From Invisible to Buzzing: How a Web3 Startup Used PR and Influencer Marketing to Grow Fast

This case study tells the real-seeming story of a fictional Web3 startup (layer 2 Web3 project) that struggled during its launch phase. They had built a good product but couldn’t attract users, attention, or investor interest.

So, they took a smart two-step approach:

1. First, they ran a web3 press release campaign to build trust, visibility, and online presence.
   

2. Then, once the press coverage was live and searchable, they ran an influencer campaign to reach real users and drive signups.

The story is structured to help other Web3 founders understand why sequencing matters (PR before influencers) and how to replicate the success.

🧱 layer 2 web3 project’s Launch Problem

This is the setup of the case study. It explains what a layer 2 web3 project is, what they built, and why the initial launch failed—not because the product was bad, but because no one knew they existed.

🔹 The Product

• Layer 2 web3 project launched in early 2025 with a Web3 micro-lending and savings app.
  

• Their goal: Help people in developing regions (like parts of Africa, India, and Southeast Asia) get access to simple crypto tools—even with $1–$10 budgets.
  

• The app was built on a Layer 2 blockchain to offer low fees and fast transactions.
  

• It allowed users to auto-save stablecoins and borrow small amounts using DeFi vaults.
  

🧠 Takeaway: A clear mission. A good idea. Real problem being solved. But that’s not enough in Web3.

🔹 The Problem

• After 6+ months of building, the launch flopped.
  

• Their Discord had just 63 users during launch week.
  

• The website had fewer than 50 visitors a day.
  

• No media mentions, no SEO, no social proof.
  

• They reached out to influencers, but most didn’t reply. A few asked, “Why haven’t I heard of you?”
  

• When they pitched VCs, the common reply was, “Looks interesting—but let’s talk when you have traction.”
  

💬 Quote from the founders:

"We thought a great product would be enough. But the truth is, no one was paying attention. We had no visibility."

🧱 Choosing a PR-First Strategy

This section shows the turning point in the layer 2 web3 project’s story. After realizing that their launch failed to gain traction, they reassessed their approach. Instead of pushing more social posts or paid ads, they decided to build credibility first, using a targeted crypto press release strategy.

🔹 Why PR First?

The Layer 2 web3 project asked a key question:

“Why are people ignoring us, even though our product solves a real problem?”

The answer: Lack of trust and visibility.

• In the Web3 world, scams and low-quality projects are everywhere.
  

• Influencers don’t want to promote something that looks unknown.
  

• Users are hesitant to invest in an app that hasn’t been discussed or verified.
  

• Investors search for signs of traction, including media coverage and public validation.
  

So, instead of chasing hype, the Layer 2 web3 project decided to earn legitimacy first.

They chose to:

• Get featured in trusted crypto news outlets
  

• Rank their brand name on Google search
  

• Build backlinks and authority through respected sources
  

• Use press links as proof when reaching out to influencers and investors later
  

They used Web3 Newswire to distribute their news across 50+ sites—including publications like CoinDesk, Decrypt, CoinTelegraph, CoinJournal, and Bitcoinist, as well as finance-focused platforms like Binance Feed.

💡 Why this matters:

Web3 press releases enable small startups to gain visibility in major web3 publications without requiring direct journalist contacts. It’s a fast, reliable way to establish search presence and social proof.

🔹 Press Release Plan

layer 2 web3 project mapped out a 3-week PR schedule to create momentum in layers:

Each release had:

• A clear headline tied to a benefit (e.g., “Crypto Savings for the Next Billion”)
  

• A media-friendly structure (who, what, why now)
  

• SEO keywords like "Web3 savings," "DeFi lending app," and "crypto for emerging markets"
  

They also included:

• Quotes from the team
  

• Visuals: app screenshots, token charts, roadmap images
  

• Call-to-action: links to the website, download page, and social channels
  

📌 The key idea: Don’t just announce—tell a story and provide media assets journalists can reuse.

💬 Quote from the team:

"We treated each press release like a puzzle piece. Together, they created a public presence we didn’t have before."

🧱 What Happened During the PR Campaign

This section shares what the layer 2 web3 project actually did over those 3 weeks and the real outcomes from each press release.

It’s the action phase—showing how the PR strategy unfolded step by step.

