How Web3 Brands Leverage Data-Driven Storytelling to Win the Market: A Case Study of Gitcoin Grants | Data-Driven PR Series
“Data-Driven PR” is initiated and curated by the Starlabs Consulting team to help Web3 companies and disruptive tech brands better understand the evolving logic of public relations and operations in the age of AI. Our mission is to enable user trust and business growth through data. Combining accessible theoretical insights with timely case studies, this series aims to deliver forward-looking perspectives on disruptive tech communications and provide practical strategies for Web3 brands navigating both steady growth and crisis response.
As the opening article of the series, we begin by examining the concept of “trust”—and why the ability to craft data-driven narratives has become essential in today’s information-saturated environment. Through an in-depth case analysis of Gitcoin Grants, a well-known Web3 project, we will outline a set of effective data storytelling techniques Web3 brands can apply, and assess the tangible value these approaches bring to PR and communications efforts.
Gitcoin Grants is a decentralized funding platform built on Ethereum, designed to support open-source projects and public goods. As of 2024, Gitcoin Grants has funded over 3,500 projects with a total disbursement of more than $60 million USD. This includes iconic names such as Uniswap, 1inch, and Yearn Finance—validating Gitcoin’s ability to identify and support high-quality, impactful initiatives.
As highlighted in our series introduction, trust is the foundation of growth in the Web3 ecosystem. All brand strategies—whether operational or promotional—ultimately hinge on their capacity to enhance user trust. But trust cannot be fabricated; it must be anchored in verifiable data.
Unlike Web2, where brands rely primarily on transactional and behavioral data, Web3 introduces a richer, more multidimensional data landscape, encompassing:
- On-chain user profiling (e.g., wallet behavior, NFT holdings, interaction frequency)
- Community engagement (e.g., DAO voting, forum activity, governance participation)
- Financial transparency (e.g., treasury usage, donation allocation)
- Brand influence (e.g., social media metrics, PR mentions, partnership networks)
Web3 data assets — address activity, interaction frequency, donation destinations, etc.
From Data Collection to Visualization to Storytelling
Most Web3 projects today emphasize decentralization, transparency, and community governance. As a result, data collection and visualization have become baseline components of brand operations. However, data alone does not build trust or drive growth. What many early-stage or stagnating brands lack is not data, but the ability to translate that data into trust.
To help both current and prospective users make sense of what these metrics actually mean, brands must transform abstract on-chain behaviors into emotionally resonant, trust-building narratives.
Just as traditional journalism is built on the “5 Ws” — When, Where, What, Why, and Who — effective data storytelling in Web3 must consider the audience, objectives, data types, and emerging trends to tailor the message and format accordingly.
Gitcoin Grants: Turning Data into People and Purpose
Gitcoin Grants exemplifies data-driven storytelling at scale in the Web3 space. Its signature Gitcoin Grants Rounds are decentralized fundraising events where project teams seek funding from the community, and supporters can make small donations to back projects they believe in.
Gitcoin Grants — the largest and longest-running crowdfunding project in Web3
To ensure transparency and authenticity in fund flows, Gitcoin employs tools like Gitcoin Passport for user verification. It further amplifies its impact by publishing round summaries, real-time leaderboards via Dune Analytics, and rich media content on social platforms. These outputs transform raw data into digestible reports, visual graphs, and trending discussions, significantly expanding the program’s reach and influence.
Gitcoin Grants Round 15 Fundraising Leaderboard
Notably, Gitcoin’s outreach focuses not on overwhelming numbers, but on translating data into community emotion and public value. Examples include:
- Tens of thousands of developers and users collectively voting for the open-source future they wish to see—not just a single wealthy donor giving $1 million
- A $2 donation that ends up unlocking $120 in matching funds for a project
- A women-led developer community receiving nearly $20,000 purely through grassroots support and community consensus
In these narratives, users’ actions become symbols of collective will, decentralization, and legitimate participation, reinforcing emotional resonance and brand credibility.
In Gitcoin Grants Round 23, 9,991 users donated over $1.2 million
Moreover, Gitcoin uses a data-driven matching algorithm to allocate funding based on parameters like community support, project diversity, and impact scores. It separates pools for early-stage and mature projects to ensure fairer evaluations and equal opportunity for visibility and funding.
Through more than 23 funding rounds, Gitcoin has built a full-cycle system encompassing data collection, identity verification, visualization, storytelling, and distribution. Its influence has also begun to extend beyond the Web3 space, inspiring nonprofit sectors and legacy institutions to explore similar fundraising frameworks.
In the next issue of the “Data-Driven PR” series, Starlabs Consulting will further explore data storytelling as a growth enabler—highlighting benchmark Web3 cases and common pitfalls to avoid. Follow the Starlabs official account to receive the latest insights and event updates.
References
https://www.gitcoin.co/program?utm_source=gitcoinco&utm_medium=nav&utm_campaign=v2
https://www.gitcoin.co/blog/gg23-results-recap
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About Starlabs Consulting
Starlabs Consulting is a global leader in strategic and marketing consulting for the Web3 industry. Founded in 2018, we specialize in delivering end-to-end solutions across strategic planning, financial advisory, PR and marketing, risk forecasting and management, regulatory and legal compliance, crisis management, and innovation research.
We are committed to helping visionary companies navigate complexity in their growth, marketing, and operations — empowering them to thrive in competitive markets. With deep Web3 expertise and an extensive global network, Starlabs Consulting is the trusted partner of choice for many of the world’s leading crypto exchanges. Our professional team is known for its strategic insight, execution excellence, and unwavering client commitment, earning us a strong reputation across the industry.
Website: https://www.starlabsconsulting.com
