Submitted by Surgence Labs | Crypto Marketing Agency for Web3, DeFi & Blockchain Teams

ETHGas: Community Growth for DeFi Infra

Influencer Marketing

Surgence Labs built a community growth engine for ETHGas that produced 300,000+ community alongside $13 billion TVL and 10x social growth in month one.

300,000+Community
$13BTVL
+10xSocial growth

Case in 60 seconds

ETHGas is a DeFi infrastructure and data protocol powering liquidity and on-chain activity tracking, and it needed a community growth engine to convert that infrastructure into audience and traction.

The campaign appears to turn on the gap between infrastructure and audience, because a protocol powering liquidity and on-chain activity tracking carries no inherent story, so narrative pillars and education content had to supply one.

The organizing thesis was an operating system that ran position, distribute and compound as a single motion, so narrative pillars fed KOL activation and partner integrations rather than running as separate campaigns.

Surgence Labs built narrative pillars and an education content system, ran KOL activation and partner integrations, and operated always-on social ops alongside growth experiments. The cadence combined weekly content, regional KOL waves, and PR and earned media bursts, with a content system, a distribution graph and a KPI dashboard as the delivered assets.

Surgence Labs reports 300,000+ community built through the GTM campaign, $13 billion TVL supported alongside the community growth engine, and 10x social growth in month one.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The page identifies the audience only as the community and traction ETHGas needed to build around its infrastructure, addressed in regional waves through KOL activation and partner integrations rather than as one global segment.
Infrastructure protocols sit underneath the activity people actually discuss, so the tension Surgence Labs worked with appears to be a product that matters to the market while giving that market very little to talk about.
DeFi infrastructure is judged on liquidity and on-chain activity rather than on audience size, so the category challenge was building a community without a consumer-facing product to anchor it.
ETHGas is positioned as the protocol powering liquidity and on-chain activity tracking, so its role in the work reads as the source of the education material rather than a personality the audience follows.
Based on the available evidence, the work assumes people follow explanations before they follow protocols, which is why the education content system sits ahead of KOL activation in the sequence Surgence Labs describes.

Creative & Execution System

Partners

  • Surgence Labs (lead_agency)

Results & Evidence

MetricValueResult type
Community300,000+ community built through the GTM campaignperformance
TVL$13 billion TVL supported alongside the community growth enginefollower_growth
Social growth10x social growth in month oneperformance

Why Surgence Labs | Crypto Marketing Agency for Web3, DeFi & Blockchain Teams's strategy worked

  1. 1

    Regional KOL waves appear to work as a distribution layer rather than a one-off burst, because sequencing creators by market lets a single narrative reach new audiences without the content being rebuilt each time.

  2. 2

    Education content reads as the conversion mechanism for an infrastructure product, because an audience that does not already understand what a protocol does cannot be recruited by reach alone.

  3. 3

    Pairing always-on social operations with periodic PR bursts suggests a compounding pattern, because a steady weekly cadence holds the audience that earned media spikes bring in rather than losing it between moments.

  4. 4

    Reporting a protocol TVL figure beside a community figure reads as a claim about business traction rather than social performance, which raises the evidential bar because the two are driven by different mechanisms.

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