catty
@cattybk
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I grow startups 📈 founding team, VP marketing @thirdweb 💫 prev: partner @SocialChain 👨💻 brit in brooklyn 🇬🇧🇺🇸 building @patheticfashion on IG
@patheticfashion
Joined February 2009
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an important thing to realise early in your career:
there are lots of people in tech and other industries who are just really good at being visible
they tweet a lot, appear at events, cocktail hours, meet-ups, conferences, hackathons - they appear on podcasts, forbes 30 under
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Developer marketing is hard.
Over-selling your product is a counter-signal to technical audiences.
If your product was good enough, they would have found it organically by now.
We’ve spent the last 18 months trying every tactic to figure out how to drive traffic to
@thirdweb
.
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Instagram is going through a huge identity crisis at the moment
what’s it meant to be? a short video platform? a shopping app? a social messaging app?
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When I was 17 I built a meme page to 50k followers.
One day I got a DM from
@StevenBartlett
about buying the page and we’ve been working together ever since.
That DM told me a secret about the world which nobody tells you - The best way to meet interesting people and create
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finally joined the
@BoredApeYC
after weeks of prowling the market, say hello to
#BAYC
9474 😈
#apefollowape
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Last week,
@TheSocialChain
launched our partnership with Brita to drive awareness of the damage that single use plastic bottles are doing to our planet.
We worked with 21 influencers to create realistic renders of what their dream vacation locations will look like in 50 years
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Liverpool FC: 100 million fans
Crawley Town: ~50k fans
Revenue from their NFT drops:
LFC: $1m
Crawley: $4.5m
The difference?
@WAGMIUnited
is top to bottom web3 native.
Knowing how to launch in a web3 native way is a multi-million dollar skillset.
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“You can’t read the label from inside the bottle” -
@jackbutcher
Crypto is suffering from the worst communications problem any industry has probably ever seen.
Everybody is so relentlessly online and communicating only in our Web3 bubbles that we’ve forgotten how to use normal
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WAGMI United have raised ~$4m from their NFT drop so far - and it's yet to sell out.
That's $4m to go towards the development of
@crawleytown
Imagine any lower league club trying to raise that amount - This is one of the most fascinating, under-told web3 stories happening rn
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I added ‘y tho’ to this image
I probably won’t create something seen by so many people in my life again
what's the biggest impact you've made on the internet?
I am the reason nigel thornberry became a meme, and I also made this gif
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So frostbit boy arrived to his last A Level exam on a fucking white horse, literally my hero
http://t.co/K1oyyJYOUL
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Just hit 60k on my fashion meme page
• growing at roughly 1k/week
• ~1 hour work / week
• closed $3k in brand deals this month
Building a meme page is the lowest effort -> highest return way to build digital leverage and keep one foot in any industry
And it’s fun!
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We’re witnessing the death of brand guidelines. ☠️
I recently worked with Gucci to promote their latest collection, and it hit me that historic, legacy brands are killing their out-dated brand guidelines.
In order to reach young people, you need to create content which might be
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Imagine paying millions for a Connor McGregor endorsement and having him post
- A swipe up CTA on a feed post
- An unclickable link in the caption
🤦♂️
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Mike Bloomberg has paid meme pages for sponsored posts
The creative is super meta (screenshots of him DM’ing them) - but is lowkey genius as you have no idea whether they’re actually sponsored or not
The coordination of posting across several pages is the giveaway
2020 is wild
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Reaching for your phone the second you wake up is the best way to obliterate your morning.
I’m not a huge fan of the grindset, cold plunge, stare-at-the-sun as soon as you wake up optimizoooor culture, but I do believe there is one thing every single creative person should do
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Web3 is having an existential crisis.
Token prices have now been going sideways for over a year.
The pain, panic and confusion is starting to compound and it has left many people asking the question “who am I even building this for?”
The truth is that the bull market has left
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The interface is a mess - Trying to navigate native posts, IG Reels, IGTV and stories is a complete headache
One or two of these features has to go - it isn’t valuable to have a users attention being pulled in several different directions at once
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Say hello to our new
@TheSocialChain
US office 😍
Today we opened our new Williamsburg office with stunning views of Manhattan and the East River👇
Excited to be back around people building and scheming 🤩
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@adiprimetime
there seems to be some nuanced lost in my post
I do strongly believe in the power of building an audience and distributing your work (I practice this myself)
I think people should get good at something first though.
