Case Study: Lens Protocol Marketing
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
See the site here: https://web.archive.org/web/20220120231011/https://lens.dev/
This was promoted by media outlets in the space
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
NEWS FROM LENS: Frens can now mint their Lens profiles! 🌿— Phaver (🦄,🌿) (@phaverapp) June 7, 2022
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:
Welcome to Lens, frens! 💚
Phase 4 - Incentivizing developers with $250,000 in grants
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.
GM Frens 😊🌱— ETHGlobal 🔜 ETHBogotá 🇨🇴 (@ETHGlobal) June 7, 2022
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
Youtube synch equivalent (LBRY)
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
Tweet by Polygon about their launch (this got picked up by media outlets also)
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.