Last updated 3 months ago
Many Ctrl Wallet users don’t know the full range of Cardano’s features available, limiting adoption and ecosystem visibility.
We will produce 5 short, viral videos showcasing key Cardano features in Ctrl Wallet, distributed via Twitter, Discord, and Telegram with $ADA reward campaigns.
This is the total amount allocated to Discover Cardano with Ctrl Wallet – Short Video Series.
NB: Monthly reporting was deprecated from January 2024 and replaced fully by the Milestones Program framework. Learn more here
Please provide your proposal title
Discover Cardano with Ctrl Wallet – Short Video Series
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?
Many Ctrl Wallet users don’t know the full range of Cardano’s features available, limiting adoption and ecosystem visibility.
Supporting links
Does your project have any dependencies on other organizations, technical or otherwise?
Yes
Describe any dependencies or write 'No dependencies'
Relies on distribution platforms (Twitter, Discord, Telegram). Mitigation: Multi-platform approach and cross-promotion with Cardano ecosystem partners.
Will your project's outputs be fully open source?
No
License and Additional Information
Content (videos) not open source, but widely distributed as free public goods.
Please choose the most relevant theme and tag related to the outcomes of your proposal
Education
Who you’re targeting, how you’ll reach them, and why this matters for Cardano.
We are targeting Ctrl Wallet’s 500k+ multi-chain users, many of whom are not yet active on Cardano. With 100k+ Twitter followers and 18k Discord members, we will drive large-scale visibility of Cardano features through short, viral videos. We will also collaborate with Cardano ecosystem partners (dApps, SPOs, media outlets) to extend visibility of the video campaign.
Provide a list of key activities of your project?
Produce 5x 60-second videos, each highlighting one Cardano feature.
Launch weekly community campaigns with ADA rewards.
Promote videos on X (Twitter), Discord, Telegram, and via Cardano ecosystem partners.
Track adoption via PostHog & analytics
What are your success metrics?
% increase in Cardano dApp connections and ADA/native asset transactions.
50k+ video views across channels.
10k+ community engagements (likes, shares, comments).
Positive sentiment and measurable increase in Ctrl Wallet’s Cardano usage
Please describe your proposed solution and how it addresses the problem
The solution is to produce and distribute a series of five high-quality, short videos (under 60 seconds each) that clearly demonstrate the most impactful Cardano features available inside Ctrl Wallet. Each video will focus on a specific use case that is both highly relevant to users and directly tied to Cardano adoption:
Gas Tank & Native Asset Transfers — Show how users can send ADA or Cardano-native tokens without friction thanks to gas abstraction.
Minswap Interaction — Demonstrate how easily users can connect to a Cardano dApp (Minswap) and execute a swap.
Portfolio Overview — Present how ADA balances and Cardano-native assets can be tracked seamlessly in one place.
On/Off Ramp — Highlight the ability to buy and sell ADA directly within Ctrl Wallet.
Hardware Wallet Support — Explain how ADA can be secured via Ledger and Trezor through the extension.
The videos will be designed for maximum reach. Each will be optimized for social media distribution on X (Twitter), Discord, and Telegram, and supported by an ADA reward campaign to incentivize sharing. The combination of high-quality production, clear messaging, and targeted distribution will ensure the features are both seen and understood by a large audience.
This directly addresses the problem by educating users who are unaware of Cardano’s capabilities in Ctrl Wallet. Instead of reading technical guides or release notes, users will learn visually and quickly what they can do. The content will also remain evergreen — serving as a library of onboarding material for both existing Ctrl Wallet users and new users migrating into Cardano.
Please define the positive impact your project will have on the wider Cardano community
The impact of this project will be both immediate and long-lasting for the Cardano ecosystem.
Immediate Awareness: With over 100,000 followers on Twitter and 18,000 active members on Discord, Ctrl Wallet can distribute these videos to a large, multi-chain audience from day one. The weekly release schedule keeps Cardano top-of-mind for users over the course of the campaign.
Practical Adoption: By focusing on actual features, Gas Tank, dApp connections, portfolio tracking and hardware wallet support, the campaign drives not just awareness but usage.
Cross-Ecosystem Migration: Many Ctrl Wallet users today are active in BTC, ETH, and SOL ecosystems but under-engaged in Cardano. By showing them practical, frictionless use cases, the proposal lowers barriers to entry and directly increases migration into Cardano.
Evergreen Content: Unlike one-time campaigns, these videos will continue to educate long after the Catalyst funding cycle ends. They can be repurposed across platforms, integrated into onboarding flows, and serve as reference material for the broader Cardano community.
In sum, the project combines reach, relevance, and retention. It has the objective to get multi-chain users to not only learn about Cardano but have a clear reason to start using it, which is exactly the kind of adoption Catalyst funding is designed to accelerate.
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?
Ctrl Wallet has both the experience and infrastructure to deliver this project with a high degree of trust and accountability.
Proven Product Delivery: As one of the leading multi-chain wallets, Ctrl Wallet (formerly XDEFI Wallet) has successfully integrated 40+ blockchains and serves over 500,000 global users. This track record demonstrates the team’s ability to ship complex, user-facing features at scale.
Marketing Reach: The team has previously executed successful campaigns to onboard users into new ecosystems, including highly qualitative video content. With 100k+ Twitter followers, 18k Discord members, and strong community engagement, Ctrl Wallet has built-in distribution channels that guarantee visibility.
For reference: https://x.com/Ctrl_Wallet/status/1937898845565841533
Production Capabilities: The project will be executed by a combination of the Ctrl Wallet marketing/product team and an external professional video production partner. This ensures both technical accuracy (from the product team) and quality content creation (from the partner).
