Exclusive Interview with Adam Westeren: Lunar Strategy on KOL Marketing, Crypto OTC Deals, & more!
As Lunar Strategy, Europe’s leading Crypto marketing agency, celebrates 5 years of dedicated work in web3, we’re thrilled to sit down with Adam Westerén, Head of Sales at Lunar Strategy to learn more about the nuances in web3 growth and marketing.
As the Head of Sales, Adam brings a wealth of experience in client relationships, community building, and strategic growth within the Web3 space. His journey from crypto enthusiast to industry expert offers valuable insights into the evolving landscape of decentralized technologies.
In this exclusive interview, Adam shares his perspectives on KOL marketing, OTC deals, and the future of Web3 marketing.
Introduction and Background
1. Can you introduce yourself and explain your role at Lunar Strategy?
I’m Adam Westerén from Gothenburg Sweden. If my team members could describe me, they would say I’m the guy you want on your team. I’m fun to work with and can also give you the help you need. I was part of the start of Lunar, so I have done a little bit of everything since then, but now my most important role is managing client relationships.
2. What was your journey into the web3 industry, and what excites you the most about it?
The mystery and curiosity are what got me into crypto back in 2017. I was introduced to it by friends but did not spend much time getting to know the space, I just touched the surface. Then, two years later, it really got my interest.
Now, four years later, I’m very excited about what the technology’s limit is, how it’s going to be integrated into the normal world, and how it’s going to compete with Web2 products.
Expertise in Web3 Growth Strategies
3. How do you approach the growth strategies for web3 projects at Lunar Strategy?
Growing communities in this space is all about different touchpoints and making sure the community feels maintained. In the last year, we have seen great growth and retention in our communities by hosting events for our clients. The community feels like the project is more tangible and not just a promise that has been broken so many times before. We’ve also made great efforts to push our ideas to real life with IRL events.
Our upcoming Crypto AI conference is testament to that ideal. We see growth as more than an online interaction and/or connection. Our mission is to fully immerse ourselves in the multifaceted communities that web3 has to offer and deliver the experience and expertise of virtual growth to their audiences in real life in real time as well.
4. Can you provide an example of a web3 project that benefited greatly from your expertise?
When we work on a project at Lunar, there is never one person solely responsible for the results. We work as a team to ensure that we contribute a lot of creativity to a campaign. We have noticed that before we start a campaign, we want to have nine bad ideas before taking the best parts from those ideas until we have the blueprint for the campaign.
Sales Expertise in Web3 Marketing
5. What unique selling points do you highlight when pitching marketing services within the web3 industry to potential clients?
One of the most important things for me when I sit in my daily discovery calls is to provide as much value as possible. There are a lot of projects reaching out that are new in the space that need a helping hand.
I’m trying to give them the information they need to make as few mistakes as possible. So educating, informing and helping out are the 3 most important things for me in my daily discovery calls.
6. How do you overcome skepticism or lack of understanding about web3 from potential clients?
For most of the clients I talk to, there is usually no problem getting them interested in web3, but it has happened. When this is the case, it’s only due to a lack of experience and knowledge of the space. What I try to do in these scenarios is just to paint a picture that they will understand. For me, people must get to have their own ideas about the space, and if they are interested in listening, I will educate them about web3.
KOL Marketing, PR, and Social Media
7. In your opinion, what makes KOL marketing so effective for web3 projects?
100%! In my opinion, having KOL as part of a project is the best way to grow a community in my experience. The space is so competitive for attention, but with KOL marketing there are so many approaches you can take to reach out to that audience.
I do not always focus on KOL marketing for my clients. It’s a mix of everything, but if I had to pick one for my project, that would be it.
KOL Fundraising and OTC Deals
8. Could you elaborate on the importance and mechanics of OTC deals in web3 fundraising?
When you have a project, you need to be under constant buy pressure. As soon as you lose that, your project can lose relevance, and that can be hard to recover from. Doing OTC deals with KOLs and having them invested and incentivized in the project is a great way to always have content and word spread around the project to keep relevance and by pressure.
Future Trends and Personal Branding
9. How do you keep up with the rapid developments in the web3 space?
It does not feel like I have to keep up with everything that is happening and changing in the space. I have been a crypto nerd for some years now and work in the space every day. So I usually come across the most important updates, and you can’t keep up with everything in the space, which is one thing that I love about Web3.
10. What tips would you give to those looking to build a career in web3 marketing?
Networking is the only thing I would recommend to anyone looking to start a career in web3. If it’s to get a client or to grow your business, either way, it’s the most important thing you can do for yourself in the space.
11. The Road Ahead for Lunar Strategy
As mentioned earlier, we’re looking forward to connecting with our industry on offline events. Our team is already on ground for ETHCC in Brussels. Our Crypto AI Meet Up, will help people stay at the forefront of industry developments and trends.
The exclusive meet-up, first announced by Lunar Strategy on June 21, 2024, has generated significant interest from the crypto community. It is part of a strategic series of four exclusive meetups leading up to the main Crypto AI Summer conference later this year in Lisbon, Portugal. Moreover, we’ve also teamed up with DappRadar as part of DappLaunch – their growth hub for up and coming crypto projects.
For more information about Lunar Strategy and their services, visit www.lunarstrategy.com or contact their team directly.
About Lunar Strategy:
Lunar Strategy is a leading partner of Immutable, Polkadot and ICP for sustainable crypto ecosystem growth. Since 2019, they have raised over $200M for clients, managed $60M in marketing budgets, and invested $10M+ in influencer marketing.
About Lunar Capital:
Lunar Capital is the investing arm of Lunar Strategy, focused on empowering crypto projects with KOL fundraising and strategic investing. They have raised over $2.5M and closed 25 funding rounds.
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About The Author
Gregory, a digital nomad hailing from Poland, is not only a financial analyst but also a valuable contributor to various online magazines. With a wealth of experience in the financial industry, his insights and expertise have earned him recognition in numerous publications. Utilising his spare time effectively, Gregory is currently dedicated to writing a book about cryptocurrency and blockchain.
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Gregory, a digital nomad hailing from Poland, is not only a financial analyst but also a valuable contributor to various online magazines. With a wealth of experience in the financial industry, his insights and expertise have earned him recognition in numerous publications. Utilising his spare time effectively, Gregory is currently dedicated to writing a book about cryptocurrency and blockchain.
