Rubic is a Cross-Chain Tech Aggregator for users and dApps that aggregates 70+ blockchains and testnets, while it enables swaps of 15,500+ assets with the best rates, highest liquidity, and transaction speeds — in one click, thanks to the integration of 220+ DEXs and bridges. They focus on adding new emerging chains, like zkSync Era, Polygon zkEVM, Mantle, Linea, and Base. Rubic’s marketing team strives to manage all campaigns in the best way to increase ROI, attract only loyal and sticky users, keep them active and bring profit and benefits to both users and partner projects.
In September 2023, Rubic conducted a campaign dedicated to their 3rd anniversary. The campaign consisted of 4 week events involving Rubic’s key partners’ participation: zkSync Era, Mantle, Linea, and Base. Rubic offered users the opportunity to earn an airdrop together with a share of a 1.8M+ RBC reward pool by using each blockchain per week: swapping to/from/on Base, Linea, Mantle, and zkSync Era. Users had to accumulate points and activate their wallet with an ‘all-in-one’ experience across leading blockchains, their bridges, & DEXs — enabling seamless token swaps while bridging. The campaign was available on Galxe, Intract, and QuestN and Rubic’s website.
The main goal of the campaign was to bring high value to partners and rewarding experiences to participants — in general, demonstrate the strong product traction, which always depends only on user activity, and which is very easy to fake. As the Rubic campaign had been conducted multiple times, the marketing team has extensively observed the effectiveness and fairness of each campaign. They identified the presence of numerous bots and irrelevant users, which led to a decrease in the return on marketing budget compared to campaigns run before the Sybil era. By the way, we have already described the affect of Sybil attacks on the projects: How to make your ecosystem Sybil resistant.
That’s why Rubic faced a challenging question:
How can they safeguard their marketing campaign from Sybils and low-LTV users in order to enhance ROMI and incentivize only genuine contributors and target users?
The team has implemented several mandatory actions for participants. Once these conditions are completed, participants become eligible for the promised rewards.
These actions could have provided Rubic with excellent campaign results, if the risk of being attacked by Sybils wasn’t too high. Sybils takes the first step by creating numerous accounts and wallet addresses to maximize their gains from campaigns and quests. It’s a familiar tale, yet not everyone is committed to combating this issue.
Meanwhile, Rubic had 3 additional mandatory conditions for participants to be eligible for rewards:
And last but not least was built by Nomis.
Nomis has teamed up with Rubic to develop a wallet scoring solution for their 3rd Birthday marketing campaign – Cross-chain DeFi Score, in order to protect the initiative from Sybils and identify target users of cross-chain swaps and bridges.
The Cross-chain DeFi Score is designed to analyze wallet activity across multiple blockchain networks, including Ethereum, Optimism, BSC, Polygon, Fantom, zkSync, zkEVM, Kava, Mantle, Base, Arbitrum One, Avalanche and Linea. As a result, the Score enables determining the number of relevant projects — Rubic’s partners and competitors — that users have interacted with. The higher the number and value of interactions, the higher the user’s Cross-Chain DeFi Score.
Nomis leverages wallet onchain footprints and AI-powered mathematical modeling technologies to enable web3 projects and communities to make data-driven decisions while fostering crypto communities. That is exactly what Rubic needed.
Rubic’s marketing team was able to identify sticky users with higher LTVs and encourage them to use the product by providing higher rewards.
*I’m thrilled with our 3rd Birthday marketing campaign’s success, leveraging Cross-chain DeFi Score for reward distribution to boost our base of loyal users. The integration of Sybil protection was pivotal, ensuring fair token distribution and focusing rewards on genuine contributors, thus enhancing our ecosystem’s integrity and value. This strategic approach has proven highly effective, setting a strong precedent for future campaigns.
Elena Nova, CMO at Rubic*
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