Inside Lever's Web3 KOL Marketing Campaigns: An Interview with a Campaign Manager
In this blog, go behind the scenes with Lever's Web3 marketing campaign manager. Discover how the best crypto influencer marketing plans and systematic campaign management deliver higher engagement rates than self-managed campaigns and learn the proven strategies used by successful crypto brands.
Since officially launching in Q3 2024, Lever has revolutionized how Web3 projects approach influencer marketing.
Much of this success can be attributed to eliminating the massive workload involved when running influencer-led campaigns, with dedicated Campaign Managers doing the heavy lifting for brands.
In this interview, we sit down with Ney, one of Lever's senior Web3 marketing Campaign Managers, to get an insider's perspective on what professional Web3 campaign management really looks like behind the scenes.
Understanding the Role: What Makes a Web3 Campaign Manager Essential
Let's start with the basics. What exactly is a Web3 marketing campaign manager, and what do they do that's different from the traditional marketing manager role?
Ney: A Web3 marketing campaign manager is fundamentally different from traditional marketing coordinators.
We're not just merely organizing campaigns. We're crypto marketing strategists who understand the unique dynamics of blockchain communities, compliance requirements, and what it takes to work with creators.
Campaign Managers do more than help brands coordinate KOLs while they create content. We also serve as crisis handlers and marketing campaign performance optimizers all in one.
Campaign Managers seem to do a lot of work! Would you consider yourself something as a "consulting expert" when your working on behalf of brands?
Ney: Yes, for sure.
When brands come to Lever and work with a Campaign Manager, they're getting our expertise and a lot of hours of work.
Not only that, they're gaining access to our proven frameworks for running campaigns and handling trustworthy and accountable KOLs, not the experimental approaches their interns make when they giga-blast random influencers they find on the internet.
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I think the key difference is our systematic approach, which allows us to make sure everything gets done right. We use organized protocols for creator selection, standardized communication workflows, and data-backed quality control processes with data pulled from APIs and third-party platforms.
This eliminates the guesswork that destroys the souls of those marketing teams running self-managed campaigns.
How do you develop the best crypto marketing strategy for different types of Web3 projects?
Ney: The best crypto marketing strategies aren't one-size-fits-all.
It's about matching proven frameworks to specific project types and market conditions. We analyze what worked (and what didn't work) in past campaigns for similar projects in terms of budget range, target audience, and marketing objectives.
For example, a DeFi protocol launching in 2025 needs a completely different crypto influencer marketing plan than a blockchain infrastructure project that launched in the last cycle, and we approach KOLs accordingly.
We also have frameworks for when, where, and how deliverables are deployed for the most effective reach, which means faster deployment and more predictable outcomes compared to traditional trial-and-error methods.
Crypto Influencer Campaign Management in Action: The Real-World Execution by Lever
What's it really like working on a live Web3 campaign management project? Walk us through a typical day.
Ney: Every day is basically different because we work with a wide array of Web3 brands, but the systematic approach keeps things manageable.
A typical day involves monitoring campaigns across different stages. If we're in the creator selection stage, we're sending requests and briefs, getting timelines agreed, generally onboarding creators 100% to the project.
If we're in content review, we're presiding over a lot of back and forth between brands and KOLs while keeping our eye on the clock to make sure deadlines are met. Sometimes, we're putting out a lot of fires and reaching out through every back channel possible to make sure we get what we asked for and have a backup strategy in place if Plan A doesn't work out.
When it comes time to performance tracking after everything's gone out, then it's just a lot of collecting the numbers such as subscribers count and total watch hours for YouTube crypto KOLs, which can also mean getting screenshots from creator dashboards and other data we need.
Lots of my time involves proactive communication with both brands and creators, making sure KOLs follow protocol and making sure we prevent issues before they arise. You have to predict something is going to happen before it happens, which means always having a backup plan.
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Can you share a specific example of how professional Web3 campaign management made the difference for a client?
Ney: I'll share one that really demonstrates the value of systematic campaign management.
We had a client launching a new product on their DeFi protocol who initially wanted to manage their influencer outreach themselves. They had identified some big-name crypto influencers and were planning to approach them directly.
When they came to Lever, our data showed that those particular influencers had poor conversion rates for DeFi projects, despite their large followings.