🔹 Pre-Launch PR (Week 1)

Headline Example:

📰 “layer 2 web3 project Wants to Simplify Web3 Savings for Emerging Markets”

Objective:

• Tell people why the company exists
  

• Introduce the founding team, their mission, and the problem they’re solving
  

• Explain how the app will help people with limited crypto knowledge or low-income backgrounds save, borrow, and access DeFi tools
  

Distribution:

• The press release was distributed via a web3 PR platform (like Web3 Newswire)
  

• It got picked up by mid-sized web3 news sites
  

• Some fintech and regional Web3 blogs re-shared the announcement
  

Early Wins:

• The layer 2 web3 project brand started showing up on Google
  

• The founding team began getting LinkedIn messages from industry peers
  

• 3 local DeFi newsletters shared the link, sparking interest in niche Telegram groups
  

💡 Lesson: A good pre-launch PR isn't just about the product—it's about the story, vision, and purpose behind the startup.

🔹 Launch PR (Week 2)

Headline Example:

📰 “layer 2 web3 project Goes Live with Layer-2 Micro-Lending and Crypto Savings App”

Objective:

• Announce the official launch of the platform
  

• Show screenshots, demo flow, and app walkthrough
  

• Break down how the token ($XYZ) works and what users can do with it
  

• Include a CTA to sign up, try the app, and join the community
  

Distribution:

• Published on higher-authority sites in the crypto news space
  

• Shared across Web3-focused Reddit subs and X (Twitter) by a few niche accounts
  

• Found its way into a Layer-2 project newsletter (since the app was built on L2)
  

Impact:

• Huge spike in website traffic—nearly 5x more users within 24 hours
  

• App downloads and wallet connections increased significantly
  

• Startup founders got their first VC meeting invite (after the VC saw the press online)
  

💬 Quote from the team:

"People started showing up out of nowhere—because now we were visible in the places where crypto people hang out."

🔹 User Growth PR (Week 3)

Headline Example:

📰 “layer 2 web3 project crosses 1,000 Users and Partners with Pilot Program in Kenya”

Objective:

• Share the first traction milestone (real usage = real trust)
  

• Highlight testimonials from actual users
  

• Mention the early partnership with a non-profit in Kenya doing microfinance.
  

• Show progress on roadmap (e.g., new vaults or UI updates)
  

Distribution & Outcome:

• Press picked up by 5+ publications
  

• One post from this PR was reshared by a DAO in the micro-finance space
  

• Several crypto Telegram groups discussed the Layer 2 web3 project as a “legit new player in emerging markets.”
  

• It was the most-clicked press release on their site to date
  

💡 Lesson: A milestone press release builds proof that users and partners exist. It’s one of the best signals for social and investor trust.

🧠 Overall Impact of the PR Campaign (after 3 weeks):

• The Layer 2 web3 project went from zero search results to a Page 1 ranking for its name
  

• They built backlinks, SEO juice, and credibility
  

• Community leaders and influencers now had something to research and link to
  

• It gave the team the “social currency” to open conversations with influencers, investors, and partners
  

💬 Founders’ Reflection:

"PR didn’t bring 10,000 users overnight, but it gave us a real online presence. Before that, we were invisible."

🧱 PR Campaign Results

After running three carefully planned press releases over three weeks, the layer 2 web3 project finally saw the traction and visibility they’d been missing during their original launch attempt. This section of the case study captures the real metrics, as well as the hidden advantages they didn’t expect.

Layer 2 web3 project performance reflects what we’ve seen before: PR drives long-term value, not just hype. See the full ROI comparison here.

🔹 Performance Metrics – What the PR Campaign Delivered

Here’s what the layer 2 web3 project achieved by the end of their 3-week PR push:

Let’s unpack what these mean:

• 41,000 website visits in three weeks gave the app much-needed exposure
  

• 1,300 new users is a solid start for a Web3 project, especially with no paid traffic
  

• Being featured in 24 publications gave them credibility across the ecosystem
  

• 50+ backlinks improved their SEO and domain authority, making future content rank faster
  

• Most importantly, their brand name began ranking organically, which helped users find and trust them on their own
  

💡 What this means: They created a foundation of trust, discoverability, and visibility, which would benefit every marketing move afterward.

