Community Memecoin launch marketing campaign

Proposers: Lunar Strategy, Flight3 & RZLT

Lead Agency: Lunar Holding LDA - PT516253999

Contact: [@LunarStrategy](https://polkadot.polkassembly.io/user/LunarStrategy) on Telegram (Jack Haldorsson, CMO of Lunar Strategy)

Requested DOT: 91,557 DOT Based on EMA7 8.41 USD

Full proposal deck: Link to proposal

 

Why Should the Treasury Fund This Project?

Market sentiment is shifting, and several treasuries are actively investing to stimulate growth and excitement during this bull run. For example, Solana's initiatives, such as $BONK, are leveraging this opportunity effectively. This project's funding rationale is to capitalize on the memecoin trend as a marketing tool for the DOT ecosystem and to showcase Polkadot's diversity and buzz-generating capabilities.

We belive the treasury should fund the initial launch for the marketing campaign to avoid compromising on the quality and the fairness of the distribution.  

The goal is to maintain quality and fair distribution without taking early investment that could lead to large allocations being dumped on investors.

Background to the Proposal:

In recent weeks, the Polkadot community has grown increasingly enthusiastic about the launch of a new memecoin. $DED emerged as a leading candidate when multiple DOT wallets, such as Nova Wallet, SubWallet, Talisman, and DEXs like StellaSwap, announced on social media their support for $DED.

Subsequently, a community indicator poll titled “Should the marketing agency post the $DED marketing proposal to the treasury ASAP?” received 67.8% approval with 199 votes.

Following this, three well-established crypto agencies, in collaboration with key stakeholders, prepared a marketing proposal for the memecoin's launch campaign. We have devised a strategic plan for the first 75 days to enhance grassroots engagement and introduce the broader crypto community to $DED.

Campaign Overview:

The campaign aims to launch the next DOT meme coin with a 75-day marketing strategy, divided into three phases. Waves 1 and 2, occurring pre-launch, will build hype and credibility for the token. The final phase, post-launch, focuses on recapping and covering news about the generated hype, ensuring continued interest beyond the launch.

Proposal Partners:

Lunar Strategy, Lunar Strategy will be responsible for the KOLs, PR & strategy behind the full marketing campaign. Lunar Strategy has a track record of working & launching 150+ projects in the crypto ecosystem, including Polkadot, OKX, ICP (Dfinity) and more.

Flight3, A marketing & creative studio that focus on content creation, animations, memes & creative campaigns that goes viral. Flight3 have a track record of working with Coinbase, Tezos & Solana and more.

RZLT, A community and growth hub helping businesses navigate & grow in web3 ecosystem. RZLT has a track record of collaborating with top industry names like Near.

About lead agency: Lunar Strategy is an ecosystem growth agency active in the crypto space since 2019, having collaborated with over 150 ecosystems and projects. We excel in storytelling and engaging the right key opinion leaders to convey our message to the intended audience. Our team, primarily based in Europe, consists of more than 20 professionals. Past projects include collaborations with OKX, Bitmex, ICP, Rose, Gamestarter, Kodacon, PrimeXBT, and many others. We have also partnered with over 400 key opinion leaders on platforms like X (formerly Twitter) and YouTube, generating hundreds of millions of impressions in the crypto space.

For further information on Lunar Strategy, please visit our detailed presentation at: Lunar Strategy Deck.

Why Fund This Project Now?

Market sentiment is shifting, and several Layer 1 (L1) treasuries are actively investing to stimulate growth and excitement during this bull run. For example, Solana's initiatives, such as $BONK, are leveraging this opportunity effectively. This project's funding rationale is to capitalize on the meme coin trend as a marketing tool for the DOT ecosystem and to showcase Polkadot's diversity and buzz-generating capabilities.

Implementation Plan:

Strategy & Planning: Our plan begins with a 15 days preparation phase to develop a strategy, schedule, and marketing materials, including memes. We will ensure consistent messaging across all channels and prepare PR articles for distribution during the execution phase.

Execution: Over 60 days, we will distribute the created content, brief influencers, and submit articles to web3 media outlets. The campaign will consist of three waves, focusing on establishing, building hype, and sustaining excitement for the memecoin.

Optimization: Post-campaign, we will analyze performance and provide an evaluation with key insights, informing our approach to future campaigns.

Deliverables:

Public Relations by Lunar Strategy:

• Includes a PDF with PR strategy, 12 written articles, listicles, a KPI report PDF, and a curated list of publications.

Influencer Marketing by Lunar Strategy:

• Introduction brief, promotional guidelines, curated influencer list, influencer strategy, and a monthly result report PDF.

Creative Studio -Flight3:

• Provides animations, community-building content, brand animations, social media content, and custom memes.

Social & Community - RZLT:

• Manages social media plans, develops Zealy campaigns, provides community support, and sets up a Looker Studio analytical dashboard.

More details about deliverables in full presentation at the top.

Estimated Campaign Output:

Main Influencers: 8,980,400 followers reached, 50 long-form posts, 17 YouTube videos, 50 quoted reposts.

Amplification Influencers: 6,575,000 followers reached, 450 reposts/quoted reposts, contributions from 50 different DeFi researchers/crypto educators.

Public relations: 12 unique articles published in credible media and 100+ syndications in various media outlets.

Monthly reports will be provided by Lunar Strategy with all links

Budget Breakdown:

Main Influencers: $350,000
Amplification Influencers: $100,000
Public Relations & listicles: $60,000
Community Activation & Social Media: $50,000
Zealy DOT Rewards: $30,000
Creative Studio: $40,000
Total budget: $630,000

Monthly Community Report:

At each month's end, Lunar Strategy will share updates with the community, including published articles, content creator links, reach metrics, and summaries of monthly activities. This will aid in community optimization and growth.

We are looking forward to support the Polkadot community by providing educational content and welcoming a larger audience. I am available to answer any questions about our proposal and strategy for launching the memecoin. We appreciate all feedback from the community.

Thank you,

Jack Haldorsson

CMO at Lunar Strategy