In Web3 space, where blockchain technology promises to revolutionize everything from finance to entertainment, a common complaint is that Web3 marketing teams lack the expertise to execute effective Web2 marketing campaigns. This often results in an inability to reach and onboard the masses into the Web3 ecosystem. However, one company is breaking that mold and showing the industry how it's done.

Cracking the Code: Upland's Success on TikTok

Upland, a Web3-based virtual property trading game, has successfully bridged the gap between the traditional Web2 audience and the burgeoning Web3 space. Their secret? A cleverly implemented marketing plan that leverages TikTok, one of the most powerful social media platforms of Web2.

Recognizing TikTok's immense potential for reaching and engaging a broad audience, Upland launched a targeted campaign that caught the attention of both TikTok users and gamers alike. In fact, Upland was featured by TikTok for Business as a success story, demonstrating how a Web3 company can effectively utilize Web2 tools to achieve impressive results.

Upland's campaign was nothing short of strategic brilliance. They wisely identified TikTok as a crucial platform for attracting long-term players and launched a U.S. campaign focused on Mobile App Installs and App Event Optimization. But Upland didn't stop there; they took it a step further by pivoting their content strategy towards user-generated content (UGC). This move significantly boosted engagement, allowing users to become part of the Upland narrative and creating a sense of community and ownership often missing in traditional marketing efforts.

The results were truly remarkable. After expanding their campaign to Brazil and other Spanish-speaking Latin American countries through the TikTok Creative Exchange, Upland saw a staggering increase in user flow—more than 45 times higher than before. The campaign demonstrated that a well-executed Web2 marketing strategy can yield significant results for Web3 companies, with a 23% increase in registration volume and improved cost metrics.

A Blueprint for Web3 Success

Upland's success on TikTok serves as a blueprint for other Web3 companies looking to scale and onboard new users. It highlights the importance of understanding the dynamics of Web2 platforms and leveraging them to engage with potential users in a way that feels organic and authentic. The lesson here is clear: to succeed in the Web3 world, you need to master the art of Web2 marketing.

While debates continue on X (formerly Twitter) about the effectiveness of Web3 marketing teams, Upland's success story on TikTok stands as a testament to what can be achieved when traditional marketing techniques are adapted and implemented in a new environment. The integration of user-generated content, targeted campaigns, and platform-specific strategies has not only resulted in significant growth for Upland but has also set a new standard for how Web3 companies can—and should—approach marketing. Upland's strategy provides a shining example of how to do it right. Upland is more than just a game; it's a masterclass in modern marketing, meeting users where they are and creating impactful campaigns on a platform as significant as TikTok.

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Vested Interest Disclosure: This author is an independent contributor publishing via our business blogging program. HackerNoon has reviewed the report for quality, but the claims herein belong to the author. #DYOR.