MarketingFi and AI-driven Mindshare:
Cookie DAO’s Impact on Traditional Marketing
Cookie DAO started as a simple memecoin experiment but transformed into an AI analytics platform built for Web3 networks. It turned raw on-chain data into useful agent analytics while combining MarketingFi with token rewards. This case study breaks down how Cookie DAO leveraged AI in Web3 trends, storytelling, and product-led growth to dominate a niche and how SoluLab, a leading Web3 marketing company, can help you replicate the same success.
Services Provided
Wallet Integration
User Interface (UI) and User Experience (UX) Design
Quality Assurance and Testing
Client Overview
Cookie DAO started in early 2024 as a decentralized system made to index, rank, and assess AI agents within the crypto space. Using TON blockchain,, Cookie.fun became the first platform to provide real-time analytics tracking the performance of more than 1,400 AI bots across Telegram, X (Twitter), and on-chain activities.
A group of Web3 creators working under a pseudonym started Cookie DAO to tackle a big problem in the AI and Web3 space. The rapid rise of AI agents came with little clarity, visibility, or trust around them. Cookie DAO stepped in to bridge these gaps.
They introduced $COOKIE as a governance and utility token, which got users involved in fun and engaging ways. They also broke new ground with what people now refer to as the “Google Analytics for AI Memecoins.” Cookie DAO aims to redefine decentralized AI indexing by building the first-ever reputation system for AI agents in Web3. This tool helps users make smarter decisions across interconnected platforms.
Challenges
Cookie DAO had a solid idea at heart. It aimed to index and rank AI agents in Web3. But there were some serious roadblocks:
1. Scattered Data Everywhere
The AI and crypto world lacked one place to track or compare AI agents. Users had a hard time cutting through the noise to understand them.
2. Too Much Hype, No Real Proof
The rise of AI memecoins created big promises without much evidence of real use or actual performance.
3. Hard to Trust New Agents
Users couldn’t tell which AI bots were reliable or just copy-paste clones, with no transparent systems to back them.
4. Limited Visibility
Top-notch AI tools got lost in the noise of meme projects. People had no clear, optimized way to find the most useful tools.
5 Weak Link Between $COOKIE and Its Purpose
While $COOKIE showed promise, it failed to deliver a clear purpose or work as part of a thriving ecosystem. This left token holders feeling disconnected and uninterested.
Vision
Cookie DAO believes Web3 AI tools shouldn’t just generate buzz. They should be reliable, ranked, and trackable. The team aimed to change how people see, access, and use AI tools within decentralized systems.
- Create the first decentralized analytics platform to track AI agents in the crypto space
- Build a shared resource to map AI reliability and effectiveness in real time.
- Let people monitor, evaluate, and rank AI tools using reliable benchmarks.
- Establish a fresh approach to finding AI agents on chains and social networks.
What’s the main idea? To become like the CoinMarketCap for on-chain AI, but with richer data, live activity insights, and real-world value instead of just hype. By connecting AI data tracking with crypto-based community tools, Cookie DAO is shaping an open system where clarity, trust, and efficiency guide discovery instead of relying on trends.
Strengths
Real-Time AI Indexing for Web3 Agents
Through indexing over 1,400 autonomous AI agents from on-chain and off-chain sources, Cookie DAO provides real-time AI statistics. Builders and merchants have unparalleled visibility into the rapidly evolving Web3 AI landscape.
Utility-First Token Design with $COOKIE
Unlike speculative tokens, the $COOKIE token powers governance, agent rankings, and access to premium insights. It’s a textbook case of token utility in DeFi ecosystems, designed for long-term use, not short-term hype.
Data-Powered Protocol with On-Chain Insights
Pulling from Telegram, Twitter (X) , and blockchain interactions, Cookie.fun creates dynamic agent profiles. The platform offers an AI signal dashboard that bridges off-chain sentiment data with on-chain behavior, a key advantage in crypto marketing tools.
Viral Community Growth at Scale
Through gamified onboarding and viral loops, Cookie DAO has scaled to over 300K+ active users and 28K+ token holders. Social proof, reward mechanisms, and decentralized community engagement were critical drivers.
Category Creation with “Mindshare” Metric
Cookie pioneered the concept of Mindshare scoring, building the first system to rank AI agents based on attention-weighted activity. This established Cookie DAO not just as a tool but as the AI performance layer for Web3.
Beginner-Friendly UX in a Complex Space
Cookie.fun offers a clean design and intuitive UI for crypto beginners, simplifying how users interact with decentralized data platforms. It lowers the entry barrier for non-technical users, rare in on-chain analytics tools.
Mindshare & Signal Intelligence Layer
By combining “Snaps” (tokenized actions) with “InfoFi” (attention insights), Cookie DAO built a signal intelligence framework for Web3. This system helps projects align messaging, distribution, and community feedback in real time.