🔹 Unexpected Wins from the PR Push

Beyond the raw numbers, the PR campaign created ripple effects that helped the company in ways they hadn’t planned for:

🟢 Influencer Outreach Got Easier

• Before PR, influencers ignored or questioned the project
  

• After PR, influencers saw them on known sites like Bitcoinist and CoinJournal
  

• Credibility helped reduce resistance—creators replied faster and said “yes” more often
  

🟢 Investors Took Interest

• 2 angel investors booked calls after reading the launch and milestone press releases
  

• One mentioned, “I like the fact you’re already showing up on Google and in news articles.”
  

🟢 Community Growth Without Ads

• PR pieces were reshared in Telegram groups, Web3 newsletters, and a few subreddits
  

• These organic mentions created “free” word-of-mouth buzz that brought in non-paid traffic
  

🟢 Partnership Conversations Started

• A microfinance startup in Ghana reached out via email
  

• They said, “We saw your article about Kenya—we’d love to talk about doing something similar here.”
  

💬 Founder Reflection:

"The press didn’t just bring traffic. It unlocked doors that were previously closed. Our inbox wasn’t empty anymore."

🧠 What This Teaches Us:

• Crypto PR is more than just a visibility tool—it’s a trust-building asset
  

• It becomes part of your brand’s footprint—useful for SEO, investor decks, pitch calls, influencer outreach, and more
  

• It’s often the precondition that makes your next campaign (influencer marketing) succeed

🧱 Moving to Influencer Marketing After PR

After three weeks of strong press releases, the layer 2 web3 project was no longer invisible. They had search visibility, backlinks, community mentions, and credibility. Now they were ready to bring in real users at scale.

That’s when they decided to launch a Web3 influencer campaign.

Many startups waste money by jumping into influencer marketing too early. Here’s what to avoid.

🔹 Why PR Came Before Influencers

Before this point, the Layer 2 web3 project had tried influencer outreach, but it failed.

❌ Influencers ignored their messages.
❌ Some replied, “Is this project even legit?”
❌ No one was willing to create content without proof of traction

After their PR campaign, things changed:

✅ When influencers Googled them, the Layer 2 web3 project appeared on known media sites.
✅ Their tokenomics and roadmap were clearly explained in press releases.
✅ Their milestones (1,000 users, Kenya pilot) gave them social proof

💬 Team Insight:

"Influencers didn’t want to be the first to trust us. But after PR, we looked real. They trusted others had vetted us."

So instead of forcing influencer hype early, the Layer 2 web3 project played it smart:

1. Build credibility through the press
   

2. Then approach influencers with confidence and proof
   

🔹 Campaign Setup and Strategy

The Layer 2 web3 project set a small but focused budget of $4,000 to test influencer marketing.

Here’s what they planned:

✅ Influencer Selection

They chose 6 influencers with niche, trust-based audiences:

• 3 on TikTok (15k–50k followers)
  

• 2 on X (Twitter) with strong DeFi threads
  

• 1 YouTube creator who reviews Web3 tools in multiple languages
  

Each one:

• Had covered crypto or fintech in the past
  

• Had engaged followers in target regions (Africa, India, Southeast Asia)
  

• Agreed to use referral links so the Layer 2 web3 project could track performance
  

✅ Content Briefing

The Layer 2 web3 project gave each influencer:

• Access to a demo wallet with test tokens
  

• A simple 4-part brief:
  

1. What the Layer 2 web3 project solves
   

2. How the app works (borrow/save flow)
   

3. Token use case and future roadmap
   

4. Where to join (Telegram, download, website)
   

• Permission to create content in their own language or local slang
  

• Optional bonus for viral engagement (performance-based)
  
  

💡 Strategy Tip: Influencers perform better when they’re given creative freedom and genuine tools to test the product.

🧱 Influencer Campaign Rollout

Now that the layer 2 web3 project had earned credibility through PR, they were ready to reach the end users—the real Web3 beginners and micro-savers who would use the product.

This section explains what the influencers posted, how their audiences reacted, and which channels performed best.

As AI tools and search engines index more press links, showing up in results becomes easier. Learn how PR improves AI visibility here.

🔹 Influencer Content Types

The Layer 2 web3 project influencers each had their styles, but they all followed the same key message:

👉 The Layer 2 web3 project is a simple, trusted way to save and borrow in Web3—even with small amounts.

📱 TikTok Creators (3 micro-influencers):

• Posted short videos like
  

• “How I saved $5 in crypto without gas fees”
  

• “I just borrowed $20 with no paperwork—using the Layer 2 web3 project App.”
  

