PROPOSED: Fund a trial run of "Ignore Dash," a display-based ad campaign scheduled to run in May on websites within the the coin for "Instant Confirmations."



​ Fund a trial run of "Ignore Dash," a display-based ad campaign scheduled to run in May on websites within the Google Display Network . "Ignore Dash" ads can advertise any number of Dash attributes and integrations, but this run will focus on branding Dash asfor "Instant Confirmations."

Note

We posit that the primary reason Dash has been largely ignored is a failure to brand ourselves appropriately.

For years, Dash has been ignored by much of the crypto-buying market. The "Ignore Dash" ads, then, capture attention with reverse psychology and attempt to reverse this situation.When most of us are asked what Dash is, we gush about "governance!" and "second tier of infrastructure!" and "treasury system!" and practically every other thing that Dash does well -- which is a lot of things.But that's not what works -- you already know what works. Bitcoin? "Digital gold." Litecoin? "Silver to Bitcoin's gold." Ethereum? "Smart contracts." Monero? "Privacy." We suggest that at this time, Dash brand itself with "Instant Confirmations."We'll say it again: Dash? "Instant Confirmations."A three-way collaboration of Amanda B. Johnson (concept design & market selection), Nathan Pettijohn (strategy & production), and Pat McKenna (ad buy & testing/optimization). Mr. McKenna represented by colleague Jason Nesbitt in the team introduction video below.Fernando has been consulted throughout the creation of this campaign. He's expressed excitement about the boldness of the "Ignore Dash" approach, and agrees that Dash should be branded with a single, core selling point at this time.Fernando has also offered to coordinate the creation of the custom, trackable landing page(s) at Dash.org to be the click-through destinations of the ads.While the first month of the "Ignore Dash" campaign is indeed slated to use the Google Display Network for distribution, we are not limited to it.Should Google go through with its cryptocurrency ad ban in June, and not offer exemptions to proven projects like Dash, the "Ignore Dash" campaign can be distributed through other ad networks. Partner Pat McKenna has the necessary relationships with alternatives to make such a transition happen, should it become necessary.Ads will be shown in the U.S. and Canada to those whose web profiles indicate that they're alreadyinterested in cryptocurrency (using both their Google search terms and their domains visited). Better still, "Ignore Dash" ads will largely run as a "re-market" to a portion of the 5,000,000+ people who've already viewed the "What is Dash?" video, as it was uploaded and advertised by Pat McKenna in this proposal. If "Ignore Dash" is deemed successful, we will make a future proposal to expand it to more geographical regions.We will compare the reported engagement statistics of the "What is Dash?" video with the forthcoming engagement statistics of "Ignore Dash" ads to determine if things are moving in the right direction -- if we are gaining or losing engagement. If we are gaining, we can have confidence that a link is being formed in users' minds between Dash and "Instant Confirmations", and that the campaign should continue (either with more "Instant Confirmations" messaging for another month, moving on to another message, or both).A performance report of the "Ignore Dash" ads -- as generated by the Google Display Network administrative tool -- will be publicly posted on this proposal's dash.org/forum thread at the end of the 30-day run.Finally, though it would be difficult to directly credit back to this or any other campaign, a Dash price increase (a literal return on investment) is naturally the ultimate and necessary end-goal of this campaign.30 days of ads on Google Display Network websites = $92,000Labor (layout & strategy) = $8,000Labor (testing & optimization) = $8,000TOTAL = 314 Dash (subtotal of $108,000 [309 Dash @ 30-day SMA of $350/Dash] + 5 Dash fee reimbursement)*---------------------------------------Please post any questions you might have below.Thank you for your consideration,Amanda, Nathan, Pat, & Jason