14 weekly X Spaces that built a Web3 storytelling community
Uppercut Training Club was an NFT project from Jumpcut, a studio that works with creatives from Marvel, John Wick and Star Wars. Holders owned a 3D hero and could build stories around it. I ran the X/Twitter account through Season 1: the content plan, threads, weekly Spaces, outreach and the NFT drop.
- X/Twitter strategy
- X Spaces
- Threads
- Creator outreach
- NFT launch
more engagement in Season 1
audience growth on X/Twitter
creative tasks completed by the community
words of story written by holders
X Spaces
A Space every week, July to October
14 Spaces on film, gaming, music and Web3. I ran the announcements, countdowns and reminders, live-posted the best moments and pulled quotes for follow-up posts.
- Jul 28Future of Film3
- Aug 4Game Changers
- Aug 10Bottom-up IP, with Peter Yang
- Aug 11Web3 Mavericks: Bear Market Builders Unite
- Aug 18It's All About Utility: NFTs and #Film3
- Aug 24Intro to the Metaverse with Evan Luthra
- Aug 26Metaverse Music and Gaming
- Aug 30The drop announcement
- Sep 8Game On! The Power of Play
- Sep 15Entertainment IRL and Virtual Worlds
- Sep 22Sports, Health and Fitness in Web3
- Sep 29Empowering Tomorrow's Creatives
- Oct 20How to Make Your Passion Your Profession
- Oct 27The Writer's Room: Storytelling Through Tech
Space banners
A banner for every Space
Each Space got its own banner with the topic, the speakers and the time in three time zones. The weekly run started on July 28, and four earlier Spaces in June and early July warmed up the audience. Swipe through.
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The growth loop
Every listener logged, then invited back
After each Space I logged who listened. The biggest rooms had around 300 names. Before the next Space, past listeners got a personal invite, and the list grew each week. Guests included actors, directors, founders and Web3 builders.
Each week
- AnnounceA banner and countdown posts.
- HostLive posts and quotes during the Space.
- LogEvery listener saved to a sheet.
- InvitePast listeners asked back by name.
"Look at Hollywood, historically it's been top down where a few execs decide what gets made and by whom. The true opportunity in Web3 is in giving fans access and ownership." @KHosanagar, on the drop Space
The project
A franchise the community builds
Hollywood is top-down: a few people decide what gets made. Uppercut flipped that. Each holder got a 3D hero with commercial rights, joined one of three Domos led by a pro trainer, and wrote lore with the community. The job on X/Twitter was to explain a new idea, find the people who would care and keep them talking until the drop.
How it worked
- Own a heroA 3D character with commercial rights.
- Join a DomosThree teams, each led by a trainer.
- Build the storyLore tasks and a team story in a gated portal.
Threads
The Importance of Diversity in Web3
Eight posts on bias in NFT pricing, disability in media and why Uppercut's heroes mirror its community.
From the thread
- 1/8What can we do to make #Web3 inclusive, diverse and accessible?
- 2/8Bloomberg found CryptoPunks prices vary by skin color, with darker avatars often selling for less.
- 5/8One billion people live with a disability. We are changing how they are seen through bottom-up storytelling.
Threads
Bottom-up vs top-down storytelling
Five posts on why owning a character changes how you feel about the story.
From the thread
- 1/5In top-down storytelling, we are told stories. In bottom-up storytelling, we are the creators of stories.
- 3/5Fans adopt an NFT and give it their own creative spin, with financial participation alongside creative involvement.
- 5/5Tell your story, help build the Uppercut universe and get full credit for it.
Outreach
Showing up in #Film3 every day
I replied to about 20 posts a day across the #Film3 hashtag and timeline, and invited storytelling creators into Spaces and the Discord.
Content plan
Seven themes, four goals
Every week, planned in a sheet
Topic, theme, format and goal.
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Content planFrom May 30, 2022
| Theme | Example | Goal |
|---|---|---|
| Who would win? | Shang-Chi vs Spider-Man, Black Widow vs Wonder Woman polls | Engage |
| Martial arts facts | How martial arts helps children with ADHD focus | Educate |
| Quotes | Bruce Lee, Professor X, Xu Wenwu | Engage |
| The Domos | Introducing Domos Gnasis | Entertain |
| Team showcase | The directors and creatives behind the project | Educate |
| Project vision | Diversity in Web3, bottom-up storytelling | Convert |
| Spaces | Announcement, countdown, reminder, live posts | Convert |
In the feed
Posts people wanted to answer
Polls, fun facts, throwbacks and quotes from the content plan, designed in Canva. Swipe through.
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The drop
Play now, pay later
On August 30 the team announced the drop in a Space. It was framed like a sneaker or album release. I promoted it on X/Twitter and handled the questions that came with it, so new members knew where to go.
Season 1 results
A community that wrote its own franchise
Across Season 1, engagement rose 231% and the audience grew 127%. Inside the portal, holders finished more than 650 creative tasks and wrote over 200,000 words of story for their heroes and Domos. In October I also helped launch Woman of Mystery, Jumpcut's next story project, on the same playbook.
In a new space, a weekly live show earns more trust than a perfect feed.
What I delivered
- Weekly content plan
- Threads and banners
- 14 X Spaces promoted and live-posted
- Listener logs and invites
- Daily #Film3 outreach
- Drop promotion
- Community moderation
We had a fantastic experience working with Agboola. He provided both great strategic insights on putting together social media campaigns and measuring ROI, as well as great operational expertise with timely delivery and detailed execution of SM campaigns and calendars.
