CHEYNI β€” Full Marketing Strategy
🎬
Verbal Brand Identity
Every word, sentence, and concept that defines how CHEYNI speaks and is perceived in the market.
Core identity
Mission
Why we exist
To transform passive viewers into active participants β€” rewarding their time, amplifying creators, and giving audiences real ownership of the culture they love.
Vision
Where we're going
A world where every film has its own universe β€” and audiences, creators, and brands co-own that universe through blockchain-powered connection.
Purpose
The bigger "why"
Cinema is the most human art form. We believe the people who love it most deserve to benefit from it β€” not just consume it.
Taglines & slogans
ContextTaglineUse case
PrimaryWatch. Earn. Belong.All channels, homepage, ads
Extended"Level Up Yourself."Social, push notifications, CTAs
B2C streamers"Your attention finally pays you back."Paid ads, landing pages, onboarding
Creators"Don't wait for YouTube to pay. This is your revenue launchpad."Creator outreach, email, LinkedIn
Web3 / Crypto"Stake to stream. Watch to earn. Own to govern."Twitter/X, Telegram, Discord
Brands B2B"Gen Z doesn't watch ads. They collect experiences. We build them."B2B pitch decks, LinkedIn, Cannes Lions
Anti-Netflix"Netflix tells you what to watch. CHEYNI lets you decide β€” and pays you for it."Comparison ads, social, competitor retargeting
Positioning statement
For internal use β€” shapes every message
"For culturally curious audiences, independent creators, and forward-thinking brands who are frustrated by passive, unrewarding entertainment ecosystems, CHEYNI is a Web3-powered streaming and creator economy platform that rewards viewers with tokens, empowers creators to monetize every layer of their work, and gives brands a transparent, culturally credible loyalty channel β€” unlike Netflix, YouTube, or traditional streaming platforms, which extract value from audiences without giving anything back."
Brand personality & tone of voice
If CHEYNI were a person...
A 30-year-old film director who also happens to understand blockchain. Culturally razor-sharp, believes deeply in the creator economy, doesn't take shortcuts, and gets genuinely excited when audiences and artists win together. Confident without being arrogant.
🎬
Visionary
⚑
Bold
🧠
Sharp
🀝
Inclusive
We write like this
  • Short, punchy sentences. Active voice always.
  • We address the reader directly β€” "you" not "users"
  • We speak film culture AND crypto fluently β€” never awkwardly
  • We make bold claims and back them with proof
  • We use contrast: "Not X. This is Y."
  • We celebrate the rebel, the creator, the pioneer
  • Numbers and specificity build trust: €83.88/yr, 15+ festivals, $4M
We never write like this
  • Crypto jargon without explanation (DYOR, GM, LFG)
  • Corporate/passive voice ("solutions are provided")
  • Vague hype ("revolutionizing everything")
  • Apologetic or over-qualified language
  • Generic streaming words ("content," "binge-watch," "algorithm")
Brand vocabulary
Use these words
Word/PhraseWhy it works
EarnActive, rewarding β€” not passive
OwnOwnership signals value and permanence
BelongEmotional community hook
GovernPower to the user β€” democratic
Universe / ecosystemBigger than a platform β€” a world
Curate / curatedSignals taste and intelligence
Pioneer / pioneer audiencesFlatters early adopters
UtilityNFT with real use β€” not speculation
CollectibleMore accessible than "NFT" for mainstream
LayerDepth metaphor β€” film has many layers
On-chainTransparency and trust signal
Watch & EarnCore product mechanic β€” always capitalize
Avoid these words
Word/PhraseWhy it's wrong
ContentDehumanizes films β€” say "films", "stories"
AlgorithmWe're the anti-algorithm β€” don't use it
DisruptiveOverused, meaningless in 2025
Blockchain technologyToo technical β€” say "on-chain" or "Web3"
NFT (alone)Always contextualize: "film collectibles", "utility NFTs"
UsersSay "viewers", "creators", "community"
MonetizeReplace with "earn from", "get paid for"
LeverageCorporate jargon β€” say "use" or "unlock"
SynergyNever.
Elevator pitches by context
10-second version
"CHEYNI is the streaming platform that pays you to watch β€” and lets you own a piece of the films you love."
30-second version
"CHEYNI is a Web3 streaming platform where you earn tokens by watching films, own film-linked NFT collectibles, and vote on what gets added to the library. For creators, it's a way to monetize not just their film β€” but every layer of the production. For brands, it's an NFT-powered loyalty channel that reaches niche Gen Z audiences without paid ads."
To a filmmaker (30s)
"You spent two years on your film. You uploaded it to YouTube and got paid €47. CHEYNI turns your film, your BTS, your shooting locations, and your production story into NFT collectibles that your fans actually want to own β€” while you earn token rewards every time someone watches."
To a brand CMO (30s)
"Gen Z doesn't respond to ads. They respond to stories. CHEYNI Originals produces branded films and NFT campaigns that give your audience something to own, not just watch. Everything is measured on-chain β€” views, wallet interactions, token engagement β€” no vanity metrics."
⚑
Pain Points β†’ Features β†’ Benefits
The complete bridge from what each audience suffers from to what CHEYNI delivers. Use this for ad copy, landing pages, and sales conversations.
How to use this: Every row is a conversion weapon. Pain = the emotional hook in ad copy. Feature = what we tell them. Benefit = what we promise them. Message = the copywriting output. Match pain + benefit = the winning headline.
AudiencePain pointFeatureBenefit (WIIFM)Message line
StreamerHours wasted watching with nothing to showWatch & Earn token engineEvery hour earns real $CHEYNI tokens"Your Netflix time cost you money. Your CHEYNI time makes you money."
StreamerAlgorithm forces generic mainstream contentCommunity-curated film libraryWatch films that match your actual taste"No algorithm. No recommendations. Just films chosen by people who love cinema."
StreamerNo sense of community or belongingDAO governance + token votingYou decide what gets on the platform"You're not a viewer. You're a curator."
CreatorYouTube pays €0.001 per view β€” unsustainableToken rewards + NFT collectible salesMultiple revenue streams from one film"Stop renting your audience to YouTube. Own them on CHEYNI."
CreatorOnly the final film gets distributed β€” production gold is wastedFilm-linked NFT collectibles (BTS, locations, sub-stories)Monetize every layer of your production"Your film is an iceberg. CHEYNI monetizes everything below the surface."
CreatorNo connection between fans and financial supportNFT crowdfunding + communityFans become stakeholders, not spectators"Turn your audience into co-owners."
Web3Most tokens have no real-world utility$CHEYNI backed by film culture + governance rightsA token with meaning, not just price"$CHEYNI is the first token backed by culture, not hype."
Web3Watch-to-earn platforms feel hollow or unsustainablePremium subscriber liquidity pool feeding tokenomicsSustainable economic model, not pump-and-dump"Tokenomics backed by subscription revenue, not speculation."
BrandGen Z ignores banner ads and influencersCHEYNI Originals β€” branded films + NFT campaignsReach audiences through culture they choose to consume"They didn't watch your ad. They collected your story."
BrandNo way to measure true engagement ROIOn-chain engagement metrics (wallet interactions, token activity)Transparent, immutable, brand-safe data"The first loyalty metric your CFO can actually verify."