It's much easier to make noise and build reputation when
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this month marks 7 years since I moved to NYC 🇺🇸
still get a buzz every day I wake up in this city
the greatest place in the world to be young, ambitious and a little bit reckless ✌️
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messed around with midjourney v5 last night - it's wild
the brief to myself: what if palace released a collection with the royal family
at first I thought AI was the world's best moodboard tool, now I think it's going to replace product photography completely
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my 10 year NFT bets:
@BoredApeYC
for the power of culture
@cryptoadzNFT
for the power of permissionless, decentralised IP
@RTFKTstudios
for the power of digital identity and fashion
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Yesterday Coinbase announced a quest for devs to deploy a contract to their new L2,
@BuildOnBase
.
Over 15k+ contracts have been deployed with
@thirdweb
to Base since the announcement. 🤯
It sent our contract deployment stats crazy. 📈
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Difficult to put into words the impact both
@SteveBartlettSC
and
@DominicMcGregor
have had on my life
Took a chance on a 17 year old kid who built a meme page and threw me in at the deep end at every opportunity
The best mentors, leaders and friends I could ask for 🚀
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AI will kill the marketing agency
(well the bad ones)
spent the last few weeks building AI workflows for all of our content streams at
@thirdweb
the goal is to make sure every piece of content we create is distributed on every surface area.
do work once → profit again and
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A week ago we launched
@thirdweb_
Some stats:
👉 Product of the week on
@ProductHunt
(Over 1k upvotes, 500+ comments)
👉 300k+ views on our launch video
👉 Grew 8k on twitter, 7k on Discord
👉 50k visitors on launch day, 15k sign ups for early access
Here's how we did it🧵
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We've been getting 5-10x the amount of views and engagement on Linkedin since we started seeding content through our team's personal pages
Linkedin hates brand pages
Training your team to write great linkedin copy is 100x more effective than trying to grow an audience on there
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this 'choose NFT' PFP selection from
@IslandsXYZ
is a nice sneak peek of a feature we'll start to see everywhere
username secured 🤝
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Biggest difference between building in the US vs UK - people in the US want you to win
There's often an attitude towards competition in the UK where people act like success comes at the expense of others
In the US they understand there's enough to go around & all boats rise
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Some personal news: Last month I left
@TheSocialChain
(& NYC) after 6 incredible years 😢
From a team of 5 to a group of 800 disrupters who truly changed the face of marketing + media
Loved every second of building in the UK and US, but ready for the next chapter 🚀
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This is one of the biggest myths around - Can you imagine how complex and problematic it would be to implement this kind of technology
Also the brands are the ones paying for these placements - there would also have to be a massive cover-up with every small business involved
Ok so a friend was wearing this exact shirt the other day and I complimented it saying how I loved it.... never described the shirt or anything... and now here it is.... being advertised to me on instagram. They’re watching. I hope this doesn’t all end like in the movie smh
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My one piece of advice to anyone starting their career. 👇
Every industry has a back door.
The traditional career path involves starting at the bottom of the ladder and working your way to the top over 10-15 years.
In the modern world, pace of innovation is disrupting this.
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HUGE DAY! 🎉
Today we launched thirdweb
Excited to be building tools which will accelerate web3 🚀
Feel blessed to be working with such a talented group of people
lfg!
🚀LIFT OFF🚀
Today we launch thirdweb!
thirdweb makes it incredibly easy to build web3 applications.
Our mission is to equip the next generation of creators, builders, artists and brands with the tools they need to unlock the potential of web3.
Don't get left behind.
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I’ve never been more bullish on blockchain.
Since the madness of the 2021 bull run, things have been a little… quiet.
In the last 12 months, very few mainstream applications of blockchain technology have emerged.
The bear market has settled in, liquidity has dried up, and
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Rick Rubin is one of the greatest and most prolific music producers of all time.
When he was asked, “so what exactly are you being paid for?” He answered:
“The confidence that I have in my taste, and my ability to express what I feel.”
Being opinionated is the most underrated
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Great community management is one of the most effective marketing and distribution tactics right now 💡
I recently spoke about how
@OliverAge24
and
@FallGuysGame
are killing the game with a combo of understanding:
👉Meme culture
👉Gaming culture
👉The creator landscape
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if you understand why people pay thousands for first name .com domains, then you understand why people pay thousands for pfp nft’s
digital identity through scarce assets isn’t a new concept - the introduction of art has just taken it to a new level
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In San Fran for the week! 🌁
working out the
@fdotinc
lab with the
@thirdweb_
team
pumped to be in the city and feed off the energy of the Founders inc builders
if anyone wants to grab a coffee hmu!
