Cardano DeFi Adoption Campaign through content creators

[GENERAL] Name and surname of main applicant

Jack Haldorsson

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Incorporated)

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

2

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

Leverage top content creators, and creative campaigns to amplify Cardano’s DeFi narrative and attract liquidity, users, and developers.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

No

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

No dependencies.

[GENERAL] Will your project’s output/s be fully open source?

Yes

[GENERAL] Please provide here more information on the open source status of your project outputs

We will publicly post transparency reports after all campaigns, and all marketing materials will be available for public use.

[METADATA] Horizons

Marketing

[SOLUTION] Please describe your proposed solution

We’re not interested in running generic “what is Cardano” campaigns or repetitive promotions that don’t move the needle. The community already has plenty of educational content. Instead, we want to focus on building a compelling narrative and seizing current market trends.

Our goal is to make Cardano stand out by competing head-to-head with ecosystems that are actively leveraging the market momentum. Cardano’s potential narratives are strong, and with the right amplification, we can drive DeFi adoption, attract more TVL, and boost liquidity across the ecosystem.

To achieve this, we plan to work with trusted content creators on X and YouTube, who have educational authority and a loyal following. This coordinated effort will build awareness, credibility, and momentum, positioning Cardano as a leader in the DeFi space.

We propose a DeFi adoption campaign to reshape Cardano’s narrative and drive liquidity into the ecosystem. The campaign will focus on:

• Partnering with high-impact KOLs.

• Top funnel campaign focusing on getting high quality visibility.

• Creating easy-to-share content to build Cardano’s brand presence in DeFi.

So this is more in details what we would deliver:

The Idea for this campaign is for us to collaborate with top creators, and create content for them to post (including a nice promo video) that will be easily shareable by the Cardano community & content creators, to get a viral effect.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

• Attract new users and liquidity to the Cardano ecosystem, increasing TVL and defi adoption.

• Build credibility for Cardano’s DeFi space through strategic partnerships with influencers.

• Strengthen the overall narrative of Cardano as a leading DeFi ecosystem, driving developer and investor interest.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

Lunar Strategy is not just another marketing agency—we are an ecosystem growth partner with a deep understanding of the Web3 space. Since 2019, we’ve partnered with over 150 ecosystems and projects, helping them expand through effective storytelling, strategic KOL partnerships, and targeted campaigns.

Our experience spans a range of high-impact projects, including Polkadot, ICP, Rose, MultiverseX, and major brands like OKX, Bitmex, Kodacon, and PrimeXBT. We understand the complexities of the blockchain space and know how to craft narratives that resonate.

We’ve collaborated with over 400+ key opinion leaders on X and YouTube, generating hundreds of millions of impressions across the crypto community. With a team of 20+ professionals based primarily in Europe, we have the expertise, network, and track record to elevate Cardano’s narrative and drive tangible results.

For this Cardano campaign, our approach will include the same processes that have driven our past successes:

• We’ll leverage our existing relationships with top-tier content creators to quickly ramp up visibility for Cardano’s DeFi products.

• Our in-house content production team will create and distribute high-quality promotional videos and assets designed to maximize engagement across community.

• We will continuously monitor and optimize the campaign in real time to ensure we meet our goals efficiently and effectively, using data-driven insights to adjust tactics as needed.

By applying the same proven strategies that have driven growth for the ecosystems we’ve worked with, we are confident in our ability to achieve similar or better results for Cardano’s DeFi ecosystem. Our team has the capability, experience, and network required to execute this proposal successfully, ensuring that Cardano achieves its growth goals.

https://www.lunarstrategy.com/

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Initial Campaign Setup

Output: Development of a strategic campaign plan, creation of key narratives, and content creator partnerships.

Sub-points:

• Create a detailed campaign strategy outlining the goals, target audience, and channels.

• Develop key narrative points and messaging tailored to drive DeFi adoption on Cardano.

• Script and produce a promotional video highlighting key features and benefits.

• Identify and finalize a list of content creators for collaboration.

• Onboard content creators, aligning them with the campaign’s goals and message.

Acceptance Criteria: Comprehensive campaign plan, including finalized goals, narratives, video content, and a list of onboarded KOLs.

Evidence: Full strategy available on Miro, video content, list of KOLs, and timeline for execution.

Milestone 2: Campaign Execution

Output: Launch the first wave of content and influencer posts focusing on promoting Defi on Cardano.

Sub-points:

• KOLs and content creators publish content according to the strategy and timeline.

• Launch and promote the campaign video across targeted social media platforms.

