NFTNG / DeFi Summer
Growing an African Web3 community through content, campaigns and events.
Worked across content, marketing and audience development for NFTNG, contributing to its growth as a Web3 media and event brand through DeFi Summer and Unchain Summer.
- Role
- Content Lead & Marketing
- Period
- 2024–2026
- Industry
- Web3 / Media / Events / Ecosystem Marketing
300K+
Website visitors
2M+
Impressions in 28 days
20K+
Email subscribers in 30 days
1,500+
In-person attendees
Context
Two flagship events, one content engine.
NFTNG was scaling its presence through DeFi Summer and Unchain Summer, two flagship Web3 education and community events.
The goal was to drive mass awareness, registrations, attendance and sustained engagement through content-led distribution, relying on high-frequency social execution and conversion-focused storytelling.
Brand and audience growth
Content strategy and daily distribution.
I owned the campaign narrative and how it spread: what went out, how it performed on social and how attention converted into real participation. The NFTNG X audience grew from 14,000 to 20,000 followers.
- Content strategy and campaign narrative
- Social media marketing and daily distribution across X and Instagram
- 180+ pieces of content in 60 days
- Performance tracking and optimisation
DeFi Summer
Turning attention into registrations and attendance.
For DeFi Summer, I ran event marketing content, announcements and conversion-focused posts for registrations and attendance. The campaign reached 1M+ impressions in 7 days and 2M+ in 28 days, with a single post passing 200K impressions.
Unchain Summer
Planning the rebrand campaign.
For Unchain Summer, I planned the social media flow and wrote the campaign storyboard and script, shaping how the event was introduced and promoted. Both documents are available below.
Partnerships and ecosystem
25+ partner projects involved.
The campaigns brought 25+ partner projects into the events, alongside 50+ prizes and incentives distributed to participants.
Results
Campaign and social performance.
Results driven primarily through content strategy, social media execution and distribution.
| Area | Metric | Outcome |
|---|---|---|
| Reach | Total impressions | 1M+ in 7 days |
| Reach | Extended campaign reach | 2M+ in 28 days |
| Content | High-performing post | 200K+ impressions |
| Website | Website visits | 300,000+ visitors |
| Registrations | Event registrations | 2,000+ |
| Attendance | In-person attendance | 1,500+ |
| Attendance | Livestream participation | 1,000+ |
| Community | Point system sign-ups | 18,000+ |
| Subscribers | 20,000+ in 30 days | |
| Partnerships | Partner projects | 25+ |
| Content volume | Pieces produced | 180+ in 60 days |
| Engagement | Giveaways & incentives | 50+ prizes |
Evidence
Screenshots and supporting material.
Click any image to view it full size.
Contact
Let's build something meaningful.
I'm always interested in conversations around growth, marketing, fintech, technology and opportunities to build.
toriadickson00@gmail.com