Arable x NEOLUNE

How we created a community for a new crypto protocol.

Client Task

Arable Protocol is a DeFi idea that has never been done before. The founders of Arable Protocol started breaking ground on this new idea, Synthetic Yield Farming, back in September of 2021 and quickly realized they needed a community to back the project and raise liquidity, but more importantly, at the time, user testing and feedback. This is because the protocol was a new idea in the market with very complex elements that needed a large user testing base. They wanted 3,000 testnet users who would eventually become real users and backers of the protocol, and they also wanted noticeable community and social media growth.

Solutions

Arable Protocol did a great job of finding contributors and volunteers, but as you can imagine, it became hard to manage with a lot of engineering and business development work on their plates. Teams and work could have been more cohesive and often worked as individuals rather than as a team. So one of the items we set to improve before we could help the protocol grow was establishing a management foundation. Simply put, we helped develop systems and guidelines for the foundation team and contributors of the project to help align goals, vision, and tasks. This made workflows more systematic and easier to execute.

After that, we focused on developing the brand and message, first, focusing on crafting the brand identity and voice by defining the target audience of Arable. Pinpointing this allowed us to create branding, messaging, and content that the audience wanted and needed to hear.

We carefully planned out actions and strategies. What content we released and when, how we sourced contributors, how we conducted meetings, what we posted on social media, how we engaged on social media, who we partnered with and how we approached them, and how we designed everything. We created forward momentum built on one event after another until the token launch. By the time the token launched, we had cultivated over 3,000 testnet users, which played into our fair launch strategy-resulting in over $1,000,000 TVL raised.

We could now execute a winning strategy with the workflows and branding in place. First, we set the team into different work groups. A partnership team, an AMA team, a validator team, a community team, and a social media team. Everyone worked toward common and individual goals in unison with each other. Next, we had to be very open and engaged with the community about our work. Finally, we established a "build in public" type of identity that users could start to depend on — AMAs, newsletters, frequent updates across our socials, and of course, frequent articles. While that occurred, we leveraged partnerships through a rigorous validators onboarding tactic and other projects. In addition, engaging the community with events, competitions, and programs to keep the energy high and fun also doubled as user testing of the product, which let Arable work many bugs out.

Protocol Results

Testnet users:

+3,000

TVL raised:

+$1,000,000

Avalanche Chain:

Top 5 Yield Farming Protocol

Robert Kalas

Arable Co-founder

Working with Neo Lune really helped us get our marketing organized and they helped us develop and execute strategies which resulted in getting us to our goal of 3,000 users for our testnet phase and growing our social media without cheap tricks.

Social Results

Increase on Twitter:

235% ^6,022

compared to 2,475 at the start

Increase on Discord:

217% ^5,1268

compared to 2,641 at the start

Increase on Telegram:

298% ^3,323

compared to 1,065 at the start

Contact

Legal