Parcl
Parcl is a first-of-its-kind real estate trading platform built on blockchain, letting users trade exposure to real-world property markets through on-chain indexes. As an early-stage Web3 startup, Parcl needed to build brand awareness, educate a skeptical audience on a brand-new asset class, and establish credibility in the crowded DeFi space — all while building a community pre-product. As Head of Social Media, I built social and community management from the ground up. I led a team of four community managers, designed the integrated content strategy across social, email, and blog, and ran an influencer + ambassador program that helped position Parcl as a trusted voice in DeFi.
What I Built
Content pillars designed to educate, build credibility, drive trading, and foster community. A waitlist campaign treated as the brand launch itself — every post built to give people a reason to share, refer, and bring others in. Community-led activations including trading contests, AMAs, digital and in-person events. An influencer program partnering with key DeFi voices to expand reach into adjacent crypto communities. A protocol launch thread that drove 150K+ views and was sustained by a follow-up X Spaces with the founders.
Results
Drove +223% user growth through integrated content and community strategy
Drove +150% increase in open interest on the platform
Built and led a team of four community managers
Launched the Parcl Protocol with a thread that reached 150K+ views, sustained by founder-led X Spaces