Polkadot (DOT) became one of the Top 15 biggest cryptocurrencies for its ability to synergize seemingly incompatible blockchain apps.
The greater the ecosystem, the easier it is for projects like Efinity to grow.
But it wouldn’t be easy. Not only were there limited spots, but Enjin needed to overcome the ferocious competition of the first-ever parachain auctions:
Enjin had already grown its YouTube channel and organic traffic to over 45K/mo. This means there was a lot to leverage for Efinity without having to publish hundreds of posts. My role included:
The Enjin team wanted to focus on extending the market (awareness) rather than promoting to it. So instead, I wrote about Polkadot to those unfamiliar with it, and once investors knew how the Parachain auctions work, they were more likely to vote for Efinity.
The “Polkadot awareness campaign” was one of several that allowed Enjin to raise 7.7M DOT after the auction week— which at the time of purchase was $138M.
With this victory, from March 2022 to January 2024, Efinity would be part of the Polkadot ecosystem and leverage other dApps from previous auctions and many others to come.
From here the Enjin team doubled down in inbound marketing and quickly increased the traffic and community size by about 40%.
The continued long-form content would allow Enjin not only to increase trading demand over time, but Efinity would be more than established in the NFT space for 2024. So that after the end of the lease, there’s an even higher chance to win the next auctions again.
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