Clinch ClinchSerious traders across the CIS and Europe leaned on free charts and rarely paid for on-chain data. We ran an education-led KOL and PR campaign that turned…
Serious traders across the CIS and Europe leaned on free charts and rarely paid for on-chain data. We ran an education-led KOL and PR campaign that turned free users into paying Glassnode subscribers.
On-chain market intelligence and analytics platform
The challenge: Glassnode offered deep on-chain intelligence, but across the CIS and Europe most active traders and analysts defaulted to free charts and social alpha. The value of paid metrics was clear to power users yet invisible to everyone else, trial-to-paid conversion lagged, and messaging leaned on data breadth rather than the decisions that data improves. This engagement was scoped to a CIS and Europe subscriber campaign, not Glassnode's global growth.
Our strategy: We reframed the product around better trading decisions instead of raw metrics, and built a funnel that led with education and worked proof over feature lists. KOL, PR and social channels were sequenced to move free readers into trials and trials into paid plans, each mapped to a cost-per-subscriber target.
What we did: We ran 18 analytics and trading KOLs in local languages across the CIS and Europe, each walking through a real on-chain read rather than a generic endorsement, and localized the social calendar around market events when the data mattered most. PR placed Glassnode research in regional finance media, and creative always ended on a specific, reproducible signal.
Channels: Analytics KOLs, Tier-1 PR, X, YouTube, Paid social
The results: The campaign converted 1.9K paying subscribers across the CIS and Europe and lifted trial-to-paid conversion 38%, against 640K regional reach. We judged the program on paid retention, not signups, keeping the read on subscribers who kept using the data.
Services: KOL & Influence Marketing, PR & Earned Media, Social Media Marketing, Advisory & Strategy
5 months · 2024