• Included demo screen recordings of using the Layer 2 web3 project on mobile
  

• Added relatable captions in Hindi, Swahili, and Tagalog
  

➡️ One TikTok hit 160K views in 48 hours.

➡️ Viewers asked questions in comments like “Is this real?” and “How do I connect my wallet?”

🧵 X (Twitter) Creators (2 mid-tier):

• Wrote detailed threads like:
  

• “Here’s a new L2-based savings app I tested last week.”
  

• “Want to try Web3 finance but scared of gas fees? This one fixes that.”
  

• Included GIFs, screenshots, and referral links
  

• Quoted the Layer 2 web3 project milestone press releases to show it's credible
  

➡️ One thread was retweeted by a Layer 2 blockchain founder.

➡️ It reached 120,000+ impressions organically

📹 YouTube Creator (1 small channel):

• Made a 5-minute walkthrough:
  

• Setup guide
  

• Borrowing flow
  

• Token utility explained
  

• Posted in both English and local subtitles
  

• Included referral link and Telegram group in description
  

➡️ Video reached 18K views.

➡️ Many viewers asked for future updates and airdrop alerts

💬 Comment from a viewer:

"Finally, something for people who aren’t whales. I’m in."

🔹 Key Wins and Content Reuse

The Layer 2 web3 project didn’t stop at letting influencers post once and move on—they reused and amplified the best content:

🔁 Repurposing the Content

• Short TikTok clips were added to the Layer 2 web3 project homepage as trust badges
  

• Twitter threads were turned into blog posts
  

• Screenshots were embedded in the app’s FAQ and help centerThe 
  

• YouTube demo was pinned to the welcome message in Telegram
  

📣 Paid Promotion Testing

• The Layer 2 web3 project ran small retargeting ads using the influencer content
  

• CTR (click-through rate) on those ads was 2x higher than the previous ones

💬 Team Reflection:

"Each creator brought something unique—local language, real usage, human emotion. That’s something PR can’t fully capture."

🧱 Influencer Campaign Results

After running their PR campaign and building trust, the layer 2 web3 project used that credibility as fuel for a results-driven influencer strategy.

This part shows what they achieved in terms of user growth, conversions, community engagement, and return on spend.

🔹 Analytics Overview

Here’s how the numbers stacked up after 3 weeks of influencer content:

💡 Breakdown:

• 950K+ total reach from just 6 creators is strong for a new project with a small budget
  

• Influencer-led signups outperformed PR signups nearly 3:1
  

• Referral links gave clear attribution—the team knew what worked
  

• Community growth was real-time and engaged—influencers directed users into Telegram, where conversations started
  

• At just $0.78 per acquired user, this campaign was cost-effective even in emerging markets
  

🔹 Strategic Outcomes

Beyond the numbers, layer 2 web3 projects saw long-term wins that helped them scale.

✅ Higher Trust Among Target Users

• Influencers explained the product in native slang, jokes, and real demos
  

• Users were more likely to sign up after seeing someone use it, not just reading about it
  

• This built an emotional connection and understanding.
  

✅ Stronger Social Presence

• TikTok and X content led to organic reposts, mentions, and shares
  

• Their accounts grew faster by resharing influencer clips
  

• Twitter mentions increased by 280% during the campaign
  

✅ A/B Tested Content for Future Ads

• The team tested which video hooks performed best
  

• Top-performing clips were reused in paid ads later
  

• This saved time and money on creative production
  

✅ Creator Relationships for Future Launches

• Influencers agreed to cover:
  

• Future token updates
  

• Airdrop events
  

• DAO/community news
  

💬 Team Insight:

"PR gave us authority. But the influencers gave us energy. They made us feel alive online."

🧱 Why the Sequence Mattered

The order in which the layer 2 web3 project ran their campaigns—first PR, then influencers—wasn’t random. It was strategic, and it directly affected the outcome.

This section explains why that order worked and how both methods supported each other for better long-term results.

For more on the pros and cons of each approach, check out our full breakdown: PR vs. Influencer Marketing: What Works Best for Web3 Projects?

🔹 Why PR → THEN Influencers Worked Best

When the layer 2 web3 project first launched, they made the common mistake of trying to jump straight into influencer marketing—but it didn’t work.

Before PR:

• Influencers didn’t trust them
  

• Users asked, “Who are you?”
  

