Distractive

BACKGROUND

Please describe your company and position.

I am a department manager at Acurast

Describe what your company does in a single sentence.

Decentralized Compute Network Powered by Smartphones

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Distractive to accomplish?

• Develop an onboarding content strategy for our website

SOLUTION

How did you find Distractive?

Referral

Why did you select Distractive over others?

• High ratings
• Referred to me
• Known in the industry

How many teammates from Distractive were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The team developed a website onboarding flow for Web2 users with no prior technical knowledge. This involved a deep dive into the existing onboarding process and the creation of effective, evergreen content written in clear, accessible language.

The specific deliverables included an onboarding landing page, onboarding blogpost and an onboarding video. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The new onboarding landing page and blog are in the top 20 pages and screens by views (from the 707 in total). We also received a lot of postive feedback from our community managers who now use the content as a tool to inform new members on the onboarding process.  

Describe their project management. Did they deliver items on time? How did they respond to your needs?

I really enjoyed working with the team from Distractive. They were on time, and always very communicative about what was needed from our side and what the expectations were. They're very flexible (in case some additional changes needed to happen) and always happy to think along and help. 

What was your primary form of communication with Distractive?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The team is very professional, and has a good understanding of the Web3/Web2 audience, and how to market to them. Even though we had a relatively small project, they put in a lot of effort to make sure every detail is correct, and that we're not just quickly rushing through things to get them done. 

Are there any areas for improvement or something Distractive could have done differently?

I don't see anything the team could have done differently. It's honestly been refreshing to work with an agency in the web3 space who delivers on time, has a deep understanding of the space and is very professional. 

BACKGROUND

Please describe your company and position.

I am the Head of Operations of Moonbeam Foundation Ltd

Describe what your company does in a single sentence.

The Moonbeam Foundation is an open source software company whose mission is to foster the development and adoption of the Moonbeam network (https://moonbeam.network), an EVM compatible smart contract platform deployed as a rollup on the Polkadot network. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Distractive to accomplish?

• create the website, manage social channels, secure collaborations/partnerships, and develop a strong community
• develop and execute the marketing, community and partnership strategy for TGE

SOLUTION

How did you find Distractive?

Referral

Why did you select Distractive over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost

How many teammates from Distractive were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Digital Marketing Content development inc. imagery according to brand guidelines, for placement on the website or external websites where needed 

Website management (moonbeam.network, moonbeam.foundation) SEO keyword research, strategy, content development, and implementation 

Monthly newsletter series (creation, management, send) and growth of the email lists 

Community Management 

Ambassador recruitment, onboarding, and management 

Community management (inc. coordinated campaigns on chat channels like Telegram/Discord) 

Ongoing engagement with the community and community leaders (senior ambassadors) - challenges, translations, and activation of ambassadors in community chat rooms when needed 

Events sponsorships & coordination Conference sponsorship, branding, booth staffing, and management 

Organization and promotion of side events near conferences 

Submission of speaking proposals to various events 

Recurring online events and programs (secure speakers, develop content promote, manage) 

Hackathon campaign planning, organization, promotion (NOT administration or judging of bounties etc) 

Paid Media/Advertising Strategy, creation of creative, management, and performance evals/optimization of: Targeted SEM campaigns; Social media advertising through Twitter, LinkedIn, Reddit, and others where appropriate, in Marketing Provider’s reasonable discretion; Developer-focused third party media buys (e.g., Etherscan, Readthedocs) 

Management of paid media relationships and utilization/management (e.g., Journal du Coin, ODaily) 

Comms Email design, content, sends plus list management, database management, segmentation from a marketing ops perspective 

PR - strategy, management of PR firm, identification and creation of media opportunities. 

Coordination with ecosystem teams to provide PR services where needed. 

