Consumer Growth & Paid Conversion Optimization

Building the monetization engine on top of an existing product.

Overview

I took over all marketing responsibilities for a gamified Web3 platform that had a live product, a working gamification system, a small number of paid verified users, an earlier influencer push that generated free signups, and a large portion of users who played once and never converted. The core issue was not awareness. It was conversion. The primary objective was clear: increase the number of paid verified users.

Objective

I shifted the strategy away from pure traffic growth, influencer-only acquisition, and passive engagement metrics — and toward paid user acquisition, paid conversion optimization, reactivation of existing warm users, and capital-efficient marketing. The mission was not "more users." It was more paying users.

1. Reactivation of Existing Free Users

One of the largest opportunities was the existing pool of free users who had played once, joined via influencer campaigns, and never upgraded to paid verification. Because we had Telegram notification access to this audience, I implemented a structured reactivation campaign. Instead of chasing cold audiences, I first monetized warm users. This became one of the most efficient sources of growth.

• Targeted announcement sequences
• Community competitions
• Urgency-based messaging
• Paid verification positioning
• Incentive framing around participation and advantage

2. Targeted Paid Acquisition (Crypto-Native Networks)

I launched targeted paid campaigns specifically within crypto-native ad networks. Rather than broad awareness traffic, we targeted high-intent crypto users familiar with token farming ecosystems and community-driven participants. Paid was performance-focused — not mass awareness spend. The objective was always paid conversion.

• High-intent crypto users
• Users familiar with token farming ecosystems
• Community-driven participants
• Performance-focused spend

3. Community-Driven Competitions

To increase urgency and engagement, I introduced structured community competitions. Community became a conversion lever rather than a passive chat channel.

• Increase participation
• Increase perceived value of verification
• Create visible momentum inside the community
• Drive free users to upgrade

4. Results

Through this conversion-first strategy, growth was achieved through paid optimization, reactivation systems, community engagement, and targeted crypto acquisition channels. This was not dependent on a token launch or airdrop hype.

• Paid user base increased by 64%
• Significant portion of growth came from reactivated free users
• Cold acquisition spend remained controlled
• Conversion became the dominant KPI over vanity metrics

5. What Was Not Used

The growth came from structured conversion mechanics — not artificial hype.

• Did not launch a token
• Did not execute a public airdrop
• Did not depend on speculative token hype
• Did not inflate metrics with low-quality traffic
• Did not over-rely on influencers

Why This Demonstrates GTM Engineering