Client Overview
KulaDAO is a Web3 platform building RWA infrastructure for emerging markets, with an initial focus on land-based projects in Africa. Its mission is to open access to real economic opportunities through decentralised governance, community-led participation, and transparent on-chain ownership models. By combining blockchain rails with real-world assets, KulaDAO aims to empower underbanked regions with tools for sustainable development, fair value distribution, and long-term economic growth.
As the project prepared to expand its ecosystem and onboard new communities, KulaDAO needed to articulate its vision clearly, build trust, and spark conversation across CryptoTwitter - especially around the intersection of RWAs, local empowerment, and Web3 utility.
The Challenge
Ahead of their Initial Exchange Offering, KulaDAO needed to spark high-intent retail interest and position themselves as a credible, mission-driven RWA project. Awareness on CT was low, the narrative was niche and complex, and the window before the IEO was tight. The challenge was to turn a nuanced, values-aligned vision into content people actually wanted to engage with.
The goals were clear:
Lift pre-sale visibility across CT
Translate a complex RWA story into simple, compelling messaging
Build momentum quickly without resorting to hype
KulaDAO needed a tactical, sentiment-driven KOL push that could educate, excite, and convert - all while staying true to the project’s ethos.
Our Approach
Fracas ran a focused short-form KOL campaign built around a curated group of creators from across the Web3 spectrum. Instead of framing KulaDAO as just another token sale, we helped creators position it within the broader RWA movement - real assets, real people, real impact - a narrative that resonated strongly on CT.
We balanced educator-style explainers with trader-oriented content to deliver both credibility and attention. Posts were coordinated around key listing windows to maximise click-through traffic and keep momentum aligned with the IEO timeline.
To ensure the campaign felt authentic, each creator adapted the message to their own voice and audience. The examples shown below reflect this mix: clear explainers, high-signal takes, and culturally aligned posts that made the story feel organic rather than scripted.
This combination of targeted creators, narrative reframing, and tight timing turned a complex RWA concept into accessible, high-engagement content across CryptoTwitter.
The Transformation
KulaDAO shifted from low recognition to clear narrative relevance within the RWA conversation, right as the sector was gaining momentum. The campaign gave people tangible talking points, sparked genuine curiosity, and created visible social proof around the project’s mission. As creator posts began circulating, community responses reflected a growing sense that KulaDAO was a credible entrant in an increasingly competitive narrative.
Key Results
The KOL campaign generated strong visibility during the IEO window, reaching over 1M impressions across creator posts. The main campaign announcement - highlighted below - became one of the highest-traffic pieces of content on KulaDAO’s feed, with more than 7M views on X.
Beyond direct reach, KulaDAO began appearing in broader RWA ecosystem threads published by unaffiliated accounts. This second-degree amplification signaled that the project had entered the wider narrative rather than staying contained within paid creator circles.
Following the IEO, the token launched at $0.07 and, as shown in the price chart below, climbed to more than 4× in the weeks after listing.
Note: Price performance is volatile and not a guaranteed outcome of any campaign.
Together, the visibility spike, organic inclusion in RWA discussions, and strong post-launch momentum reflected a clear uplift in how KulaDAO was perceived and discussed across CryptoTwitter.
