International Marketing Campaign for Gonka — English-Speaking Markets
Author: Evgenii Maksimenkov Created: 2026-04-25 06:39 UTC Closes: 2026-05-25 06:39 UTC Language: EN Votes: 0 Avg. Bid: 0.00 GNK
Multi-phase marketing campaign to grow Gonka awareness, Host adoption, and Developer activity in English-speaking markets. Crypto-native agency required, fixed KPIs, milestone-based payouts.
Full Proposal
Context
Gonka is a live-mainnet decentralized AI L1 with a novel Proof of Compute consensus, OpenAI-compatible inference (Qwen3-235B-A22B-FP8 currently served), and an existing ecosystem (CertiK audit, Coatue/Slow Ventures/Mantis/K5 backing, Gcore/Hyperfusion/6blocks as Hosts).
The protocol is technically mature but under-marketed relative to peers in the DePIN/decentralized-AI category (e.g., Bittensor, io.net, Akash, Render, Aethir). This tender procures a structured, KPI-driven international marketing campaign focused on English-speaking markets, executed by a crypto-native agency with verifiable DePIN/L1 portfolio, with payouts tied to measurable outcomes per phase.
2. Objectives
The Campaign MUST drive measurable growth in three primary funnels:
- Hosts — onboard new compute providers (target audience: GPU farm operators, mining pools transitioning from ETH/BTC, mid-tier data centers).
- Developers — drive API adoption (target audience: AI builders seeking OpenAI-compatible alternatives, Web3 devs, indie LLM app developers).
- Token holders / community — grow informed, retained holder base (target audience: DePIN investors, crypto-AI thesis traders, governance participants).
Brand awareness is a secondary KPI, not the primary one. Vanity metrics (impressions, follower count alone) are NOT acceptable as primary deliverables.
3. Target Markets and Audience
- Geography: United States, United Kingdom, Canada, Australia, Singapore, UAE, Western Europe (English-language content only for v1).
- Languages: English only. Localization to other languages is OUT OF SCOPE for this tender.
- Channels (mandatory coverage):
- X (Twitter): crypto-AI KOLs, DePIN community
- YouTube: long-form technical content, AMAs, host setup tutorials
- Podcast circuit: Bankless, The Defiant, Empire, Unchained, Lightspeed, equivalent tier
- Reddit: r/CryptoCurrency, r/MachineLearning, r/LocalLLaMA, r/ethereum (informational, non-spam)
- Discord/Telegram: organic community growth, AMA hosting
- Technical media: CoinDesk, The Block, Decrypt, Blockworks, Cointelegraph, Messari, Delphi Digital
- Developer channels: Hacker News, Dev.to, Hashnode (continuing existing
what-is-gonka.hashnode.dev), Substack, Mirror
4. Agency Requirements (Mandatory)
Bidders MUST demonstrate all of the following:
- Portfolio: minimum 5 prior crypto/Web3 campaigns completed in the last 36 months, with at least 2 in the DePIN, L1, or decentralized-AI category. Case studies with verifiable before/after metrics are required.
- Crypto-native team: lead strategist, content lead, and KOL manager MUST have ≥3 years in crypto marketing each. CVs with on-chain or public attribution required.
- English-native content: all copy, scripts, and long-form content MUST be authored or edited by native English speakers. AI-generated copy is permitted as a draft tool only; final outputs MUST be human-edited and disclosed.
- KOL relationships: documented working relationships (not cold outreach) with minimum 30 crypto KOLs in the 50K+ follower tier on X, with at least 10 specifically in the AI/DePIN niche.
- Media access: existing editorial relationships with at least 3 of: CoinDesk, The Block, Decrypt, Blockworks, Cointelegraph, Messari, Delphi Digital. Pay-to-publish placements MUST be disclosed and excluded from earned-media KPIs.
- No conflicts: no active engagement with directly competing networks (Bittensor, io.net, Akash, Render, Aethir, Prime Intellect) during the campaign and for 6 months after. Disclosure of any historical engagements required.
- Compliance: ability to comply with FTC disclosure rules, MiCA where applicable, and SEC guidance on token promotion. No unregistered securities-style promotion.
5. Phased Structure and Payouts
The Campaign is split into 4 sequential phases with gated milestone-based compensation. Each phase has a fixed scope, fixed KPIs, and a fixed payout. Phase N+1 starts only after Phase N KPIs are independently verified.
Total budget envelope to be proposed by bidder; payout split MUST follow the percentages below.
Phase 1 — Discovery, Positioning, and Asset Production (Weeks 1–6) — 15% of total budget
Scope: - Competitive teardown vs. Bittensor, io.net, Akash, Render, Aethir, Prime Intellect (positioning matrix, differentiation narrative). - Brand voice guide, visual identity refresh proposal (optional, not redesign). - Messaging architecture for each of three audiences (Hosts / Developers / Holders). - Asset library: 10 short-form videos (≤90s), 5 long-form articles (1500+ words), 3 explainer animations, 1 pitch deck for Hosts, 1 pitch deck for Developers. - Content calendar for Phases 2–4. - Media list (≥100 named journalists/podcasters with contact and angle).
