☕️ Coffee Chat With Web3 Digest: Issue #3: Navigating Web3 Marketing, Community Growth, and the Future of Solana
A Conversation with Harri Obi, Superteam Nigeria Co-Lead
gm Web3 Digesters,
In this edition of Coffee Web3 Digest, we sat down with Harri Obi, a marketing veteran whose journey spans nearly a decade across both Web2 and Web3, with experience at FTX Africa, Bitget, Cassava Network, and now, Superteam Nigeria.
With a front-row seat to some of the biggest shifts in the crypto space, Harri Obi shares how Web3 marketing differs from its Web2 counterpart, the key lessons learned from navigating industry shake-ups, and the strategies behind building a thriving, engaged community. From the rise of Solana in Africa to the role of hackathons in fostering innovation, this conversation is packed with insights for marketers, builders, and investors looking to stay ahead in the Web3 revolution.
Let’s dive in!
Your journey in marketing spans nearly a decade, with experience across both Web2 and Web3 companies like FTX Africa, Bitget, Cassava Network, and now Superteam Nigeria. How does marketing in Web3 differ from traditional Web2 marketing, and how has your Web2 marketing experience shaped your approach to Web3 marketing?
When we look at marketing specifically, there have been three waves of technological advancement during this time; Web 1.0 Marketing used static websites/pages of information like texts and graphics content to communicate. In Web 2.0 marketing, everything became interactive. Social media networks started to emerge, and people could begin interacting with one another through blogs, tweets and Facebook posts. With Web 3.0 marketing, we’re seeing more focus on immersive experiences, community building and engagements, and the token economy reward system/giveaways used to incentivise and reward positive community behaviours. Web 3 marketing is not just evolving; it’s revolutionising how we think about the internet. A Web 3 environment enhances the user experience by providing rich and interactive advertising opportunities and multiple touch points. This is a boon for marketers because we can now deliver more targeted ads to consumers. Marketers would have access to many different sources of information and publicly available data about users, which will influence our marketing strategies. The advanced user experience capabilities of Web 3.0 will allow marketers to dive into a new world full of innovation in advertising and marketing.
In my Web2 marketing career, I drove strategy and execution for global brands like Pepsi, Facebook (now Meta), Kellogg’s, etc, focusing on data-driven consumer insights, scalable digital campaigns, and omnichannel engagement. This experience has given me a deep understanding of audience segmentation, brand storytelling, and Influencer marketing, all of which are crucial in Web3 but require a shift in approach.
Web3 marketing is more community-centric, decentralised, and trust-driven. Unlike traditional marketing, where brands control the narrative, Web3 demands transparency, co-creation with the community/users, and value-driven engagement. My Web2 background has helped me navigate this shift by applying strategic storytelling, utilising data analysis for growth, and fostering brand loyalty, while adapting to the culture of a blockchain ecosystem.
From your time at FTX Africa to Bitget and now Superteam, you’ve seen the rapid shifts in the crypto landscape. How do you navigate uncertainty in Web3, and what lessons have you learned from past industry shake-ups?
I’ve witnessed firsthand how fast the crypto landscape evolves, whether through bull runs, regulatory shifts, or unexpected industry shake-ups.
One key lesson I’ve learned is the importance of building in bear markets. The most resilient projects focus on real utility and sustainable growth rather than short-term hype. At FTX and Bitget, I saw how rapid expansion can be both an asset and a risk, reinforcing the need for strong fundamentals and regulatory foresight. I also deepened my understanding of user-driven growth, particularly in emerging markets, where trust and education play a critical role in adoption. Now, at Superteam, I see the power of decentralised communities in shaping the future of Web3.
To navigate uncertainty, I prioritise continuous learning, and alignment with projects that have a clear vision and community-driven approach. The space moves fast, but the core principles of transparency and utility remain constant.
Superteam Nigeria has made remarkable strides in driving Solana’s adoption, talent development, and community growth. What’s the secret sauce behind building such an engaged and productive ecosystem?
First, we focus on creating real opportunities for builders, creators, and operators. Through jobs, bounties, grants, airdrops, tools and accelerator programs, we provide tangible pathways for talented individuals to contribute to the Solana ecosystem while earning from their work. This not only attracts top talent but also keeps them engaged.
Second, we emphasize ownership. Unlike traditional organizations, Superteam operates as a collective where members have a stake in the ecosystem’s success. This fosters intrinsic motivation. People don’t just participate, they take initiative, collaborate, and lead projects that drive meaningful adoption.
Lastly, community-driven impact is key. We’re not just building Solana, we’re building global Web3 talents from Africa. Whether through education, meetups, or hackathons, we create spaces where Nigerian developers, designers, and founders can collaborate, share knowledge, scale their projects and create lasting value. By aligning incentives with ecosystem growth and keeping community engagement at the core, we’re building a self-sustaining, highly productive network that continues to push Solana adoption forward in Nigeria and beyond. A flywheel effect essentially: more talent, more projects, more adoption.
Since its founding in June 2023, Superteam Nigeria has generated a Community GDP of over $450,000 and supported the launch of 100+ projects. What key factors have contributed to this growth, and how can more talents tap into these opportunities to build and thrive in the Solana ecosystem?
Bounties, grants, hackathons and jobs are the top 4 contributors to our community GDP. Superteam Nigeria has created a structured and inclusive pathway for individuals to contribute and earn. On Superteam Earn, you can discover high-paying jobs, crypto bounties, projects and grants from the best Solana companies. By reducing friction in accessing funding and mentorship, we’ve enabled more builders to engage meaningfully in the Solana ecosystem.
