3. User Acquisition
Influencer & KOL Campaigns
Turn trusted voices into catalysts for real traction, not just empty reach.
Table Of Content
Strategic Context Core Principles Actionable Framework: The 5-Part KOL Campaign System Real-World Example: Kaito for KOL Selection Agency vs In-House Final Checklist
Strategic Context
Influencer marketing is a double-edged sword in crypto. Done poorly, it’s wasted budget and hollow hype. Done right, it’s an amplifier of belief and a driver of action, especially during launch.
Most projects treat KOL campaigns as a reach play. But in crypto, visibility without clarity is just noise. To turn attention into users, your KOL strategy needs to be part of a community-powered, conversion-oriented system.
Why this matters for crypto:
Attention is fragmented. Distribution wins.
Trust is scarce. Authenticity cuts through.
Launches are high-leverage moments. You don’t get many.
What you’ll gain:
A repeatable model for sourcing and working with KOLs
A system that converts attention into action
Tools to avoid common mistakes and maximize ROI
Core Principles
1. Influence Starts In-House
Your team is your first KOL. If your founders and contributors aren’t actively spreading the message, no paid promotion will fix that. Authenticity scales best when it starts from within.
Action: Prioritize founder-led and team-led content before external outreach.
✓ Complete Founder-led Marketing Strategy
2. Readiness Before Reach
Don’t pour gas on a weak system. Ask these four questions:
Question | Focus |
|---|---|
Can users tell what we’re building and why it matters? | Narrative Lock-in |
Do new users know what to do next? | Engagement Loop |
Do users come back tomorrow? | Retention Signal |
Can we scale what already works? | Amplification System |
If the answer to any is unclear, fix it before scaling visibility.
✓ Complete Core Narrative & Messaging module
3. KOLs Are Long-Term Assets, Not One-Off Tactics
The best campaigns are built on trust—not transactions. Build relationships months in advance. Make influencers part of the ecosystem, not just temporary spokespeople.
4. Distribution Is the Meta
Product is not enough. Narrative is not enough. Without distribution, you’re invisible.
KOLs are one node in your distribution system. Meme culture, founder content, quests, and ambassador programs are others. Great campaigns connect these nodes into a flywheel.
Actionable Framework: The 5-Part KOL Campaign System
Step 1: Internal Alignment
Define the story: Why now? Why us?
Get team buy-in: Founders and BD should be visible.
Clarify your offer: What do you want the user to do (CTA)?
Step 2: KOL Discovery & Diligence
Use this 3-layer filter:
Layer | What to Check | Tools |
|---|---|---|
Mindshare | Are they active in your vertical over time? | Kaito, X, Myosin |
Smart Following | Do they influence your users? | Kaito Smart Followers, manual review |
Engagement Quality | Do people actually engage? | Kaito Metasearch, manual review |
✶ Tip: Start with your network and early community. Don’t ignore micro-creators—they convert better.
Step 3: Briefing & Onboarding
Provide a campaign packet:
Product TL;DR
Talking points
Meme packs & visuals
Unique links/trackers
Clear CTA
Bonus: Hold a live walkthrough call to build excitement and alignment.
Step 4: Multi-Format Campaign Design
Format | Funnel Stage | Best For |
|---|---|---|
X Thread / Video | Awareness | Explaining product, sharing POV |
AMA / Livestream | Engagement | Answering objections, showing roadmap |
Referral Quests | Action | Driving signups, swaps, staking |
Meme contests | Amplification | Community-led distribution |
✶ Tip: Repurpose KOL content into your social, blog, and email flows.
Step 5: Measurement & Iteration
Track by funnel stage:
Metric | Stage | Example |
|---|---|---|
Impressions / Clicks | Awareness | X views, referral clicks |
Time watched / replies | Consideration | AMA watch time, comments |
Onchain actions | Conversion | Swaps, mints, staking |
Community sharing | Amplification | Meme reposts, Discord traffic |
Bonus: Build a simple KOL leaderboard or reward structure.
Real-World Example: Kaito for KOL Selection
Kaito’s smart tools helped top protocols filter through noisy follower counts to find genuine influence:
Mapped mindshare over time by narrative (DeFi, Oracles)
Checked smart follower density instead of raw follower count
Sorted by impression quality and audience match
Outcome: Better targeting, stronger engagement, and real results.
Agency vs In-House
When to DIY | When to Use Agency |
|---|---|
Pre-launch, limited budget | Multichain or protocol-scale launch |
Strong internal community | Need to tap warm KOL relationships fast |
Narrative still forming | Time-sensitive launch with tight timelines |
Founders active on X | Founders not comfortable doing outreach |
Agency partners like Myosin can provide:
Warm intros to trusted KOLs
Tracking systems and payouts
Campaign oversight and feedback loops
Final Checklist
✓ Team is publicly championing the project
✓ Narrative is locked and action path is clear
✓ KOLs selected using mindshare + smart follower data
✓ Briefing packet and tracking links are ready
✓ Campaign spans multiple formats (not just a thread)
✓ Attribution and retention metrics are tracked
✓ Top performers are being nurtured post-launch
