aarnâ
Growing aarnâ's user base 7x and TVL 5x ahead of its TGE
- DeFi
- Pre-TGE growth
- From April 2025 (five months)
Results
7x
User base growth
5x
TVL growth since MOIC started
40K+2.5×
X followers in five months
1,000+
Ambassador program applicants
Nearly 2M
Total X impressions in five months
$955,4655.6×
Protocol TVL on DefiLlama, Mar 31 to Sep 15, 2025
The brief
aarnâ protocol, founded by Sri Misra in 2023, is building a new standard for asset management in DeFi. MOIC joined as strategic growth partner in April 2025, before the token launch. Social growth had stalled for months, and the goal was to strengthen market presence, expand the community and turn visibility into protocol adoption.
Starting point
In April 2025, before its TGE, aarnâ had 16K followers on X after months of stalled growth. Protocol TVL on DefiLlama stood at $169,309 on Mar 31, 2025.
Outcome
Five months later, followers passed 40K, with most of the momentum from India, and X impressions reached nearly 2M. TVL on DefiLlama was $955,465 on Sep 15, 2025.
What we did
- Ambassador program for Indian and international micro-KOLs, modeled on Kaito's yaps
- Partnerships with top KOLs such as Crypto Linn and Justin Wu (Hackapreneur)
- Near-weekly livestreams and AMAs with protocols, chains and founders
- BD that led to integrations with Balancer, Pendle, Sonic and Arbitrum
- Paid acquisition through X Ads and awareness through Yaps Market
- KOL sourcing, negotiation and onboarding
- End-to-end marketing strategy and BD planning
How it unfolded
Apr 2025
MOIC joins pre-TGE
MOIC joins aarnâ as strategic growth partner, before the token launch.
Jul 12, 2025
Vanguard Program opens
aarnâ calls content creators, moderators and developers to its ambassador program, the Vanguard Program.
Five months in
Past 40K followers
X followers pass 40K, up from 16K, and total impressions reach nearly 2M.
The approach
The ambassador program did the most work: micro-KOLs in India and abroad earn rewards for spreading the protocol's message, and 200 of them now post and comment daily. Top KOLs added social proof at the high end. Livestreams connected the aarnâ team with other protocols and regions, reaching 100K+ total views; one with NODO in East Asia drew over 15K viewers.
