Last updated 7 months ago
Cardano’s diverse DeFi ecosystem lacks visibility, leading to underrepresentation of successful projects and innovation compared to other blockchain ecosystems.
Amplify Cardano’s top use cases across DeFi, RWA, and DePIN through top media outlets, showcasing success stories to attract users, liquidity, and developers, building on Fund 13 campaign learnings.
This is the total amount allocated to Cardano DeFi Use Cases & Success Stories PR Campaign.
Please provide your proposal title
Cardano DeFi Use Cases & Success Stories PR Campaign
Enter the amount of funding you are requesting in ADA
60000
Please specify how many months you expect your project to last
2
Please indicate if your proposal has been auto-translated
No
Original Language
en
What is the problem you want to solve?
Cardano’s diverse DeFi ecosystem lacks visibility, leading to underrepresentation of successful projects and innovation compared to other blockchain ecosystems.
Does your project have any dependencies on other organizations, technical or otherwise?
No
Describe any dependencies or write 'No dependencies'
no dependencies
Will your project's outputs be fully open source?
No
License and Additional Information
We will publicly post transparency reports after all campaigns, and all marketing materials will be available for public use.
Please choose the most relevant theme and tag related to the outcomes of your proposal
Marketing
Who you’re targeting, how you’ll reach them, and why this matters for Cardano.
We’re targeting: Web3 DeFi users on Ethereum, Solana, Base, not engaged with Cardano.
Developers exploring DeFi, RWA, DePIN chains.
Crypto investors following media narratives.
How we’ll reach them: Tier 1 media placements (articles, interviews, Op-Eds) in top crypto pubs.
Why it matters for Cardano: Visibility in credible outlets positions Cardano as a serious ecosystem for DeFi, RWA, DePIN, attracting users, developers, and investors, shifting its image from “sleeping giant” to active leader.
Provide a list of key activities of your project?
Develop a PR strategy highlighting Cardano’s DeFi, RWA, and DePIN success stories.
Secure 4+ feature articles and 1–2 interviews/Op-Eds in Tier 1 crypto media.
Create high-quality narratives, explainers, and thought leadership pieces optimized for reach.
Curate a targeted list of publications aligned with Cardano’s ecosystem goals.
Track performance, visibility, and engagement through a final KPI/reporting package.
What are your success metrics?
Media Outputs: Minimum 4 feature articles + 1–2 interviews/Op-Eds in trusted Tier 1 outlets.
Visibility: Views across placements, targeting developers, investors, and crypto-native users.
Quality of Outlets: All publications will have Domain Authority (DA) 50+, ensuring credibility and reach.
Engagement Metrics: Shares, reposts, and mentions tracked across X and other social platforms.
Reporting: Comprehensive KPI report measuring coverage, impressions, and impact on narrative visibility.
Please describe your proposed solution and how it addresses the problem
We don’t want to run generic “what is Cardano” campaigns. The community already has plenty of that. Instead, we want to focus on compelling narratives that show real use cases and success stories.
Cardano has matured with strong examples across:
DeFi (Minswap, Indigo, Lenfi, FluidTokens).
RWA (tokenization pilots, lending protocols integrating real-world assets).
DePIN (Iagon, Sundae infrastructure integrations).
Stablecoins & Liquidity (USDM adoption, USDA launch).
Our goal is to make Cardano stand out by competing head-to-head with ecosystems actively leveraging momentum. With the right amplification, we can highlight use cases and projects that show real-world adoption.
We’ll achieve this by:
Secure features, interviews, and Op-Eds in Defiant, Decrypt, Crypto Slate, and others (outlets with domain authority above 50 mark).
Running a top funnel campaign to maximize visibility.
Produce articles, explainers, and thought leadership pieces, optimized for social sharing to spread Cardano DeFi’s story across crypto and finance circles.
Reflect on what worked best in our Fund 13 campaign (leverage top performing publications from the last campaign: Bitcoin.com, BeinCrypto, Cryptopolitan, Decrypt) and apply these learnings to maximize efficiency and impact.
Link: https://drive.google.com/file/d/1obrN_p3ksi7F-mfilIXeP-cTg0uyfQ-3/view?usp=sharing
01/ PR Strategy
This phase involves developing a comprehensive public relations strategy that defines the goals, target audiences, key messages, and channels. The PR strategy will be designed to position Cardano’s DeFi initiatives in the top crypto media outlets to maximize exposure and influence.
02/ 8x In-depth articles Written and Published in Top Media.
We will produce 8 high-quality articles that will be published in top-tier media outlets like DeFiant, Decrypt, and The Block. These articles will provide in-depth coverage of Cardano’s DeFi projects, focusing on their innovation and market impact.
03/ A Curated List of Publications
A list of targeted publications will be compiled, prioritizing those that reach a relevant audience for Cardano’s DeFi initiatives. This ensures the PR content is placed in platforms that align with the project’s strategic objectives and audience engagement goal.
