A Cost-Efficient Growth Strategy for the Web3 Bear Market
Executive Summary
In the midst of a crypto bear market and tightening budgets, MientAura — a next-gen NFT platform — leveraged organic PR strategies to earn 100,000+ impressions, build credibility, and drive authentic community engagement. This case study breaks down their journey, illustrating how zero ad spend and strategic storytelling can outperform paid campaigns in bootstrap scenarios.
Key Results:
- 100,000+ organic impressions within 3 months
- Zero advertising budget used
- 25+ Web3 media mentions
- 200% increase in platform signups
- Backlinks from CoinCodex, CryptoNewsZ, NFT Evening
Company Background
Name: MientAura
Industry: NFT Collectibles & Digital Artifacts
Model: Web3 startup focused on engaging, gamified NFT experiences
Stage: Beta launch phase during a bear market
At MientAura, we’re redefining the NFT experience by blending digital artistry with innovation. Our platform is designed to make the world of digital antiques and collectibles more accessible, exciting, and rewarding. Unlike traditional NFT marketplaces, MientAura focuses on true engagement, ensuring that every transaction is more than just ownership — it’s an interactive and enriching experience.
Core Problem
Despite a compelling product, MientAura faced a dilemma:
- Web3 attention was at an all-time low during Q1 2024
- Ad budgets were slashed to zero
- Competing against legacy NFT marketplaces with massive paid campaigns
The team needed to build brand visibility and trust without paid reach.
The Organic PR Strategy That Worked
Phase 1: Message-Market Fit via Founder Storytelling
MientAura leaned into authenticity. The founder shared:
- Why MientAura was built in a post-hype market
- Their mission to preserve digital history through interactive NFT engagement
- A behind-the-scenes look at early failures and pivots
Channels: Mirror.xyz, Medium, LinkedIn
Results: 15K organic reads, 120+ shares across Web3 communities
Phase 2: Leveraging Web3Newswire for Crypto-Native Visibility
MientAura partnered with Web3Newswire to launch a Web3-native press release campaign:
Headline: "MientAura Launches Gamified NFT Platform to Revolutionize Digital Collecting"
Distribution Included:
Content Focus:
- Emphasized new category: "digital antiques"
- Positioned MientAura as the platform for collectors, not just flippers
- Embedded visual demos, early access CTAs, and community quotes
Results:
- 65,000 impressions from syndication
- 20+ media pickups
- 18 backlinks to homepage
Phase 3: Community Activation Without Paid Influencers
Instead of influencer deals, MientAura seeded the campaign through:
- Reddit AMAs (r/NFT, r/Web3, r/Collectibles)
- Discord alpha groups
- Gamified quests tied to launch PR
Example Campaign:
“Comment on our CoinCodex feature to win early access + collectible drop.”
Results:
- 10% increase in Discord members
- 2x engagement on X (Twitter)
- 3,400 wishlist signups from earned media CTAs
Cost Breakdown
| Expense | Cost |
|---|---|
| PR Platform (Web3Newswire) | $650 |
| Founder Content (Self-Written) | $0 |
| Distribution Tools & Tracking | $200 |
| Total Cost | $850 |
Estimated Cost for Equivalent Paid Media Reach: $8,000 - $12,000
ROI: ~900%+ visibility gain per dollar spent
Key Takeaways for Web3 Founders
- 🟢 Authenticity = Edge in Bear Markets — Founder-led content performs better than sponsored hype.
- 🔄 Leverage PR Assets Across Channels — One press release = X thread + Reddit post + Discord quest.
- 💬 Community-Led Distribution Wins — No need to rent influence if your mission is strong.
- 📈 Earned Impressions Convert Better — People trust earned media 5x more than ads (source: Nielsen).
Conclusion
A while ago, when companies didn’t want to spend a lot of money on ads and people started doubting new ideas, MientAura showed that if you plan carefully and share your story consistently, you can get a lot of attention without spending much. They spent less than $1,000 but got over 100,000 people to see what they were doing. This is a simple way for other Web3 projects (which are new internet ideas) to get noticed without spending a lot of money.
If you're launching in Web3 with limited capital, don’t shout louder — speak smarter.
👉 Ready to launch your own PR campaign? Start with Web3Newswire.