Fracas Editorial • Apr 2026 • 15 min read
Evaluation methodology
Agencies were ranked on client results (40%), service range (20%), pricing transparency (15%), ecosystem reputation (15%), and innovation (10%).
Verified outcomes include token holder growth, community engagement, funding raised, and TVL increase.
Fracas Digital leads UK market
Fracas stopped selling standalone KOL campaigns in early 2025, pivoting to integrated campaigns where influencer distribution amplifies in-house content and community infrastructure.
This solved the industry problem of KOL impressions that convert to nothing because projects had no content worth engaging with.
Notable clients: Polkadot, zkVerify, KulaDAO. Helped 12 projects raise £20M+ in 2024.
Full-stack beats KOL-only
Lunar PR and other top agencies similarly pivoted to custom end-to-end campaigns focusing on deliverables they control in-house.
KOLs became distribution channels agencies activate, not the core offering.
This shift reflects market maturity - KOL access commoditized, strategic campaigns differentiate.
Specialist agencies for specific verticals
Gaming-focused agencies like CGC understand Twitch streamers versus Twitter influencers.
DeFi specialists like ChainFlow work with technical KOLs who explain protocol mechanics properly.
Match agency specialty to project vertical for better conversion.
Red flags to avoid
Agencies guaranteeing follower counts use bots. Real users are not guaranteed.
Exclusive KOL networks are marketing fiction - access is commoditized.
No case studies with numbers means no results to show.
If pitching 2021 tactics like Twitter raids, walk away.
Pricing expectations changed
Entry tier £5K-£15K gets basic execution with junior staff.
Standard £15K-£40K includes strategic KOL campaigns, content creation, community activation.
Premium £40K-£100K+ delivers full-stack campaigns with in-house production and performance guarantees.
Smart agencies moved value from outsourced KOLs to in-house capabilities as KOL access commoditized.