• Ensure that all KOLs follow the content calendar and campaign guidelines.

• Monitor and track reach, engagement, and conversion metrics in real-time.

Acceptance Criteria: At least 20+ posts published across social media channels.

Evidence: Links to published posts and video, alongside initial reach, engagement, and performance metrics.

Final Milestone 3: Project Closeout

Output: Report on project execution.

Acceptance Criteria: Comprehensive final report, a detailed post-campaign report outlining results, insights, 3-5 min video overview, and recommendations for next steps.

Evidence: Publicly accessible video, PDF report, and a final post-campaign report summarizing all insights and strategic outcomes.

[RESOURCES] Who is in the project team and what are their roles?

• Tim Haldorsson (CEO): Tim is the visionary behind our strategy, with a hands-on approach that has seen numerous blockchain projects grow from ideas to thriving ecosystems. His experience leading teams and his deep understanding of the industry allow him to anticipate challenges and steer the team toward success.

Tim’s LinkedIn Profile: https://x.com/TimHaldorsson

• Jack Haldorsson (CMO): Jack has been the driving force behind some of the most successful marketing campaigns in the blockchain space. His work with Polkadot, MultiversX, and the Oasis Network has helped these projects gain real traction, and he’s ready to do the same here. Jack’s blend of creative thinking and data-driven execution sets him apart.

Jack’s LinkedIn Profile: https://x.com/Jackhaldorsson

• Jesper Mount (Account Manager): Jesper is the guy making sure everything runs smoothly behind the scenes. He’s got a talent for keeping projects on track and ensuring clients are always in the loop. Jesper’s attention to detail and dedication to client success make him a key player in our team.

Jesper’s LinkedIn Profile: https://x.com/Web3Jesper

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

KOL COLLABORATIONS: 62,117 ADA

Description: This budget allocation will be used to engage high-impact Key Opinion Leaders (KOLs) to promote the visual assets and narratives created during the design phase. It covers KOL selection, campaign planning, communication, and content creation costs.

Deliverables:

This budget allocation will be used to engage high-impact content creators to promote the visual assets and narratives created during the design phase. It covers content creators selection, campaign planning, communication, and content creation costs.

VALUE: Ensures that the created visual content reaches a broad audience through trusted influencers, driving engagement and awareness of the campaign’s core messages.

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LUNAR DESIGN STUDIO: 14,170 ADA

Description: This budget is dedicated to the creative production of high-quality visual content, including video creation, graphic design, and animation. The content will be tailored to communicate the campaign’s core narratives effectively.

Deliverables:

1x 15-second Promotional Video:

• Focus: Introduce Cardano’s DeFi use cases and highlight top-performing projects.

• Usage: Social media (X, Instagram, LinkedIn), YouTube integrations.

Infographics & Visuals:

• 3x Infographics: Detailed graphics that outline Cardano’s DeFi growth, TVL milestones, and standout protocols.

• 5x Social Media Graphic Posts: Visual posts designed for easy sharing by the community and KOLs, focusing on key DeFi narratives.

Script and Storyboarding for Video Production:

Includes narrative scripts and visual storyboards for seamless video production and storytelling.

VALUE: Professional visual content will increase the effectiveness of KOL promotions and PR placements, making complex narratives more accessible and engaging for the audience.

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TEAM COSTS: 22,560 ADA

Description: Covers the internal team’s effort in managing the campaign, including project management, creative direction, strategic planning, and coordination between KOLs and design teams.

Breakdown:

Project Management:

• Overseeing the delivery of creative assets and coordinating KOL activities to ensure timely execution of the campaign.

• Cost: 7060,50 ADA

Creative Direction:

• Leading the conceptualization and design process, ensuring all visual content aligns with campaign goals and narratives.

• Cost: 5648,40 ADA

Content Strategy & Copywriting:

• Developing compelling narratives for visuals, social posts, and video scripts.

• Cost: 4202,70 ADA

Influencer Coordination:

• Managing communication with KOLs, handling contracts, and ensuring content accuracy and alignment.

• Cost: 5648,40 ADA

VALUE: Provides the essential management, creative direction, and strategic guidance needed to execute a high-quality campaign effectively.

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Total Budget: 98,847 ADA

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

By highlighting key updates and developments from entities like the Cardano Foundation, Emurgo, and other entities, this campaign will showcase the full potential of the Cardano ecosystem to a broader audience, accelerating its adoption and positioning it as a leader in the blockchain space.

Our approach leverages proven strategies and strong influencer networks to maximize reach for this top funnel campaign.