04/ KPI/Result Report
At the end of the campaign, a detailed KPI and results report will be created, outlining the success of the media placements, engagement metrics, and impact on Cardano’s visibility and adoption.
Link: https://drive.google.com/file/d/1DNHWX2aE3sB0Y0disP9BeIBMV8asVzp1/view?usp=sharing
DeFi on Cardano
Highlight the role of DeFi protocols in Cardano’s growth, including lending, DEXs, liquid staking, and stablecoin projects. Showcase successful DeFi projects and their journey from concept to execution.
Ecosystem & Community Use Cases
Promote the success of community-driven initiatives, gaming, NFTs, and innovative dApps that highlight Cardano’s flexibility beyond DeFi.
RWA Use Cases on Cardano
Highlight Cardano-based projects focusing on tokenization of real-world assets, bridging the gap between traditional finance and blockchain.
Content & Media Distribution
Lunar’s content team creates articles to pitch to publishers, amplifying Cardano narratives across Web3 and mainstream media. The goal is to raise awareness and position Cardano as a thriving, multi-use ecosystem—not only a DeFi hub, but also a leader in community-driven innovation and real-world adoption. Distribution will include outlets like CryptoSlate, BeInCrypto, The Defiant etc.
Please define the positive impact your project will have on the wider Cardano community
Through previous Cardano campaigns we’ve run as part of Fund 13, we achieved:
12 published articles targeting Cardano’s DeFi initiatives & Use Cases
120,540 estimated views
All publications with 50+ DA (average: 73 DA)
Building on insights from the last campaign, we aim to:
Highlight Successful Use Cases Across Verticals: Promote real-world applications and success stories in DeFi, NFTs, gaming, community initiatives, and RWA projects, showcasing the diversity of Cardano’s ecosystem.
Attract Investors, Developers, and Users: By showcasing thriving projects across multiple categories, the campaign will position Cardano as a well-rounded ecosystem worth building on, using, and investing in.
Strengthen Cardano’s Narrative as an Innovator: Establish Cardano as a leading blockchain for innovation, bridging both community-driven creativity and institutional-grade use cases like tokenization.
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?
We are already running an ongoing content creator and PR campaign with Cardano, now near completion, where we achieved:
528K+ views on X with Web3 content creators
9K+ engagements on X with Web3 content creators
12 unique Web3 content creators onboarded
12 published PR articles targeting Cardano’s DeFi initiatives & Use Cases
120,540 estimated PR views
All PR publications had 50+ DA (average: 73 DA)
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 250 ecosystems and projects, helping them expand through effective storytelling, strategic KOL partnerships, and targeted campaigns.
Our experience spans high-impact projects such as Polkadot, ICP, Rose, MultiverseX, and major brands like OKX, Bitmex, Kodacon, and PrimeXBT. We understand blockchain complexities and know how to craft narratives that resonate.
We’ve collaborated with 100+ key crypto media, generating hundreds of millions of impressions. With a team of 30+ professionals, we have the expertise, network, and track record to elevate Cardano’s narrative.
For this Cardano campaign, our approach will include:
Leveraging relationships with top-tier media to boost Cardano DeFi visibility.
Continuous monitoring and optimization, informed by our experience running previous campaigns, to ensure efficient delivery and measurable results.
By applying the same proven strategies that have driven ecosystem growth for past clients, we are confident in achieving similar or better results for Cardano DeFi.
Link: https://drive.google.com/file/d/1DdfyleDbQfjLBao6i70LuHCrYfBd5hcE/view?usp=sharing
Link: https://drive.google.com/file/d/1kbaWL57xQiLoOviXXFNpXlHcBoVOe_5s/view?usp=sharing
Link: https://drive.google.com/file/d/1OkopOEBKlyMhgHFnatwL0MnABuswcJu3/view?usp=sharing
Since 2019, Lunar Strategy has been supporting leading crypto projects with a strong focus on PR, influencer marketing, social media, and ads. The agency has partnered with 250+ brands including Polkadot, ICP, and OKX, leveraging its team of 30+ professionals and a network of 1,000+ KOLs to build visibility and credibility across the Web3 space.
Over the years, Lunar has helped clients invest more than $25M in marketing budgets, generating 2M+ followers and extensive reach through 100+ media partnerships. With six years in the market and consistent growth, the agency combines industry expertise with scalable campaigns to deliver measurable outcomes for projects at all stages.
Its client base spans across major ecosystems, working with leading L1s, L2s, DeFi protocols, and AI-driven projects. From Cardano and Solana to Mantle, Phala, and Supra, Lunar Strategy has become a trusted growth partner for projects seeking to strengthen their presence, expand communities, and drive adoption across the crypto landscape.
