Why is it important?
For any person to believe in anything in general, they require a sense of alignment with the brand, product or the problem. This can be something as trivial as color, name or something as complex as global impact, quarterly goals.
Often these believers are distributed across their spectrum of alignment. For brands having a strong community of believers is vital for sustenance.
Why is it interesting?
In order to find believers, incentivising them is crucial which requires a deep understand of the problem, the market, the solution & consumer psychology. On the parallel, providing enough incentives so that consumers are incentivised to give it a fair shot but not so much that their perception of the brand deters away completely.
Beyond that, getting consumers onboard and leaving them with a sense of ‘this is a no-brainer’ requires aligning the right kind of incentive & distributing it to the right kind of people.
The sheer tug of war between attracting, incentivising & turning consumers into believers is fascinating.
What did I get up to?
I’ve grown up with social media around, I’ve seen online brands being built and monetised. In the first of uni, I witnessed the mass adoption of internet in India. Cheap, accessible internet meant it would be easier for brands and creators to target and incentivise users.
I started OnAir Media, a boutique agency that helped right brands find & incentivise right target audience. In 2 years of existence we pivoted to many different niches, from creators, to D2C brands, to SaaS I learnt the most important thing for a brand was to find what they believe in and show their work.
A couple years later at Clique, got to use all my learnings and launch a $250,000 incentivisation campaign across 34 consumer applications over 4 different campaigns. Each campaign was handcrafted for a specific user base, I decoded their daily activities, figured out a natural cross-over & built out user funnels through quizzes/educational content for them to be onboarded.
As a result, we brought in over $540M in the Optimism ecosystem catering to over 25,000 unique users.
Proof of Work
https://clique2046.substack.com/p/mastering-op-red-wars-your-step-by