Marketing Strategy Overview for Stader Labs

How we onboarded 350k users, 70k active stakers, received $100M staked assets and $20M in reward payouts.

Report by:

Yusuf Oyafajo

(Growth Content Marketer, Stader Labs; 2021 – 2023)


Stader Labs is a decentralized financial protocol and application designed for efficient stake management on public blockchain networks.

The company’s application brings sustainable staking yields from digital assets and is a distribution layer of staking while building protocols and products, enabling clients to enhance the security, decentralization, liquidity, and governance of some of the major blockchain networks.

In this publication, I explained the process of achieving $100M in stakes and $20M in payouts.

NB: This is just an overview, some significant marketing details are left out.


The primary objective of the marketing strategy was to increase the company’s user base, enhance brand awareness, and increase transaction volume.


As a new player in the industry, Stader Labs had limited visibility, and the challenge was to increase brand awareness, onboard new users, and encourage more active traders. The company needed to differentiate itself and its product from the numerous other platforms in the market.

Stader Labs sought to reach out to an audience interested in staking their LUNA tokens to earn more rewards within the Terra ecosystem. The company needed to differentiate itself from the many other LUNA incentivization platforms that existed within the ecosystem and capture a significant market share.


Stader Labs implemented a comprehensive digital marketing strategy using a mix of paid and organic marketing tactics to attract users already familiar with the Terra system and who wanted to stake their LUNA tokens for rewards. The strategy involved the following elements:

1. Researching LUNA token holders:

Stader Labs developed a strategy that focused on LUNA token holders. The company conducted thorough audience research to identify and analyze their audiences’ demographic and behavioral characteristics.

Audience Research Details


LUNA is the native cryptocurrency of the Terra blockchain, which is a decentralized network that aims to create a stablecoin ecosystem. LUNA token holders are individuals who hold LUNA tokens as a form of investment or use them for staking, governance, or other purposes.

Behavioral Characteristics
LUNA is the native utility token of the Terra blockchain ecosystem, which is primarily used for facilitating value transfers and stabilizing stablecoins. Consequently, LUNA token holders tend to exhibit various behavioral characteristics, including:
1. Strong believer of decentralized finance (DeFi):
LUNA token holders are individuals who primarily believe in the concept of decentralized finance. They usually exhibit high trust levels in blockchain technologies and often champion the adoption of cryptocurrencies and their underlying technologies.
2. Focused on long-term investments:
LUNA token holders are typically focused on long-term investments, taking a more strategic and steady approach to investing in cryptocurrencies. As one of the core tokens of the Terra network, LUNA’s long-term value proposition makes it an attractive addition to any long-term cryptocurrency portfolio.
3. Inquisitive:
LUNA token holders tend to be inquisitive and knowledgeable about blockchain technology, cryptocurrency trading, and the larger economic landscape. They typically conduct thorough investigations and research on cryptocurrencies before investing in them. They also often seek opportunities to gain more knowledge and stay up to date with emerging trends.
Gathering demographic information on cryptocurrencies holders can be quite complex; nevertheless, based on research and reports from some of the blockchain data analytic companies, here are some inferred demographic characteristics of LUNA token holders:
1. Age:
From the data analyzed, LUNA token holders were found to be largely between the ages of 25-34 years, followed by 18-24 years and 35-44 years.
2. Gender:
LUNA holders tend to be male-dominated, with men accounting for more than 85% of the holder base.
3. Geographical distribution:
The geographic distribution of LUNA token holders is quite diverse, with a significant proportion of holders located in Asia, North America, and Europe. Notably, South Korea has the largest LUNA token holder population, given that Terra is a South Korean-based company.
4. Education:
LUNA token holders tend to have higher levels of education, with many possessing degrees in scientific and technical fields such as computer science, engineering, mathematics, legal, and economics.
Overall, the research on LUNA token holders suggests that they exhibit behavioral characteristics similar to those of other cryptocurrency holders, such as a long-term investment philosophy and strong belief in decentralized finance. The demographic characteristics of LUNA token holders tend to skew towards a younger, male-dominated audience with higher education, with significant geographical diversity. LUNA token holders are a diverse group, and their behavior and demographics are subject to change as the cryptocurrency market continues to evolve.

2. Engaging with LUNA token holders:

The strategy aimed to engage with LUNA token holders through various influencer marketing tactics. Stader Labs identified crypto-influencers who had a significant stake in the Terra ecosystem and collaborated with them in different ways to promote the platform.


3. Specialized content marketing:

Stader Labs produced specialized content that was optimized for specific Terra and LUNA related keywords to rank higher in search engines. The content was tailored to appeal to LUNA token holders, and the website was optimized for a seamless user experience.
This included blog posts and Twitter Threads



4. Affiliate marketing:

Stader Labs also collaborated with affiliates, who were already established within the LUNA ecosystem. These affiliates were incentivized to promote the Stader Labs platform and products to their audiences.


5. Stader Rewards Program:

To stand out from existing incentivization platforms, Stader Labs developed a unique staking reward program that offered various benefits that were more favorable than other LUNA staking reward programs. The reward program was continually updated to remain competitive.



By implementing a targeted and well-executed marketing strategy, Stader Labs was able to capture a significant market share of LUNA token holders interested in staking their tokens for more rewards. The figures speak for themselves, with Stader Labs’ platform onboarding many LUNA token holders just months after the launch of the platform.

Advertising Budget

The allocated budget of Stader Labs for this particular campaign was mainly utilized for sponsored social media ads and influencer collaborations, and ads targeting specific keywords.


Stader Labs used analytical data tools, including Google Analytics and similar user behavior tracking tools in monitoring user behavior, trends, and user conversion trajectory. This data helped the company identify what worked best and adjust its marketing strategy accordingly.


This successful marketing strategy showed that by focusing on the needs, desires and behavior of Terra users already familiar with the LUNA system, and the development of a differentiated product and reward program, it is possible to penetrate an ecosystem and capture a significant market share. Stader Labs was able to carve a niche for themselves in the LUNA ecosystem and create a highly successful incentivization platform that met the demands of the LUNA user-base.

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