Identifying Web3 projects and ventures that are an excellent fit for Hansa’s accelerator is a major part of the company’s growth and continued success. Hansa engaged in numerous campaigns aimed at raising awareness around their brand, but the company wanted to tailor their outreach towards their ideal audience, which consists of founders, entrepreneurs, and developers.
Hansa was searching for a way to reach decision-makers in the Web3 space, specifically people with fledgling projects already engaged in initial building on-chain, who were open to partnering with an incubator. The accelerator works with founders and projects from countries all over the world.
Following insights from Addressable regarding the locations of entrepreneurs and ventures most likely to convert, Hansa was particularly interested in reaching those based in the USA, India, Portugal, The Netherlands, Canada, Germany, Singapore, Thailand, Malta, Brazil, Philippines, United Arab Emirates, Switzerland and Japan.
Attracting people who were actively involved in new on-chain ventures was key, and Hansa needed a strategy to appeal to them during a critical point in their projects’ development, with the goal being for these users to complete a registration form on Hansa’s site.
There were two major challenges facing Hansa in reaching their ideal users; first, only a small number of Web3 entrepreneurs were following Hansa on Twitter and would therefore be exposed to their messaging in an organic format.
The second hurdle was that there are no existing ad platforms that support exclusive, direct targeting of Web3 founders. Hansa’s only option was to target anyone who shows interest in web3, which is a group 1000 times larger than Hansa actually wanted to reach. This need to cast a super-wide net means that CPC/CPA is incredibly more expensive than direct, target outreach.