SaaSBuilding a token-gated platform from scratch = 12 months + €200K+White-label SaaS infrastructure with blockchain baked inLaunch in weeks for a fraction of the cost"Your own Netflix β€” with Web3 built in. Launch in 30 days."
SaaSNo in-house blockchain expertiseCHEYNI handles token-gating, NFT minting, and smart contractsZero blockchain knowledge required"You don't need to understand blockchain. You just need to launch."
Streamer (B2C) β€” Pain β†’ Benefit map
Deep pains
  • Hours of viewing = zero reward
  • Algorithm pushes content they don't want
  • No sense of community or belonging
  • Free tier feels limited and gated
  • NFTs feel too complex and risky
  • Feels like a passive consumer, not a participant
What they want
  • To feel like their time has value
  • To discover hidden-gem films
  • To be part of a community that "gets" them
  • To own something exclusive
  • A simple entry point to Web3
  • Recognition for being an early adopter
What CHEYNI delivers
  • $CHEYNI tokens earned per watch session
  • Community-voted film library (no algorithm)
  • Governance NFTs for premium subs
  • Exclusive film collectibles β€” limited editions
  • Ghost rewards β†’ simple onboarding to Web3
  • Leaderboards, streaks, and badges
Top 5 copy angles for streamers
  • Time value: "You spent 3 hours watching last week. On CHEYNI, those 3 hours would have earned you tokens."
  • Anti-algorithm: "No autoplay. No trending. Just the films your community actually chose."
  • Exclusive access: "Berlinale selections, festival darlings, and cinema you won't find anywhere else."
  • Ownership hook: "The film you love now has a collectible. Own a piece of the story."
  • FOMO: "Early subscribers earn 2x tokens and get access to the founding governance NFTs β€” only 1,000 available."
Creator β€” Pain β†’ Benefit map
Deep pains
  • YouTube pays €0.001/view β€” unsustainable
  • No connection to their audience's wallet
  • Production gold (BTS, scripts, outtakes) wasted
  • Festivals don't translate to income
  • Platforms own the audience relationship
  • NFT strategy is complex without support
What they want
  • Recurring income from past films
  • A community that pays for their work
  • Multiple revenue streams from one project
  • Festival credibility + web3 monetization
  • Ownership of their audience data
  • Guided support β€” not DIY blockchain
What CHEYNI delivers
  • Token rewards on every watch of their film
  • NFT collectibles for BTS, sub-stories, locations
  • NFT crowdfunding for next project
  • CHEYNI NFT strategists assist with campaigns
  • Festival network distribution in 15+ countries
  • Creator Partner Program β€” guided onboarding
Top 5 copy angles for creators
  • Revenue contrast: "Your last film earned €300 on YouTube. On CHEYNI, you'd have earned from the film, the BTS, the locations, and the collector drops."
  • Ownership: "On YouTube, they own your audience. On CHEYNI, you own your community β€” and they own a piece of your work."
  • Production assets: "You shot 40 hours to make a 90-minute film. The other 38.5 hours? They're worth something here."
  • Community power: "Crowdfund your next film from the people who already own your last one."
  • Support system: "We don't just give you a platform. We give you an NFT strategist, a festival network, and a community ready to collect."
Web3 / Crypto Audience β€” Pain β†’ Benefit map
Deep pains
  • Most tokens have zero real utility
  • W2E platforms are unsustainable Ponzi loops
  • NFT market collapsed β€” burned by speculation
  • Hard to find Web3 projects with real products
  • No cultural resonance in crypto projects
What they want
  • A token with real-world utility and backing
  • Sustainable tokenomics (not inflationary)
  • Something to show their non-crypto friends
  • Governance rights that actually matter
  • Early access before mainstream adoption
What CHEYNI delivers
  • $CHEYNI backed by subscription revenue (real cash inflow)
  • Premium subscriber liquidity feeds token pool
  • Film-linked NFTs with collectible + cultural value
  • DAO governance over content library
  • XDC Network β€” $4M valuation, FoundershipHQ backed
Top 5 copy angles for Web3 audience
  • Sustainable model: "Every €83.88 subscription feeds the $CHEYNI liquidity pool. Revenue-backed tokenomics, not just hype."
  • Real utility: "Governance NFTs don't just sit in your wallet. They give you a vote on what CHEYNI streams next."
  • Cultural backing: "This isn't a token with a roadmap. It's a token with a film festival network."
  • Early mover: "$4M valuation. XDC ecosystem. Cannes network. And you're still early."
  • Receipt: "The attention economy took everything from you and gave you nothing. $CHEYNI puts it on-chain β€” and pays you back."
Brand CMO β€” Pain β†’ Benefit map
Deep pains
  • Gen Z has ad blindness β€” CTR below 0.1%
  • Influencer marketing ROI is opaque and unreliable
  • Loyalty programs are boring and transactional
  • Don't know how to enter Web3 without looking desperate
  • Mainstream platforms don't reach niche cultural audiences
What they want
  • Engagement they can actually measure
  • Brand presence in cultural spaces Gen Z trusts
  • An NFT strategy that doesn't look like a cash grab
  • Long-term audience loyalty, not one-time reach
  • A creative partner, not just a media buyer
What CHEYNI delivers
  • CHEYNI Originals β€” branded films with utility NFTs
  • On-chain wallet interactions as engagement proof
  • Niche audience segments: film fans, crypto pioneers, cultural tastemakers
  • NFT loyalty campaigns (own the brand story)
  • Cannes Lions + Berlinale credibility
Top 5 copy angles for brand CMOs
  • Ad blindness: "They didn't skip your ad. They collected your film."
  • Measurement: "Every wallet interaction is immutable. On-chain engagement doesn't lie."
  • Cultural credibility: "Your brand. Festival-screened. NFT-collectible. Community-owned."
  • Loyalty evolution: "Points expire. NFTs don't. Give your audience something they actually want to keep."
  • White-glove service: "We produce the film, design the NFT campaign, manage the community, and deliver the data. You bring the brand."
SaaS Builder β€” Pain β†’ Benefit map
Deep pains
  • Custom OTT development = €200K+ and 12 months minimum
  • No blockchain team internally
  • Token-gating and NFT features require specialist devs
  • Time-to-market is critical β€” first-mover advantage at stake
  • Scaling infrastructure is expensive and unpredictable
What they want
  • Fast deployment β€” days or weeks, not months
  • Full brand customization (not a CHEYNI-branded product)
  • Token-gating without blockchain expertise
  • Proven infrastructure they can trust
  • A platform that scales as they grow
What CHEYNI SaaS delivers
  • White-label β€” your brand, your domain, your colors
  • Token-gating, NFT minting, and governance β€” no blockchain needed
  • Launch in 30 days vs. 12 months
  • Battle-tested on CHEYNI's own platform
  • Ongoing support + product roadmap alignment
Top 5 copy angles for SaaS builders
  • Speed: "Your competitors are building from scratch. You'll be live in 30 days."
  • Cost: "Custom blockchain OTT: €200K+. CHEYNI white-label: fraction of the price, shipped in weeks."
  • Risk reduction: "We've already solved the hard problems β€” token-gating, NFT minting, tokenomics. You plug in and launch."
  • Comparison: "Think Shopify for e-commerce. CHEYNI for Web3 streaming."
  • Proof: "Built on the same infrastructure that runs CHEYNI β€” already live, already tested, already earning."
