Cardano Ecosystem Adoption Campaign through content creators (Amplification)

[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 news with reposts & quoted reposts on X and coverage on Youtube.

[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 highlighting news coming out of the Cardano ecosystem by having content creators talking about the latest updates.

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 and news coming out of the ecosystem are big, and with the right amplification, we can drive further adoption, attract more users, builders and investors.

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 leading ecosystem.

We propose a amplification campaign to highlight ALL the key news, and stories coming out of the Cardano ecosystem in order to make the industry aware of the moves Cardano is making by:

• Partnering with high-impact KOLs.

• Work with Key stakeholders in the ecosystem to amplify relevant news.

The campaign will run over 2 months.

The Idea for this campaign is for us to collaborate with top creators, have them amplify news coming out of the ecosystem, from accounts like, Emurgo, Cardano foundation to make the whole industry aware.

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

• Attract new users, liquidity, and investors to the Cardano ecosystem.

• Highlight news coming out of the ecosystem, project launches, updates and more.

• Strengthen Cardano’s narrative as a leading 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.

• 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.

• Communicate with key stakeholders to see which posts to amplify.

• 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, and a list of onboarded KOLs.

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

Milestone 2: Campaign Execution

Output: Amplify big news in the ecosystem by having content creators repost, quote repost and speak about the news.

Sub-points:

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

• 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, 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: 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: 79,388 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.

Deliverables:

This budget allocation will be used to engage high-impact content creators to promote the biggest news coming out of the Cardano ecosystem from accounts like Emurgo, and Cardano Foundation. It covers content creators selection, campaign planning, communication and the cost for promotions of content creators.

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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TEAM COSTS: 19,459 ADA

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

Breakdown:

Influencer Coordination:

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

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 highligiting news from Cardano Foundation, Emurgo, and other entities this campaign will showcase the Cardano ecosystem to a wider audience to accelerate the adoption of Cardano.

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