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

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Polkadot Ecosystem growth campaigns by Lunar Strategy

Proposer: Lunar Strategy

Company: Lunar Holding LDA - PT516253999

Contact: @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

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

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: [email protected] 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.