Decentralized Community Distribution Engine
Cookie DAO bypasses Web2 gatekeepers by using native, on-chain marketing rails. Campaigns are amplified by real users, not paid ads, creating trust-based virality and organic token distribution.
Weaknesses
Limited Product Utility in Early Stages
Initially, Cookie DAO focused heavily on AI agent indexing with minimal DeFi integrations and limited token utility. This narrow product scope impacted user engagement and slowed community retention required for scaling Web3 platforms.
Overreliance on Core Contributors
The DAO’s early momentum was heavily dependent on its founding team. Such centralized execution in a decentralized space posed long-term risks to governance, resilience, and the scalability of blockchain infrastructure projects.
Underdeveloped Licensing & Partnership Ecosystem
Cookie DAO’s vision to become a core layer of the Web3 marketing stack required partnerships and NFT licensing programs. However, compared to crypto-native IPs or established DAOs, its ecosystem alliances were still in a nascent stage.
Market Misunderstanding & Identity Crisis
Straddling both AI marketing and Web3 infrastructure, Cookie DAO faced confusion from both sides. Traditional crypto users hesitated due to unfamiliar mechanics, while AI-native audiences struggled to understand the tokenized value loop.
Friction in Onboarding & Adoption
Despite efforts to build an intuitive UI, the process of wallet setup, staking tokens, and managing incentive layers remained technical. This friction restricted adoption among non-crypto native audiences and slowed the DAO’s broader user acquisition goals.
Delayed Pivot to Infrastructure
After nearly two years, Cookie DAO made the strategic decision to reposition itself as a Web3 infra layer rather than a standalone product. While the pivot proved critical, the delay created early market misalignment and missed adoption windows.
Initial Narrative Gaps
The original story lacked clarity, causing friction in community understanding and investor confidence. Only after reframing their mission as a tokenized growth engine did the narrative begin to resonate with founders and ecosystem partners.
Solution
Cookie DAO aims to become the go-to expert on AI agents in the blockchain world. To achieve this, they created a layered plan centered on growing their user base, promoting openness with data, and expanding within the blockchain community.
Community-Led Trust and Transparent Data Culture
To create organic attention loops and establish authority, Cookie DAO leaned heavily on transparent, community-focused growth:
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Maintained an active presence on Twitter, Discord, and Telegram, driving real-time engagement.
- Hosted interactive events (e.g., AMAs, staking challenges) to incentivize user participation.
- Practiced radical transparency in roadmap updates and leadership direction.
SEO-Driven Storytelling and Brand Positioning
Cookie DAO positioned itself as a decentralized analytics hub for AI agents, setting itself apart from hype-driven meme coins:
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Defined a clear brand narrative centered on utility, not speculation.
- Published SEO-optimized content around Web3 AI analytics, crypto AI dashboards, and decentralized data tools.
- Collaborated with crypto influencers to build trust and generate backlinks.
Product-Led Growth with Token Utility
Cookie DAO launched tools that delivered real value, creating stickiness through data, access, and gamification:
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Built Cookie.fun, a live dashboard ranking AI agents based on on-chain metrics.
- Introduced the “Mindshare” score—an industry-first benchmark for AI agent attention.
- Linked $COOKIE token to governance, staking, and exclusive dashboard features.
Gamified Growth and Cross-Platform Incentives
To boost retention and viral growth, Cookie DAO implemented gamified mechanics:
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Launched leaderboards, staking rewards, and NFT-based incentives to drive long-term behavior.
- Made onboarding simple with wallet-based login and cross-chain compatibility.
- Created high-retention loops through campaign-specific missions and community ranks.
Repositioning as a Web3 Infra Layer
After two years of experimentation, Cookie DAO pivoted from being a product layer to a foundational growth infrastructure:
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Redesigned narrative from “community tool” to plug-and-play marketing infrastructure for Web3.
- Delivered developer-focused tools like Snaps (tokenized actions) and InfoFi (AI signal intelligence).
- Introduced on-chain performance incentives, allowing community members to run campaigns independently.
From Concept to Code—Your DAO Journey Starts with SoluLab
DAOs like Cookie DAO are setting a bold new standard for marketing, loyalty, and community. Why not create one for your brand? With SoluLab, you get more than just blockchain development—you get a strategic partner.
Execution
To establish Cookie DAO as the top AI data analytics platform in Web3, the team planned and rolled out a step-by-step marketing approach. Their focus centered on engaging the community, aligning with market needs, and building trust within the industry. This approach provided consistent progress and allowed growth to scale throughout decentralized networks.
Phase 1 Building the Platform and Brand
Goal: Create a dependable analytics platform while shaping Cookie DAO’s brand image.