πŸ”»
Full Marketing Funnel
From cold stranger to paying customer to brand ambassador β€” with specific actions, messages, and content for each persona at each stage.
AWARENESS
They don't know CHEYNI exists
INTEREST
They know us, want to learn more
CONSIDERATION
They're evaluating β€” why CHEYNI?
CONVERSION
They sign up / pay / partner
ADVOCACY
They spread the word for us
Persona: Alex, 28 β€” Urban creative, film enthusiast, curious about Web3 but not deep in crypto. Finds us via social/discovery content.
AWARENESS β€” They don't know we exist
Trigger: Scrolling Instagram / TikTok / Reddit
β–Ό
Channels
  • TikTok short videos (film content + earn hook)
  • Instagram Reels (festival footage + NFT reveal)
  • Reddit r/film, r/movies, r/cryptocurrency
  • YouTube Shorts
  • Influencer partnerships (film critics, cinephile accounts)
Content types
  • "Did you know Netflix pays you nothing?" hook videos
  • Film festival highlight clips with CHEYNI branding
  • "Watch this film + earn $CHEYNI" post format
  • Behind-the-scenes NFT teaser drops
  • Meme format: Netflix receipt vs CHEYNI token earn
Key messages
  • "What if your Netflix subscription paid you back?"
  • "The film the Cannes jury loved β€” only on CHEYNI"
  • "Earn tokens watching films. Actually."
  • Show the experience, don't explain it
Success metric: link click or profile visit β†’ 3% CTR target on awareness ads
INTEREST β€” They visit the site / follow us
Trigger: Clicked a link, landed on cheyni.io, or followed on social
β–Ό
Actions to take
  • Follow on Instagram / X
  • Join Telegram or Discord
  • Watch explainer video on homepage
  • Browse film library
What we serve them
  • Homepage: clear Watch & Earn explainer (30-second video)
  • Email capture: "Claim your free ghost rewards" opt-in
  • Telegram welcome message + onboarding flow
  • Social retargeting with "here's how it works" content
Key messages
  • "Here's exactly how you earn $CHEYNI watching films"
  • "Join 10,000+ viewers already earning"
  • "Free to start β€” no wallet required to earn ghost rewards"
Success metric: email capture or community join β†’ 25% of visitors
CONSIDERATION β€” They're deciding: free or premium?
Trigger: Has ghost rewards accumulating, wants to swap to real tokens
β–Ό
Triggers to upgrade
  • Ghost rewards accumulate β†’ upgrade prompt
  • "You've earned X ghost rewards. Upgrade to swap them for real $CHEYNI"
  • Limited governance NFT available only for premium
  • Exclusive film drop β€” premium only
Content to deliver
  • Email: "Your ghost rewards are about to expire β€” here's how to activate them"
  • In-app: token balance progress bar with upgrade CTA
  • Testimonial/case study: "I earned €X in my first month"
  • Comparison: Free vs Premium feature table
Objection handling
  • "Is €83.88 worth it?" β†’ Show token earn potential and NFT exclusive drops value
  • "I don't understand crypto" β†’ "No wallet needed to start β€” we handle the complexity"
Success metric: free β†’ premium upgrade rate β†’ target 15%
CONVERSION β€” They subscribe (€83.88/yr)
Trigger: Upgrades to premium plan
β–Ό
Onboarding sequence
  • Welcome email: token wallet setup guide
  • Day 2: "Your first NFT is waiting β€” here's how to claim it"
  • Day 5: "Join this week's governance vote"
  • Day 14: Token balance statement + referral offer
Retention hooks
  • Weekly token statement email
  • New film drops with NFT collectibles
  • Governance voting notifications
  • Streak rewards (watch 7 days in a row)
  • Leaderboard positions (top earners)
LTV optimization
  • Annual plan discount vs monthly
  • Referral program: bring 3 friends = double earn for 30 days
  • NFT bundle upgrades at checkout
ADVOCACY β€” They recruit others
Trigger: 30+ days active, has earned tokens, participates in governance
β–Ό
Advocacy triggers
  • Ambassador Program invitation (apply form)
  • Share your earnings badge on social
  • UGC campaign: "What did you earn this week?"
  • Governance vote result β€” "Your vote changed the library"
Incentives to share
  • Referral tokens: 500 $CHEYNI per referred premium subscriber
  • Co-curation credits (featured film picker badge)
  • Exclusive early-access NFT drops for top referrers
Community roles
  • Film Curator (top voters) β€” verified badge
  • Pioneer Member β€” founding subscriber NFT
  • Ambassador β€” formal program with token + NFT rewards
Persona: Maya, 34 β€” Independent filmmaker with festival credits, frustrated by YouTube. Finds us via Creator Partner Program outreach or word of mouth from filmmaker network.
AWARENESS β€” Cold outreach + festival network
β–Ό
Where to find them
  • Film festival contact lists (Cannes, Berlinale, SXSW alumni)
  • LinkedIn (Director, Filmmaker, DOP titles)
  • Instagram (filmmaker accounts with festival hashtags)
  • Vimeo staff picks creators
  • Film school alumni networks
Outreach format
  • Personalized DM/email referencing specific film
  • Film festival booth / networking event presence
  • Creator case study ads on LinkedIn/Instagram
  • YouTube pre-roll ads on film theory channels
Opening message angle
  • "Your film [Title] β€” have you ever thought about selling the BTS footage as collectibles?"
  • "How much did YouTube pay you for [Film]? We can do better."
  • "CHEYNI is building a Netflix for filmmakers who actually get paid."
INTEREST β†’ CONVERSION β€” Creator onboarding
β–Ό
Discovery call agenda
  • Their film catalog + production assets audit
  • Show earning potential calculator
  • Walk through NFT collectible possibilities (BTS, stills, sub-stories)
  • CHEYNI Selections vs Originals path
  • Onboarding timeline β€” 4 weeks to live
What seals the deal
  • Real revenue example from existing creator
  • Free NFT strategy session with CHEYNI specialist
  • Clear payment timeline (not "when we grow")
  • Festival network distribution included
  • No exclusivity required
Conversion CTA
  • Apply to CHEYNI Selections at cheyni.com/selection
  • Schedule NFT strategy session
  • Sign Creator Partner Agreement
ADVOCACY β€” Creator becomes ambassador
β–Ό
How they advocate
  • Public "I joined CHEYNI" announcement on social
  • Creator case study feature (published by CHEYNI)
  • Invite other filmmakers to the platform
  • Appear on CHEYNI AMA / podcast as creator spotlight
What we give them
  • Token bonus for every referred creator who goes live
  • Featured Creator spotlight on homepage
  • Early access to new platform features
  • Co-creation opportunities on CHEYNI Originals
Persona: Dario, 31 β€” Crypto native, active on Twitter/X and Discord, follows Web3 project launches. Finds us via token launch announcements and ecosystem partnerships.
AWARENESS β€” Web3 ecosystem exposure
β–Ό
Channels
  • Twitter/X: $CHEYNI token announcements
  • XDC Network ecosystem listings
  • CoinGecko / Messari / CoinMarketCap listings
  • Web3 partnership announcements (Kabosu, XDC 0xCamp)
  • Telegram alpha groups
Content
  • Tokenomics deep-dive thread on Twitter
  • "Why $CHEYNI is different" breakdown post
  • Airdrop campaign with clear mechanics
  • XDC ecosystem spotlight
Key messages
  • "$CHEYNI isn't backed by a whitepaper. It's backed by €83.88 subscriptions."
