Cardano Use Cases & Success Stories 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

N/A

[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)

Promote Cardano’s use cases and successful projects through targeted PR, feature articles, and success stories to attract developers, users, and investors.

[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 propose a targeted Public Relations campaign to showcase Cardano’s diverse use cases and success stories, emphasizing the real-world impact of Cardano-based projects. This campaign will focus on three distinct narratives:

1. Meme Coins and Community Projects on Cardano

• Highlight the unique role of meme coins and community tokens in building engagement and creating viral moments that attract broader interest in Cardano’s ecosystem.

• Showcase successful community projects and their journey from concept to execution.

2. Other Relevant Stories

• Agree with stakeholders upon covering other relevant stories from the ecosystem

3. Real-World Asset (RWA) Use Cases on Cardano

• Highlight Cardano-based projects focusing on real-world asset tokenization, bridging the gap between traditional finance and blockchain.

• Showcase the practical applications of these projects, such as real estate, art, or commodities, and their role in driving adoption and expanding Cardano’s reach into new markets.

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

• Highlight Successful Use Cases: Promote real-world applications and success stories, making Cardano more attractive to developers and users.

• Attract Investors and Developers: By showcasing successful projects, the campaign will position Cardano as a thriving ecosystem worth building on and investing in.

• Strengthen Cardano’s Narrative as a Space for Innovation: Establish Cardano as a diverse ecosystem with success stories across various verticals, not just DeFi, driving broader interest and engagement.

[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 successful projects from Cardano ecosystem

• 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 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 media partnerships.

Sub-points:

• Create a detailed campaign strategy

• Develop key narrative points and messaging

• Identify and engage relevant media outlets

• Content creation preparation

Acceptance Criteria: Comprehensive campaign plan, including finalized goals, narratives, written content, and a list of media outlets.

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

Milestone 2: Campaign Execution

Output: Launch the first wave of media content posts focusing on promoting Cardano’s DeFi incentives.

Sub-points:

• Publish content according to the strategy and timeline.

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

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

Acceptance Criteria: 8+ articles published across top crypto media.

Evidence: Links to published articles, alongside initial reach, engagement, and performance 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

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 success cases.

Deliverables:

• 6+ Feature Articles

• 2+ Interviews/Op-Eds

VALUE: Ensures broad visibility of Cardano’s success cases 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 promoting the success of real-world use cases and innovative projects, this campaign will position Cardano as a leader in blockchain innovation. Our approach will maximize Cardano’s visibility, making it a cost-effective solution to drive both developer and user interest in the ecosystem.