Measurement and Accountability: Adoption will be tracked through PostHog analytics and platform-native tools (Twitter Analytics, Discord metrics) and the data will be shared with Catalyst.
This combination of technical expertise, audience reach, and measurement capability ensures that the project will not only be delivered but will also have transparent, verifiable impact on Cardano adoption.
Milestone Title
Pre-Production & Planning
Milestone Outputs
Creation of scripts, storyboards, and detailed campaign plan for CTRL Wallet, including coordination with external video production partner to ensure aligned messaging, visual consistency, and timely delivery of promotional content.
Acceptance Criteria
Five complete scripts for promotional videos finalized, full campaign promotion plan approved, and external production partner formally secured, ensuring readiness for execution with clear timelines, deliverables, and defined responsibilities.
Evidence of Completion
Finalized draft scripts delivered, detailed production timeline prepared and approved, and signed agreement with external video partner obtained, providing proof of readiness for campaign execution and coordination of promotional content.
Delivery Month
1
Cost
5000
Progress
10 %
Milestone Title
Video 1 – Gas Tank & Transfers
Milestone Outputs
Production and public launch of promotional video for CTRL Wallet, distributed across channels, combined with launch of ADA reward campaign offering incentives to users, driving adoption, engagement, and measurable wallet growth.
Acceptance Criteria
Promotional video reaches at least 10,000 verified views across distribution platforms, ADA reward campaign demonstrates measurable increase in wallet transfers, and growth in active user engagement tracked through analytics.
Evidence of Completion
Twitter analytics confirming video reach and engagement, PostHog data demonstrating measurable uplift in wallet transfers and user activity, and a comprehensive campaign report documenting ADA rewards distribution and overall campaign impact.
Delivery Month
1
Cost
11000
Progress
30 %
Milestone Title
Video 2 – dApp Connect & Swap
Milestone Outputs
Produce and launch a professional promotional video showcasing CTRL Wallet features across multiple channels, combined with an ADA reward campaign to incentivize users, drive adoption, increase transfers, and boost engagement.
Acceptance Criteria
Promotional video must achieve at least 10,000 verified views across official channels, while ADA reward campaign demonstrates a measurable increase in wallet transfers, user engagement, and overall adoption of CTRL Wallet.
Evidence of Completion
Twitter analytics confirming video reach and engagement across channels, combined with PostHog data tracking uplift in wallet transfers and active user interactions, providing verifiable proof of campaign performance and adoption impact.
Delivery Month
1
Cost
11000
Progress
40 %
Milestone Title
Video 3 – Portfolio Overview
Milestone Outputs
Produce and launch a professional promotional video for CTRL Wallet, distributed across channels, alongside an ADA reward campaign designed to incentivize users, drive measurable adoption, increase transfers, and boost engagement.
Acceptance Criteria
Promotional video must achieve a minimum of 10,000 verified views across official platforms, while the ADA reward campaign demonstrates a measurable increase in CTRL Wallet portfolio feature usage, user adoption, and overall engagement metrics.
Evidence of Completion
Comprehensive analytics from CTRL Wallet UI data confirming increased portfolio feature usage, combined with Twitter statistics verifying promotional video reach and engagement, together providing verifiable proof of campaign success.
Delivery Month
2
Cost
11000
Progress
60 %
Milestone Title
Video 4 – On/Off Ramp
Milestone Outputs
Produce and launch a professional promotional video for CTRL Wallet, distributed across major channels, combined with an ADA reward campaign designed to incentivize users, increase transfers, boost adoption, and drive measurable user engagement.
Acceptance Criteria
Promotional video must achieve at least 10,000 verified views across official distribution channels, while the ADA reward campaign demonstrates a measurable increase in ADA buy and sell transactions within CTRL Wallet, proving adoption and engagement growth.
Evidence of Completion
On/off ramp partner data confirming measurable ADA buy and sell volumes, combined with CTRL Wallet analytics validating increased transaction activity, and campaign reporting that demonstrates adoption growth and verifies overall campaign impact.
Delivery Month
2
Cost
11000
Progress
70 %
Milestone Title
Video 5 – Hardware Wallet + Wrap-up
Milestone Outputs
Produce and launch a professional video highlighting CTRL Wallet progress and roadmap, distributed across channels, and compile a detailed Catalyst report with milestones, deliverables, evidence, and impact for full transparency.
Acceptance Criteria
Promotional video achieves at least 10,000 verified views, a minimum of 1,000 secure Ledger or Trezor hardware wallet connections are established in CTRL Wallet, and the comprehensive Catalyst report is completed, delivered, and published.
Evidence of Completion
Twitter analytics verifying video reach and engagement, PostHog data confirming secure Ledger and Trezor hardware wallet connections with usage metrics, and the final Catalyst report published with milestones, deliverables, and impact evidence.
Delivery Month
2
Cost
11000
Progress
100 %
Please provide a cost breakdown of the proposed work and resources
Video production (5 × ₳8,000): ₳45,000
ADA reward campaigns (5 × ₳1,000): ₳5,000
Editing & localization (captions, translations): ₳10,000
Marketing amplification (covered by Ctrl team, not Catalyst)
Total: 60,000 ADA
How does the cost of the project represent value for the Cardano ecosystem?
5 evergreen videos remain valuable post-campaign.
Cost ≈ 12,000 ADA per video, with ADA incentives included.
Content will continue onboarding users after the campaign ends.
With 50,000+ expected views, cost per engaged user is highly competitive.
Supports long-term ecosystem growth by amplifying Catalyst-funded technical integrations.
Have you previously submitted a project in Catalyst that was funded and is not yet completed?
Yes
Terms and Conditions:
Yes
Ctrl Marketing Team: Campaign planning, distribution, reporting.
Product Team: Feature alignment & data tracking.
External Video Partner: Creative production, editing, localisation.