AR - coordination and oversight as needed. Social media - operation and growth of official Moonbeam and Moonriver social and chat channels including Discord, Telegram, Twitter, Reddit Branding Image generation according to brand guidelines 

Recommendations for improvements and extensions to brand where needed Vendor management and procurement of promotional merchandise for project contributors, community member rewards, events, and marketing giveaways 

Content Creation of Announcements & Educational articles for the website or other channels (e.g., Moonbeam Community Blog on Medium) 

Coordination of Community-generated content (video, written) via content bounties, the ambassador program, and more

Coordination of Commissioned content (e.g., explainer videos, tutorials) through an external agency 

Review of Externally-produced content to ensure material compliance with agreed-upon marketing guidelines (includes announcements, blogs, website copy, and other materials that are not intended to be published on the Moonbeam websites, but would be shared via promotional channels if approved). 

Ecosystem development Field inbound inquiries (leads) and explain Moonbeam Act as coordinator to connect projects with resources (devrel, potential investors, etc.)

Help teams work through the grants process with an understanding of the needs for the ecosystem and the limitations of the Foundation Recruit new teams and builders to come deploy and contribute to the Moonbeam ecosystem Support the marketing team in helping coordinate resources for announcements and events in the ecosystem 

Work with ecosystem and Foundation to determine the needs of the ecosystem to better tailor the grants program for supporting team to build Attend events, live and remote, to be a Moonbeam support and drive awareness about the ecosystem and community  

Monthly reporting for agreed-upon KPIs - publicly on the Marketing Provider website for the community, but also additional metrics for the Moonbeam Foundation

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Distractive delivered measurable results across multiple areas of our marketing and ecosystem efforts. 

Website traffic and visibility improved significantly, with higher organic search rankings and a growing subscriber base for our newsletters. Community engagement expanded meaningfully - ambassador recruitment and onboarding increased, and participation across Telegram, Discord, and Twitter Spaces grew month over month. They also successfully executed and promoted key events, securing speaking opportunities and driving strong attendance at community calls and workshops. 

Their ecosystem development work directly supported new project teams joining and deploying on Moonbeam, strengthening adoption of the network. 

Most importantly, Distractive drove the marketing, community, and partnership strategy for the token generation event, which debuted in the top 100 by market cap. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Items were generally delivered on time. When instances of competing priorities came up, Distractive leadership would esclate these to Moonbeam Foundation management and make recommendations to ensure best possible outcomes.

What was your primary form of communication with Distractive?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Nate and Katie were a driving force behind Moonbeam's early success. They built the brand from the ground up by creating the website, managing social channels, landing collaborations, and developing a strong community that became one of the most engaged in the space.  On top of that, they drove the marketing, community, and partnership strategy for the token generation event, which debuted in the top 100 by market cap.

What stood out was their ability to combine sharp strategy with execution: they didn’t just create assets, they focused on momentum. Now, through Distractive, they've built a team around those same strengths. If you're looking for partners who can not only define your brand but also help it scale and stand out in a competitive market, Nate and Katie (and their team) are exactly who you want in your corner.

Are there any areas for improvement or something Distractive could have done differently?

As Moonbeam was preparing for launch, I think it was very difficult to scale the team while simultaneously being responsive to the business.  However, this was to be expected as it was a very busy time for everyone. Since then, Nate and Katie have built a larger team that can scale with any business.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Web3 Foundation. We support and develop decentralized web technologies and protocols, focusing on cryptographic methods to enhance the security and stability of the Web3 ecosystem.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Distractive?

We needed help with marketing.

SOLUTION

What was the scope of their involvement?

Distractive took over all marketing for the Polkadot technology stack and its ecosystem. This included the strategy for events, socials, content, website, and overall positioning. The team was responsible for delivering the project's main website and its content, as well as creating and managing content and campaigns on social media. They also led the events strategy.

What is the team composition?

We worked with 10–15 teammates from Distractive.

How did you come to work with Distractive?

Distractive was a great culture fit, and their company values aligned with ours. Additionally, they had extensive industry experience.

What is the status of this engagement?

We worked together from January 2024 to November 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Distractive delivered a consistent look and feel across Polkadot assets. They also created clearer onboarding flows with improved ways to reach and educate potential users.

How did Distractive perform from a project management standpoint?

Distractive delivered on time. We communicated via virtual meetings, emails, and messaging apps.

What did you find most impressive about them?

Distractive deeply understood marketing and the particularities of open-source/crypto developer communities.

Are there any areas they could improve?

I can’t think of anything.