Marketing of Polygon. TOP 3 secrets of success.
Polygon is a decentralized Ethereum scaling platform that enables developers to build scalable, user-friendly dApps with low transaction fees without sacrificing security. Their mission is to offer a wide range of secure, fast, affordable and energy-efficient Ethereum scaling and infrastructure solutions for developers to build decentralized applications.
I created a YouTube video about Polygon’s marketing. You can watch it or read the text below.
The company was established in 2017 when MATIC was founded. MATIC is the native token of Polygon, and it is used to govern and secure the network by staking. The currency of Polygon apps enables users to interact with hundreds of dApps involved in the ecosystem.
Nineteen thousand dApps were built on Polygon with one hundred and thirty million users.
Polygon’s Green Manifesto is part of a broader vision for sustainable development, including the plan to achieve carbon-negative status in 2022. It has pledged $20 million to a series of community initiatives, including funding projects that utilize technology to combat climate change.
Polygon’s brand color is purple, and I suspect that this color was chosen regarding the brand color of Ethereum, which is also purple. The logo is simple and very memorable. Its coolness and the ability to scale into a brand system are revealed in solutions — Polygon Zero, Polygon Miden, Polygon zkEVM and others.
Polygon Studios is the team behind the Polygon ecosystem. Polygon Studios provides marketing, PR and communication support to web3 projects on Polygon Technology. Almost every week, the CEO of Polygon Studios publishes announcements of new partnerships, some of which are with world-famous brands.
They have 1.7 million followers on Twitter, but the average post gets 5–7 hundred likes, which is not a very high engagement relative to the number of followers. I don’t know why because the interest in Polygon is high according to search results and mentions on the Internet.
Prominent Partnerships
✅ In September, the company partnered with Starbucks, creating a unique loyalty program using NFT for employees and customers.
✅ Further partnership with J.P. Morgan, where thanks to Polygon Technology, it became possible to conclude contracts in the blockchain.
✅ Next, a partnership with The Walt Disney Company to create exclusive digital collectibles for its employees.
✅ Later — the feature of creating NFTs on Facebook and Instagram. I haven’t seen this function yet, but it should be available to everyone soon. If your account already has this option, write in the comments how it works and whether you could test the new feature.
✅ Nike is launching the Swoosh Web3 platform with Polygon NFT to launch in 2023. Nike will use the platform as a hub to sell virtual apparel — t-shirts and sneakers for avatars that can be used in Web3 games. Thus, users can unlock exclusive physical clothing or communication with famous athletes.
✅ And recently Polygon announced a collaboration with Warner Music. They are planning to launch the music platform LGND Web3 Music. The service will allow users to play and buy music NFTs from any blockchain.
What is Polygon’s marketing success?
1. The company created a studio with a team that deals with marketing and partnerships. This suggests they are ready to invest resources in marketing and hire qualified people. In this way, they show projects in the ecosystem that will help them promote products, and the teams can entirely focus on the technical side.
2. Polygon is the basis for creating dApps and helps class c businesses enter the web3. In my opinion, they have chosen a successful positioning because they do not make themselves a very niche technology product but use partnerships to reach a broad audience. All these activities benefit offline brands of positioning themselves as modern and techy.
Polygon is reaching a new audience to bring the first billion users to Web3. If there are no “black swans” the goal can be achieved in the next couple of years.
3. Polygon successfully communicates that their blockchain solutions are sustainable-friendly, falling into the general trend and attracting companies that share this approach.