Milestone Title
Milestone 1: Initial Campaign Setup
Milestone Outputs
Output: Strategic campaign plan and media partnerships.
Sub-points:
Build narrative map around use cases and success cases across DeFi, RWA, DePIN
Identify top media outlets.
Draft and prepare core content (PR content library)
Acceptance Criteria
Acceptance Criteria: Detailed PR plan outlining specific topics and angles that articles will focus on, including key narratives to shape the messaging, a comprehensive media list with targeted outlets and journalists, and a strategy for outreach, ensuring alignment with campaign goals and audience engagement.
Evidence of Completion
Evidence: Google Sheets (for tracking specific content metrics), Pitch.com strategy board, Media Outlets list.
Delivery Month
1
Cost
20000
Progress
40 %
Milestone Title
Milestone 2: Core PR Campaign Execution
Milestone Outputs
Output: PR content live focusing on use cases and success cases across DeFi, RWA, DePIN.
Sub-points:
Publish feature articles and interviews.
Launch supporting content (graphics, infographics).
Track engagement and coverage.
Acceptance Criteria
Acceptance Criteria: 6+ feature articles published across relevant platforms, showcasing in-depth insights, along with 2+ interviews or Op-Eds featuring key voices, all crafted to enhance visibility and credibility, with content distributed strategically to maximize audience reach and engagement.
Evidence of Completion
Evidence: Google drive Links to published features and interviews, coverage metrics and the KPIs we've been tracking.
Delivery Month
2
Cost
20000
Progress
80 %
Milestone Title
Final Milestone 3: Project Closeout
Milestone Outputs
Output: Final reporting of campaign performance metrics, including detailed analytics on reach, engagement, along with all delivered content such as posts, and assets, presented in a comprehensive document for review.
Acceptance Criteria
Acceptance Criteria: Comprehensive final report, insights, 3–5 min campaign overview video, and recommendations for next steps (optimisation for future campaigns, building on top of achieved mindshare and growing adoption further).
Evidence of Completion
Evidence: Publicly accessible video, PDF report, and a final post-campaign report summarizing all insights and strategic outcomes.
Delivery Month
2
Cost
20000
Progress
100 %
Please provide a cost breakdown of the proposed work and resources
Media Placements and PR Fees: 42,000 ADA
Description: Focused on securing high-value Tier 1 media placements with feature articles and thought-leadership content (Op-Eds/interviews). Placements will emphasize Cardano’s DeFi, RWA, and ecosystem success stories.
Deliverables:
4+ Feature Articles
1–2 Interviews/Op-Eds
VALUE: Maintains strong visibility of Cardano’s success cases across leading crypto/finance outlets, ensuring developers, investors, and the broader blockchain community recognize its momentum.
Team Costs: 18,000 ADA
Description: Covers the internal team’s strategic management, content creation, outreach, and campaign reporting.
Breakdown:
PR Strategy & Planning: Key messaging, outlet targeting, campaign roadmap – 5,400 ADA
Content Creation & Editing: Drafting and refining high-quality press releases, articles, Op-Eds – 4,500 ADA
Media Outreach & Coordination: Engaging with editors, organizing interviews, managing placements – 4,500 ADA
Campaign Reporting: Coverage tracking, engagement insights, recommendations – 3,600 ADA
VALUE: Ensures expert campaign execution and strategic alignment, providing structure, content, and reporting to maximize ROI.
Total Budget: 60,000 ADA
How does the cost of the project represent value for the Cardano ecosystem?
Cardano lacks fresh and positive representation among top crypto outlets. This proposal aims to spotlight Cardano’s strong technology, build lasting mindshare, and accelerate adoption - starting with use cases and success cases from the Cardano ecosystem as a core driver, by collaborating with top crypto media outlets.
We will leverage proven strategies, media networks, and optimized learnings from previous campaigns we’ve run for Cardano, to maximize visibility and impact for the budget requested.
Terms and Conditions:
Yes
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.
https://www.linkedin.com/in/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 Cardano, 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.
https://www.linkedin.com/in/jack-haldorsson/
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. He also worked on the current campaigns we are running with Cardano.
https://www.linkedin.com/in/jnickmount
Jinia Shawdagor (Content Writer): Jinia is the creative force behind our compelling written content. With a deep understanding of the Web3 space, Jinia specializes in crafting engaging narratives that bring complex blockchain concepts to life. Her 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.
https://se.linkedin.com/in/jiniafintechwriter
Ramik Sarva (Ecosystem Advisor): Ramik is deeply embedded in the Cardano ecosystem, with years of hands-on experience following and contributing to its growth. He brings a sharp understanding of the ecosystem’s strengths, challenges, and opportunities, ensuring our campaigns align with the community’s needs and values. Ramik has been an active voice in highlighting Cardano’s unique approach to scalability and governance, and his insights provide the team with a grounded perspective that connects strategy with ecosystem realities.