Now when marketing bounty is approved, please vote NAY to this one as it was a backup to the marketing bounty.&nbsp;
--- Polkadot Ecosystem growth campaigns by Lunar Strategy
Proposer: Lunar Strategy
Company: Lunar Holding LDA - PT516253999
Contact: <a href="user/LunarStrategy">@LunarStrategy</a> on Telegram (Jack Haldorsson, CMO of Lunar Strategy)
Requested DOT: 100,000 DOT &gt; $816,000 USD worth of DOT based on today's price of $8.16 on Binance DOT/USDT.
Campaign overview: The objective of this campaign is to increase Polkadot's visibility within the competitive blockchain landscape. Polkadot has the potential to emerge as a leader, particularly through narratives centered around its adoption and unique use cases.
The proposed strategy includes engaging and collaborating with Key Opinion Leaders (KOLs) on platforms like X (Twitter) and YouTube, who are both educational in their content delivery and also have a trusted following. These partnerships will leverage the KOL&rsquo;s influence to bring Polkadot into the core narratives happening around crypto and Web3 technologies.
Recent trends have shown that L1 blockchains experiencing substantial growth have benefited from strategic support for initiatives and narratives that underscore practical use cases and real-world applications of cryptocurrency. This campaign will aim to position Polkadot as a key player with a solid foundation for real-world application and development potential.
The campaign will leverage Lunar Strategy&rsquo;s extensive KOL network to generate an anticipated reach of approximately 20,000,000 views over the 90-day period.
&nbsp;
Campaign output: Estimated high impact reach: 9,000,000+ impressions &amp; 11,000,000+ from amplification budget.
Total summary of posts: 200+ posts on X (Twitter) 30+ YouTube videos/integrations.
We will have an estimated between 15-18 top KOLs to produce on average 1 post/mention per week and 1 repost per week, this will be reported on a monthly basis.
Duration: 90 days campaign with KOLs
80% Main - Content Ambassadors 20% Amplification - Amplification Army
&nbsp;
The campaign will run for 90 days and have three different waves of influencers.
Wave 1: YouTube videos will go live with educational content about Polkadot's USPs and use cases, including examples of great projects currently building on Polkadot.
Wave 2: Wave 2 will mainly contain X long-form posts focusing on Polkadot's use cases and projects building on Polkadot, also referring to the YouTube videos that went live in wave 1 to build on the first wave and amplify the message.
Wave 3: Wave 3 will primarily focus on X, with content creators and ambassadors reinforcing the messages from waves 1 and 2, focusing heavily on building &amp; launching on Polkadot. We will also engage the ambassadors from previous posts to comment on the post to amplify the reach.
&nbsp;
Content Focus This campaign will include an on-going collaboration between the Lunar Strategy and Distractive agencies to elevate awareness around the Polkadot ecosystem.
Our objective is to encourage Web3 builders to consider the Polkadot stack to launch their projects and get retail investors excited about the value of Polkadot. This will involve strong storytelling and clear narratives amplified by voices that have actual sway and influence within the community.
For example, we&rsquo;ll promote the 10 top projects building on Polkadot, e.g. <a href="https://twitter.com/PolkadotInsider/status/1775107629955850666">https://twitter.com/PolkadotInsider/status/1775107629955850666</a>
We will use these marketing funds to amplify a mix of ongoing messages, but here are some of the highlights:
<ol>
<li>
Polkadot 2.0, Polkadot Use Cases and the future of Polkadot
</li>
<li>
Projects building on Polkadot Parachains
</li>
<li>
Polkadot&rsquo;s Educational Initiatives &amp; In-person events
