Last updated 7 months ago
Cardano’s DeFi ecosystem faces low visibility and adoption compared to competitors, lacking consistent influencer-driven narratives to attract new users and liquidity.
Leverage top creators to amplify Cardano’s DeFi narrative: DEXs, lending, stablecoins, BTC liquidity, while optimizing strategy from previous Cardano campaigns we’ve run as part of Fund 13.
This is the total amount allocated to Content Creator DeFi Adoption Campaign.
Please provide your proposal title
Content Creator DeFi Adoption 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 DeFi ecosystem faces low visibility and adoption compared to competitors, lacking consistent influencer-driven narratives to attract new users and liquidity.
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 publish transparency reports and make marketing assets, narratives, and data-driven insights publicly available for community reuse.
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 are targeting DeFi users, investors, and developers from both Cardano and competing ecosystems (Ethereum, Solana, Base, etc.), as well as general crypto audiences interested in DEXs, lending, stablecoins, and BTC liquidity. We’ll reach them via trusted KOLs on X and YouTube, who already command large, engaged audiences. This matters for Cardano because authentic voices will highlight its strongest DeFi narratives, attract liquidity, and increase developer and user adoption.
Provide a list of key activities of your project?
Provide a list of key activities of your project
Develop a KOL strategy tailored to Cardano DeFi adoption.
Onboard ~12–14 creators with authority in DeFi and Web3.
Produce and distribute a 15–20s promotional video highlighting DeFi growth.
Publish 20+ creator posts/videos spotlighting DEXs, lending, stablecoins, and BTC liquidity.
Support campaigns with infographics and shareable graphics.
Manage creator communications, campaign calendar, and live monitoring.
Deliver a final report on campaign outcomes and performance data.
What are your success metrics?
Content output: At least 20 creator posts published.
Reach: Combined impressions across X and YouTube.
Engagement: likes, comments, shares).
Adoption drivers: More visibility for stablecoins, lending, and BTC liquidity protocols, leading to stronger DeFi participation.
Reporting: A final public PDF with campaign results, engagement data, and next-step recommendations.
Please describe your proposed solution and how it addresses the problem
We don’t want generic “what is Cardano” campaigns. The community already has that. Our focus is on DeFi-specific narratives that are underexposed but essential to adoption.
Cardano’s DeFi landscape has evolved:
DEXs: Minswap launched an aggregator; new players like ObyMare and Saturn are live/testnet.
Lending/RWAs: Indigo and Lenfi maturing, with RWA integrations.
Stablecoins: USDM gaining traction despite peg challenges; USDA launched as well
BTC Liquidity: Protocols like Sundial bridge BTC into Cardano DeFi, unlocking $500B+ potential liquidity.
Our campaign will:
Partner with high-impact content creators on X/YouTube to amplify DeFi announcements and fresh narratives.
Run top-funnel campaigns to maximize visibility of Cardano DeFi.
Create easy-to-share content (infographics, short video clips, threads) to spread adoption.
Optimize based on last year’s results (e.g., increased visibility and engagements across the web3 ecosystem, along with lower CPM from our content creators and leveraging more engaging content formats for stronger traction on DeFi content) and reflect updated ecosystem trends.
This way, we combine proven methods with new DeFi growth stories to keep Cardano competitive.
This is more in details what we would deliver:
Link: https://drive.google.com/file/d/1oQUAjbxqx0wqA9AmvbKj1CWZRL4zwDhs/view?usp=sharing
01/ Content Creator Strategy
This phase involves creating a comprehensive strategy that outlines the goals, target audience, and messaging for content creators.
02/ Promotional Guidelines
Clear guidelines are developed to maintain consistency across content creators’ posts. These guidelines include the key messages, tone, and branding requirements to ensure that all content promotes Cardano’s DeFi ecosystem effectively and cohesively.
03/ Curated List of Content Creators
A carefully curated list of content creators will be selected based on their audience relevance, engagement rates, and authority within the crypto and DeFi space.
04/ Creator Comms & Management
This involves the ongoing communication and coordination with content creators to ensure they are aligned with the campaign’s goals.
05/ Posting Schedule
A well-structured content calendar will be developed to map out when and where content will be posted.
06/ Result in PDF
After the campaign concludes, a comprehensive report will be created summarizing the results, including performance metrics, engagement, and key takeaways.
Link: https://drive.google.com/file/d/1NTdVFbHWWSrcRfMbUYvra0j5ZPXPSBgL/view?usp=sharing
01/ 1x 15-second long promotional video
A short, engaging promotional video will be produced to highlight Cardano’s DeFi ecosystem.
02/ Scripts, edits, and ideas by Lunar Strategy
Lunar Strategy will provide creative direction, scripting, and editing to ensure the content is aligned with campaign narratives and resonates with the target audience.
Link: https://drive.google.com/file/d/1WqJ_FpMlHIXqJ5CYNzbze0J-sPoNMviL/view?usp=sharing
Top Funnel – Focus Narrative
The campaign will spotlight Cardano DeFi adoption, positioning Cardano as a credible DeFi hub by highlighting:
DEX upgrades (Minswap, ObyMare, Saturn).
Lending protocols (Indigo, Lenfi, RWA use cases).
Stablecoin adoption (DJED, USDM).
