LOVIE AWARDS: BABYLON CASE STUDY

ONCHAIN �SUPER �AGENCY

ONCHAIN SUPER AGENCY

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HY.PE

Founded in 2017, Hype has grown into the leading marketing agency in crypto.

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A team of 90+ globally, who have worked with over 240+ top-tier blockchain projects.

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First choice for any crypto project looking to supercharge their growth. Hype's senior team have decades of industry experience from working with SaaS startups, consumer brands, ad agencies and gaming.

HYPE PARTNERED WITH BABYLON CHAIN TO LAUNCH THEIR BITCOIN STAKING TESTNET CAMPAIGN, ENABLING THE FIRST EVER BITCOIN STAKING IN HISTORY TO BE FINALLY AVAILABLE FOR TESTING BY USERS.

�HYPE DESIGNED AND CURATED THE ENTIRE MARKETING CAMPAIGN, FROM STRATEGY TO CONTENT AND CREATIVES, AND MANAGED THE KEY PARTNERSHIP WITH OKX – THE SECOND WORLD BIGGEST CRYPTO EXCHANGE BY VOLUME.

THE BITCOIN STAKING PIONEERS

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BABYLON CHAIN <> HYPE

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ONCHAIN SUPER AGENCY

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THE CAMPAIGN CHALLENGE

ONCHAIN SUPER AGENCY

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At the time the campaign was designed, Babylon Chain was a still nascent ecosystem, not yet known throughout the space and therefore not as trusted as other mainstream Web3 brands.

All of this was even more stressed by the already existing apprehension surrounding Bitcoin Staking. Still being a new thing - never tested before, there was high uncertainty coming from Bitcoin major players around the safety and security of the initiative.

Hype dedicated a large part of the campaign to building trust and educating target users, who were mostly unaware of the possibilities offered by Babylon Testnet and unaware of which is the best choice in terms of wallets.

We focused in getting 100k testnet users to stress test the platform and showcase Babylon as the lead protocol in the Bitcoin ecosystem.

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BABYLON CHAIN <> HYPE

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HYPE APPROACH

ONCHAIN SUPER AGENCY

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Education, building a sense of community and trust, and the virality of this initiative were the three guiding pillars in the implementation of this campaign.

Hype divided the campaign in 3 main stages:

• Teaser Phase (7days) this stage of the campaign was key in order to prepare users – educate them on the difficult user journey and give them time to acquire the bitcoin tokens needed (because of the slow bitcoin network).
• Launch (7days) In order to ensure smooth minting experience for users, Hype decided to pair the launch of the testnet with a ‘claim period’, to circle around the problem of the Bitcoin network slowness. This way, users could claim the ‘right’ to mint their passes later on, while their serial numbers were registered in a off-chain database at the backend of the website, ensuring safety and avoiding scams. Eventually, after the claim period was over, we could move to the minting phase where the database of wallet was sent to OKX, enabling a whitelist for minting the NFT passes.
• Post-Launch This last stage was the minting phase on the OKX platform. A key collaboration that allowed co-marketing efforts and double-momentum, buzz that was even more enhanced by the specific period chosen to do this campaign – February/March 2024, during the Bitcoin Halving, ensuring the most attention from the whole Bitcoin community.

This whole campaign was complemented by a dedicated and constantly updated website to educate users on what Bitcoin staking is, how to do it, and why it's safe, which included a walk-through video of how to stake on the testnet, and clear instructions on how to get Signet Bitcoin tokens and where to download the right wallets. Importantly, we also included answers preemptively to key questions, like “Why is Bitcoin Staking Safe?”, to get ahead of any potential challenges we might encounter.

BABYLON CHAIN <> HYPE

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ONCHAIN SUPER AGENCY

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CAMPAIGN COMPONENTS

BITCOIN PIONEER PASS (NFT)

The the first ever Bitcoin Pioneer Pass (NFT) was created to reward the early users of the Babylon Testnet, making them protagonists of the momentum and building a new core community of early users for Babylon.

The Pioneer Pass had a maximum cap of 100k that could be minted and had a limit of one mint per wallet. This created both scarcity, and consequently value, and decreased gas expenses for Babylon (that bore the gas fees to make it a free mint for users).

The Bitcoin Pioneer Pass represents a permanent onchain proof that they were one of the first to stake Bitcoin.

