Competitor Conquest Campaigns
Advanced advertising strategy targeting users of competing protocols to win market share
Traditional Background
Competitor conquest has been a staple of traditional advertising, from Pepsi vs Coca-Cola to mobile carriers targeting each other's customers. However, it typically required expensive research to identify competitor customers and complex campaign setup to reach them effectively.
Web3 Evolution
Web3's transparent blockchain data makes competitor conquest powerful and precise through onchain verifiability. Advanced platforms can simplify targeting users of competing protocols through automated identification of competitor users. The on-chain nature of web3 allows for identification of competitor users and their behavior patterns via behavioral onchain targeting.
Implementation
Rather than requiring extensive research and setup, advanced platforms enable advertisers to simply specify competitor protocols and automatically target their users through custom targeting. This can include targeting users who have deposited in competing DeFi marketing protocols, used rival DEXs, or hold competitor tokens using token gated advertising.
Strategic Value
Particularly effective because it targets users who have already demonstrated interest in the category and have the technical knowledge to use similar protocols. These users represent the highest-quality prospects for conversion since they're already educated about the space, leading to excellent CAC and ROI metrics.
Implementation Advantage
Some platforms offer specialized competitor conquest capabilities with simpler setup processes than manual targeting would require. Advanced platforms can target competitor users with precision while ensuring campaigns comply with smart contract audit requirements and positive sum principles.
Examples
A new DEX can target users who have traded on Uniswap using liquidity provider targeting, or a lending protocol can target users who have deposited on Aave. The targeting can be extremely specific, such as users who provided liquidity to specific trading pairs on competitor platforms, tracked via cross chain attribution.