Clinch ClinchENS was the default identity layer in Western crypto but under-adopted across CIS and European markets. We localized the pitch and turned wallet handles into…
ENS was the default identity layer in Western crypto but under-adopted across CIS and European markets. We localized the pitch and turned wallet handles into registrations.
Decentralized naming for wallets, apps and .eth identities
The challenge: ENS had become the default identity layer across Western crypto, but adoption trailed well behind wallet usage in Poland, Ukraine, Kazakhstan, Romania, Spain, Portugal, Italy and Greece. Users held wallets without .eth names, the value of a portable, human-readable identity was poorly understood locally, and messaging had never been adapted to those communities.
Our strategy: We localized the pitch rather than translating it. The plan framed a .eth name as a personal handle for the on-chain world, usable across wallets and apps, and leaned on regional creators and design-led content to make registration feel like claiming a username rather than configuring infrastructure.
What we did: We activated 34 regional KOLs across Poland, Ukraine, Kazakhstan, Romania, Spain, Portugal, Italy and Greece, produced localized social and short-form content, and ran community programming that walked new users through their first registration and primary-name setup. This was a focused CIS and Europe campaign, scoped to those markets rather than ENS's global footprint. Branding and design work gave the campaign a consistent, culturally tuned look across each market.
Channels: Regional KOLs, X, Telegram, Instagram / TikTok, Wallet integrations
The results: The campaign drove 3.2K new .eth registrations across the region and generated 740K in reach. Primary-name adoption among registrants rose 31%, meaning users were not just buying names but actually setting them as their default identity across wallets and apps.
Services: KOL & Influence Marketing, Social Media Marketing, Community Management, Branding & Design
6 months · 2024