  • "Backed by FoundershipHQ. Built on XDC. Watch to earn."
CONVERSION β€” Token holder β†’ Premium subscriber
β–Ό
Conversion path
  • Acquire $CHEYNI token (via airdrop or purchase)
  • Use tokens to access token-gated content
  • Upgrade to premium for governance NFTs
  • Participate in first governance vote
  • Stake to stream feature activation
Retention
  • Governance votes every 2 weeks (stay engaged)
  • NFT drop announcements (FOMO loop)
  • Staking rewards dashboard
  • Token price + earn chart in profile
Persona: Sophie, 42 β€” CMO at a luxury/lifestyle brand, attends Cannes Lions, LinkedIn-active. Finds us via direct outreach, Cannes presence, or LinkedIn thought leadership.
AWARENESS β†’ INTEREST β€” Senior B2B pipeline
β–Ό
Entry points
  • Cannes Lions presence β€” CHEYNI Originals showcase
  • LinkedIn cold outreach from founder / BD team
  • Thought leadership articles on Gen Z loyalty
  • Referrals from existing brand partners
  • Case study publications in marketing trade press
First impression materials
  • 1-page CHEYNI Originals brand deck (PDF)
  • Video: "How [Brand X] reached 12,000 Gen Z wallets with one branded film"
  • Benchmark data: branded film vs banner ad engagement
Qualifying the lead
  • Do they have a Gen Z audience problem?
  • Have they tried (and failed with) influencer marketing?
  • Is their brand culturally relevant enough for film?
  • Budget: min €15K–€50K for Originals pilot
CONVERSION β€” Pilot brand deal signed
β–Ό
Deal structure
  • Strategy session: brand goals + audience mapping
  • Film concept development (2 weeks)
  • NFT utility campaign design
  • Production + distribution plan
  • Community launch + on-chain reporting
Success metrics to promise
  • Wallet interactions (on-chain, verifiable)
  • NFT collection rate among target audience
  • Community growth in branded channel
  • Token-holder lifetime value vs ad impression
Persona: Carlos, 38 β€” Startup founder, media entrepreneur. Finds us via ProductHunt, IndieHackers, or LinkedIn search for white-label streaming solutions.
AWARENESS β€” SaaS discovery
β–Ό
Discovery channels
  • ProductHunt launch (upvotes + media coverage)
  • G2 / Capterra listing: "token-gated streaming platform"
  • SEO: "white-label OTT blockchain" keywords
  • IndieHackers build-in-public posts
  • LinkedIn B2B ads targeting "Head of Product" + "Startup Founder"
Content
  • "How to build a token-gated streaming platform in 2025" blog post
  • Competitor comparison: Custom build vs CHEYNI SaaS
  • Case study: "How [Client] launched their Web3 OTT in 30 days"
CTA
  • "Request a SaaS demo" β€” 30-minute call
  • "Download: Build vs Buy calculator" β€” lead magnet
CONVERSION β€” 30-day trial β†’ paid SaaS contract
β–Ό
Trial to paid path
  • 30-day free white-label sandbox environment
  • Technical onboarding call (Day 1)
  • First community launch (Day 7)
  • Performance review call (Day 21)
  • Conversion offer: annual deal with onboarding bonus
What closes the deal
  • Working product during trial (not a demo)
  • First paying subscribers on their platform
  • Clear pricing vs custom build cost comparison
  • Support SLA commitment
🧲
Inbound Marketing Strategy
Attract, engage, and convert through content, SEO, community, and owned channels. These tactics bring them to you.
SEO & Content Marketing
Target keyword clusters
ClusterExample keywordsIntent
B2Cwatch to earn streaming, earn crypto watching movies, token streaming platformTransactional
Creatormonetize independent film, film NFT platform, alternatives to YouTube for filmmakersCommercial
Web3CHEYNI token, $CHEYNI XDC, watch earn NFT filmBranded
B2Bwhite label streaming platform, token gated OTT, NFT loyalty brand campaignB2B
CompetitorNetflix alternative, YouTube alternative for creators, streaming that pays youCompetitive
Content pillars (Blog/YouTube)
  • Film culture: Festival roundups, hidden gem recommendations, director interviews β€” builds organic search traffic from film audiences
  • Creator economy: "How much does YouTube pay vs CHEYNI?" comparison posts β€” high-intent creator traffic
  • Web3 education: "What is a governance NFT?" β€” demystify for mainstream, builds trust
  • Brand marketing: "How Gen Z engagement works in 2025" β€” targets CMOs searching for solutions
  • Platform updates: Token earn stats, community governance results β€” social proof and retention
Social Media (Organic Inbound)
Instagram / TikTok
Primary B2C
Post format: short-form film content + earn hook. Festival footage with token overlay. Creator spotlight stories. NFT drop countdown reels. Aim: 4–5 posts/week, 1 Reel/day during campaign launches.
ReelsStoriesUGC reposts
Twitter / X
Web3 + Community
Daily posts: token updates, governance votes, film drops, community polls. Weekly threads: tokenomics deep-dives, creator earnings, platform stats. Reply to film culture conversations to build organic reach. CEO/founder voice important here.
ThreadsPollsUpdates
LinkedIn
B2B
Founder thought leadership: "The future of brand loyalty is on-chain." Creator case studies: real earnings data. Platform milestone announcements. B2B lead generation through organic content. 3x/week posting cadence.
ArticlesCase studiesMilestones
Telegram
Community Hub
Primary Web3 community home. Daily news drops, governance announcements, early NFT access for members. Weekly AMA with Can Eren. Moderation 24/7. Goal: 5,000 members in 60 days. Reward active members with token bonuses.
AMAsGovernanceAirdrops
Discord
Power Community
Token-gated channels for premium subscribers. Creator collaboration rooms. Governance forum (pre-vote discussions). Film curation channels by genre. Weekly watch parties with live commentary. Community roles drive retention.
Token-gatedWatch partiesRoles
YouTube
Long-form SEO
Platform explainers: "What is CHEYNI Watch & Earn?" Creator testimonial videos. Film festival highlight content. Tokenomics breakdown (5–10 min). Target: 1 video/week. These rank on Google for high-intent keywords.
SEOTestimonialsEducation
Email Marketing Sequences
B2C Welcome sequence (7 emails)
  • Day 0 β€” Welcome: "You're in. Here's how your ghost rewards work." + first film recommendation
  • Day 2 β€” Earn: "You've already earned X rewards. Here's what they're worth when you go premium."
  • Day 4 β€” Discover: "3 films your algorithm would never show you." (curated picks)
  • Day 7 β€” Social proof: Creator spotlight β€” real earnings story. Soft upgrade CTA.
  • Day 10 β€” Upgrade nudge: "Your rewards expire in 7 days unless you activate them." (urgency)
  • Day 14 β€” Community: "This week's governance vote: which film should we add next?" (engagement)
  • Day 21 β€” Final push: "Here's what premium members earned last month." Hard upgrade CTA.
Creator outreach sequence (5 emails)
  • Email 1 β€” Hook: Personalized reference to their specific film. "Your BTS footage could be earning."
  • Email 2 β€” Problem: "YouTube pays €0.001/view. Here's the math on what [Film] should be earning."