</li>
</ol>
This campaign aims to revamp the narratives around Polkadot as a leading ecosystem and highlight use cases on Polkadot with educational content.
Deliverables:&nbsp;
<ol>
<li>Promotional Guidelines PDF: This PDF contains guidelines and details about the promotion or campaign for the influencers.</li>
<li>Influencer Strategy PDF: This PDF outlines the influencer marketing strategy, including the objectives/goals, target personas, core message, and budget.</li>
<li>Result Report PDF: This monthly report PDF includes all the key performance indicators (KPIs) and results related to the influencer marketing campaign.</li>
<li>Influencer Communication: This involves managing the communication, negotiations, and general handling of influencer interactions.</li>
</ol>
Q &amp; A?
How will we manage reporting? Lunar Strategy will continue to keep the community up-to-date with reporting and the effectiveness of the campaigns, we will on a weekly basis create an &ldquo;activity report&rdquo; which outlines what we did during the week and on a monthly basis a larger report going into more details about effectiveness of the campaigns.
Track reporting live: <a href="https://lunarstrategy.notion.site/Polkadot-community-transparency-report-Lunar-Strategy-b39dd41337d94f299086c6ede41148eb">https://lunarstrategy.notion.site/Polkadot-community-transparency-report-Lunar-Strategy-b39dd41337d94f299086c6ede41148eb</a>
&nbsp;
If the Polkadot price goes up or down during the referendums, what will Lunar do with extra funds? 
If the value of DOT increases by more than 5% or decreases by more than 5% then will take this risk on Lunar and still deliver according to the proposed budget.
If the amount goes up or down more than 5% then we will cut that amount or add that amount to the marketing budget and use the extra funds for additional marketing activities.
&nbsp;
How do you pick KOLs that you will use?
Lunar Strategy has an extensive network of Crypto KOLs with a combined audience of more than 25 million followers. As a top-tier project, we&rsquo;ve only selected quality KOLs to create content for Polkadot. Beyond these core KOLs, we&rsquo;ll also amplify the narrative further with our amplification army to ensure increased reach and multiple touchpoints with our target audience. We have also been taking feedback from the community with nominations from various community members. We welcome community members to nominate your favourite KOLs that we can reach out to, send an email to: <a href="mailto:jack@lunarstrategy.com">jack@lunarstrategy.com</a> with the subject line: Polkadot nominate influencer:
&nbsp;
How will Lunar Strategy as an agency charge for this proposal?
Lunar Strategy operates as the manager of the KOLs, that means we write contracts &amp; we ensure that posting goes out. We are also responsible if posts do not go out. For this we charge a commission between 10-20% of what the KOL is paid, some of the KOLs that were referred by OpenGov we have charged a lower percentage on as the initial application came from the bounty or if we had the relationship before start we charge a little higher percentage. Individual pricing for KOLs is shared with various stakeholders. 
Will this proposal promote specific projects? The primary goal of this proposal is to benefit Polkadot. This proposal does not have the primary goal of promoting specific projects, memecoins or others.
For example, if we describe the benefit of Polkadot&rsquo;s parachains in the brief, a KOL could technically use this instance to explain how $PINK launched on the Asset Hub parachain, or that DED could potentially launch on its own parachain. This is organic content that reflects the narratives that are being discussed online. We do not want to limit these organic conversations that contribute positively to the DOT ecosystem.

