After the mainnet was launched, what efforts have been made by the projects on the Scroll ecosystem to stay ahead?

What Measures Have Projects on Scroll Ecosystem Taken to Stay Ahead After the Launch of Mainnet?

Scroll, a project highly praised by Vitalik Buterin, has always been a focal point in the market. Since the mainnet launch was announced on October 17th, the popularity of Scroll has been on the rise. As of the time of writing, there are over 570,000 Scroll wallet addresses, over 122,000 cross-chain ETHs, 44,000 cross-chain transactions, and a TVL (Total Value Locked) of 26.4 million.

The performance of Scroll is impressive, and whenever the word “Scroll” appears in people’s field of vision, they will pause for a few seconds to carefully examine the information. In this traffic pool of Scroll, any relevant information mentioned or promoted is a success because everyone wants to leverage the momentum of Scroll to attract more users. However, in this fiercely competitive traffic pool, the key to this “momentum marketing” competition is how to stand out and capture the attention of users among numerous projects.

Finding Points of Association with the Brand

Before implementing momentum marketing, it is important to consider the relevance of your marketing content to the hot topics. The more relevant your marketing is, the more effective it will be. The project needs to establish a strong association with the “momentum” of Scroll: if Scroll’s mainnet goes live, the most direct way to connect your product with Scroll is to support the Scroll ecosystem.

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Since October 17th, many projects have announced their support for the Scroll mainnet:

• LayerZero announces the launch of Scroll mainnet
• NFTScan announces support for Scroll mainnet
• Orbiter adds support for cross-chain USDC and USDT on Scroll mainnet
• …

Furthermore, as a star project in the zk-based L2 track, Scroll also needs to promote its ecosystem’s diversity to prove itself through publicity: Scroll’s official website lists various projects that have already supported the mainnet ecosystem, which is an excellent advertising space for major projects to attract new users.

When checking the sources of the previous few incoming traffic on Similarweb, I found that Scroll’s referral effect is evident:

In the previous article, it was mentioned that many projects achieve the purpose of trend marketing by supporting Scroll. However, Scroll, as the hot topic in the market, had over a hundred applications deployed during the test network period. After the mainnet went live, ecological projects sprouted up like bamboo shoots after rain.

Announcing support for the mainnet is a common marketing tactic, but what did the projects do to get a share of the traffic after that?

Traffic frenzy from bundling and collaboration

Joint marketing campaigns in the Web2 world are countless, and bundling and collaboration tactics are not uncommon. There are numerous projects supporting the Scroll ecosystem, and in order to achieve good results in a marketing campaign, many projects choose to “bundle/collaborate” to attract more traffic. Currently, the best stage for collaborative activities is various Web3 growth platforms: platforms with large user bases like Galxe, TaskOn, and QuestN have become the first choice for projects.

By bundling, they can increase the budget and share the traffic of the campaign. At the same time, they can also exchange better resource positions with Web3 growth platforms, thus increasing brand exposure. The Web3 growth platforms also value their own growth and, in the face of Scroll’s popularity, they will actively provide more support and allocate resources to relevant activities. In the battle for traffic in the Scroll ecosystem, TaskOn took the lead in collaborating with multiple ecological projects, launching the first shot in this traffic competition. Galxe and QuestN followed closely, collaborating with multiple projects and launching Scroll ecosystem joint campaigns. Currently, these platforms showcase the joint campaigns of Scroll ecosystem projects on their homepages:

Here, the author has compiled some participation data from projects on the Scroll ecosystem during the Galxe, QuestN, and TaskOn release events, which can be used as a reference. The highlighted cells in the table indicate the first display position of the activities:

From the data, it can be seen that there is a significant difference in the number of participants in activities between Galxe and QuestN projects. For TaskOn, the number of participants in different activities is relatively average. The placement of resources on QuestN has a significant impact on the conversion rate of activities, with high conversion rates for activities with a front placement and not much difference in participation numbers for activities with a rear placement.

There is also a noticeable difference in the exposure of activities on social media. As of the time of writing, Galxe, which has surpassed 1 million followers on social media, has far more exposure for activity promotion compared to the other two platforms:

Galxe	QuestN	TaskOn
190k+	60.8k+	103k+

The author noticed that due to the good response to this wave of Scroll joint activities, 15 project teams have joined the TaskOn plan to start the second round of Scroll activities.

How many projects are ready to showcase their skills in this battle for traffic? Let’s wait and see.

Resonating with demand, standing out

By observing the activity data above, it can be seen that Rinho.fi has a high number of participants on each platform because they have incorporated their own ingenuity into the activity design. In order to attract genuine users, activities often include on-chain tasks, and Rinho.fi is no exception. However, in the activity process, they observe market demand and combine it with the activity: currently, most users need to transfer assets to the mainnet to experience the Scroll mainnet, and Rhino.fi’s Bridge Free reduces users’ fees as a benefit to attract more users to experience their product, creating a differentiation in detail compared to other activities.

The track of leveraging marketing is destined to be crowded. Maybe you have already missed the last bus of scroll traffic, but there will be more opportunities for large traffic in the future. It’s time to prepare in advance and ride the “trend”.

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