GALXE CAMPAIGN & BABYLON BEACON BADGES

During phase 2 of the campaign, to help get maximum social traction, Hype launched a 2 series, quest campaign on the side, with the help of Galxe.

This campaign provided the "Babylon Beacon badges" – additional community badges, designed by Hype, which were available for community members to collect, providing users with dedicated early roles in Discord as a reward.

The tasks users were asked to complete to claim the badge supported the amplification of the campaign by encouraging them to share and engage with it on social channels and refer their friends.

BABYLON CHAIN <> HYPE

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ONCHAIN SUPER AGENCY

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BABYLON NFTs & LANDING PAGE

BABYLON CHAIN <> HYPE

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PRE-LAUNCH

TESTNET LIVE

(wallet connected)

TESTNET LIVE

(staked-waiting)

TESTNET LIVE

(staked-completed)

SHARE YOUR PASS

HY.PE

TEASER

LAUNCH

POST-LAUNCH

19 FEB

4TH MARCH TO APRIL

TEASER CAMPAIGN LAUNCH��MEDIUM �BLOG �LAUNCH

SECURE BIG PR TO SUPPORT THE TESTNET ANNOUNCEMENT

2-3X TS WITH ECOSYSTEM KOLS ABOUT BTC STAKING

PR & KOLS FROM OKX SUPPORTING THE LAUNCH

GM BTC PIONEERS - CLAIM YOUR PASS - ONLY 7 DAYS TO CREATE FOMO

CELEBRATING MILESTONES & REMINDER OF SCARCITY CONTENT WITH THE COUNTDOWN TO CLAIM��ETHDENVER

EXCLUSIVE PIONEERS AMAS HOSTED BY BABYLON TEAM

SERIES OF APPEARANCES IN MAJOR PODCASTS & TS

COMARKETING TS & AMAS WITH BEHIND THE SCENES CONTENT

LONG-FORM RECAP ON THE TESTNET MILESTONES

REMINDER OF THE BTC PIONEERS BENEFITS��TS & AMAS WITH PARTNERS & KOLS

26 FEB

DAY 19 - 20 - 21 - 22 - 23 - 24 - 25

DAY 26 - 27 - 28 - 29 - 1 - 2 - 3

DAY 4 - 5 - 6 - 7 - 8 - 9 - BEYOND

SATOSHI AI

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LP �LAUNCH��COUNTDOWN��X THREADS��CRYPTOPEDIA

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ONCHAIN SUPER AGENCY

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BABYLON CHAIN <> HYPE

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1 LAUNCH CAMPAIGN

2 SIDE CAMPAIGNS

100+ STATIC & VIDEO CREATIVE ASSETS

5 NFT DESIGNS AND DEVELOPMENT

2 LONG-FORM ARTICLES

1 CAMPAIGN LANDING PAGE

WHAT WE DELIVERED

ONCHAIN SUPER AGENCY

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BABYLON CHAIN <> HYPE

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CAMPAIGN RESULTS

+300K TWITTER & DISCORD FOLLOWERS

100K NFTS SOLD OUT IN 48 HRS

1st NFT BY VOLUME IN THE WORLD (THAT WEEK)

1st NFT ON POLYGON NETWORK IN HISTORY

$5.6M NFT VOLUME ON SECONDARY MARKET

1M+ TESTNET WALLETS CREATED

4M+ LAUNCH IMPRESSIONS

THE MINDS BEHIND THE CAMPAIGN

OUR TEAM

ACCOUNT DIRECTOR

MANAGING DIRECTOR

CHRISTIAN RUZ

DANNY GAZIT

DANIEL MASCARENHAS

CREATIVE DIRECTOR

GROWTH STRATEGIST

CHARAN KUMAR

APPENDIX / ADDITIONAL RESOURCES

BABYLON CHAIN <> HYPE

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ONCHAIN SUPER AGENCY

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• EDUCATIONAL LANDING PAGE
• SOCIAL MEDIA POST SAMPLE
• CAMPAIGN CREATIVES

FOR MORE DETAILS ON THIS SUBMISSION, PLEASE CONTACT -

IPSHITA KUMAR IPSHITA@HYPE.PARTNERS

The information contained in these documents is confidential, privileged and only for the information of the intended recipient and may not be used, published or redistributed without the prior written consent of HYPE PARTNERS.