Turning RWA Complexity Into Institutional Reach
Centrifuge operates in one of the most technical categories in crypto: tokenized real-world assets, onchain asset management, institutional distribution, and multichain infrastructure.
Impressions
Engagement boost
Category
Service
Brand Positioning
Background
Centrifuge is the open infrastructure for onchain asset management. Since 2017, the platform has enabled asset managers, credit funds, and DeFi protocols to tokenize real-world assets, launch onchain products, and access DeFi liquidity, with over $2B in RWAs tokenized, institutional partnerships with Janus Henderson, Aave, Maker, and S&P Dow Jones Indices, and a product suite that spans tokenized treasuries, credit funds, equity issuance, and multichain distribution infrastructure.
By mid-2025, Centrifuge was at the center of a real market shift: traditional assets moving onto onchain infrastructure, with institutional capital starting to follow. The product was institutional-grade, the partnerships were real, and the announcements (V3, deRWA, JAAA, SPXA, a COO hire from Goldman Sachs and BlackRock) were significant. The social media presence captured none of it.
MOIC was brought in to change that.
Challenge
The Challenge
Executing social media for a company like Centrifuge is hard in ways that aren't obvious until you're already failing.
Centrifuge's target audience is institutional: allocators, asset managers, CIOs, DeFi protocol operators. This audience ignores hype, is allergic to "excited to announce," and reads signals rather than pitches. Content that works for a retail crypto audience will actively repel the people Centrifuge needs to reach.
The product complexity makes it harder. RWA tokenization infrastructure involves token standards, multichain architecture, transfer agents, compliance modules, vault mechanics, and oracle layers. Explaining any of it in a social post loses the institutional audience immediately. But ignoring it means the content has nothing concrete behind it.
Layered on top: without a narrative structure, content becomes reactive, heavy on launch day, absent otherwise. The result is impressions that spike and collapse, no cumulative weight, no context that makes the next announcement land harder than the last.
The numbers reflected all of this. In January 2026, Centrifuge was gaining 2.1 followers per day on X. Ondo Finance, a direct competitor, was gaining 117.9. The gap came down to positioning and execution.
Strategy
What We Did
MOIC's scope covered the full execution layer: editorial calendar, format selection, posting frequency, copy across X and LinkedIn, video and creative production, performance reporting, and a monthly newsletter covering Centrifuge product updates, market data, industry news, and event presence. The scope also included editorial coverage of key industry events, including the Real-World Asset Summit. The client provided strategic direction and weekly briefings; MOIC translated those into content that worked.
Centrifuge's team had a clear direction. They needed someone who could absorb a detailed brief, coordinate around the founder's voice, and deliver without friction. That's the kind of engagement MOIC is built for.
Around September and October, output significantly exceeded the contracted volume, with the team producing well above the agreed cadence to meet the pace of Centrifuge's announcements.
Every week had a defined structure before a single post was written. We mapped the client's internal narrative arc (product launches, partnership announcements, industry moments) to a weekly theme and built content that made each announcement feel like confirmation of something the audience already half-believed, rather than news they were encountering cold. That meant making explicit decisions about what not to do: no feature explanations, no "first ever" hype, no re-announcing what the partner had already announced.
X and LinkedIn worked differently and required different approaches. On X, content was designed for signal density and reach: one-liners with institutional weight, threads that built arguments without jargon, partner signals framed as market observation rather than promotion. On LinkedIn, longer-form content targeted the allocator and fund operator audience with frameworks they would find credible enough to share internally. We also identified video early as something Centrifuge was barely using. Competitor data showed Ondo Finance producing 23 videos per month to Centrifuge's 1, with video content averaging 57x more impressions than Centrifuge's overall baseline. We built video into the execution cadence accordingly.
Beyond content, MOIC produced structured performance reports on a regular cadence, tracking impressions, engagements, follower growth, and video views across both platforms, with week-over-week analysis and forward recommendations.
In this market, accuracy is what matters most in execution. Centrifuge's audience includes people who built the products being discussed, manage the capital being referenced, and will notice immediately when something is technically imprecise or commercially overstated. MOIC's job was to get it right every time.
Results
Results
Performance is measured against the 30-day period immediately preceding the engagement (June 23 – July 22, 2025), with the MOIC period covering July 23 – August 21, 2025. Same duration, back-to-back, no seasonal gap.
Twitter / X
Average daily impressions increased from 8,078 to 21,370, a 2.6x lift maintained consistently across the period, not attributable to a single spike.
LinkedIn engagement rate held at 6.6% across the extended period, and the growth in impressions didn't dilute content quality.
Social Media Portfolio
The highest-reach posts during the engagement confirmed the strategic logic in practice. The top post of the period, a launch moment featuring Centrifuge's leadership, reached 140,990 impressions. The SPXA launch (first tokenized S&P 500 Index Fund licensed by S&P Dow Jones Indices) reached 75,227 impressions with a 1.28% engagement rate. Across the top posts of the period, engagement rates ranged from 1.28% to 2.88%, consistently above benchmark for institutional-grade fintech content.
Selected Work
Covering live industry moments for an institutional audience means showing up with a clear point of view. MOIC framed each moment around what it meant for ICPs: where the market was moving and why it mattered.
Centrifuge Coverage
RWA Summit Coverage
Get in Touch
Institutional audiences ignore hype. They look for accuracy, signal, and consistency.
The Centrifuge Case shows how technical depth becomes market clarity when narrative, cadence, and execution work together.
If your product needs to reach allocators, operators, and institutions, your content cannot afford to simplify the wrong things.
