Cardano DeFi Adoption: DEX, Staking, and Lending PR Campaign

[GENERAL] Name and surname of main applicant

Jack Haldorrson, CMO at Lunar Strategy

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

Entity (Incorporated)

[GENERAL] Co-proposers and additional applicants

no other applicants

[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 targeted PR to amplify Cardano’s DeFi capabilities in DEX, staking, and lending platforms, attracting 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 generic “what is Cardano” campaigns or repetitive promotions that fail to generate meaningful impact. The Cardano community already has a wealth of educational content. Instead, we aim to focus on crafting compelling narratives that seize current market trends and position Cardano at the forefront of the DeFi space.

Our goal is to make Cardano stand out by directly competing with other ecosystems that are actively leveraging market momentum. Cardano’s narratives around decentralization, scalability, and security are powerful, and with the right media amplification, we can drive DeFi adoption, attract more TVL, and increase liquidity across the ecosystem.

To achieve this, we plan to partner with top-tier crypto media outlets and journalists known for their credibility and reach. By securing feature articles, interviews, and in-depth analysis across influential platforms, we will build visibility, credibility, and momentum for Cardano’s DeFi sector.

We propose a DeFi adoption PR campaign with the following key objectives:

1.Partnering with high-impact media outlets

We will collaborate with leading crypto media outlets such as Defiant, Decrypt, and The Block to feature high-quality stories that highlight Cardano’s unique DeFi functionalities. By securing exclusive interviews, feature articles, and detailed project analysis, we will build visibility and credibility across the DeFi space.

2.Top-funnel PR campaign focusing on visibility

The PR campaign will focus on promoting Cardano’s DeFi ecosystem by targeting three key areas of functionality:

• Highlight top DEX projects

We will emphasize the role of Cardano’s decentralized exchanges (DEXs) in providing essential trading functionalities to users, showcasing their liquidity, scalability, and cross-chain capabilities.

• Staking Platforms on Cardano

This will promote Cardano’s staking solutions, highlighting the benefits of staking pools, APY rewards, and how staking enhances both network security and long-term ecosystem sustainability.

• Lending and Borrowing Platforms on Cardano

We will feature Cardano’s emerging lending platforms, which offer users opportunities for passive income and easy access to credit without traditional intermediaries. We’ll emphasize the security, transparency, and efficiency of these platforms to differentiate them from competitors.

3.Creating easy-to-share media content

Collaborating with trusted journalists, we will produce high-quality, easy-to-digest content that promotes engagement. These articles will be optimized for social sharing to further expand the reach of Cardano’s DeFi narrative across crypto communities.

So this is more in details what we would deliver:

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

• Increase DeFi Adoption: The campaign will raise awareness of Cardano’s DeFi functionalities, attracting liquidity and driving higher TVL across DEX, staking, and lending platforms.

• Establish Cardano as a Leading DeFi Hub: By showcasing the ecosystem’s diverse offerings, Cardano can establish itself as a competitive DeFi ecosystem that meets the needs of both retail and institutional users.

• Support Ecosystem Growth: The campaign will position Cardano’s DeFi solutions as secure, efficient, and lucrative options, thereby attracting developers and expanding the ecosystem.

[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 100+ key crypto media, 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 media to quickly ramp up visibility for Cardano’s DeFi products.

• 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: Strategic campaign plan and media partnerships established.

Sub-points:

1. Create a detailed campaign strategy

2. Develop key narrative points and messaging

3. Identify and engage relevant media outlets

4. Content creation preparation

Acceptance Criteria: A detailed plan with defined goals, target publications, and PR strategy for DEX, staking, and lending narratives.

Evidence: Full strategy outlined in a Miro board with narratives, key messages, and the media to be used.

Milestone 2: Execution of Core PR Campaign

Output: PR content live, focused on promoting Cardano’s DeFI platforms.

Sub-points:

1.Publish feature articles and interviews

2.Launch and promote supporting media content (infographics, visuals...)

3.Track media engagement and coverage

4.Coordinate follow-up engagement.

Acceptance Criteria: 6+ feature articles and 2+ interviews or Op-Eds published.

Evidence: Links to live articles, interviews, and reach metrics.

Final Milestone: Campaign Closeout

• Output: Report on project execution and campaign outcomes.

• Acceptance Criteria: Comprehensive final report, a detailed post-campaign report outlining results, insights, and recommendations for next steps.

• Evidence: Publicly accessible PDF report and final campaign summary.

[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

• Vineet Nair (Content Writer): Vineet is the creative force behind our compelling written content. With a deep understanding of the Web3 space, Vineet specializes in crafting engaging narratives that bring complex blockchain concepts to life. His ability to simplify technical topics while maintaining depth and accuracy makes him a key asset in driving our content marketing strategies. Whether it’s thought leadership articles, PR pieces, or educational blog posts, Vineet’s work consistently captures the attention of diverse audiences.

Vineet’s LinkedIn Profile

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

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

Media Placements and PR Fees: 76,287 ADA

Description: This budget allocation will be used for securing Tier 1 media placements, including feature articles, interviews, and Op-Eds in leading crypto and finance media outlets. These placements will focus on promoting Cardano’s DeFi functionalities, including DEXs, staking platforms, and lending protocols.

Deliverables:

• 6+ Feature Articles: In-depth articles highlighting Cardano’s DeFi ecosystem, focusing on its innovation, scalability, and real-world use cases.

• 2+ Interviews/Op-Eds: Interviews with key figures in the Cardano ecosystem or Op-Eds written by trusted media outlets to establish authority and thought leadership.

VALUE: Ensures broad visibility of Cardano’s DeFi solutions, capturing the attention of both developers and investors, while elevating its status within the wider blockchain and finance communities.

Team Costs: 22,560 ADA

Description: Covers the internal team’s efforts in managing the PR campaign, including strategic planning, content creation, media outreach, and coordination.

Breakdown:

1. PR Strategy & Planning:

• Developing and refining the overall PR strategy, including the identification of key media outlets, timing of placements, and key messaging.

• Cost: 7,060.50 ADA

2. Content Creation & Editing:

• Producing high-quality, engaging PR content such as press releases, articles, and narratives tailored to each media outlet.

• Cost: 5,648.40 ADA

3. Media Outreach & Coordination:

• Engaging with media contacts, organizing interviews, and managing the flow of content to ensure the campaign runs smoothly and delivers impactful results.

• Cost: 5,648.40 ADA

4. Campaign Reporting:

• Tracking and reporting on media coverage, audience engagement, and the overall effectiveness of the PR efforts, with recommendations for future campaigns.

• Cost: 4,202.70 ADA

VALUE: Provides the essential management, creative direction, and strategic guidance required to execute a high-quality PR campaign that maximizes Cardano’s visibility within the DeFi space.

Total Budget: 98,847 ADA

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

By driving DeFi adoption and liquidity into the Cardano ecosystem, this campaign will establish Cardano as a leading DeFi hub. Our approach leverages proven PR strategies and strong media networks to reach a broad audience, ensuring cost-effective execution compared to other L1 initiatives.