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Some pretty crazy
@thirdweb
stats from the last couple months
• We crossed over 1 million deployed smart contracts since we launched! 🤯
• In August, 25% of users on Coinbase’s new L2,
@BuildonBase
interacted with a thirdweb contract. (We were the top protocol with more
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Refreshing to see that McDonalds have done a 180 on their safe, corporate community management
It’s rare for a market leader to shitpost like this but will hopefully be the first of many
If you can get it right, being weird on Twitter is a great low cost high reach tactic
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Yesterdays announcement was huge for a couple of reasons:
1/ Partnering with
@avax
will bring dev tools to some of the most exciting web3 games in the space - shipping a great web3 game just got 10x easier 🚀
2/ The talking head of
@atifkhan31
in this video is completely AI
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my web3 marketing hot take is that 90% of twitter spaces are a waste of time
you could spend an hour creating an ephemeral piece of content for 100 people, or spend that hour creating a great piece of content which reaches 100k people
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trajectory > prestige
turning down high paying, fancy sounding titles in favour of risky opportunities with immense upside is a career choice i’m yet to see fail
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This month over 2,500 hours of thirdweb content was viewed on YouTube!
We've spent the last 12 months investing heavily into building our channel and the growth is starting the compound.
Here’s a stream of consciousness on why we’ve focused on YouTube to grow
@thirdweb
🧵
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easiest decision i've ever made - pumped to be working with
@SteveBartlettSC
again, and
@FurqanR
and the dream team we're assembling
excited to bring creative marketing and compelling storytelling to the web3 space 🚀
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This months marks 7 years since I moved to the USA from England.
The best decision I’ve ever made.
Here’s the 7 biggest differences I’ve noticed living and building a business in the US vs the UK.
The good, the bad and the ugly.
(Inspired by the great
@george__mack
)
1/
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the web3 career path of 'show don't tell' is going to be a shock to the education system
millions of college kids will graduate only to find kids from all over the world who have years of experience working in DAO's have taken their roles
we launched $ENS a month ago
that same week, taytems.eth (
@taytemss
) stepped up as a community member, answering Discord support questions non-stop
a week later he built a custom Discord bot for us
today he joins the
@ensdomains
core team as a front end dev
welcome
@taytemss
!
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a huge day for us at
@thirdweb_
excited to work with some incredible partners who share our belief that now is the time to double down on builders in web3
HUGE ANNOUNCEMENT🚨
Today we're excited to announce that we've raised $24m in our Series A. Led by
@HaunVentures
, with participation from
@coinbase
ventures,
@Shopify
+ more
While there’s turbulence, noise and uncertainty in the market,
Builders are still building.
🧵
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The best decision I made since going down the web3 rabbit-hole was joining
@ShinyObjectSC
Honoured to be speaking with the 🐐
@tomosman
on their first public podcast tomorrow 🙏
✨ The Shiny Podcast is back...
....and this time we're making it public.
Tomorrow we're joined by
@CathalUK
of Web3 powerhouse
@thirdweb_
🤌
Coming to your favourite podcatcher 🔜
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this week we moved into our new office space in williamsburg
high ceilings, natural light, fresh fruit on every table, great communal spaces with great furniture and load of plants
I love it - never underestimate the power of a good environment
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@michaelmiraflor
it's a huge comms problem if people haven't grasped this though
it wouldn't be absurd as a standalone decision, but in the context of 4 previous rebrands it's pretty ridiculous
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been quiet on here for the last few months
been busy!
- getting my 🇺🇸 O1 visa approved
- moving back to brooklyn
- growing
@thirdweb
(we’re a 40 person team w/ 15k+ monthly devs!)
- growing my dumb fashion meme page to 50k+ followers
my stream of consciousness will now resume
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👇Brands on TikTok analysis thread👇
💭 I’m going to use this thread to drop examples of how brands are leveraging TikTok, through paid ads or influencer collabs
✅ I’ll include analysis on why they do or don’t work for the platform ❌
Will be updating frequently!
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this week I moved to london 🎉
here to find a home for
@NFTLabsHQ
in the UK and build a world class NFT and Web 3.0 marketing team 💫
if you’re in the city and want to talk jpegs drop me a dm 🤝
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Last week we launched a campaign which completely broke all of our growth metrics.
