Proposer: Lunar Strategy

Company: Lunar Holding LDA - PT516253999

Contact: @LunarStrategy on Telegram (Jack Haldorsson, CMO of Lunar Strategy)

Requested DOT: 26,706 DOT (138,900 Euro based on DOT/USD rate of $5.61 EMA7)

Campaign overview:

This campaign is not just another "What is Polkadot?" campaign, as these already exist and can be found by anyone searching for them.

The goal is to compete with other L1s that are capitalizing on the current markets and to bring Polkadot back into the conversation. Right now, Polkadot is falling behind ecosystems like Solana, Polygon, and others. We want to focus on positioning Polkadot in discussions with main narratives focused on adoption and use cases.

We plan to collaborate with key opinion leaders on X and YouTube who have an educational background and an audience that trusts the influencers.

Estimated followers reached: 4,948,000

We have observed multiple L1s achieving strong growth in the last two quarters, partly driven by treasury support for initiatives like "Solana DeFi Summer," and narratives around use cases and real-world applications of crypto.

For Polkadot, we have consulted with multiple parties in the community and identified three high-level narratives to amplify within the right communities:

1. Use Cases: Launched Projects on Polkadot
2. Reasons to Build on Polkadot
3. Business & Enterprise Case for Polkadot

Campaign output:

Estimated high impact reach: 1,035,000+

Total summary of posts: 29 posts on X (Twitter) 11 YouTube videos

Full Breakdown of all 15 individual influencers: https://docs.google.com/spreadsheets/d/1wuUi6CTIVrP6D6L_ePnTySvA7aZLl6dJDzsgihpebnc/edit?usp=sharing

About Lunar Strategy:

Lunar Strategy is an ecosystem growth agency; we have been in the crypto space since 2019 and worked with 150+ ecosystems and projects.

We specialize in storytelling, combined with finding the right key opinion leaders to amplify the message to the appropriate audience.

We are a team of 20+ people, primarily based in Europe.

Some of our past projects include OKX, Bitmex, ICP, Rose, Gamestarter, Kodacon, PrimeXBT, and many more.

We have also collaborated with 400+ key opinion leaders on X (formerly Twitter) and YouTube and generated hundreds of millions of impressions within the crypto space.

Here is a longer deck about Lunar: https://pitch.com/v/Lunar-deck-csjw23

Campaign details:

The main focus is to reshape the narrative and story around Polkadot. It's more about getting the right message to the right person at the right time.

We plan to collaborate with key educators on X and YouTube to promote these main narratives to a new audience and onboard more investors, builders, and developers to the Polkadot ecosystem.

The posts/content will be written in an "easy-to-repost" way so that the Polkadot community can easily reshare it to their audiences, thereby making the posts more likely to go viral.

Duration:

The campaign will run for 45 days and will 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.

Example of posts: https://twitter.com/milesdeutscher/status/1726328690458726598

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.

Campaign Scope:

This campaign is about revamping the narrative about Polkadot as a leading ecosystem and highlighting use cases on Polkadot with educational content, for example, "Here are 5 top projects building on Polkadot," and encouraging builders to consider the Polkadot stack to build and launch their projects.

This will involve strong storytelling and clear narratives amplified by voices that have actual sway and influence within the community.

Why should we fund this project right now?

The market sentiment has shifted, and multiple L1 treasuries are deploying capital into growth and education of new users about actual use cases, including examples of projects building.

They are doing this very effectively with organized campaigns around narratives like "DeFi summer on Solana," etc., that tell a strong story and help onboard new users, establish more credibility, and get the full Polkad

Share the implementation plan Organizing and managing all collaborations & communications with Influencers. Creating a collaboration brief which outlines the content we want the Influencers to create in order to manage expectations and so we can run with the narrative we want to push in our collaborations.

For schedule we will schedule all the collaborations over 3 weeks in order to capitalize on the hype and once done create a report on the results from our collaborations.

Deliverables:

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

I am excited to support the Polkadot community with educational content to onboard more companies and users. I am here to reply to any questions that you may have about our proposal and strategy to onboard new users to Polkadot. If you are also an influencer or have another proposal, feel free to reach out via Telegram.

Many thanks,

Jack Haldorsson

CMO for Lunar Strategy