Submitted by: Paul Grey / Proton NZ

Overview

Following the record-breaking success of our previous 𝕏 Ads initiative, which delivered over 50 million impressions and substantially increased awareness for XPR Network and Metal X - this proposal introduces a focused new campaign centered on Metal X Lending (powered by the LOAN Protocol)

The goal is simple and measurable: grow the XPR Network Total Value Locked (TVL) from $65 million to $100 million by driving awareness, education, and user participation across Metal X Lending’s blue-chip markets.

Proven Performance

Metallicus currently spends at least $1,000 USD per month into targeted 𝕏 Ads, consistently achieving:

• Cost per Click ≈ $0.48 USD
  

• Effective Link Click Rate ≈ 1 %
  

• Roughly 200,000 high-intent impressions per month
  

These results demonstrate the strong cost efficiency and conversion potential of the 𝕏 platform for DeFi marketing.

Objectives

1. Drive lending and borrowing activity to push Metal X Lending toward the $100m TVL milestone and into top 40 chains by TVL.
   

2. Attract holders of major digital assets like Bitcoin, Ethereum, Ripple, Stellar, Hedera, Dogecoin, Cardano, Litecoin, Solana, USD Coin, and Tether - to supply liquidity and earn yield.
   

3. Educate users about Metal X Lending’s no fee transfers, ease of use and compliant architecture.
   

4. Increase wallet connections and repeat participation from verified users.
   

5. Strengthen Metal X’s reputation as a trusted, efficient, and regulatory-ready DeFi venue for holders of all assets from XRP to HBAR, BTC to SOL!
   
   

Campaign Strategy

• Platform: 𝕏 (X Ads prev Twitter Ads)
  

• Duration: 1-3 months depending on Tier
  

• Core Message: Lend and borrow top-tier blue chip digital assets on Metal X, real on-chain yield with complete transparency.
  
  

The campaign will combine some short-form video explainers with high impact and proven static creatives. Evergreen ads will highlight Metal X Lending’s huge range of blue chip assets, ease of use, speed, low-friction UX, and no gas fees with instant settlement. Retargeting will re-engage users who interact with initial ads to maximize conversions.

Budget Tiers

• Tier 1 ($5,000 USD): One month, entry-level awareness push reaching at least 1 million highly targeted impressions and 10k link clicks.
  

• Tier 2 ($10,000 USD): Two month, expanded campaign with advanced retargeting and conversion tracking to Metal X Lending, reaching 2 million impressions and 20k link clicks.
  

• Tier 3 ($15,000 USD): Three month, full-funnel optimization with look-alike audiences, potentially multilingual reach, and at least 3 million impressions
  
  

Metrics & KPIs

• Impressions between 1m and 3m depending on tier and up to 30’000 link clicks
  

• Maintain or exceed 1 % CTR and ≤ $0.48 CPC.
  

• Increase traffic and wallet connections on Metal X Lending
  

• Primary outcome: growth of TVL from $65m to $100m
  

Execution & Oversight

• Campaign Lead: Paul Grey (@protonnz) in coordination with the 𝕏 Advertising Team and Metallicus Marketing team (Will Cleaver)
  

• Creative Direction: Metallicus design team (ads, motion graphics, copywriting).
  

• Analytics & Reporting: Weekly updates to the Consortium and Community on impressions, CTR, CPC, traffic, and TVL impact.
  
  

Timeline if Quorum Reached

Week 1-2: Setup and targeting.
Weeks 3-12: Execution, testing, and optimization.
Week 13: Performance report and DAO summary.

Community Engagement

Community feedback is invited on:

• Preferred budget tier ($5 K / $10 K / $15 K)
  

• Priority assets to feature (BTC, ETH, XRP, SOL, etc.)
  

• Creative angles or messaging ideas to improve reach.
  
  

All campaign data and assets will be shared transparently with the XPR Network Grants DAO and community after completion.

Conclusion

With a proven track record of 50 million + impressions, a $0.48 CPC, and a 1 % CTR, Metal X is in a really good position to scale its lending ecosystem to the next level.

This campaign focuses exclusively on the industry’s most trusted blue chip assets such as Bitcoin, Ethereum, Ripple, Stellar, Hedera, Dogecoin, Cardano, Litecoin, Solana and USD Coin to bring new liquidity and participants into Metal X Lending.

By executing this targeted 𝕏 Ads campaign with precision and data-driven optimization, we could aim to grow TVL from $65 million to $100 million and cement Metal X as the most trusted destination for on-chain lending and borrowing.