How AxonDAO Boosted Community Engagement from 3% to 13% with Domino

“We went from 3,500 to 50,000 followers in six weeks. Engagement rate quadrupled. That doesn’t happen by accident.” — Jay, CMO at AxonDAO

In Web3, growing and activating a community isn’t just a bonus — it’s the make-or-break factor. AxonDAO knew this. But even with strong projects and smart people, building momentum was painful. Until they found Domino.

From Manual Chaos to Scalable Growth

Jay, Chief Marketing Officer at AxonDAO and growth lead at multiple projects like Spexi and Ritual, manages marketing for decentralized science and AI marketplaces. Before Domino, their campaigns relied on fragmented tools and a lot of manual effort.

“Very painfully,” Jay said, describing life before Domino. “We were using Zealy and Galxe, but it wasn’t connected, and it definitely wasn’t community-focused.”

That changed when Jay discovered Domino through Zealy’s website. What started as an experiment became the foundation for their most successful campaigns.

Real Results: 3,500 to 50,000 Followers in 6 Weeks

With Domino, AxonDAO ran structured ambassador campaigns on X (formerly Twitter) and Discord. The outcomes were clear:

• X followers grew from 3,500 to 50,000 in 6 weeks
• Engagement rate jumped from 3% to 13.5%
• Impressions more than quadrupled
• Over 14 custom quests launched, including daily engagement tasks

“Domino made our campaigns cleaner, smarter, and more engaging. The difference was night and day.”

Automation That Actually Works

Domino’s value came from automation that aligned with real community behavior.

For example, in the Spexi campaign, Jay created gated ambassador roles in Discord. Ambassadors welcomed newcomers and added value in chats. Moderators rewarded them with reactions, which Domino tracked automatically to issue XP. It was seamless.

“That feedback loop — add value, get rewarded — was exactly what we needed to build a sticky, helpful community.”

Standout Features

Jay highlights these Domino tools as game-changers:

• Raids via Telegram bot: Easily deploy social tasks targeting any X post. Engagements like comments and shares are verified with AI.
• XP-by-reaction on Discord: Reward helpful behavior instantly and transparently.
• Custom quest boards: Gate tasks to real users, not bots.

“We can now run campaigns that feel human, not spammy. And the quality of community conversations has improved massively.”

One Gap: Self-Serve Setup

Despite the success, Jay notes one key challenge: setup friction.

“I always need to ping Vincze to get things done. He’s amazing, but ideally I wouldn’t need to.”

His suggestion? A setup wizard inspired by tools like PhantomBuster — clear, step-by-step UI to build campaigns without hand-holding. Domino has already started exploring this direction with upcoming features like chained tasks and onboarding flows.

The Missing Glue of Web3

When asked what Domino does best, Jay is clear:

“You’re the community glue. Most tools focus on numbers. Domino focuses on value. You amplify the people who matter.”

That’s what separates Domino. It bridges the gap between inflated metrics and real engagement.

Advice for Others

Jay’s message to anyone considering Domino:

“Try it. It takes your community from a 3 to a 10. With a bit of strategic thinking, Domino makes engagement effortless.”

Final Thoughts

At Domino, we’re building the tools we wish we had — not just for clicks, but for actual community health. Hearing stories like Jay’s is why we do it.

Thanks again to Jay and AxonDAO. You can follow Jay's work in decentralized science and marketing on X(formerly Twitter)

— Written by Vincze Kalnoky, Customer Success at Domino.run