Overview
Lazy Lions launched during COVID lockdowns in Sydney, 2021. No existing audience. No marketing budget. No prior brand recognition. The Web3 space was exploding, but dominated by projects with deep pockets and established communities.
We built Lazy Lions from zero into a top-10 global Web3 brand — generating $110M+ in traded volume, 200K+ community members, and partnerships with PUMA and the NBA — all without spending a single dollar on paid advertising.
The same organic, community-first approach that powered Lazy Lions is now what we deploy for our clients at Omni Eclipse. We've just shifted the channel.
The challenge
-
No audience, no budget. Starting from absolute zero during a global pandemic with no existing community, no brand recognition, and no advertising budget to accelerate growth.
-
Saturated market. The Web3 space was flooded with projects backed by venture capital and celebrity endorsements. Standing out required a fundamentally different approach.
-
Digital-to-physical gap. Building a brand that could transcend digital collectibles and break into real-world partnerships with major global brands.
The approach
Community-first brand building
Every growth lever was organic. No paid ads, no influencer deals, no bought followers. We built a community engagement strategy across Discord, Twitter, and Reddit that turned holders into brand ambassadors. The Twitter following grew to 6x the actual holder base through community-driven engagement alone.
Social media strategy & execution
We developed a Twitter engagement strategy built around consistent, high-value content and community interaction. This wasn't spray-and-pray posting — it was a deliberate engagement architecture that generated 90M+ impressions in a single week and 3.7M engagements in one hour.
ROARwards loyalty program
We created a loyalty program that incentivised community members to actively promote the brand. Holders became the marketing department — sharing, engaging, and recruiting organically because they were genuinely invested in the project's success.
Strategic partnership development
Rather than chasing sponsorships, we positioned Lazy Lions as a cultural brand that brought value to partners. This approach landed partnerships with PUMA, the Sacramento Kings (NBA), The Sandbox, Polygon, and Chainlink — each one built on mutual value rather than paid placement.
The results
What started as a lockdown project became one of the most successful organic brand launches in Web3 history.
| Metric | Result |
|---|---|
| Twitter Impressions (7-day peak) | 90,000,000+ |
| Twitter Engagements (1-hour peak) | 3,700,000+ |
| Total Community Members | 200,000+ |
| Traded Volume (USD) | $110,000,000+ |
| Initial Sellout (Lazy Lions) | 10,080 units in 5 hours — $1.5M+ USD |
| Second Collection (Bungalows) | 10,262 units sold out in 15 minutes — $2M+ USD |
| Paid Advertising Spend | $0 |
Social reach
The organic social strategy delivered results that most projects couldn't buy. At peak, Lazy Lions generated over 90M Twitter impressions in a single week — more than double the next closest project at the time. The community grew to 200,000+ members across platforms: 100K+ Twitter followers, 144K+ Discord members, and 26K+ Instagram followers.
90.6M impressions in one week, outpacing every other project in the space. Zero paid promotion.
Brand partnerships
The organic community traction unlocked partnerships that no amount of advertising budget could have bought.
PUMA hosted a NYC flagship store activation with custom Lazy Lions printed merchandise. It became the most successful activation PUMA had ever run in that store. Sacramento Kings (NBA) partnered for the first-ever Web3 showcase in NBA history — 200 tickets gifted to community members for a Kings vs Warriors game, with Lazy Lions branding across the arena screens.
Left: PUMA NYC flagship activation — their most successful in-store event. Right: First-ever Web3 showcase in NBA history.
The Sandbox provided private island access for holders with concerts, game nights, and VR events — extending the brand into the metaverse.
Speaking & thought leadership
The brand's organic success led to speaking invitations at major global events, including SXSW 2022 — further cementing Lazy Lions as a cultural force, not just a digital project.
SXSW 2022 keynote and community events — organic reach that turned into real-world cultural impact.
The bigger picture
Lazy Lions proved a fundamental truth: you don't need ad spend to build a globally recognised brand. You need the right strategy.
The same organic visibility methodology that grew Lazy Lions from zero to 200K+ community members and $110M+ in traded volume is now what we deploy for clients at Omni Eclipse — we've shifted the channel from social and Web3 to AI search, but the principle is identical.
Build real authority. Earn real visibility. Let the platforms recommend you because you've genuinely earned it.
Don't take our word for it — ask ChatGPT yourself.
ChatGPT confirms Lazy Lions' $100M+ traded volume, 140K+ Discord, 100K+ Twitter, and partnerships with PUMA and the Sacramento Kings.
Want to build visibility like this?
Book a free AI Visibility Audit. We'll show you exactly where you stand in AI search and what it takes to become the recommendation — using the same organic-first approach that built Lazy Lions.
Book Your AI Visibility Audit