Estudio de caso de Compound

Compound needed to drive qualified DeFi users to complete specific on-chain actions, thereby bridging USDC to Arbitrum and borrowing on Compound V3. All of this through a time-limited 60-day incentivised quest, requiring audiences with the right assets, protocol knowledge, and cross-chain experience to convert.

Three challenges made that difficult:

• Audience specificity: The quest required users to hold ETH or USDC, understand cross-chain bridging mechanics, and be comfortable executing multi-step DeFi transactions. General crypto audiences could not complete the required actions.
• Short campaign window: The 60-day timeframe required immediate audience qualification and zero wasted spend on users unlikely to complete the full quest flow.
• Multi-step conversion: The campaign needed users who would progress from ad click through wallet connection, USDC bridging, and Compound V3 borrowing. Thus, a longer conversion chain than a simple sign-up.

Standard display networks could reach crypto audiences but not verified on-chain users with active DeFi protocol history and cross-chain bridge transaction experience. Compound needed users already holding USDC or ETH who had previously interacted with lending and bridging protocols. Interest-based platforms had no reliable signal for DeFi protocol depth or cross-chain wallet activity.

Blockchain-Ads provided the targeting precision the quest campaign demanded through three capabilities:

• On-chain wallet targeting: Campaigns reached ETH holder and DeFi-active wallets with verified lending protocol and bridge transaction history, not interest proxies.
• DeFi publisher inventory: The network covered lending protocol, yield farming, and cross-chain DeFi publisher environments where Compound's target audience was already active.
• Quest-optimised campaigns: Targeting was structured to drive qualified quest starters most likely to complete all required on-chain steps within the 60-day window.

• Conversiones totales: 3,058
• Duración de la campaña: 20 días
• Aumento de volumen: 400%
• Costo por adquisición: $9.81

• Excelencia en segmentación de protocolos DeFi: Alcanzar usuarios activos de protocolos DeFi aseguró participantes calificados familiarizados con plataformas de préstamos y oportunidades de yield farming.
• Precisión en holders de activos: Dirigirse a holders de ETH y stablecoins garantizó que los usuarios poseían los activos necesarios para actividades de puente entre cadenas y participación en el protocolo.
• Estrategia de misiones incentivadas: Las campañas basadas en recompensas motivaron la acción inmediata del usuario mientras construyen compromiso a largo plazo con el protocolo y participación de la comunidad en múltiples cadenas.

La campaña de adquisición de usuarios entre cadenas de Compound demuestra un marketing efectivo de protocolo DeFi mediante la segmentación estratégica de audiencia y la participación incentivada. La combinación de segmentos de usuarios de protocolos DeFi y holders de activos permitió tasas de conversión excepcionales mientras se construían comunidades comprometidas con el protocolo. Este enfoque demuestra que las plataformas DeFi pueden impulsar un crecimiento significativo del volumen mediante campañas dirigidas que alinean los incentivos de los usuarios con los objetivos del protocolo.

The campaign concentrated spend on the scarcity and quest completion angles across verified DeFi-active and cross-chain bridge wallet segments globally. Retargeting layers re-engaged users who had clicked through to the Layer3 quest page without completing all required steps. The scarcity creative, "Act Fast: Rewards Running Out," drove the highest retargeting conversion rate among users already inside the quest funnel. The retargeting layer delivered the majority of the campaign's quest completions in the final two weeks.