Hi there!
As was agreed with CP164: Centrifuge DAO Marketing KOL Campaign we are posting the marketing report.
Contributors: Jana (Strategy), ImdioR (Execution), Dan (Marketing Coordinator), Kate (DAO Liaison), Centrifuge Labs (Co-amplification)
Campaign Objectives
The DAO funded a Q4 pilot under CP164 to test whether a DAO-led, KOL-focused marketing program could:
- Increase awareness of Centrifuge and CFG across the broader DeFi/RWA ecosystem.
- Drive adoption of a clear, repeatable narrative around CFG and Centrifuge.
- Generate measurable onchain and community impact to inform the DAO’s decision on whether to scale a longer-term program.
The campaign focused on coordinated KOL activations, supported by Centrifuge’s own social and community channels. This report covers all activity from October 2025 through February 2026.
Campaign Performance Summary
Performance by Wave
| Posts | Impressions | Engagements | Avg ER | KOLs | |
|---|---|---|---|---|---|
| Wave 1 (Oct–Nov 2025) | 23 | 111,934 | 1,934 | 1.73% | 7 |
| Wave 2 (Dec 2025) | 8 | 42,247 | 859 | 2.03% | 8 |
| Total | 31 | 154,181 | 2,793 | 1.81% | 15 |
Key Metrics and Narrative Impact
External Mentions and Narrative Adoption
- Organic Mentions: 40+ posts from DeFi/RWA educators, analysts, and retail traders.
- Top Organic Post: 47,000+ impressions.
- Narrative Adoption in the Wild: External accounts used the same strategic narrative lines without coordination — Centrifuge = RWA infrastructure layer, $1B+ assets issued, CFG as infra/governance token, deRWA vaults for DeFi strategies.This demonstrates that the DAO’s core messaging is now being reflected organically by third parties, moving beyond just official Centrifuge channels.
Mindshare and Positioning
- RWA Mindshare Rank: Improved from Rank 60 → 30, with the best position recorded during KOL waves.
Centrifuge now appears more often alongside other leading RWA protocols. The narrative framework is working, and mindshare has moved meaningfully in a crowded RWA space.Key Ecosystem Observations
- X Followers grew from 87,473 to 88,550 (+1,077 net new followers).
- CFG Smart Mentions grew from 331 to 425 (+28%), tracking consistent narrative adoption.
- RWA Mindshare Rank peaked at 30 (Week 10) and 31 (Week 8), with best sustained positioning during active KOL waves.
Conclusion
The Marketing KOL Campaign under CP164 delivered a clear, positive impact for Centrifuge and the DAO:
- 31 KOL posts generated 154,181 impressions and 2,793 engagements across three waves.
- External accounts now repeat the DAO’s core narrative lines without coordination.
- Centrifuge’s RWA mindshare rank improved from 60 to 30, with more frequent comparisons to leading RWA protocols.
- The campaign successfully expanded from Wave 1’s initial cohort (7 KOLs) to Wave 2 (8 additional KOLs), with ongoing activations continuing into February 2026.
- Average engagement rate of 1.81% across all posts indicates strong audience resonance with educational, narrative-focused content.
- The narrative framework is working, and mindshare has moved in a crowded RWA space.
Wave-over-Wave Growth
From Wave 1 (111,934 impressions across 23 posts) to cumulative total (154,181 impressions across 31 posts), the campaign delivered a +38% increase in total reach while maintaining a consistent engagement rate.
Wave 2 introduced 8 new KOLs across the quote-tweet and short-tweet formats, tied to specific Centrifuge announcements. Ongoing activations in February 2026 continue to reinforce narrative consistency with 2 returning KOLs.