Yield Basis Launch Case × Drofa Comms
building trust before launch: the Yield Basis PR strategy
Brief
Yield Basis is a decentralized liquidity protocol built to generate sustainable yield from market volatility, introducing a new approach to BTC and ETH liquidity provision without traditional impermanent loss exposure. Yield Basis partnered with Drofa Comms to support the market launch of the protocol, develop clear narratives around its volatility-driven liquidity model, and strengthen its positioning within the DeFi ecosystem during and after launch.
Since June 2025, Drofa Comms has been working closely with the company’s team to introduce the protocol to the market and maintain media attention around its development, launch milestones, and ecosystem growth.
objectives
- pre-launch stage: to build awareness and credibility ahead of launch through Tier-1 media coverage, interviews, and educational narratives.
- protocol launch: to secure broad media visibility around the official launch and position the protocol within the DeFi and BTC liquidity ecosystem.
- ongoing PR support: to maintain continuous media presence through product updates, ecosystem growth, and ongoing communications.
our results in a nutshell:
3,077
earned media publications in 9 months, including reprints and excluding social media mentions, with coverage in leading Tier-1 outlets.
22
unique publications in 9 months dedicated specifically to Yield Basis and its key narratives
213
earned media publications focused on the launch of the protocol
2.13 M
Advertising Value Equivalent (AVE), which is an additional metric that helps estimate the value of collected articles and mentions. It is an approximate amount of money that would have to be spent on paid advertising to achieve similar exposition.
“When we launched Yield Basis, it was highly important to keep the narrative around the protocol and the value it brings clear, consistent, and technically accurate. I wished for all communications surrounding myself and my projects to be controlled and predictable — and with Drofa Comms, we’ve achieved that. The team understood how to structure the process during both our launch and subsequent growth stages. As a result, we were able to build comprehensive visibility and media coverage without oversimplifying the substance behind the product.”
Michael Egorov
Founder of Curve Finance and Yield Basis
challenge:
- Launching a completely new DeFi protocol into the media landscape from scratch during the traditionally slow summer season for media.
- Explaining a highly technical model in a way accessible to both crypto-native and broader audiences.
- Building trust and credibility around a new protocol category while relying only on earned media and organic media interest.
- Balancing Yield Basis’ association with Curve Finance and its founder, Michael Egorov, while developing the protocol as an independent market brand.
- Maintaining long-term media interest beyond the initial protocol launch through continuous narrative development and ongoing communications support.
our approach
Based on the company’s objectives in each period, we adjust the PR strategy to meet business needs. Throughout more than three years of our collaboration, we have highlighted the following strategic PR stages:
Building Pre-Launch Visibility in Tier-1 Media
Ahead of the official launch, our primary goal was introducing Yield Basis to the market and building initial awareness around the protocol. We developed clear narratives explaining Yield Basis’ approach, while actively presenting the project to journalists via Tier-1 media outreach and founder interviews focused on the future of on-chain Bitcoin liquidity.
Curve founder: Creative leverage solves the problem of impermanent loss
Curve Finance Pitches Yield Basis, a $60M Plan to Turn CRV Into an Income Asset
Curve Founder Michael Egorov Tackles Impermanent Loss with New DeFi Strategy
Curve Founder’s New DeFi Project Wants to Eliminate Impermanent Loss With Leveraged Liquidity
Curve Finance’s Michael Egorov: There Is Nothing ‘Particularly Special’ About L2s In 2025
Driving Launch Coverage
During the launch phase, we worked on securing broad attention for the protocol via coordinated media outreach, launch announcements, and podcast appearances. Coverage in leading crypto outlets and industry podcasts helped introduce the protocol to a wider audience and establish its presence across the crypto industry.
Curve Finance Founder Michael Egorov Launches Bitcoin Yield Protocol
Strengthening Brand Positioning
We worked on positioning Yield Basis as an independent protocol with its own narratives around BTCFi innovation, sustainable Bitcoin yield, and on-chain liquidity infrastructure. At the same time, we leveraged the industry expertise and reputation of Michael Egorov and Curve Finance as a credibility foundation via interviews, expert commentary, and media communications.
Michael Egorov, Founder of Curve Finance and Yield Basis – Interview Series
Curve Finance community will vote on a proposal to make CRV pay yields
Curve Finance votes on proposal to share revenue directly with CRV holders
Maintaining Media Presence
Later, the communications focus shifted towards protocol traction, real market performance, and the growing role of Bitcoin yield strategies in DeFi. With continuous news coverage and market-focused storytelling, we helped keep Yield Basis visible in industry discussions and relevant within the evolving BTCFi sector.
Earning Interest on Bitcoin: Comparing BTC Yield Opportunities
Yield Basis Activates the Fee Switch: 17.55 BTC In Fees Await Distribution to veYB Holders
Crypto yield protocol delivers windfall returns amid bitcoin volatility
Bitcoin Volatility Drives $12 Million Fees for Yield Basis
results
Through a structured step-by-step PR campaign, Drofa Comms helped introduce Yield Basis to the market and establish its visibility within the crypto industry. The campaign secured coverage in leading Tier-1 crypto media, strengthened recognition around the protocol’s core narratives, and helped position it as an emerging player in the BTCFi and on-chain liquidity space.
Beyond launch visibility, the communications strategy supported the protocol’s long-term positioning through educational storytelling, founder-led thought leadership, and ongoing media presence around product development and market performance.
7
industrial award wins for 2023, and 9 award nominations
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