KPIs (binary, all required for payout): - All listed assets delivered, reviewed, and approved by Gonka core team. - Positioning document signed off by Gonka governance representative. - Two pilot media placements secured (not yet published).
Phase 2 — Launch Wave and Earned Media (Weeks 7–14) — 25% of total budget
Scope: - Coordinated press launch around a defined narrative milestone (mainnet maturity / Qwen3-235B inference availability / new feature). - Tier-1 media placements, 3+ podcast appearances for Gonka leadership. - KOL activation wave: paid + organic, with mandatory disclosure. - Reddit/HN organic seeding (no astroturfing). - Conference presence at minimum 1 tier-1 event (Token2049, Devcon, ETHDenver, Permissionless, Consensus equivalent).
KPIs (numerical, payout pro-rated against achievement):
| KPI | Target | Floor (50% payout) | Ceiling (full payout) |
|---|---|---|---|
| Tier-1 earned media placements | ≥5 | 3 | 5 |
| Tier-2 media placements | ≥15 | 8 | 15 |
| Podcast appearances (Gonka leadership) | ≥3 | 2 | 3 |
| KOL impressions (verified, non-bot, AI/DePIN niche) | ≥10M | 5M | 10M |
| New X followers (organic + KOL-driven, bot-filtered) | ≥25K | 12K | 25K |
| Discord member growth (verified humans) | ≥8K net | 4K | 8K |
| Documentation page sessions | ≥150K | 75K | 150K |
Pro-rated payout below the floor: 0%. Bot-filtering methodology MUST be specified in the proposal (e.g., HypeAuditor, SparkToro, or equivalent third-party verification).
Phase 3 — Conversion and Adoption Drive (Weeks 15–26) — 35% of total budget
Scope: - Host onboarding campaign: targeted outbound to GPU operators, dedicated landing pages, ROI calculators, host-success case studies (3+ filmed testimonials from existing Hosts). - Developer adoption campaign: hackathons (1 sponsored hackathon ≥500 registrants OR 2 smaller events ≥200 each), tutorial series (10+ technical posts), integration guides for popular frameworks (LangChain, LlamaIndex, OpenAI SDK drop-in migration guide). - Comparison content: head-to-head benchmark posts vs. Together AI, DeepInfra, Fireworks AI on price/latency/determinism (Gonka-supplied data).
KPIs (numerical, payout pro-rated):
| KPI | Target | Floor (50%) | Ceiling (full) |
|---|---|---|---|
| New Host applications submitted | ≥50 | 25 | 50 |
| New Hosts onboarded (passed genesis/collateral) | ≥15 | 8 | 15 |
| New developer accounts (with ≥1 paid inference call) | ≥1,000 | 500 | 1,000 |
| Total inference requests attributable to campaign (UTM-tracked) | ≥5M | 2M | 5M |
GitHub stars on gonka-ai/gonka (delta) |
≥1,500 | 750 | 1,500 |
| Hackathon registrants (cumulative) | ≥500 | 250 | 500 |
| Hackathon submissions (working projects on Gonka API) | ≥40 | 20 | 40 |
Attribution MUST use UTM tagging, dedicated landing pages, and on-chain referral codes where technically feasible. Self-reported KOL numbers are NOT accepted without third-party verification.
Phase 4 — Sustain, Measure, Handover (Weeks 27–32) — 25% of total budget
Scope: - Always-on social ops handover (playbooks, content templates, KOL contact lists transferred to Gonka in-house team). - 2 case studies on successful Developers built on Gonka. - Final analytics report with full funnel attribution. - 30-day post-campaign measurement (retention, churn, repeat usage). - Sustaining content cadence: 4 posts/week on X, 1 long-form/week, 1 podcast/month maintained through Phase 4.
KPIs (numerical, payout pro-rated):
| KPI | Target | Floor (50%) | Ceiling (full) |
|---|---|---|---|
| Developer 30-day retention (≥1 call in days 7–30 after first call) | ≥35% | 20% | 35% |
| Host 60-day retention (still active 60 days post-onboarding) | ≥85% | 70% | 85% |
| Organic X mention volume (excluding paid KOLs, bot-filtered) | ≥3K/month sustained | 1.5K | 3K |
| Inbound media inquiries (no PR push required) | ≥10/month sustained | 5 | 10 |
| Net Promoter Score (Hosts + Developers, n≥100) | ≥40 | 25 | 40 |
6. Measurement, Verification, and Anti-Fraud
- Independent verification: KOL impressions, follower deltas, and bot percentages MUST be verified by an independent tool (HypeAuditor, SparkToro, Modash, or equivalent) and the raw report attached to each invoice.