Our monthly unique users went from 18k to 270k+ and our mainnet contract deployments 4x'd 📈😳
Here's what we did! 🧵
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So proud of what this team has achieved in such a small amount of time 🙏
👏 SOCIAL CHAIN IS NOW A PUBLIC COMPANY 👏
We're proud to reveal that Social Chain is now valued at €186 million and has the potential to reach 1.8 billion people.
It's a feat made possible by our merger with Lumaland and its vast e-commerce portfolio:
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How to 10x your instagram growth with meme pages
Last month I worked with one of the biggest fashion retailers in the US (reformation) on a sponsored post for my meme page, and uncovered their growth strategy for Instagram.
Reminder: I spend less than 1hr a week and $0 total
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AI's biggest disruption might just be commercial photography.
You can now take simple product imagery & use one prompt to generate a full scale commercial shoot which would have previously cost $100k+
Its ability to recreate product details isn't 100%, but it's getting there
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#Urbanoutfittersbelike
Reclaimed vintage rustic vegan mystic reflection device, RRP £125.99
http://t.co/qEhSrqvMuU
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every great marketing framework was written retrospectively
people love to waste time on strategy, but you're always much better just executing and joining the dots backwards
strategy comes once the wheels are in motion
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The best way to get your foot in the door in advertising - become an expert at editing TikTok’s
There's a huge demand across the industry for people who can create high volumes of TikTok's for brands - and virtually no supply
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I’ll now be building in the NFT space w/
@NFTLabsHQ
💫
bringing my experience creating social content, building communities and disruptive creative ideas to a space I believe will set the foundations for the future of culture and web 3.0
lfg! 🙌
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Zoom + Hangouts are great for 90% of meetings, however for creative sessions they’re stifling
We’re not meant to interpret the world in 2D, and the closure of offices means we miss out on so many magic conversations which usually take place outside of meetings + drive innovation
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Love Twitters recent UGC campaign... transparent, authentic marketing
Stop spending hours over a thesaurus spinning some brand message - let the audience write it for you
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My chat with
@tomosman
for the
@ShinyObjectSC
podcast is out!✨
We spoke about
-
@thirdweb_
- the future of web3
- my journey into web3
- the Azuki story + creator responsibility
and more! listen.👇
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New office hits different at night 🌑
Say hello to our new
@TheSocialChain
US office 😍
Today we opened our new Williamsburg office with stunning views of Manhattan and the East River👇
Excited to be back around people building and scheming 🤩
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My 10 Commandments for growth on Twitter (X) as a startup.
If you’re chasing growth as a startup in tech or web3, Twitter is your most important surface area.
It’s where these industries live and breathe.
Building an audience will give you a megaphone to drive traffic to your
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this was my mona lisa - probably the best meme I’ll ever make
I see it weekly on my timeline and get reminded every time that I forgot to watermark it
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small reminder on A Level results day that I dropped out of uni after three months and now I own a jpeg of a monkey
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lived in NYC for 7 years but finally have a place which feels like my own
feels good
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if your agency hasn't built a team dedicated to learning how to market or execute web3/NFT projects then you're missing out on millions in revenue
the demand is insane right now
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“it’s not just a jpeg it’s a membership token which gets you access to exclusive parties”
the parties:
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Being able to make memes is the most underrated marketing skill
They have become a way of communicating for young + old
Also, Memes used in marketing regularly outperform other marketing material because they are inherently 10x more shareable than ads/product shots
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spending the week in the Colorado mountains with the
@thirdweb_
team building and shipping stuff with our own tools
the energy in this house is ⚡️
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there is zero correlation between the markets and the number of smart contracts being deployed on
@thirdweb_
that's all you need to know - builders build.
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I’ve seen a lot of praise for David Dobrik’s 100k puzzle launch
No one seems to be addressing the fact that these ‘loot box’ style products (tiny chance of winning a huge amount of money) is subtly introducing the principles of gambling to a very young audience
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The most successful NFT brands will be those who can inspire artists and creators to remix and build on the project 🎨
@_KidEight
has nailed this 🎯
A quick browse of the
#EVOLARTCOMP
tag and the quality of work is incredible - you just don’t see this with traditional brands
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SIX STEPS FOR BRANDS TO SUCCEED ON TIKTOK 👇(Thread)
@RocioGalanD
and myself have put together a deck which breaks down the opportunity for brands on TikTok and how they can succeed on the platform.
Here is a condensed version of those steps - Find the full deck at the end!
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