Clinch ClinchIn volatile regional markets users parked savings in custodial stablecoins. We ran an education-led campaign that positioned DAI's decentralization and…
In volatile regional markets users parked savings in custodial stablecoins. We ran an education-led campaign that positioned DAI's decentralization and savings rate, onboarding new holders and vault users.
Decentralized protocol behind the DAI stablecoin
The challenge: MakerDAO's DAI is one of DeFi's most battle-tested stablecoins, but across the CIS and Europe users defaulted to centralized, custodial stablecoins for everyday savings and trading. DAI's decentralization was an asset the audience valued in principle yet rarely acted on, and localized education on minting, vaults and the Dai Savings Rate was scarce. This engagement was scoped to a CIS and Europe adoption campaign, not the protocol's global growth.
Our strategy: We led with self-custody and a transparent savings rate over yield-farming mechanics, positioning DAI directly against the custodial stablecoins the audience already held. KOL, PR and community channels were sequenced to move users from holding DAI to actively using vaults and the savings rate, each mapped to a cost-per-user target.
What we did: We ran 20 DeFi KOLs in local languages across the CIS and Europe, produced localized guides for minting DAI and opening a vault, and seeded active DeFi communities on Telegram and Discord. PR placed the decentralization and stability story in regional crypto media, and creative always ended on a concrete, reproducible flow.
Channels: DeFi KOLs, X, YouTube, Telegram, Tier-1 PR
The results: The campaign onboarded 1.5K new DAI users across the CIS and Europe, with $21M in DAI held and minted and active vaults up 33% over the period. We measured funded, active users rather than wallet counts, keeping the read on genuine protocol usage.
Services: KOL & Influence Marketing, PR & Earned Media, Community Management, Advisory & Strategy
7 months · 2023