10 Great Examples of Blockchain and Cryptocurrency Marketing
Marketing campaigns often form the lifeline for many blockchain and cryptocurrency projects. Despite making a great project, your target market needs to understand that greatness and how it is important to them. Each crypto project is made for a target group, from individual users, industrial firms, schools, or even government institutions. Without marketing campaigns, the target audience may hardly learn about your products.
A marketing campaign is a strategy that aims to promote a business product by increasing the engagement, traffic, and conversion of potential users. In blockchain or crypto, this scaled approach to reaching prospective users is a powerful tool to gain trust from the users and make your brand successful. We’ve put together 10 of the best crypto and blockchain marketing examples that will add value to your project.
1. Ripple: Got It
First launched in October 2019, Ripple’s “Got It” campaign was rereleased in December 2020. The creative campaign aims to highlight Ripple’s mission to power instant global payments for businesses and individuals. Both campaigns depict individuals making an instant funds transfer to their loved ones and businesses.
The videos which last less than a minute each capture Ripple’s salient features, including cross-border payments, support for multiple currencies, instant cross-border funds transfer, and its partnerships with various financial institutions and payment processing companies.
- Make your video ad short as internet users generally have a short attention span
- Make the ad scenes relatable to your audience
- Highlight your company’s unique selling propositions
2. Binance: The Tipping Point
Binance crypto exchange launched its campaign to introduce blockchain-powered financial solutions to new markets. Dubbed “The Tipping Point”, this ad headlines the social injustice issues, the impacts of the coronavirus pandemic, adverse effects of climate change, and financial hardships that the world faced in 2020.
Released on 31 December 2020, the ad is similar to a 2020 year-in-review. The ad bills blockchain solutions as the tools to power us past the tipping point of a vicious booms-and-bursts cycle of today’s world. The ad highlights the increasing adoption and investment into cryptocurrency projects.
- Ensure you launch your campaign at the right moment
- Include relevant excerpts of recent or ongoing issues making news headlines in the society
- Narrate to your audience in the first person to keep them at the moment
- Showcase your products and real employees of your company
3. PayPal: Crypto for the People
PayPal introduced support for cryptocurrencies with the “Crypto for the People” campaign in 2020. Its 15-second video highlights PayPal’s latest feature and all the possibilities that it brings to the user.
The ad is purposely made shorter to encourage the users to explore the new feature to learn more about it. The campaign mainly introduces the new product to existing users who use PayPal’s other services.
- While targeting a specific market, do not include what they already know. Instead, get them new and exciting information
- Personalize the ad using catchy phrases
4. Monero: A Private Digital Currency
Monero, the privacy-focused cryptocurrency, launched a campaign that aims to explain the need for a safe platform for conducting everyday transactions. The campaign is an explainer video accompanied by nice illustrations and narration.
The ad helps new and prospective users to easily get started on the basics of Monero, highlighting features of the platform and the benefits to users. Also, toward the end, the video provides a link that users may follow to learn more about the project.
While introducing a new product, or an existing product to a new market, make an explainer video to kick start the users on how to use your product.
Always provide information to users on how they can learn more.
5. Coinbase: It’s Only the Beginning
After getting listed on NASDAQ, United States’ most popular crypto exchange launched a campaign to illustrate that the exchange is just getting started. Its 30-second ad has no narration and is meant to visually capture the audience’s attention.
The video highlights key timelines in the history of bitcoin, which is the first and most popular cryptocurrency. The company correlates its new beginning with the common crypto phrase regarding bullish cryptocurrency market trends that “It’s only the beginning”.
- Make it clear the direction your company is headed, in case the management changes
- Associate your services with products that people love
- Offer discounts to new users
6. eToro: HODL
eToro is known for putting out the funniest crypto ads, that often go viral. In this digital age, your crypto project would really use some viral marketing stunts. About the fear, uncertainty, and doubt (FUD) often spread around the crypto markets, enthusiasts have held on to the phrase, “HODL”, a misspelling for hold, which is a way to say that they will remain calm and hold their crypto assets despite the volatility of the markets. The funny ad features actor Kristian Nairn, depicted as an actor looking for more serious roles, like office roles where he can wear ties.
- Make your video funny and have an active social media engagement
- Include well-known and liked personalities
7. Changpeng Zhao aka CZ: Not Financial Advice or NFA
Chinese-Canadian business executive and founder of Binance, CZ as he is commonly known, is very active on Twitter. He engages with Binance users and traders of Binance’s native coin $BNB on the microblogging platform, often commenting sarcastically on the performance of $BNB and other notable cryptocurrency news. As the CEO of Binance, his horizontal approach to interaction with users has helped the exchange grow further. CZ has made it a signature move to finish his tweets with “Not Financial Advice” or “NFA”. Here’s one regarding the future of money:
- If you head a crypto project, cut red tapes to open up your project to the community. This offers a feeling of decentralization of your project, making the users comfortable.
- Frequently engage and appreciate your customers and loyal fans
8. Blockchain.com: Don’t Get Held Up
Another comical advertisement that features a celebrity. Blockchain.com launched a campaign in 2019 to introduce The PIT, its new crypto exchange platform. In the ad, the robbers look confused while the calm bank teller advises them to start trading crypto in The PIT, which is a fast and reliable exchange that would help them grow their portfolio more than the robbed money. The ad features actor Bill Shatner, who subtly explains the disadvantages they have faced with other crypto exchanges.
- Indirectly take a swipe at your competitors by listing their shortcomings
- Make your ad a funny question-and-answer session, giving the user new tips and reasons for choosing your product
9. Ripple: Faster Cross Border Payments Shouldn’t Require a Boarding Pass
This Ripple campaign highlights the hassle of cross-border payments, especially for individuals. While it is exaggerated, the ad shows how slow cross-border payments are, when they shouldn’t be. They take as long or longer than one would take to travel to the destinations and are similarly quite expensive. With no narration, the ad shares questions that users relate to, and provides solutions to them. This gives the audience a reason to try out Ripple.
- Explain your value proposition to the potential customer in a fun and relatable way
- Always remember to answer questions posed by your target market
10. Grayscale Investments: Drop Gold
Grayscale pushes the narrative of the future of cryptocurrencies in an evolving digital world. The action-packed advertisement ridicules traditional investors who are holding on to gold, listing its irrelevance in today’s world. The narrator explains the advantages of digital currencies and why these investors should “Drop Gold”, which is weighing down their portfolio. Positioning itself as the go-to choice for cryptocurrency investment, Grayscale illustrates the need for traditional investors to go digital and choose their services.
- Give your potential customers a reason to choose your product over their current preferences
- Make the message urgent through action-themed audio-visual effects
Many blockchain companies offering similar products are coming up and most offer top-quality products to users. Therefore, marketing will be the go-to edge over competitors since product quality is largely similar. A good marketing strategy will help your project to reach more users, listen to their demands and create even more innovative products for them.