01 / L2 Ecosystem
Arbitrum
Ecosystem campaign
40% — outperformed competitor launch
The problem
A rival L2 launched a heavily incentivized program and pulled mindshare with it. Arbitrum needed to defend share without entering a rewards arms race. The brief was simple and uncomfortable: outperform the competitor on engagement while spending less on incentives, and leave behind a story the ecosystem could carry on its own.
What we did
We built a campaign system designed to compound. Instead of paying for one-off attention, we engineered a flywheel where creators, builders, and users reinforced the same narrative across channels. We called it the Harmonic Convergence System. Every dollar of incentive was tied to a content or community output that kept moving after the spend stopped.
- Narrative engine: A single ecosystem story, rewritten per channel, kept in motion across creators, builders, and community moderators.
- Incentive design: Rewards routed to outputs that left a trail: threads, demos, integrations. No payouts for empty activity.
- Creator coordination: Curated creators briefed in waves so coverage stacked instead of clashing.
- Self-sustaining loop: Content, integrations, and community handoffs structured to keep producing reach after paid activity ended.
What happened
- 40% — outperformed competitor launch
- 50% — fewer rewards used
The campaign beat the competitor on the metrics that mattered while spending half the incentive budget. The narrative kept compounding after spend tapered, which is the result we actually optimized for.
Services: Narrative engineering, Creator campaigns, Incentive design, Growth strategy