  • Email 3 β€” Solution: Specific NFT strategy for their film β€” tailored proposal.
  • Email 4 β€” Social proof: Creator case study with real earnings data.
  • Email 5 β€” CTA: "15-minute call to walk through your NFT strategy β€” no commitment." Calendar link.
Community-Led Growth Tactics
Watch & Earn leaderboard
Public weekly ranking of top earners. FOMO drives upgrades. Winners featured on social media. Top 10 get exclusive NFT drops.
Governance voting campaigns
Bi-weekly public vote on "which film gets added." Drive social sharing with "Vote for [Film]" campaigns. Creates earned media and organic discussion.
Festival tie-in drops
Timed NFT drops synced with Cannes, Berlinale, SXSW. Limited editions only available during the festival window. Creates urgency and cultural relevance.
Ambassador program
Film curators, event organizers, influencers. Apply at cheyni.com/ambassador. Token + NFT rewards per referral and content creation. 50–100 ambassadors in first 90 days.
UGC campaigns
"What did you earn this week?" share format. "I just voted for [Film] on CHEYNI." Templates provided. Winning posts featured on official channels.
Referral loop
Every premium subscriber who refers 3 friends gets 2x earn rate for 30 days. Displayed in profile dashboard. Automated email trigger when referral converts.
πŸ“‘
Outbound Marketing Strategy
Paid, direct, and proactive tactics to reach prospects where they are. These put CHEYNI in front of audiences who haven't found us yet.
Paid Advertising
Meta Ads (Instagram / Facebook)
CampaignAudienceFormatHook
AwarenessFilm fans 22–35, interests: indie film, Sundance, film festivalsReel 15s"Netflix pays you nothing. CHEYNI pays you tokens."
CreatorFilmmakers, video creators, 25–40Carousel"How much did YouTube pay you last month?"
RetargetingSite visitors, social engagers, lookalike from email listStatic + video"You were this close to earning tokens. Here's how."
B2BCMO / Marketing Director, 30–55, luxury/lifestyle brandsVideo story"They didn't watch your ad. They collected your film."
Google Ads
  • Search β€” B2C: "watch movies earn crypto", "streaming that pays you", "Netflix alternative" β€” bottom-funnel, high intent
  • Search β€” Creator: "monetize independent film", "YouTube alternative for filmmakers", "film NFT platform"
  • Search β€” B2B: "white label OTT platform", "token gated streaming", "NFT loyalty campaign"
  • YouTube pre-roll: Target film culture channels (Nerdwriter, Every Frame a Painting audiences) with 6-second non-skippable hook + 30-second explainer
  • Display retargeting: Anyone who visited cheyni.io β€” follow them with social proof and offer ads
Direct Outreach (Cold) β€” B2B
Creator outreach playbook
1
Identify target
Mid-career filmmakers with 1+ festival credit. Search LinkedIn (Director, Filmmaker), Instagram (#shortfilm #indiefilm #berlinale), Vimeo Staff Picks. Build list of 200/month.
2
Research their film
Watch at least the trailer. Note the festival where it screened. Find one specific detail to reference. This is what makes the message convert.
3
First touch β€” personalized DM/email
"Hi [Name], I watched [Film Title] after seeing it was selected for [Festival]. The [specific scene/element] was remarkable. I work with CHEYNI β€” we help independent filmmakers turn their production archives (BTS, sub-stories, locations) into NFT collectibles. Would a 15-minute call be worth it?" Max 80 words.
4
Follow-up β€” value add
Day 4 (no reply): Share a concrete example: "A filmmaker like you earned €1,200 in 30 days from their BTS NFT campaign on CHEYNI β€” happy to share the breakdown." Single sentence CTA.
5
Final touch
Day 9: "Last message β€” if this ever becomes relevant, here's the application link: cheyni.com/selection. No pitch, just leaving the door open."
Brand / CMO outreach playbook
1
ICP identification
Luxury, lifestyle, fashion, cultural brands. Company size 100–5,000. Has marketing spend of €500K+/yr. CMO, VP Marketing, Head of Brand. Use LinkedIn Sales Navigator.
2
Trigger-based timing
Reach out when: they just announced a Gen Z initiative, they attended Cannes Lions, they posted about influencer marketing challenges, or a competitor launched an NFT campaign.
3
LinkedIn connection + note
"Hi [Name], I noticed [Brand]'s recent [campaign/announcement]. We help brands like yours reach Gen Z through cultural film content and NFT loyalty campaigns β€” transparent, on-chain ROI. Worth 20 minutes?" Include one data point (open rate, engagement metric).
4
Email follow-up with case study
Attach: CHEYNI Originals one-pager + one case study specific to their industry. Subject: "Re: [Brand] + CHEYNI Originals β€” one example to share."
5
Discovery call β†’ pilot proposal
30-minute brand strategy call. Deliver branded proposal within 48 hours. Include: concept, audience reach, NFT mechanics, on-chain metrics, and investment range.
Partnerships & PR
Film festival partnerships
High priority
Official streaming partner for 3–5 festivals per year. Exclusive NFT drops for festival selections. CHEYNI booth at Cannes and Berlinale. Co-branded content with festival identity. Goal: capture filmmaker and audience data at festivals.
CannesBerlinaleSXSW
Web3 ecosystem partnerships
High priority
XDC Network co-marketing. Partnerships with NFT marketplaces (XDCNFT). Integration with Web3 wallets. Joint campaigns with ecosystem projects (Kabosu Tap Game model). Get listed on XDC dApp ecosystem page.
XDCNFT marketplaceDeFi integrations
Film school partnerships
Medium priority
Partner with top film schools (Bilgi University, NYU Tisch, Film School of London). Students get free CHEYNI premium. Graduating films listed on platform. School gets revenue share. Long-term creator pipeline.
Creator pipelineInstitutional
PR & media outreach
High priority
Target: Variety, Deadline (film), CoinTelegraph, Decrypt (Web3), The Drum (brand marketing), Campaign Magazine. Story angles: "The Netflix that pays you," "How independent filmmakers are using NFTs to bypass YouTube," "The future of brand loyalty is on-chain."
Film pressWeb3 pressMarketing press
Podcast outreach
Medium priority
Target: Bankless (Web3), The Film Stage podcast, How I Built This (creator story), Lex Fridman adjacent shows. Founder Can Eren as guest. Angle: "A filmmaker who put cinema on the blockchain." Strong story, strong hook.
Founder PRWeb3 podcasts
Influencer partnerships
Medium priority
Target: film critics with 50K–500K followers (not mega-influencers). Web3 educators with non-toxic audiences. Indie filmmakers with engaged communities. Performance-based: pay in $CHEYNI tokens + commission on referred subscribers.
Micro-influencersFilm criticsWeb3 educators
Giveaway & Launch Campaigns
Giveaway campaign mechanics
  • Prize: 1 year free CHEYNI premium (€83.88 value) + $CHEYNI token airdrop + exclusive governance NFT
  • Entry: Follow on X + share post with #WatchAndEarn + join Telegram + tag 2 friends
  • Duration: 7 days. Announce winner publicly with token transaction proof (on-chain credibility)
  • Run: 1 campaign/month during first 90 days, synced with film festival calendar
  • Amplify: Paid boost on X and Instagram targeting film fans + crypto audiences
ProductHunt launch strategy
  • Timing: Tuesday–Thursday, launch at 00:01 PT. Pre-schedule 60-day in advance.