**Now when marketing bounty is approved, please vote NAY to this one as it was a backup to the marketing bounty.** 

\---  
Polkadot Ecosystem growth campaigns by Lunar Strategy

Proposer: Lunar Strategy

Company: Lunar Holding LDA - PT516253999

Contact: [@LunarStrategy](user/LunarStrategy) on Telegram (Jack Haldorsson, CMO of Lunar Strategy)

Requested DOT: 100,000 DOT > $816,000 USD worth of DOT based on today's price of $8.16 on Binance DOT/USDT.

**Campaign overview:** The objective of this campaign is to increase Polkadot's visibility within the competitive blockchain landscape. Polkadot has the potential to emerge as a leader, particularly through narratives centered around its adoption and unique use cases.

The proposed strategy includes engaging and collaborating with Key Opinion Leaders (KOLs) on platforms like X (Twitter) and YouTube, who are both educational in their content delivery and also have a trusted following. These partnerships will leverage the KOL’s influence to bring Polkadot into the core narratives happening around crypto and Web3 technologies.

Recent trends have shown that L1 blockchains experiencing substantial growth have benefited from strategic support for initiatives and narratives that underscore practical use cases and real-world applications of cryptocurrency. This campaign will aim to position Polkadot as a key player with a solid foundation for real-world application and development potential.

The campaign will leverage Lunar Strategy’s extensive KOL network to generate an anticipated reach of approximately 20,000,000 views over the 90-day period.

**Campaign output:** Estimated high impact reach: 9,000,000+ impressions & 11,000,000+ from amplification budget.

Total summary of posts: 200+ posts on X (Twitter) 30+ YouTube videos/integrations.

We will have an estimated between 15-18 top KOLs to produce on average 1 post/mention per week and 1 repost per week, this will be reported on a monthly basis.

Duration: 90 days campaign with KOLs

80% Main - Content Ambassadors 20% Amplification - Amplification Army

**The campaign will run for 90 days and have three different waves of influencers.**

Wave 1: YouTube videos will go live with educational content about Polkadot's USPs and use cases, including examples of great projects currently building on Polkadot.

Wave 2: Wave 2 will mainly contain X long-form posts focusing on Polkadot's use cases and projects building on Polkadot, also referring to the YouTube videos that went live in wave 1 to build on the first wave and amplify the message.

Wave 3: Wave 3 will primarily focus on X, with content creators and ambassadors reinforcing the messages from waves 1 and 2, focusing heavily on building & launching on Polkadot. We will also engage the ambassadors from previous posts to comment on the post to amplify the reach.

**Content Focus** This campaign will include an on-going collaboration between the Lunar Strategy and Distractive agencies to elevate awareness around the Polkadot ecosystem.

Our objective is to encourage Web3 builders to consider the Polkadot stack to launch their projects and get retail investors excited about the value of Polkadot. This will involve strong storytelling and clear narratives amplified by voices that have actual sway and influence within the community.

For example, we’ll promote the 10 top projects building on Polkadot, e.g. [https://twitter.com/PolkadotInsider/status/1775107629955850666](https://twitter.com/PolkadotInsider/status/1775107629955850666)

**We will use these marketing funds to amplify a mix of ongoing messages, but here are some of the highlights:**

1.  Polkadot 2.0, Polkadot Use Cases and the future of Polkadot
    
2.  Projects building on Polkadot Parachains
    
3.  Polkadot’s Educational Initiatives & In-person events
    

This campaign aims to revamp the narratives around Polkadot as a leading ecosystem and highlight use cases on Polkadot with educational content.

**Deliverables:** 

1.  Promotional Guidelines PDF: This PDF contains guidelines and details about the promotion or campaign for the influencers.
2.  Influencer Strategy PDF: This PDF outlines the influencer marketing strategy, including the objectives/goals, target personas, core message, and budget.
3.  Result Report PDF: This monthly report PDF includes all the key performance indicators (KPIs) and results related to the influencer marketing campaign.
4.  Influencer Communication: This involves managing the communication, negotiations, and general handling of influencer interactions.

**Q & A?**

**How will we manage reporting?** Lunar Strategy will continue to keep the community up-to-date with reporting and the effectiveness of the campaigns, we will on a weekly basis create an “activity report” which outlines what we did during the week and on a monthly basis a larger report going into more details about effectiveness of the campaigns.

Track reporting live: [https://lunarstrategy.notion.site/Polkadot-community-transparency-report-Lunar-Strategy-b39dd41337d94f299086c6ede41148eb](https://lunarstrategy.notion.site/Polkadot-community-transparency-report-Lunar-Strategy-b39dd41337d94f299086c6ede41148eb)

**If the Polkadot price goes up or down during the referendums, what will Lunar do with extra funds?**

If the value of DOT increases by more than 5% or decreases by more than 5% then will take this risk on Lunar and still deliver according to the proposed budget.

If the amount goes up or down more than 5% then we will cut that amount or add that amount to the marketing budget and use the extra funds for additional marketing activities.

