Before diving into this case study, let’s establish how specific features and the nature of Web3 marketing are connected to the values of this decentralized version of the internet powered by blockchain technology. The primary thing to remember is that marketing efforts should consider the aspects of decentralization, utmost security and privacy, community building, and financial freedom that Web3 grants to its users.
Web3-Native Campaign: Tips to Start
Changelly, a global instant crypto exchange platform, and Tangem, a leading manufacturer of cold wallets, having collaborated on the very eve of St. Valentine’s Day, newsjacked on this international holiday and a willingness to feel beloved and safe. The campaign was named ‘Swap with Love’ and designed to show love to their community while driving engagement and user interaction.
While pre-planning the campaign, the brands agreed on upholding the following principles of Web3 marketing:
- Keep tabs on Web3 trends and newsjack.
- Educate and warm up the community.
- Stay true to your brand DNA.
- Provide users with real values.
- Take a long-term mindset.
In consonance with the agenda and Web3 trends of true ownership and security, the partners generated a value proposition extended with multiple bonuses across the campaign and beyond. Let’s dig into the strategy.
Key Strategies Changelly and Tangem Used
The ‘Swap with Love’ campaign lasted three weeks, or 21 days, and first involved creating a special promo code for buying Tangem cards, which could be loaded with crypto and given as the perfect Valentine’s Day gift for crypto enthusiasts. For Tangem and Changelly users, it culminated in a one-week zero-fee swap campaign powered by Changelly within its crypto-to-crypto instant exchange API integrated into Tangem’s devices.
Day 1 Warm-Up: Leveraging Community Engagement
One of the primary strategies used in this campaign was community engagement. The companies leveraged their existing communities and tapped into Web3’s community-centric nature. On the eve of St. Valentine’s Day, the campaign started with warm-up social media posts and email newsletters introducing the promo code SWAPWITHLOVE (its name speaks for itself, doesn’t it?) for Tangem wallets and teasing the upcoming partnership.
Days 2-13: Education and Awareness
Given the novelty of the Tangem card-shaped wallets and the concept of gifting crypto, a significant part of the campaign was focused on education and awareness. Changelly provided a detailed guide on how to use Tangem cards in its blog, which has over 1.5M readers monthly, making it easier for users to understand the product and its value proposition.
Meantime Tangem highlighted the roadmap of the campaign and educated users on how to swap crypto with Changelly. Both companies’ websites and apps placed banners and pop-ups featuring the special offer and upcoming events. On X (Twitter), they held a special quiz with a giveaway of three Tangem wallets to its lucky winners. Both Changelly and Tangem are community-driven products; that’s why it was crucial to reflect the beat of their audience and the values of the Web3 space they inspire with.
The collaboration between Changelly and Tangem allowed both brands to tap into each other’s user base. Cross-promotion was a key strategy, with both platforms promoting the campaign and the limited offer on Tangem cards—it was valid for only two weeks. However, they targeted long-term communications and value for their communities. The point was to arrange the discount and delivery prior to the main offer of the campaign: zero-fee swaps of anything for anything with Changelly were activated in its third week on St. Valentine’s Day. Tangem has an extensive ambassador network, and numerous influencers covered the campaign across YouTube and X (Twitter), fueling the reach and lead generation.
Day 14: Media Push and Zero-Fee Campaign
On delivering most part of the Tangem wallets ordered with the SWAPWITHLOVE promo code, the partners came up to the main phase and announced a one-week zero-fee swap campaign with Changelly. They chose the Tier 1 media outlets for the news distribution and pushed emails across their user bases, social media posts, and banner ads.
Days 15-21: Long-Term Goals
Having a long-term relationship with the audience in mind, the brands arranged an AMA (Ask Me Anything) and Q&A in X Spaces and a selection of incentive activities with giveaways on both Telegram and X (Twitter).
Results and Takeaways
The campaign was fruitful, with high engagement levels and positive feedback from the community. It also helped drive awareness about both Changelly and Tangem and their respective offerings. The total reach resulted in 1.18 million people engaged; during the one-week zero-fee campaign, users made 6,590 crypto swap transactions.
‘Creativity, community connectivity and engagement, and a native understanding of the Web3 ecosystem drove this co-marketing effort to success. Web3 marketing is not just about promoting a product or service; it’s about providing value, fostering community, and embracing the decentralized nature of Web3. We appreciate the trust of the Tangem team and their community and can’t wait to jump in a new advance along our partnership,’ Helga Kiniova, Partnership Lead at Changelly, said.
“Community and education were at the heart of Web3, and the ‘Swap with Love’ campaign truly embodied these principles. Our focus on community education and engagement, along with the promotion of secure and decentralized financial solutions, resonated deeply with our audience. Collaborating with Changelly on the ‘Swap with Love’ campaign was an incredibly rewarding experience. This partnership showed us how two companies can come together to create a campaign that not only drives engagement but also adds real value to the user experience. The combination of our secure Tangem wallets and Changelly’s instant exchange services provided a perfect synergy that our community appreciated. We look forward to more innovative collaborations that push the boundaries of Web3 marketing.” – Daria Bystrova, Marketing Project Manager at Tangem, commented.
