Compound 사례 연구

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.

• 총 전환수: 3,058
• 캐페인 기간: 20일
• 거래량 증가: 400%
• 획듍당 비용: $9.81

• DeFi 프로토콜 타겟팅 우수성: 활동적인 DeFi 프로토콜 사용자에게 도달하여 대출 플랫폼과 수익 농사 기회에 익숙한 자격을 갖춘 참여자를 확보했습니다.
• 자산 보유자 정밀도: ETH 및 스테이블코인 보유자를 타겟팅하여 사용자가 크로스체인 브릿징 활동과 프로토콜 참여에 필요한 자산을 보유하도록 보장했습니다.
• 인센티브 퀴스트 전략: 보상 기반 캐페인은 여러 체인에서 장기적인 프로토콜 참여와 커뮤니티 참여를 구축하면서 사용자의 즉각적인 행동을 동기부여했습니다.

Compound의 크로스체인 사용자 획듍 캐페인은 전략적 오디언스 타겟팅과 인센티브 참여를 통한 효과적인 DeFi 프로토콜 마케팅을 보여줍니다. DeFi 프로토콜 사용자와 자산 보유자 세그먼트의 결합은 참여도 높은 프로토콜 커뮤니티를 구축하면서 탁월한 전환율을 가능하게 했습니다. 이 접근 방식은 DeFi 플랫폼이 사용자 인센티브를 프로토콜 목표와 일치시키는 타겟 캐페인을 통해 상당한 거래량 성장을 촉진할 수 있음을 증명합니다.

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.