  • Hunter: Find a well-known PH hunter in SaaS or Web3 space to submit the listing
  • Asset prep: 5 product screenshots, 90-second demo video, launch day offer (free 3-month trial)
  • Activation: Telegram + Discord blast the morning of launch. Ask community to upvote.
  • Target: #1 Product of the Day = ~500–1,000 new sign-ups + press coverage
🀝
Closer Guide β€” Sales Playbook
Everything a closer needs to qualify, convert, and retain clients. Scripts, objection handling, closing frameworks, and red flags.
Discovery Call Framework
Rule #1: You are not selling. You are diagnosing. The goal of the discovery call is to understand their pain deeply enough to present CHEYNI as the obvious solution. Ask questions 70% of the time. Talk 30%.
Call structure (30 min)
1
Opening (2 min)
Build rapport. Reference something specific: "I saw your film screened at Berlinale β€” congrats on the selection." or "I noticed [Brand] just launched a Gen Z campaign β€” loved the direction."
2
Current state (8 min)
Ask: "Walk me through how you're currently distributing your films / activating your audience / running loyalty campaigns." Listen without interrupting. Take notes. Let silences breathe.
3
Pain excavation (8 min)
Ask: "What's the biggest frustration with that approach?" Then: "How long has that been a problem?" Then: "What happens if that stays unsolved for another 12 months?" Get them to quantify the pain.
4
Future state (5 min)
Ask: "If you could wave a magic wand β€” what would the ideal outcome look like in 6 months?" Get a specific answer. This is the vision you'll sell to in the next call.
5
Bridge (5 min)
Only now: "Based on what you've shared, I think CHEYNI could solve [specific pain] by [specific feature]. Would it be worth me putting together a tailored proposal?" Get a yes before ending the call.
6
Next steps (2 min)
Book the next call before hanging up. "I'll send you a proposal by [specific day]. Let's schedule 30 minutes to walk through it on [day/time]." Confirm via calendar invite same day.
Power questions
  • "How many hours of production footage do you have that no one has seen?"
  • "What did your last film earn in the 12 months after release?"
  • "If a fan wanted to own something from your film β€” what would that even mean to them?"
  • "What's your current CAC on the last campaign? And what was the retention rate 6 months later?"
  • "On a scale of 1–10, how satisfied are you with what YouTube / your current platform pays?"
  • "What would doubling your per-film revenue mean for your next project?"
Qualification checklist (MEDDIC)
  • Metrics: Can they quantify the problem? (low YouTube revenue, low Gen Z engagement)
  • Economic buyer: Are you talking to the decision-maker or an influencer?
  • Decision criteria: What does "good" look like for them?
  • Decision process: Who else needs to approve? What's the timeline?
  • Identify pain: Is the pain acute enough to act now?
  • Champion: Is there someone inside who will fight for CHEYNI?
Creator Closing Script
Context: Filmmaker who's been on a discovery call, understands the product, but hasn't committed yet. Use after sending a tailored NFT strategy proposal.
You β€” Opening
"Hi [Name], thanks for reviewing the proposal. I wanted to walk you through what we put together for [Film Title] specifically β€” based on our call, I think this could be more interesting than I even described. Do you have 20 minutes now?"
You β€” Value bridge
"You told me [Film] has [X hours] of BTS footage and that YouTube has paid you [€Y]. What we're proposing is to turn that archive into three NFT collectible tiers: the behind-the-scenes pack, the director's cut stills, and a limited 'scene co-owner' edition. Based on what we've seen with similar catalog films, that's typically [€500–€2,000] in the first 30 days β€” completely separate from your streaming royalties."
You β€” Future pacing
"The creators who move fastest tend to benefit most β€” your audience doesn't have 50 other CHEYNI collections competing for their attention yet. Right now you'd be among the first 100 filmmakers on the platform. That means your work gets featured, your community gets built early, and every new subscriber that finds CHEYNI will find your film."
You β€” The ask
"The application for CHEYNI Selections is a 10-minute form β€” and we handle everything from the NFT strategy to the community setup. All we need from you is the film files and your yes. Can we get the ball rolling this week?"
Creator closing triggers
  • Scarcity: "We're capping the first cohort at 100 creators β€” there are 23 spots left."
  • Social proof: "[Creator name] launched 6 weeks ago and has earned €1,800 from their BTS NFT alone."
  • Risk reversal: "You keep full ownership of your film. You can leave at any time. There's no exclusivity clause."
  • Timeline: "The next NFT strategy session with our team is on [date] β€” if you want that slot, we'd need to confirm by end of this week."
  • Festival tie-in: "Cannes is in [X weeks] β€” if we launch your campaign now, we can tie the NFT drop to the festival window."
What to send after the call
  • Tailored 1-pager: Film name + proposed NFT tiers + projected earnings
  • Application link: cheyni.com/selection
  • Case study from a similar filmmaker
  • Calendar link for NFT strategy session
  • Deadline: "Session slots available until [date]"
Brand / CMO Closing Script
Context: You're speaking with a CMO or marketing director. They've seen the deck. They're interested but need to justify the investment internally. Your job: make the ROI case airtight and remove risk.
You β€” Recap
"[Name], you mentioned on our last call that [Gen Z engagement / influencer ROI / loyalty drop-off] was the core challenge heading into [Q3/next campaign cycle]. Everything in this proposal is designed to address exactly that."
You β€” ROI argument
"The proposal is a 3-month pilot: we produce a 5-minute branded documentary, design an NFT loyalty campaign around it, manage the community activation, and deliver on-chain engagement data. The total investment is [€X]. For context, your average influencer post at [X followers] delivers an estimated [Y impressions] with no verifiable engagement. The NFT campaign delivers wallet interactions β€” every single one is permanently on-chain and attributable."
You β€” De-risk
"I want to be clear β€” this is structured as a pilot specifically so you can measure results before committing to a larger partnership. We've designed the KPIs around what your team asked for: wallet engagement rate, NFT collection rate, community growth, and content reach within the 18–34 demographic. You'll have full reporting access from day one."
You β€” The ask
"To move forward, all we need is sign-off on the pilot terms and a kickoff date. I can have contracts to your legal team within 24 hours. What would be the fastest path to approval on your side?"
B2B decision-maker dynamics
  • CMO: Cares about brand perception and innovation signal. Use: "Be the first in your sector to run an NFT loyalty campaign with verifiable engagement."
  • CFO (if involved): Cares about cost per engagement vs alternatives. Prepare cost comparison: influencer CPM vs NFT wallet interaction cost.
  • Legal: Will question token mechanics. Have a one-page legal summary ready: "The NFT is a digital collectible β€” not a financial instrument."
  • Social team: Will execute the campaign β€” show them the workflow. It's simple: film + NFT drop + community management (we handle this).
Close accelerators
  • Cannes Lions timing: "If you want a Cannes tie-in, we need to confirm 6 weeks before the festival."
  • Competitor threat: "We're in conversations with two other brands in your space β€” we're approaching this sector-exclusively but that window is limited."
  • Case study: Reference a brand in a comparable sector that ran a successful campaign.
  • Pilot structure: "Minimum commitment, maximum learning. If the pilot doesn't hit KPIs, we refund 50%."
SaaS Builder Closing Script
Context: A media startup or niche platform founder who's evaluated CHEYNI white-label during a 30-day trial. They need to convert to a paid contract.