**How do you pick KOLs that you will use?**

Lunar Strategy has an extensive network of Crypto KOLs with a combined audience of more than 25 million followers. As a top-tier project, we’ve only selected quality KOLs to create content for Polkadot. Beyond these core KOLs, we’ll also amplify the narrative further with our amplification army to ensure increased reach and multiple touchpoints with our target audience. We have also been taking feedback from the community with nominations from various community members. We welcome community members to nominate your favourite KOLs that we can reach out to, send an email to: [jack@lunarstrategy.com](mailto:jack@lunarstrategy.com) with the subject line: Polkadot nominate influencer:

**How will Lunar Strategy as an agency charge for this proposal?**

Lunar Strategy operates as the manager of the KOLs, that means we write contracts & we ensure that posting goes out. We are also responsible if posts do not go out. For this we charge a commission between 10-20% of what the KOL is paid, some of the KOLs that were referred by OpenGov we have charged a lower percentage on as the initial application came from the bounty or if we had the relationship before start we charge a little higher percentage. Individual pricing for KOLs is shared with various stakeholders.  
  

**Will this proposal promote specific projects?**  
The primary goal of this proposal is to benefit Polkadot. This proposal does not have the primary goal of promoting specific projects, memecoins or others.

For example, if we describe the benefit of Polkadot’s parachains in the brief, a KOL could technically use this instance to explain how $PINK launched on the Asset Hub parachain, or that DED could potentially launch on its own parachain. This is organic content that reflects the narratives that are being discussed online. We do not want to limit these organic conversations that contribute positively to the DOT ecosystem.

