2025 was a rollercoaster for all of us.
Markets swung wildly. Narratives shifted overnight. Projects that looked unstoppable in Q1 were forgotten by Q3.
Marketing has evolved past guesswork. Strategies had to be sharper, data-backed, and ruthlessly effective. InfoFi became the primary framework for how attention moves in crypto.
Through it all, we kept building. Scaling operations. Launching infrastructure. Educating the market. Somewhere along the way, we became one of the leading agencies in the InfoFI sector - the campaigns, metrics, and client wins made that clear.
Looking back, the year delivered. The work got done regardless of what the charts said.
Let’s take a look at what we built together in 2025 ↓
The Work in 2025
The numbers tell the story.
50M+ impressions generated. 600K+ engagements. 5M+ users onboarded.
We supported 110+ clients this year alone.
Our creator network reached scale: 1,000+ creators, 50M+ combined follower reach, with 800+ actively deployed across campaigns in 2025.
Total marketing budget managed: $25M+.
On the fundraising side, we helped clients raise $6M+ through KOL rounds with oversubscription rates ranging from 17x to 200x. Community raises added another $278M+ in total pledges.
A few campaigns that highlight how this played out:
- Theoriq: We took Theoriq from launch to #1 on Kaito's pre-TGE leaderboard. $78M pledged on Kaito Launchpad, 38x oversubscribed, $2M raised. Generated 9.5M+ impressions and 219K+ engagements across 1,500 posts with 50 KOLs. Added 459 smart followers (791 → 1,250)
- Warden Protocol: 0 to 50K DAU in 6 weeks. 5M total users onboarded. 9,200% increase in Kaito mindshare, landing #2 on pre-TGE leaderboard. 740K+ impressions across 108 posts and 24 KOLs. 3M+ organic impressions across campaign assets. Added 492 smart followers (197 → 689)
- Limitless: Record-breaking community raise. $200M pledged. Generated 5.1M+ impressions across 820 posts with 53 KOLs. $1M raised with 200x oversubscription. 18x growth in active users. #1 on Kaito pre-TGE leaderboard
Every campaign had different objectives. Different timelines. Different challenges.
What stayed consistent was the approach:
- Data-driven execution
- Strategic creator partnerships
- Results that compound over time
Market conditions shifted constantly, but Lunar’s standards remained the same.
4 New Service Lines
We grew as our clients grew. New challenges demanded new capabilities. We expanded to meet them:
- Custom InfoFi Solutions: Our tech InfoFi solutions integrate directly with Kaito's API and your on-chain infrastructure to create gamified experiences for communities. Missions, referrals, and social layers work together in a unified dashboard
- Community Management: Building engaged communities that contribute to growth. We handle daily moderation, strategic engagement, and community development that turns passive followers into active participants
- Node Validator Operations (Lunar Radar): Battle-tested network security combined with active on-chain participation. We provide reliable validator services across multiple networks, leveraging our marketing reach to build vibrant and growing ecosystems
- SEO & Organic Discovery (launching Q1 2026): We help crypto projects rank when people search for solutions: technical audits, on-page optimization, content creation, and ongoing monitoring.
Different problems. Different solutions. One consistent approach.
4 Project Launches
We went further than new services and launched 4 new standalone projects.
Some started as internal tools. Others grew from gaps we saw in the market. All four went live in 2025:
- Kaito Radar: Kaito-integrated browser extension. It displays metrics like "yaps", smart followers, and leaderboards directly on X profiles. It now has around 9,000 users
- Vibe Haus: An AI community focused on building software with the latest tools, models, and surfaces. Based in Lisbon with curated themes and consistent programming
- Creator Wire and Creator Wire +: Distribution infrastructure for the crypto creator economy. 800+ creators across two layers: Creator Wire for matching emerging talent with brands, and Creator Wire Plus for managing Tier 1 crypto creators. By Q4 2025, we'd generated 14M+ impressions for 30+ clients with CPM 2.5x below industry average, approaching $1M+ in total spend
- Blixt Editor: A content creation tool for crypto creators. Designed to make screenshot and screen recording production faster: custom backgrounds, styles, and editing features. It now has around 100 users and is trusted by projects like Billions Network, 0G Labs, and Turtle
Four different solutions. Same principle:
- Build what's missing
- Make it work
- Share it
We're expanding all four in 2026.
New Office in Central Lisbon
We also moved into a new office space in the heart of Lisbon and turned it into a hub for the crypto community.
The space hosts events and meetings, and serves as a base for our growing team.
More importantly, it gave the Lisbon crypto scene a consistent place to gather.
12 Events Hosted
Speaking of events, we hosted quite a few this year.
12 events total. 4,928 attendees.
Most took place in our Lisbon space, with two in France and one in Dubai. Topics ranged from AI infrastructure and data layers to content strategy, stablecoins, and prediction markets.
The format stayed consistent:
- Focused discussions
- Relevant speakers
- Meaningful networking
The real value came from the conversations that happened. The partnerships that formed. The ideas that turned into collaborations after people left.
We're not stopping in 2026. More cities. More topics. Same approach.
7 Guides Published
Six years in crypto marketing teach you what actually works.
We turned those lessons into seven comprehensive guides and made them all free:
- Founder-Led Marketing Guide: How crypto founders build personal brands that drive project growth
- The Ultimate Playbook for Dominating Kaito Mindshare: Web3 Marketing with proven mindshare dominance strategies
- The Ultimate Crypto Social Media Growth Guide: Building credible X presence from scratch
- Crypto Ecosystem Growth Guide: Marketing roadmap for crypto ecosystems
- How to Take a Project to Market in the InfoFi Era: InfoFi marketing frameworks that retain users.
- Marketing in Uncertain Markets: Bear market tactics that keep momentum alive
- Crypto Marketing in 2026: What's coming next and how to prepare
Feel free to check them all out on our website.
Caliber Agency Acquisition
Our biggest move in 2025.
We acquired Caliber agency - a team with a strong reputation for brand positioning, creative production, and multi-channel campaigns. Their entire team joined Lunar. Their clients got access to our influencer framework, campaign analytics, and events portfolio.
What this brought:
- Expanded European presence: Stronger foothold across multiple markets, not just Lisbon.
- More capacity for high-tier projects: We can now take on larger, more complex campaigns without stretching resources.
- Deeper bench of crypto-native talent: Their team knows the space. They've been building in crypto for years, not learning it on the job.
The integration is complete. The combined team is already executing.
Bottom Line
2025 is wrapped. Now we're focused on 2026.
The results you saw here started long before they showed up in a recap. 2026 is taking shape the same way.
If you want to be part of that process, let’s have a chat