You β€” Trial review
"[Name], your trial period ends in [X days]. Based on what we've seen β€” you've launched [X content pieces], [Y subscribers], and [Z engagement events] in just 30 days. That's a strong signal. What's your honest take on the platform so far?"
You β€” Cost reality check
"You mentioned you'd originally budgeted around [€X] for a custom build. The CHEYNI white-label gives you everything you had in that spec β€” token-gating, NFT minting, governance, custom branding β€” and you've already proven it works with real users in 30 days. The annual contract is [€Y]. That's [€X minus €Y] saved, and 12 months faster to market."
You β€” The ask
"I want to make this easy. I'm prepared to hold your current platform configuration and first-user data through to the paid contract β€” no rebuild. All I need from you is a decision this week. Do you want to continue building on CHEYNI, or go back to square one?"
SaaS closing triggers
  • Sunk cost reversal: "You've already built your community here. Moving platforms now means losing that momentum."
  • Road map alignment: "The three features you asked about β€” [X, Y, Z] β€” are on our Q3 roadmap. You'll have them as part of your contract."
  • Annual vs monthly: "Annual plan saves you [€X vs monthly] β€” and locks in current pricing before we update for new clients in Q4."
  • First-mover value: "As an early SaaS client, you get priority support, feature input rights, and a case study feature on our site."
Objection Handling Guide
Rule: Never fight an objection. Acknowledge it, validate it, then redirect. "I completely understand β€” and actually, that's exactly why most [filmmakers / CMOs / builders] we speak with say [reframe]."
B2C / Creator objections
"I don't understand NFTs / crypto."
Validate: "Most of our creators said the same thing before they joined." Reframe: "You don't need to. Our NFT strategist handles the technical side. You just need to decide what story you want to tell with your production archive. Can we walk you through one example right now?"
"I don't think my audience would pay for NFTs."
Validate: "That's actually a smart concern β€” and it's exactly what we test first." Reframe: "We don't guess β€” we test with a free ghost reward campaign first. If your audience engages, we build. If they don't, you've lost nothing. Would you be comfortable running a 30-day test?"
"YouTube already distributes my film for free."
Validate: "YouTube is great for reach." Reframe: "But how much did you earn last month from that reach? CHEYNI isn't replacing YouTube's audience discovery β€” it's adding a revenue layer on top of your existing catalog. You can be on both."
"Is CHEYNI big enough? I need an audience."
Validate: "That's the right question to ask." Reframe: "We're at [X subscribers] and growing β€” but more importantly, our audience is self-selected: they're people who pay to find films like yours and collect them. 1,000 paying fans on CHEYNI is worth 100,000 passive YouTube views financially."
"€83.88/year feels expensive for streaming."
Validate: "Compared to Netflix, yes β€” it sounds more." Reframe: "Netflix costs you money. CHEYNI pays you money. The €83.88 isn't a cost β€” it's a membership that earns you tokens and gives you governance rights. Most premium subscribers earn back their subscription cost in token rewards within 90 days."
B2B / Brand objections
"NFTs are dead / associated with scams."
Validate: "The speculative NFT market did take a hit β€” and for good reason." Reframe: "What CHEYNI offers is utility-based collectibles β€” not investment vehicles. A film collectible with BTS access, discount perks, and community membership. Your audience isn't buying an asset. They're buying a story. That's never been out of fashion."
"How is this different from regular branded content?"
Validate: "Great question β€” most branded content is one-and-done." Reframe: "CHEYNI Originals turn your branded content into something people own. It lives in their wallet. Every time they open it, they see your brand. And the on-chain data tells us exactly who collected it and how engaged they are β€” indefinitely."
"Our legal team won't approve blockchain."
Validate: "Legal caution around blockchain is sensible." Reframe: "I'd like to send you our legal summary document β€” it clarifies that our NFTs are digital collectibles, not financial instruments or securities. We've designed the entire structure to be compliant in EU and US markets. Would that help accelerate the legal review?"
"The budget isn't there right now."
Validate: "Budget timing is always a challenge." Reframe: "What does your budget cycle look like? If Q4 isn't viable, we could structure the pilot to start in Q1 β€” but we'd need to begin the film concept work now so you're ready to launch at the start of the year. Would it help to get a provisional hold on creative resources?"
"We need to see a case study from our industry first."
Validate: "Completely fair." Reframe: "What if you become that case study? We're offering first-mover positioning in [their sector]. When your competitors look for a benchmark, it'll be yours. We'll build the case study around your results β€” co-published in [relevant trade press]."
Red Flags & Disqualification Criteria
Important: Not every lead is a good fit. Chasing bad-fit clients wastes everyone's time and damages the brand. Qualify hard and disqualify without guilt. A "no" now saves 3 months of frustration.
Disqualify immediately if:
  • No pain: They can't articulate a specific problem. "We're just exploring." β†’ Not ready. Nurture for 60 days, don't invest sales time now.
  • Wrong audience fit: Their content has no cultural resonance (corporate training, instructional videos). CHEYNI's value is film + art + culture β€” not generic video.
  • Get-rich-quick framing (Creator): "I want to make money fast from my film." β†’ Unrealistic expectations. Set correct expectations or exit.
  • Blockchain maximalism (Web3 lead): Only cares about token price, not the platform. Will damage community health. Look for product interest, not just token speculation.
  • No decision-making power (Brand): You're talking to a mid-level executive who "has to run it past the CMO." Qualify upward or close the loop with the actual decision-maker.
  • Asking for equity/ownership in exchange for partnership: Signal of desperation or mismatch. Not a partnership model CHEYNI supports.
Slow-play signs (nurture, don't close)
  • "Let me talk to my team." β†’ Ask: "Who else needs to be on the next call?" Get them in the room. Don't wait.
  • "Send me more information." β†’ Generic request = low intent. Clarify: "What specific information would help you decide? I want to make sure I'm sending the right thing."
  • "We're interested but not ready yet." β†’ Set a specific follow-up date. "What would need to change for you to be ready? Let's book 30 minutes in [X weeks]."
  • Rescheduled 3+ times. β†’ Either they're not a champion internally, or the fit isn't there. One more direct attempt: "I want to be honest β€” is CHEYNI still on your priority list? If not, I'd rather know now so we can both save time."
Deal velocity indicators (good signs)
  • They came inbound (not cold outreach)
  • They reference a competitor or recent painful experience
  • They ask about pricing early β€” means they're serious
  • They share internal data / revenue numbers on the first call
  • They ask about onboarding timeline
  • They've already told someone else about CHEYNI
πŸš€
Campaign Playbooks
Ready-to-execute campaigns for each objective β€” launch, creator acquisition, brand awareness, and token community growth.
Campaign 01 β€” Platform Launch (Days 1–30)
10K
Subscriber target
by day 30
1K
Premium conversions
by day 60
5K
Community members
Telegram + Discord
Week 1 β€” Ignition
  • Giveaway launch: Free 1-year sub + $CHEYNI airdrop. Entry: follow X, join Telegram, tag 2 friends. Paid boost: €500 on Instagram + X. Target: 2,000 entries in 7 days.
  • Founder story post: Can Eren β€” "Why I put cinema on the blockchain." Personal, human, authentic. Post on LinkedIn, X, Instagram simultaneously.
