Case Study: Lens Protocol Marketing

by: Robert

Read time: 5 minutes

This is a breakdown of Lens Protocol successful marketing. At the time of writing they have over 112,000 Twitter followers and lots of onboarded users. Their launch was very successful, here’s how it went down.

Phase 1 - Signing their open letter

It started with cryptographically signing their letter in January 2022 .. and then tweeting about it

See the site here: https://web.archive.org/web/20220120231011/https://lens.dev/

.. that made a quote retweet of this tweet.. Then the user would come back to confirm it

Own your #digitalroots
Coming soon. pic.twitter.com/RQ0joqK3v0
— Lens Protocol 🌿 (@LensProtocol) January 20, 2022

Confirmed.

The entire process can be seen here

This was promoted by media outlets in the space

https://thedefiant.io/lens-web3-social-media/

https://www.coindesk.com/tech/2022/02/07/defis-aave-launches-web-3-social-media-platform-lens/

https://cointelegraph.com/news/aave-launches-web3-social-media-platform-lens-protocol

https://www.theblockcrypto.com/linked/133390/aave-officially-debuts-protocol-for-decentralized-social-media-dubbed-lens

https://blockworks.co/new-social-media-platform-turns-to-nfts-for-digital-ownership/

One influencer (115k subs) posted in February as well

Phase 2 - Claim profile

Users can claim their profile at https://claim.lens.xyz/ – this is reserved only for the people who signed the open letter before May 5th (I don’t think this was advertised as a benefit of signing the letter at the time, which IMO would’ve been a mistake not to mention).

Here’s the process of claiming

Phase 3 - Promote the exclusive access

Here they did something really smart. Since the claiming of a profile is closed off to the public, they’ve made it exclusive, and then they went out and scored partnerships with all kinds of projects which allows their followers to claim a profile. Here are some of the partnerships they struck up.

We've arrived at @LensProtocol 🫡

The Lens team has given Permie NFT holders early access to mint a Lens profile: https://t.co/FxQ8ogZl1t

Permie holder or not you can still follow us:https://t.co/YyVw7moyoM pic.twitter.com/HyE0lIo85f
— Blockworks (@Blockworks_) June 8, 2022

🔊 Did you try out Lenster 🌸 back when we were on testnet (before May 18)? If so, congrats 🎉, you're eligible to mint a @LensProtocol profile at https://t.co/vicqFkZZIq 🌿

Then follow us at https://t.co/iBVWKhVM3J 💚
— lenster.lens (🌿, 🌸) (@lensterxyz) June 1, 2022

NEWS FROM LENS: Frens can now mint their Lens profiles! 🌿

Frens who submitted their addresses in our Discord before the deadline can now claim their missing @LensProtocol handles!😍 Let’s goooo!

Go green - go on-chain:
👉 https://t.co/J3dFpaXv0r

Welcome to Lens, frens! 💚
— Phaver (🦄,🌿) (@phaverapp) June 7, 2022

*click*📸
We've got a treat for RabbitHole credential holders...

Our friends at @LensProtocol have given you access to mint your Lens profile right now! https://t.co/Yy1I3MjgpA

Hit us with a follow as well: https://t.co/Gy271OKXtz pic.twitter.com/qR3Uc4HVt5
— RabbitHole (@rabbithole_gg) June 3, 2022

The best frens are those that support you in the best of times, and the worst of times ❤️ @AlchemixFi Legendary POAP holders who saved alETH, go to https://t.co/AxLUCkMWSg to claim your profile!
— Lens Protocol 🌿 (@LensProtocol) June 4, 2022

We love our partners, we love the Boys. Excited to announce that all Boys Club Main Character NFT holders can now claim their own lens profile at https://t.co/EII58Rtmjb. Major shoutout to @lensprotocol for jumpstarting hot girl web3 social summer right.
— BoysClub.eth (@BoysClubCrypto) June 1, 2022

If you bought the @PoolyNFT NFT as mentioned in the below post.

Then you can now mint and claim your @LensProtocol profile handle here: https://t.co/uTqrkPkmxe https://t.co/O0JslAw2ln pic.twitter.com/TOyNAVJDax
— Airdrop Official🍥 (@its_airdrop) June 7, 2022

All #GOTCHIGANG holders are now able to mint Lens profiles at https://t.co/AxLUCkMWSg!

Make sure to follow @aavegotchi at https://t.co/xbD8tkIg1K https://t.co/NwcKiDhlmM
— Lens Protocol 🌿 (@LensProtocol) June 3, 2022

Phase 4 - Incentivizing developers with $250,000 in grants

To incentivize development they created a grant.

Phase 5 - Add fuel to the fire with influencers

Influencers are starting to add fuel to the fire, these are likely paid.

Here’s one with 519k subscribers at the time of writing.

Miscellaneous notes

Other partnerships

GM Frens 😊🌱

We're proud to announce that @LensProtocol is partnering with us for #ETHNewYork—our biggest IRL event yet! 🗽

Check out their post below and register today to save your seat. 👇https://t.co/0MiCarFqjg https://t.co/MAKRzqnFmj
— ETHGlobal 🔜 ETHBogotá 🇨🇴 (@ETHGlobal) June 7, 2022

Youtube synch equivalent (LBRY)

Now you can auto-tweet all-new Lens publications straight to Twitter. Enjoy, bloomers! @m1guelpf shipping magic yet again with his tool, Reflect 🪄 https://t.co/Lyo3Upex10
— Lens Protocol 🌿 (@LensProtocol) June 2, 2022

How are they promoting?

The founder has 190k followers on Twitter https://twitter.com/StaniKulechov

Media outlets are all writing about it

Influencers are starting to make content about it

Misc

Tweet by Polygon about their launch (this got picked up by media outlets also)

web3 social media is live #onPolygon

Claim your @LensProtocol handle ☘️💜 https://t.co/9tJsVfPCKg
— Polygon - MATIC 💜 (@0xPolygon) May 18, 2022

This was a very well executed strategy by Lens Protocol. Of course, they had the luxury of having a founder with a following, and a track record of building Aave, but the marketing was thoughtful and they got great results.

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Case Study: Lens Protocol Marketing