Liquid staking tokens and composability.
New BTC liquidity opportunities (Sundial Protocol, bridges).
Execution
Create a DeFi-focused video introducing the narrative.
Distribute via trusted content creators for reach & credibility.
Amplify with reposts, quotes, and explainers.
Drive visibility outcomes: more wallets, stronger DeFi presence, higher awareness.
Example Content Creators
@Achryptoereal, @CryptoMichNL, @CryptoCapo_, @IvanOnTech, @dubbaybit, @TheCryptoLark, @TravLadd, @MartiniGuyYT, @AltcoinDailyio, @CryptoBanter.
Note: presented content creators are just an example; we’ll reach out to and onboard broader selection of creators that fit our goals and narrative.
Link: https://drive.google.com/file/d/1WqJ_FpMlHIXqJ5CYNzbze0J-sPoNMviL/view?usp=sharing
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:
528K+ views on X
9K+ engagements on X
12 unique creators onboarded
Goals we want to achieve are to:
Attract new users and liquidity from the wider Web3 ecosystem into Cardano DeFi.
Increase TVL and protocol adoption through awareness of DEXs, lending, stablecoins, and BTC bridges.
Strengthen Cardano’s DeFi narrative, making it visible to investors, developers, and partners.
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 an ecosystem growth partner with 250+ delivered campaigns since 2019. We work with 1,000+ Content Creators and have scaled ecosystems like Cardano, Polkadot, ICP, and Rose.
Experience includes:
Driving hundreds of millions of impressions through coordinated KOL campaigns.
Running campaigns for exchanges, protocols, and ecosystems with measurable adoption results.
A 30+ person team with strategy, content production, and reporting expertise.
For Cardano, we will:
Use proven creator relationships to drive fast DeFi visibility and adoption
Produce optimized promotional content (video, graphics, threads).
Continuously monitor and optimize based on data.
We validate feasibility through past results, transparent reporting, and milestone-based accountability.
https://www.lunarstrategy.com/
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
Text:
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 plan, DeFi narratives, content creator partnerships.
Sub-points:
Build a content library with key narratives and a draft timeline - DEXs, lending, stablecoins, BTC liquidity.
Script and produce 1x promotional video.
Identify and onboard content creators.
Optimize strategy with insights from last year’s Catalyst campaign.
Acceptance Criteria
Acceptance Criteria: Strategy plan developed with detailed objectives, content library created with key narratives and supporting materials, a draft timeline established with milestones, a promotional video produced, and the list of Content Creators finalized for collaboration.
Evidence of Completion
Evidence: Google Sheets (for tracking specific content metrics), Pitch.com strategy board, produced video on Google Drive, Content Creators list.
Delivery Month
1
Cost
20000
Progress
40 %
Milestone Title
Milestone 2: Campaign Execution
Milestone Outputs
Output: Launch first wave of creator posts + video distribution.
Sub-points:
Content Creators publish content following the content library and timeline.
Distribute promotional video across content creators’ accounts.
Real-time monitoring and optimization of performance.
Acceptance Criteria
Acceptance Criteria: 20+ posts published across various social media platforms (mainly on X), including engaging captions and relevant hashtags, to maximize reach and interaction with the target audience
Evidence of Completion
Evidence: Links to posts, engagement & CTR metrics in Google Sheet doc, showcasing performance data.
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, and conversions, along with all delivered content such as posts, videos, 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
KOL COLLABORATIONS: 37,700 ADA
Used to engage high-impact DeFi-focused content creators to amplify Cardano DeFi news. Covers selection, planning, coordination, and campaign costs.
• Deliverables: 20+ creator posts/videos highlighting DeFi protocols and liquidity updates.
• Value: Trusted content creators amplify Cardano’s DeFi story to a broad audience.
LUNAR DESIGN STUDIO: 8,600 ADA
Creative production of visual content (video, graphics, infographics).
• Deliverables:
• 1x 30s promotional video on Cardano DeFi
• 3x infographics on DeFi growth, TVL, and protocols
• 5x shareable graphic posts
• Value: Makes DeFi narratives more engaging and shareable.
TEAM COSTS: 13,700 ADA
Management, creative direction, strategy, reporting.
• Breakdown:
• Project Management: 4,285 ADA
• Creative Direction: 3,430 ADA
• Content Strategy & Copywriting: 2,550 ADA
• Influencer Coordination: 3,430 ADA
• Value: Ensures campaign quality, alignment, and measurable outcomes.
Total Budget: 60,000 ADA
How does the cost of the project represent value for the Cardano ecosystem?
Cardano lacks fresh marketing initiatives and consistent visibility across crypto communities. This proposal aims to spotlight Cardano’s strong technology, build lasting mindshare, and accelerate adoption - starting with DeFi as a core driver.
We will leverage proven strategies, content creator 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 (Managing Partner): 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
Hampus Mattson (Content Creator Manager): Hampus is our head of content creator marketing, an expert strategist who also knows our top creators (with millions of followers) on a first-name basis. Hampus has led countless successful campaigns and has the relationships and credibility to secure high-impact partnerships that drive real results for Web3 projects. His ability to match the right influencers with authentic messaging makes him invaluable for scaling our creator marketing efforts.
https://www.linkedin.com/in/hampus-mattsson-96305214b/
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.