- On-chain attribution: Host onboarding KPIs MUST be verified by on-chain Host registration events; agency-submitted lists are NOT sufficient.
- UTM hygiene: all campaign traffic MUST flow through UTM-tagged links; attribution dashboard (e.g., PostHog, Plausible, Matomo) MUST be set up and read-access shared with Gonka.
- No fake engagement: any detected use of bots, follow/unfollow farms, comment pods, or paid engagement without disclosure triggers immediate termination and forfeiture of the current and remaining phase payouts.
- Sentiment monitoring: agency MUST run continuous sentiment monitoring (e.g., LunarCrush, Santiment, or equivalent) and report weekly. Sustained negative sentiment shifts attributable to campaign messaging require remediation at agency expense.
7. Reporting Cadence
| Frequency | Content |
|---|---|
| Weekly | KPI dashboard snapshot, content shipped, upcoming week plan |
| Bi-weekly | 30-min sync with Gonka core team |
| End of each phase | Phase-completion report, KPI verification, invoice |
| End of campaign | Full funnel attribution, post-mortem, lessons-learned doc |
All reporting tools MUST grant read-access to designated Gonka team members. No reporting via screenshots only.
8. Brand and Messaging Constraints
- All messaging MUST be technically accurate. Claims about throughput, cost, decentralization, or compliance MUST be reviewed by Gonka technical leads before publication.
- No price predictions, no "guaranteed returns" framing, no securities-implication language.
- No FUD against named competitors. Comparison content is permitted but MUST be data-driven and reviewed by Gonka.
- Discord and Telegram moderation MUST follow Gonka's existing community guidelines.
- Agency-produced content MUST be reviewable in draft for ≥48h before publication for tier-1 placements; ≥24h for routine content.
9. Deliverables (Final)
By end of Phase 4:
- Full asset library transferred to Gonka (raw files, source files, brand book).
- KOL and media contact list with relationship notes.
- Content playbooks: launch playbook, KOL activation playbook, crisis comms playbook.
- Final attribution report (PDF + raw data).
- 30-day post-campaign retention report.
- Recommendations for Phase 5 (in-house continuation or rebid).
10. Out of Scope
- Non-English localization (separate tender if needed).
- Token listings and exchange relations (handled by Gonka/Product Science directly).
- Influencer-paid deals exceeding $50K per individual without Gonka pre-approval.
- Paid advertising spend (separate budget line, not part of agency fees).
- Investor relations and VC outreach.
11. Submission Requirements
Bidders MUST submit:
- Agency profile with team CVs and disclosure of all current and past 12-month crypto clients.
- Portfolio: 5+ case studies with verifiable metrics, ≥2 in DePIN/L1/decentralized-AI.
- KOL roster (sample of 30+ with niche tags, follower tier, prior collaboration evidence).
- Media access matrix: which tier-1/tier-2 outlets the agency has direct editorial relationships with.
- Phase-by-phase proposal mapped to Sections 5.1–5.4, with proposed budget per phase.
- Total budget (USD or USDC; payment in GNK acceptable for up to 50% with mutually agreed lockup terms).
- Risk register: top 5 risks the agency sees in this campaign and proposed mitigations.
- Conflict-of-interest disclosure per §4.6.
Comments (2)
💬 Дмитрий В
2026-05-03 22:04 · 👍 0 · 👎 0
Тут двояко: "Платные сделки с инфлюенсерами, превышающие $50K на одного человека, без предварительного одобрения Gonka. Расходы на платную рекламу (отдельная статья бюджета, не входит в гонорары агентства)." то есть рекламные размещения до 50к входят или не входят в пропосал?
Я бы предложил наверное более явно прописал по бюджетам мысли. А то голосующие могут не понять как голосовать по сумме гранта.
Ну и про передачу доступов и контактов это тонкая история, комьюнити тут ничего не решит и никак не возьмет по умолчанию материалы, тем более часть из них чувствительная. Или продумал бы это заранее или возложил бы сразу на исполнителя продумать это и создать технологию передачи активов как-то технологично.
💬 Дмитрий В
2026-05-03 22:15 · 👍 0 · 👎 0
Думаю я бы в целом дал бы больше свободы исполнителю, а то с одной стороны запрос на топ-1 исполнителя, с другой стороны рамки по стратегии и создание некого фрейма неповоротливости. А ситуация в поле может меняться быстро, тем более в теме ии. Добавил бы еще, что это все не строго, если исполнитель видит по своему и уверен в силах, обладает регалиями, пусть вызывается, мы его рассмотрим.
И возникает странная обратная ситуация), если исполнитель зайдет на эту страницу и увидит тендер где предложено сообществом условно по курсу сейчас это 30 млн руб, то развернется и не будет тратить силы.) то есть мы никак не привлекаем так сильных ребят, а отгоняем чтоли..