Steps Taken:
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Launched Cookie.fun with tools to gather and rank AI agent data in real time
- Clarified Cookie DAO’s role as "the Google Analytics solution for AI agents in Web3."
- Introduced early branding materials that prioritized openness, reliability, and forward thinking.
Growing the Community Phase 2
Goal: Build an active and excited group of users and token holders from the start.
Steps Taken:
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Launched focused airdrops and interactive staking features to encourage early engagement.
- Ran social media efforts on platforms like Twitter, Discord, and Telegram to spark interest.
- Connected with leading Web3 influencers to boost recognition and trust.
Phase 3 Expanding the Ecosystem and Forming Partnerships
Goal: Increase how people use Cookie DAO and work with other AI and blockchain systems..
Steps Taken:
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Released APIs that allow third-party AI tools to access Cookie’s data.
- Introduced the proprietary “Mindshare” ranking system, setting a new standard in the industry.
- Locked in key token listings and formed DeFi partnerships to enhance liquidity and
broaden the platform’s reach
Expanding Growth and Refining the Product Phase 4
Goal: Keep users engaged over time and adjust based on market input.
Steps Taken:
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Ran ongoing content campaigns with educational guides and community features.
- Added governance tools to give $COOKIE holders more control.
- Rolled out detailed along with security bounties to
increase reliability and strengthen user trust
Strategic Decisions
Cookie DAO took important steps to become the top AI data aggregator in Web3. These decisions focused on the community and didn’t just drive growth but also raised the bar for crypto data transparency and decentralized AI analytics.
Framing Cookie DAO as the “Google Analytics of AI Agents”
Cookie.fun positioned itself as a key platform to rank and analyze AI agents. This approach carved out a much-needed spot in the Web3 space focused on AI analytics and data insights.
Token Utility with a Focus on Community
The $COOKIE token was designed to offer staking rewards, governance abilities, and access to exclusive analytics. This made holders active contributors and encouraged long-term interaction.
Working with Leading AI and Blockchain Players
Cookie DAO teams up with well-known AI protocols and DeFi platforms to boost its credibility. These partnerships grow their ecosystem through shared API connections.
Airdrops and Gamified Marketing to Attract Users
Cookie DAO relied on simple-entry airdrops and gamified staking setups to pull in users. This approach built natural viral effects and grew its community.
Getting Listed on Leading Exchanges
Adding $COOKIE to big platforms like Binance Alpha boosted its visibility, trust, and trading activity, strengthening Cookie DAO’s presence in the market.
Reframing as Infrastructure, Not Just Tooling
After 2 years of iteration, Cookie DAO shifted its narrative from a community product to a Web3 infra layer. With clear use cases for builders and marketers, they began offering growth
Launching the MarketingFi Engine
Cookie DAO introduced Snaps (tokenized campaign actions) and InfoFi (signal intelligence for growth) to turn marketing into an on-chain economy. These tools track engagement, optimize ROI, and reward participants transparently.
Building Distributed Incentive Loops
Every contributor, from content creators to early adopters, was rewarded based on real impact. Cookie DAO’s performance-based marketing system enabled scalable, decentralized distribution
Key Learnings
Cookie DAO's success gives important lessons to Web3 projects, crypto data platforms, and companies trying to scale while gaining trust in the decentralized AI world. Here's what stood out:
Trust Grows Through Reliable Data
Cookie DAO built credibility by using live analytics and a ranking system that shared precise AI agent stats without overhyping them.
Lesson: Focus on real-time data and strong analytics systems to position yourself as a trusted resource in your field.
Community Drives Growth
Over 28,000 token holders and 300,000 monthly users show how active communities fuel natural growth.
Lesson: Focus on building engaged communities and use fun rewards to inspire users to spread the word.
Clarity Beats Hype
Calling Cookie DAO “AI’s credibility layer in Web3” made it stand apart from the noise of memecoins.
Lesson: Build a clear brand message that highlights trust and utility — hype doesn’t stick, but real value does.
Forming Scalable Partnerships is Crucial
Integrating with leading AI and blockchain networks increased their reach and strengthened credibility.
Lesson: To expand your platform’s influence, focus on building strategic API relationships.
Speed and Smart Execution Drive Success in Web3
Cookie DAO built excitement with a step-by-step rollout. Starting with the platform’s launch, they moved to community campaigns and grew their ecosystem to keep up their momentum.
Lesson: Use agile workflows and frequent marketing pushes to respond to market changes.
The New Marketing Playbook Is Decentralized—SoluLab Can Help You Lead
Cookie DAO proved that decentralized strategies, gamified incentives, and AI insights are the new formula for viral traction. With SoluLab’s expert DAO development team, you can bring this same power to your business.