Marketing Report: Ecosystem growth campaigns by Lunar Strategy
In the crypto space, there is a time to build, and there is a time to put the spotlight on what has been created within the ecosystem.
Right now, in the bull market, is the time to showcase the great projects, builders, and an activity taking place in the Polkadot ecosystem.
We are excited to submit our first marketing transparency report from the initial campaigns that Lunar Strategy launched for Polkadot&rsquo;s ecosystem growth.
In the report, we provide details of various aspects of the campaigns, including some examples.
📌 Here you can see the full campaign report: <a href="https://pitch.com/v/marketing-transparency-report-qn8thw">https://pitch.com/v/marketing-transparency-report-qn8thw</a>
Our approach to influencer marketing
We use metric tools like Social Blade to evaluate the followers&rsquo; quality of the KOLs.
This is done to ensure that the investment is worth it since the number of followers does not always indicate that their promotions are worth more.
We are working to find KOLs that have genuine engagement and are primarily focused on creating educational content in various forms.
In our campaigns, we mainly measure:
<ul>
<li>Engagement levels</li>
<li>Type of content</li>
<li>CPM</li>
</ul>
<span style="font-family: Poppins, sans-serif; font-size: 14px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-indent: 0px; text-transform: none; widows: 2; word-spacing: 0px; -webkit-text-stroke-width: 0px; white-space: normal; text-decoration-thickness: initial; text-decoration-style: initial; text-decoration- display: inline !important; float: none;">This tracking process also takes into account different tiers of KOLs.
Tier-1 and tier-2 KOLs, whose posts kick off the campaign, usually take a premium price.
Then, we amplify with lower-tier KOLs to get a better CPM at a more affordable price, meaning that each campaign is cost-effective.
We evaluate the collaborations based on the quality of the content, reach, and CPM.
Our team creates monthly collaboration plans based on the results from previous campaigns after reviewing and analysing such metrics as comments, likes, and reposts to understand their influence better and stay agile with our strategies.
Finally, we negotiate long-term deals for Polkadot with the influencers proven to be the most effective.
Main KOLs
The benefit of the main KOLs is that they bring validation, voice, and opinion. Even if you do not like them personally, they have a cult following who listens.
By having them talk about the ecosystem/project, we get more people talking about it organically. These KOLs charge a premium, but you also get a premium quality of content and association with the most authoritative voices in the space.
Amplification KOLs
The amplification KOLs boost important posts at a cheaper CPM than the main KOLs. These guys are good, as they also have a reputable voice but a smaller audience.
This means we can use collaborations with them in quantity to amplify the big news from the Polkadot ecosystem as well as the main KOLs&rsquo; posts at a cheaper CPM cost.
These are mainly some DeFi researchers, educators, and smaller content creators.
An example is the Altcoin daily post, which initially had 170k views. Once our amplification army had gone live, it had over 500k views.
If you have an influencer/KOL that you want to nominate, then feel free to email: <a href="mailto:Jack@lunarstrategy.com">Jack@lunarstrategy.com</a> with the subject: &ldquo;Polkadot Influencer Nominate:&rdquo;
We will make sure to review and reach out to that influencer to see if we can broker a deal with this person.
&nbsp;
Some of the best-performing posts from the campaign:
<a href="https://x.com/coinbureau/status/1747944017705279927?s=20">https://x.com/coinbureau/status/1747944017705279927?s=20</a>
<a href="https://twitter.com/rovercrc/status/1748029721420386444">https://twitter.com/rovercrc/status/1748029721420386444</a> <a href="https://twitter.com/CryptoMichNL/status/1748623739309236446">https://twitter.com/CryptoMichNL/status/1748623739309236446</a> <a href="https://twitter.com/Ashcryptoreal/status/1746933361497485515">https://twitter.com/Ashcryptoreal/status/1746933361497485515</a>
<a href="https://www.youtube.com/watch?v=kgUQWF3lmnI">https://www.youtube.com/watch?v=kgUQWF3lmnI&nbsp;</a>
Free goodwill posts from influencers:
<a href="https://twitter.com/Ashcryptoreal/status/1729418991326634086?s=20https://twitter.com/TedPillows/status/1743004264060833892?s=20">https://twitter.com/Ashcryptoreal/status/1729418991326634086?s=20https://twitter.com/TedPillows/status/1743004264060833892?s=20</a> <a href="https://twitter.com/Ashcryptoreal/status/1733379725920178362?s=20">https://twitter.com/Ashcryptoreal/status/1733379725920178362?s=20</a>
&nbsp;
Why Lunar Strategy?
We are a leading European KOL/Influencer marketing firm in the space since 2019 and worked with 500+ influencers on X (Twitter) and YouTube. We have been running ecosystem growth campaigns for other leading ecosystems in the past.
Currently, we have 4 team members from our agency working on creating narratives, creating content, negotiating deals, signing contracts, reviewing/approving content, reporting and reviewing the data, and engagement.
Lunar Strategy has also built strong relationships with multiple key parties within the Polkadot ecosystem. This gives us feedback on narratives and storytelling while improving our marketing initiatives.
&nbsp;
Whats next for Polkadot ecosystem growth?
The Polkadot community wants to hold influencers and agencies accountable for the work and investment that the Polkadot community is doing in them. Therefore the marketing bounty board was created.
You can submit proposals here: <a href="https://docs.google.com/forms/d/e/1FAIpQLSfzYzY8wNxCxzoQqpFXr8trf7MWKvVPS62Gr7Mm3tydbiKsDg/viewform">https://docs.google.com/forms/d/e/1FAIpQLSfzYzY8wNxCxzoQqpFXr8trf7MWKvVPS62Gr7Mm3tydbiKsDg/viewform</a>
This process involves a group of agencies and marketers who will review and evaluate proposals, focusing on their potential value to the Polkadot ecosystem in both the short and long term.
Proposals will then be approved or rejected based on these evaluations. After approval, the marketing bounty will hold agencies accountable for their delivery and reporting, ensuring that marketing investments are executed as proposed.

Marketing Report: Ecosystem growth campaigns by Lunar Strategy

General

amount

beneficiary

- **Problem Statement:** Polkadot's visibility in the blockchain landscape needs enhancement.
- **Significance:** Strengthening Polkadot's presence can position it as a leader in the industry.
- **Proposed Solution:** Implement a 90-day campaign with KOLs to amplify Polkadot's narratives and use cases.
- **Expected Outcomes:** Anticipated reach of 20,000,000 views, 200+ Twitter posts, 30+ YouTube videos, and increased awareness of Polkadot's value proposition.

#650 (Vote Nay) Polkadot Ecosystem growth campaigns

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