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• Background
• TVL Performance | 9.4x Growth
• New User Metrics | 8.5x Growth
• SEO Performance | #1 Organic
• Key Takeaways & Conclusions

Background

• A DeFi project sought to promote the launch of its v3 on Base to attract new users who would create new vaults and make new deposits.
• The project consulted with Lever.io Co-Founder Art Malkov and created a customized package relying on multiple creators with varying levels of reach and Recent Views Per Video (RVPV).
• Between August 15th and September 5th, the influencer marketing campaign was initiated and managed through Lever.io; the first video produced by the campaign was released on August 22nd.

TVL Performance | 9.4x Growth

The DeFi project in this case study received spikes in deposits that coincide with the release of dedicated videos advertising its launch. By the release of the influencer marketing campaign’s final video, the project's Total Value Locked (TVL) jumped by 3.8x, then 6.3x in the hangover period.

In total, the DeFi project saw a 9.4x rise in TVL from the first dedicated video released until the end of September.

TVL Milestones

• TVL on August 21: $46,604.87
• TVL on First Video Release (Aug. 22): $47,434.43 | +1.78%
• TVL on Second Video Release (Aug. 28): $58,493.13 | +25.47%
• TVL on Final Video Release (Sept. 5): $175,910.46 | +277.55%
• TVL One Week After Final Video (Sept. 12): $295,635.95 | +534.35%
• Total TVL by End of September (Sept. 30): $436,889.10 | +837.43%

These metrics highlight the remarkable success of Lever.io’s strategic approach in driving consistent and measurable growth across multiple key performance indicators. 

New User Metrics | 8.5x Growth

The project began the campaign with 58 users who had made deposits on the Base network at the time of its launch announcement. It surpassed 500 users with deposits by the end of September, a growth of 8.5x in new users.

As can be seen below, the period during the campaign and the "campaign hangover" days later attracted the most new users

New User Milestones

• Total Users at Launch (Aug. 8): 58 users
• Users on First Video Release (Aug. 22): 88 users | +51.7% from launch
• Users on Final Video Release (Sept. 5): 248 users | +181.8% from Aug. 22
• Users One Week After Final Video (Sept. 12): 337 users | +283.0% from Aug. 22
• Total Users by End of September (Sept. 30): 500+ users | +468.2% from Aug. 22

Looking at The DeFi project’s Total Value Locked (TVL), distinct jumps in deposits can be seen during the campaign in association with the release of dedicated YouTube videos and strategic Twitter amplification. 

New User Results Timeline

This section details the growth of new users on the DeFi platform during three periods: Pre-Campaign, During Campaign, and Post-Campaign.

As can be seen above, new user growth remained slow until the beginning of the Lever.io campaign, where it began to take off. Additionally, we can see that rises in new users correlate with the release of new dedicated videos from crypto influencers.

New Users Pre-Campaign (Aug. 8 - 22)

• The DeFi project’s launch post on Aug. 8 attracted 130k views but resulted in limited growth—30 users over two weeks.
• The user base grew modestly to 88 users by the time the first video launched on Aug. 22.
• Between Aug. 8 (launch) and Aug. 22 (first video), user acquisition was modest with an average of 2.1 new users/day.

New Users During Campaign (Aug. 22 - Sept. 5)

• Successive video releases on Aug. 28, Aug. 31, and Sept. 5 led to exponential growth.
• The user base peaked at 248 users on the day of the final video release, a 4.3x increase compared to the pre-campaign total.
• Average daily new users during the campaign: 10.9 new users/day (up 1073.33%)

Key Dates with New User Spikes

• Aug. 30: 17 new users
• Aug. 31: 18 new users
• Sept. 4: 54 new users
• Sept. 5: 33 new users

New Users End of Campaign Results (Rest of September)

• There was still sustained growth immediately after the campaign, with an average of 20.7 new users/day from Sept. 6 - Sept. 12.
• Growth began slowing down after Sept. 12, stabilizing to slightly above pre-campaign levels (~3-7 new users/day).
• The campaign culminated with the DeFi project surpassing 500 users on Sept. 30, an 8.6x increase from their initial user base at the time of the protocol's launch, and a 7.6x from the start of the Lever.io campaign.
• The coordinated efforts of video publishing and social media amplification were critical to achieving this milestone.

SEO Performance | #1 Organic

Beyond driving user acquisition, this DeFi project campaign showcased the power of influencer marketing in boosting organic search visibility. Lever.io’s strategic approach helped the DeFi project achieve top rankings on YouTube for a highly desirable keyword.

• The campaign not only drove user acquisition but also helped the DeFi project secure top organic search rankings for the highly competitive term "Best DeFi Platform" on YouTube.
• This campaign produced a video that climbed to #1 in organic rankings, solidifying the project’s presence in DeFi searches on Crypto YouTube.

Key Takeaways & Conclusions

This campaign showcases the power of Lever.io’s influencer marketing platform to deliver measurable results. Through strategic creator partnerships and integrated promotion strategies, the DeFi project achieved increased visibility that translated into exponential growth in new users and TVL.

Integrated Strategies Drive Results

• Combining YouTube video campaigns with social media amplification significantly enhanced user acquisition and reach.
• Campaigns can multiply reach through network effects when videos are tweeted and RTed by stakeholders (creator, project, partners, founders, etc.).

Lever.io’s Data-Driven Approach

• Lever.io’s influencer partnerships were selected based on performance metrics that ensured cost-efficiency and consistent results.
• A mixture of videos from creators with varying Recent Views Per Video (RVPV), subscribers, and pricing will reach a wider audience vs. one high-ticket video.

Sustained Growth

• The campaign achieved a 4.3x increase in users and a 3.8x increase in TVL by the last video posted, with respective 8.5x and 9.4x increases over the period studied.
• There is marked growth in new users on the platform from the release of The DeFi project’s first video and until slightly more than a week after the last promotional video.