  • Explainer video drop: 90-second "What is Watch & Earn?" Post natively to TikTok, Instagram Reels, YouTube Shorts. No link in caption β€” build watch time first.
  • Community activation: Discord + Telegram go live. Pin onboarding message. First AMA announcement for Day 10.
Week 2–3 β€” Accelerate
  • First film drop: Announce a Berlinale/Cannes selection coming exclusively to CHEYNI. NFT collectible tied to the drop. Create waitlist urgency.
  • Creator spotlight #1: Feature first onboarded creator's story + earnings preview. Publish on blog + social. Begin link-building campaign.
  • ProductHunt launch: Execute PH strategy (Tuesday 00:01 PT). Community rallies for upvotes. Target: #1 Product of the Day.
  • Referral loop activation: Email all sign-ups with referral link. "Refer 3 friends, get 2x earn for 30 days." Track via UTM codes.
Week 4 β€” Convert
  • Ghost reward expiry: Email all free users: "Your ghost rewards expire in 7 days. Upgrade to activate them." Urgency email. Target: 10% conversion rate.
  • Governance vote #1: Public vote on "Which film gets added to CHEYNI next?" Post candidates on X. Drive participation. Winner announced with media coverage.
  • Press outreach: Send launch story to: Variety, The Drum, CoinTelegraph, Campaign. Story angle: "The streaming platform that pays you to watch β€” and just hit 10,000 subscribers in 30 days."
  • Token airdrop to premium: Reward first 1,000 premium subscribers with founding member NFT drop. FOMO for remaining free users.
  • Leaderboard reveal: Publish top 10 earners on social (anonymized unless they opt in). Creates FOMO and social proof simultaneously.
  • Ambassador recruitment: Identify top community members. DM personally: "We'd like to offer you an Ambassador role."
Campaign 02 β€” Creator 100 (90 days to 100 creators)
200
Outreach targets/month
festival network + LinkedIn
100
Live creators
by day 90
€15K
Creator NFT volume
first 90 days
Sourcing pipeline
  • Festival database: Export contact lists from Cannes, Berlinale, SXSW, Istanbul Design Biennial alumni β€” can Eren's personal network. Priority: filmmakers with 1–5 festival credits but under 10K YouTube subs.
  • Vimeo Staff Picks: Weekly scrape of new Staff Picks. Find filmmaker email/social. Personalized outreach within 48h of their pick being published.
  • Instagram #indiefilm: Filter accounts with 1K–50K followers, recent festival content, not already on major platforms. 20 DMs/day.
  • Film school alumni: Partner with 3 film schools β€” students get free premium + guided NFT launch of their graduation film.
  • Creator referrals: Every onboarded creator gets 500 $CHEYNI per creator they bring in who goes live.
Creator success milestones
1
Day 0 β€” Application approved
Welcome kit: NFT strategy guide, production asset checklist, onboarding call booked. Token wallet setup.
2
Day 7 β€” NFT strategy session
CHEYNI strategist reviews production archive. Design 3 NFT tiers. Set pricing. Set drop dates.
3
Day 14 β€” Film goes live
Film listed on CHEYNI. NFT collection announced. Creator shares to their audience. CHEYNI promotes across channels.
4
Day 21 β€” First earnings report
Creator receives first token earn statement. NFT sales summary. Viewer count. Share for social proof.
5
Day 30 β€” Case study offer
If earnings are strong, invite to be a featured creator case study. Used for further creator acquisition marketing.
Campaign 03 β€” Brand Originals Pilot (90 days to 5 deals)
50
Qualified brand contacts
month 1
15
Discovery calls
month 1–2
5
Pilot deals signed
90 days
Target brand profile
  • Industry: Luxury, fashion, lifestyle, automotive, spirits, cultural institutions, tourism boards
  • Problem signal: Has run influencer campaigns with disappointing results. Posted about Gen Z engagement challenges. Attended Cannes Lions.
  • Size: €500K+ annual marketing budget. 100–10,000 employees.
  • Geography: France (primary), EU, US secondary. Paris, London, Berlin-based teams preferred for relationship-building.
  • Person to reach: CMO, VP Brand, Head of Partnerships, Head of Innovation/Digital
CHEYNI Originals product tiers
TierDeliverableInvestment
Starter5-min branded doc + 1 NFT collection (500 units) + 30-day community campaign€15K–€25K
Standard15-min branded documentary + 3 NFT tiers + 60-day community + on-chain reporting€25K–€60K
PremiumFull branded film series + multi-tier NFT campaign + 6-month community partnership + dedicated analyst€60K+
Campaign 04 β€” Token Community Growth
Token launch activation sequence
1
Pre-launch (2 weeks before)
Whitelist campaign: join Telegram + follow X to get early access. Build waitlist of 5,000. Teaser content: tokenomics preview, earn rate preview, governance structure.
2
Launch day
Token announcement tweet thread from @cheyni_io. Live AMA on Telegram. Airdrop to whitelist. XDC ecosystem announcement. ProductHunt launch (if not yet done).
3
Post-launch (30 days)
Weekly earn reports. First governance vote. NFT governance drop for premium subs. Exchange listing application (MEXC, Gate.io). CoinGecko listing submission.
Ongoing community health metrics
MetricTargetFrequency
Telegram members5,000 by day 60Weekly
Discord active members2,000 by day 60Weekly
Governance participation rate>20% of token holdersPer vote
Token holders5,000 by day 90Daily
AMA attendance>200 per sessionWeekly
NFT secondary sales volume€10K/month by month 3Monthly
Weekly Content Calendar Template
DayThemeChannel(s)FormatGoal
MondayCreator SpotlightInstagram, LinkedIn, EmailCarousel + short videoCreator acquisition social proof
TuesdayFilm CultureInstagram, TikTok, XReel / short clipBrand authority + organic reach
WednesdayWeb3 EducationX (thread), YouTube, TelegramThread + explainer videoCrypto audience acquisition
ThursdayWatch & Earn UpdateX, Telegram, Discord, EmailStats post + leaderboardRetention + FOMO for free users
FridayBehind the ScenesInstagram, TikTok, YouTubeBTS clip + NFT teaserNFT collectible demand building
SaturdayCommunity VoiceX, Instagram, DiscordPoll / UGC repostCommunity engagement + advocacy
SundayWeekly WrapEmail, TelegramNewsletter digestRetention + premium conversion nudge
Monthly cadence: Week 1: Launch/drop. Week 2: Creator feature. Week 3: Governance vote. Week 4: Token statement + next month preview. Sync all campaigns with film festival calendar for maximum relevance and earned media.
Non-negotiable monthly content
  • 1 creator case study (real earnings numbers)
  • 1 governance vote (community engagement)
  • 1 NFT drop (demand + revenue)
  • 1 AMA with Can Eren or featured creator
  • 1 Web3 education piece (mainstream audience growth)
  • 1 press release or media placement
  • Monthly token earn report (trust + transparency)
KPIs to track weekly
MetricTrack via
New subscribers (free + premium)Platform dashboard
Free β†’ premium conversion rateStripe / internal
Watch hours totalPlatform analytics
Token earn rate (avg per user)XDC on-chain
NFT volume (primary + secondary)NFT marketplace
Community growth (Telegram + Discord)Native analytics
B2B pipeline (leads + calls + proposals)CRM (Notion / HubSpot)
CAC by channelUTM tracking + ad platforms

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