• Search results were empty or sketchy
  

• They had no “proof” to show in outreach
  

After PR:

• Their name appeared in real crypto news outlets
  

• They ranked on Google
  

• They had a clear story and roadmap
  

• Influencers could verify legitimacy in seconds
  

💡 Insight:

In Web3, where scams are common, credibility comes first. A press release in Cointelegraph or Binance Feed builds a public stamp of trust, which gives creators the confidence to promote their project.

💬 Team Summary:

"Influencers didn’t build our reputation—PR did. Then the creators helped spread it."

🔹 How the Two Channels Supported Each Other

Once the Layer 2 web3 project had both PR and influencer content live, the channels began to reinforce each other:

🪪 PR Boosted Influencer Trust

• Influencer threads included links to the press releases
  

• Creators quoted journalist-approved facts and stats from the Layer 2 web3 project PR
  

• This helped build transparency and prevent skepticism from audiences
  

📢 Influencers Amplified PR Content

• Their TikToks and tweets got reshared in Web3 groups
  

• Some users Googled the layer 2 web3 project after seeing the influencer's posts and found the PR articles
  

• Press + UGC = full funnel: trust at the top, action at the bottom
  

🔗 Content Blending

• PR announcements embedded influencer videos as proof of community
  

• Influencer FAQs answered using PR data
  

• Google indexed both types of content, improving search quality for the Layer 2 web3 project
  

💡 Result:

This wasn’t just a two-channel campaign—it became an integrated flywheel.
PR built a foundation of trust.
Influencers drove relatable engagement.
Together, they turned attention into action and growth.

🧠 Final Insight for Founders:

Don’t launch with a hype campaign first.
Earn credibility, then drive scale.
That’s the real Web3 growth path.

🧱 Combined Campaign Stats After 6 Weeks

After six weeks of focused, smart marketing—first web3 PR, then influencer marketing-the layer 2 web3 project saw results that were far better than their original failed launch.

This part of the case study brings all the numbers together, showing how each channel contributed to their growth.

🔹 Full-Funnel Growth Breakdown

Let’s break this down:

• PR Campaign built brand trust and awareness
  → Helped them show up on Google
  → Made influencer outreach 10x easier
   → Attracted investors and partnership interest
  

• Influencer Marketing delivered mass reach and user action
  → Turned brand trust into actual signups
   → Created user-generated content that they reused
   → Strengthened their community and social presence
  

• Organic SEO became a side effect of both
  → Press releases and influencer threads got indexed.
  → Brand name ranked well within 4 weeks
   → Drove free traffic from search
  

💡 Key point: The sequence mattered. Had they reversed it—tried influencers first, with no PR, results would’ve been lower and slower.

🔹 Other Long-Term Wins

Beyond users and clicks, the layer 2 web3 project unlocked real strategic wins:

📬 Investor Conversations

• 2 angel investors booked follow-up calls
  

• 1 referred them to a Web3-focused VC
  

🌍 Ecosystem Exposure

• The Layer 2 web3 project got listed on 3 blockchain launchpads
  

• Their roadmap and team deck started circulating in Discord groups
  

🧩 Creator Relationships

• 5 out of 6 influencers agreed to support future drops
  

• Some joined Telegram and answered user questions voluntarily
  

📈 Brand Confidence

• The founding team finally felt “seen.”
  

• They had media links to share, video proof of users, and social buzz—all in 6 weeks
  

💬 Final Team Reflection:

"Before PR, we were invisible. Before influencers, we had no users. Together, they gave us a voice and a tribe."

If you’re mapping out your own Web3 growth strategy, see how PR and influencers fit into the full funnel. Explore the funnel breakdown here.

🎯 Final Takeaway: A Simple Blueprint for Web3 Growth

Here’s what worked—and what other startups can copy:

✅ Step 1: Start with web3 PR

• Build visibility on trusted web3 media sites
  

• Share your mission, roadmap, and traction
  

• Create links you can use in every pitch, DM, and investor email
  

✅ Step 2: Follow With Influencers

• Now that your brand looks legit, reach out to creators
  

• Let them explain your app in real language
  

• Use influencer videos and threads as proof and fuel for growth
  

🧠 This order matters.
PR = credibility.
Influencers = scale.
 Together, they unlock fast, low-cost growth for Web3 startups.

🔗 Want to do what the layer 2 web3 project did?

Start your first campaign now with Web3 Newswire’s Web3 Press Release Service.
Then move into influencers once you’ve built the trust.