about and we know all the views come from people that are really
interested in the video.

How many views does the budget allow for?
The plan is to run this campaign for two (2) months to reach people
interested Dash Solutions in the five countries mentioned. Strike
Social’s data science and planning tools have identified the number of people that fall into these interest
groups across each country. We are also taking learnings about what has
been working during the currently live campaign. It’s recommended that
we try to garner at least 1,000,000 views per country during the (2)
month flight. All of these views will be hyper targeted to reach a
correct/relevant user.

- Canada: 1,000,000 views
- Denmark: 1,000,000 views
- Sweden: 1,000,000 views
- UK: 1,000,000 views
-Finland: 1,000,000 views

Each country has more than 1,000,000 people interested in crypto but Strike
Social wants to start slow and learn before promoting more.

Why did we choose YouTube to drive awareness?
There are 1.5 billion monthly YouTube users across the globe with over one billion hours of video footage being
watched each day. YouTube viewers also spend an average of 40 minutes
per session on YouTube, which means they are engaged. These are just
statistics on the platform itself.

How about advertisements on the platform?
Recent studies show that advertisements on YouTube generate on average a 17% lift in
brand awareness and a 13% lift in consideration.  Strike Social’s first
campaign shows that Dash’s video garnered a 44% lift in brand awareness.

How will we reach a qualified audience?
YouTube is a great platform to reach an audience that fits within your target.
Why? YouTube allows you to target various interests, create custom
audiences and tap into what keywords viewers are searching for. The
targeting options also allow you to target people that have already shown interest in Dash (a process called remarketing).
Strike Social has built a proprietary recommendation engine that uses historical YouTube performance and social media listening to
find the perfect audience on YouTube. A full targeting plan has been
developed and will be translated into the language of each country.
Strike will use all the keywords present in the targeting plan at the
beginning of the campaign. Then, keywords and audiences that aren’t
working will be paused in real time. The keywords and audiences that
perform well will be optimized for maximum performance.
Granular, 24/7 optimization guided by machine learning leads to the best performance in the YouTube advertising space. As a global company we are able to have media buyers monitoring the performance of
campaigns night and day. On top of that, our AI-powered technology helps
improve performance to drive optimal results.

Metrics that matter
Strike Social will guarantee a set number of views per country (Yes, we are
currently losing money on our first two proposals because of the Dash
price drop — but this is our guarantee, and we are in this for the
long-term.). We will share weekly reports with the community to show the
results. It is always Strike Social’s job to try and beat the guarantee
so there is an over-delivery of views to the video.Strike Social will
also conduct a brand lift study that can effectively determine if the video advertisement drove a lift
in brand awareness or consideration.This study provides ancillary
metrics to prove if the campaign worked or not. The benchmark will be a
17% lift in awareness and a 13% lift in consideration.

How will Masternodes know what’s going on?
Strike Social’s dedicated campaign managers will be posting weekly updates
recapping campaign performance to ensure Masternodes are able to keep a
pulse on the campaign.This recap will include views by country and also
insights such as which audiences and keywords are working. Masternodes
will also notice that the video view count will be going up as the
campaign is flighted.

This will be a 2-month long campaign starting after the April superblock,
and running through the end of June. The campaign will be evenly split.

Future Efforts
Strike Social wants to continue to learn and will aim to deliver more views in
the future for the countries that have been exposed to Dash videos.
Strike Social will then continue to expand updated videos to new
countries that over-index with cryptocurrency.

Show full description ...

Discussion: Should we fund this proposal?

Submit comment
5 points,6 years ago
When you already have 500 dash allocated this month, why do you want 500 more, Strike Social? Are you getting way ahead of yourself by asking for more money than core?

Most of the money is already being wasted on views without a use-case. Please make the most of what you already have as Troy Dash said. Voting No
-3 points,6 years ago
please note this is an expansion into new countries and it's ending in at the end of May. We have limited time here.
4 points,6 years ago
I question enriching the people that seek to shut us down.
-2 points,6 years ago
Regardless we have to play the game.
0 points,6 years ago
No, we don't.
0 points,6 years ago
I just hate seeing us stuck where we are at the moment. I think people need to know about the product.
6 points,6 years ago
Considering the tight budget this month and that ad spending (and giveaways) are the most flexible parts of the budget, I would prefer that you make the most of the 500 dash already scheduled to be paid out to your projects this month, instead of adding an additional 500 dash on top. Voting no
0 points,6 years ago
Google's about to ban ads, so this is the only way to add on these extra five countries... not much flexibility in that sense. After June, it'll be sponsorships and conferences galore, but no more pure ads. I hear your point, but I'm still voting Yes. Gotta get it while you can.
3 points,6 years ago
With the upcoming ban on crypto advertising, I think the ad space is going to be super expensive while still allowed. I don't think it will be worth it. Changing my vote to NO.
0 points,6 years ago
Strike Social is committed to delivering the fixed amount of guaranteed views regardless of any shifts in price, so this should not be an issue.
-1 point,6 years ago
Here is our update thread for currently active awareness campaigns:

Summary: We have delivered over 3M views so far, and the video completion rate is more than triple the average for a standard video. Most engaged demographic is currently females using their cell phone to watch the video.

Google performed their lift study and found that Dash brand awareness is up 44% vs. people who had not seen the video.
2 points,6 years ago
It's a yes from me, there's a good track record and we're clearly getting the sort of traffic to justify the cost. It's a shame Google and social media are putting a stop to it but we might as well keep doing what we're doing until the hammer falls.

0 points,6 years ago
2 points,6 years ago
While I do like this proposal as such with the limited budget I will have to vote no for now.
2 points,6 years ago
I agree that the budget is a bit strapped this month, but I've watched the main Dash video go from a few 10s of thousands of views to several million views since Strike started advertising it. This program has provided huge value for Dash, they're one of Dash's most visible partners, and with the June Google ban looming, I'm voting yes.

I'm happy to continue on with a program that is working well. I hope the Trejo video combines with this and gets traction.
3 points,6 years ago
We need to push this as hard as we can since this won't be an avenue left open to us in the future. Yes.
0 points,6 years ago
3 points,6 years ago
Yes. Sad to see these views disappear in June, but agreed that we should push as hard as possible now.
2 points,6 years ago
Let us know if there are any questions about this proposal. With two months of Google advertising left, we think it's really important to buy this awareness while we still can. Future proposals will benefit from the mindshare we can establish now.

If you haven't already, please review the updates we've delivered so far. It's a shame about the Google's June advertising ban, because the video has been very well received so far in terms of engagement and brand awareness lift.
4 points,6 years ago
My only question is, will the Danny Trejo video connect with viewers in Sweden Denmark and Finland? Will the California accent throw them off? I mean, do people really "get" it there? Although I have family in Germany, I must admit, my cousins and I are pretty old now, and I don't recall quizzing my younger cousins on this kind of thing, so I honestly don't know. Thanks :)
4 points,6 years ago
That's a good question. One of the US's strongest export (culturally, for sure), is it's entertainment industry. So the films that Trejo is most famous for such as Con Air, Breaking Bad, X-Files were also "exported" to those European countries.

If we're wrong about this theory, though, we'll know it by the engagement numbers that we receive through our software/Google. If this video performs poorly versus the original Dash video, we can serve the Dash video in those regions.