The Challenge
The DePIN space was in its infancy, with a need for a unified voice and a call to action that could rally builders and communities. The challenge was to create a movement-driven brand that could articulate the vision of a decentralized, equitable physical infrastructure, inspiring founders to commit to its development.
Our Role
As a fractional CMO at Fluence, Moon Foundry's founder Alex conceptualized and led the DePIN Pledge as a strategic ecosystem initiative. The goal was to not only elevate Fluence's presence in the nascent decentralized computing market but also to forge key strategic partnerships. Taking inspiration from the iconic 'Intel Inside' campaign, we engineered a narrative that positioned Fluence as the definitive leader of the DePIN movement.
The initiative created a directory of companies with 'DePIN Inside'—companies that walked the talk by building on end-to-end decentralized infrastructure. Participants received an NFT as a badge of quality for their commitment, and the pledge became a way to educate retail users on how to identify companies that were truly decentralized.
This powerful, non-aggressive strategy placed decentralized cloud incumbents on the back foot, compelling them to follow Fluence's leadership and cementing its position as the undisputed facilitator of the industry's growth.
The Results
The campaign launched to immediate success, securing over 25 pledges and top-tier media coverage within the first week. By tying brand philosophy directly to a measurable action, we proved that a powerful story can be a formidable growth engine.
Let's Engineer Your Trajectory
This project demonstrates how a single, powerful narrative can evolve into a verifiable movement. It shows that credibility is built by walking the talk and empowering an ecosystem. If you're ready to turn your company's philosophy into an undeniable force for market adoption, let's start the conversation.