We identified a different set of KOLs who had consistently delivered better results for similar situations, and the project did an 8x in deposits and a 10x in new users after the campaign.
Before the campaign kicked off, the vault had already been live for two weeks with very little activity, so we're confident those KOLs we recommended with more engaged audiences made a difference!
The Systematic Advantage: Why Professional Management Works
What would you say to Web3 projects who think they can manage influencer campaigns themselves easily?
Ney: I understand the temptation.
Influencer outreach seems straightforward on the surface. But Web3 campaign management involves so many variables that can fail. Creator selection, negotiation, compensation rates, content oversight, timeline coordination, performance tracking, crisis management—each of these requires a lot of time.
We're not magicians, but the data speaks for itself: projects using our professional influencer campaign services for crypto brands see 3x higher engagement rates and up to 40% better ROI compared to self-managed campaigns.
When brands try to hire a Web3 marketing director internally or manage campaigns themselves, they're essentially paying to reinvent processes that we've already perfected. They're wasting or risking their time and money.
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What makes Lever's approach different from other Web3 marketing services?
Ney: I think of Lever as something like a Web3 solution meets real-world necessities.
It's a platform that makes the whole process transparent, but it's also a human-driven engine with Campaign Managers coordinating a lot of the parts a platform cannot solve with code, like negotiating, planning, and chasing people down.
If you don't have any marketing experience and don't want to hire a whole team, your project can throw a $30k/month at an agency and expect to get back a deliverable a week, maybe one call a week with a point of contact.
It's like throwing money into a black box, which is the opposite of what we're doing at Lever.
On the other hand, with Lever, maybe you don't have any experience, maybe you do, and maybe you already have a big team, but you want to see your budget go further and know where the money is being spent on influencer campaigns, so you come to us with a reason why you want to promote your brand.
With Lever, you're going to get a lot more deliverables going live on a weekly basis, you're going to reach a much bigger audience, and you're going to see more conversions because we're fighting tooth and nail for your project.
Looking Forward: The Future of Web3 Campaign Management
What trends do you see shaping Web3 marketing campaigns in 2026?
Ney: The best crypto marketing strategy in 2026 will be the one that leverages proven frameworks while staying agile enough to adapt when things change.
A lot can change in a year, especially in crypto. But there are a ton of things that won't change, and we'll still be dealing with those things until the end of time, lol.
I feel like, at Lever, we've figured out the processes to the point where any company can come to us and say, "I want to run a campaign for this long, this is my budget, and these are my goals," and we can get them the most KOLs, most deliverables, and largest reach out of any marketing solution out there, even if the next big thing is broadcasting AMAs onto the face of the moon.
Any final advice for Web3 projects considering professional campaign management?
Ney: The question isn't whether you need professional Web3 campaign management, but how quickly you can get started.
Every day you delay is a day your competitors gain ground.
Crypto is too competitive and moves too fast for amateur marketing management. When you work with a Campaign Manager, you're accessing a proven system that transforms your marketing from a lot of tough questions and late nights on Telegram into an easy ride.
We have a lot of Campaign Managers in different time zones too, so it's like Lever never sleeps. That's the advice: get good sleep, choose Lever.
Ready to Experience Professional Web3 Campaign Management?
As you can see from Ney's insights, Lever provides the competitive advantage your Web3 project needs to succeed in 2025's challenging market.
The choice is simple: continue struggling with trial-and-error marketing approaches, or leverage the proven systems that drive results in the Web3 space.
Take the logical action today:
- Join Lever as a brand and schedule your strategic system assessment.
- Work with your assigned Lever campaign director and get your gameplan laid out.
- Deploy winning systems with in-demand Web3 KOLs perfect for your brand goals with cost-effective pre-arranged campaign bundles for your budget.
- Launch your managed campaign and get measurable results.
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Discover how Lever's proven Web3 campaign management systems can transform your marketing to proven success. Your campaign manager will be there every step of the way!
While competitors struggle with scattered approaches, Lever's strategic framework gives your project the competitive edge it needs to thrive.
Success Has a Clear Path: Hire KOLs & Campaign Managers Come Free
Stop wasting resources on untested strategies.
Lever's systematic approach to Web3 campaign management has consistently delivered results for projects ready to scale intelligently.
Get in touch with a Campaign Manager, and get your campaigns up and running this week, not in months of trial and error.
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