Clinch ClinchAave was deeply liquid in its core markets but thin across the CIS. A localized education and KOL push sourced 1.8K new supplier wallets and $7.6M in fresh…
Aave was deeply liquid in its core markets but thin across the CIS. A localized education and KOL push sourced 1.8K new supplier wallets and $7.6M in fresh deposits.
Leading decentralized lending and borrowing protocol
The challenge: Aave's lending markets were deeply liquid across its established core markets, but adoption in the CIS lagged well behind the protocol's technical strength. On-chain stablecoin borrowing was poorly understood in the region, localized education was thin, and new users defaulted to centralized apps for the same use cases Aave could serve on-chain.
Our strategy: We scoped a CIS-only acquisition program built around a single message: on-chain stablecoin lending and borrowing as a practical hedge against local currency volatility. Rather than promoting yield in the abstract, every asset tied a concrete use case to a specific supply or borrow action inside Aave V3, meeting users where their real financial pressure was.
What we did: Over six months we ran a localized KOL program across YouTube and X, produced step-by-step supply and borrow walkthroughs, and stood up moderated regional community channels to answer risk and custody questions. PR placements in CIS crypto media framed Aave as the region's default lending venue, and GHO was introduced as a stable option for borrowers.
Channels: YouTube KOLs, X, Telegram, Regional crypto PR, Discord
The results: The program brought 1.8K new supplier wallets into Aave from the CIS and sourced $7.6M in fresh deposits. Regional borrowing volume grew 2.2x across the engagement on 480K in campaign reach. This was a focused CIS campaign, scoped to the region rather than Aave's global footprint. Deposits and active wallets were the target throughout; impressions were only the leading indicator, not the goal.
Services: KOL & Influence Marketing, Community Management, PR & Earned Media, Advisory & Strategy
6 months · 2023