Another factor is ecosystem support & strategic partnerships. Our close collaboration with Solana Foundation, Superteam Global, and other ecosystem partners has provided essential support in the form of technical resources, funding, and global exposure. This backing has allowed projects to scale beyond Nigeria and integrate deeply into the Solana network.
On how more talents can tap into these opportunities to build and thrive in the ecosystem,
Start Small, Earn, and Learn – Newcomers can begin by taking on bounties and small projects to gain experience, build a reputation, and earn from day one.
Engage with the Community – Joining Superteam Nigeria’s Discord, attending community calls, joining a Guild (devs, designers, writers, etc) and collaborating with other builders helps in networking and skill development.
Focus on Execution – The most successful contributors don’t just learn—they ship projects, iterate fast, and actively seek ecosystem support to scale their ideas.
Hackathons have played a crucial role in expanding the Solana ecosystem, with Nigerian builders making remarkable contributions—like multiple wins in the Solana Scribes, Renaissance, and Radar Hackathons. From your experience leading Superteam Nigeria, how can developers and creatives maximize hackathons not just to win, but to build sustainable and impactful projects on Solana?
In Solana, hackathons are more than just coding contests. They are startup competitions and launchpads for real-world projects and careers in Web3. At Superteam Nigeria, we’ve seen Nigerian builders excel in global Solana hackathons like Solana Scribes, Renaissance, Radar and Talent Olympics, proving that talent and innovation thrive in our ecosystem. To maximize hackathons beyond just winning, developers and creatives should focus on problem-solving, sustainability, and ecosystem engagement.
Let me break it down:
Address real-world problems
The best hackathon projects go beyond technical experimentation, they address real user needs within DeFi, NFTs, payments, or infrastructure.
Research existing gaps in the Solana ecosystem and build solutions that can grow revenue, attract users and investors post-hackathon.
Think Beyond the Hackathon Timeline
Many winning teams fail after hackathons because they don’t plan for the long term. To avoid this:
Design scalable architecture that can evolve post-hackathon.
Engage early with Solana’s funding programs like grants or incubators.
Focus on usability and adoption, not just technical execution.
Leverage the Community & Ecosystem
Solana’s builder community is one of its greatest assets; collaborate, seek mentorship, and get involved in open-source projects.
Join Superteam, Solana Hacker Houses (now rebranded to Startup villages), and online Solana dev communities and programmes like Turbine to refine your project and connect with potential co-founders and investors.
Marketing crypto and Web3 projects is often challenging due to regulations, skepticism, and ever-changing trends. How do you craft compelling narratives that not only attract users but also sustain long-term engagement?
By simply crafting transparent, community-driven narratives and delivering tangible value, Web3 campaigns can attract users, earn trust, and sustain long-term engagement. To break it down:
Tell human stories: Instead of technical jargon, showcase how blockchain improves lives, whether through financial inclusion, creator empowerment, or decentralized ownership.
Use real-world analogies: Compare Web3 concepts to familiar Web2 experiences (e.g., “NFTs are like digital passports, not just collectibles”).
Show, don’t tell: Instead of just claiming innovation, showcase real use cases, testimonials, and measurable impact (e.g., community earnings, successful dApps).
Compliance-aware messaging: Given regulatory scrutiny, framing Web3 narratives around utility, decentralisation, and user ownership rather than speculation helps projects remain resilient.
Engage in conversations, not just promotions: Foster two-way interactions through Twitter Spaces, Discord AMAs, and interactive content.
Reward loyalty, not just transactions: Sustainable projects incentivise contributions beyond financial gains, such as reputation-building and long-term value creation.
Looking at the future of Solana and its role in Web3, what trends or developments excite you the most? And what role do you see Superteam playing in shaping that future?
The future of Solana in Web3 is incredibly exciting, driven by scalability, real-world adoption, and ecosystem expansion. Solana’s combination of high-speed, low-cost transactions and a growing developer community positions it as a key player in Web3’s next evolution.
With a lot of Institutional players coming into the ecosystem, record high stablecoin volumes and developer attention, and with projects like Saga phone, and tokenized real-world assets (RWAs) gaining traction, Solana is moving beyond crypto-native users to mainstream audiences. The ability to transact seamlessly with near-zero fees makes Solana an ideal blockchain for everyday applications, from DeFi to AI and SocialFi.
Superteam is accelerating Solana’s adoption by empowering builders through funding, mentoring, and connecting talent with real opportunities, expanding Solana’s global reach through grassroots adoption, local partnerships, and onboarding the next wave of developers and founders, and driving ecosystem growth by supporting the launch of innovative startups that push the boundaries of what’s possible on Solana.
📚 Learn Web3
Rise In - Begin your journey into Web3 with free courses and bootcamps.
Updraft - Free Web3 education to learn blockchain and smart contract development.
💰 Work-To-Earn
Superteam Earn - Discover high-paying crypto bounties, projects and grants from the best Solana companies.
💼 Web3/Crypto Jobs
LIFT is hiring a Senior FullStack Engineer.
Ethena Labs is hiring a Head of Marketing.
🛠 Hackathons
TON Global BTCFi Hackathon
The BTCFi Hackathon, hosted by TONX, TonBit, TON Foundation, TON Society, and TON Core, brings together innovators worldwide to revolutionize how Bitcoin integrates with the TON and Telegram ecosystems.
Prize Pool: $1,000,000
Submission Deadline: March 14, 2025
HackSecret 5 Hackathon
HackSecret 5 is an opportunity to build cutting-edge AI applications for the Cosmos, EVM, Solana, and Autonomys Network.
Prize Pool: $15,000
Submission Deadline: March 1, 2025
Stay in the know for all things Web3 in! Be part of our vibrant community and catch every exciting development.
Besides the above-mentioned L1s, have you seen any community events hosted by ICP in Africa?