Clinch ClinchMetaMask was trusted by DeFi natives but unfamiliar to first-time buyers across the CIS and Europe. A self-custody education campaign turned curiosity into…
MetaMask was trusted by DeFi natives but unfamiliar to first-time buyers across the CIS and Europe. A self-custody education campaign turned curiosity into activated mobile wallets.
Non-custodial Ethereum wallet for self-custody and DeFi
The challenge: MetaMask was the default wallet for experienced DeFi users, but across Ukraine, Kazakhstan, Poland, Romania, Georgia, Armenia and Uzbekistan most first-time buyers still reached for custodial apps and treated self-custody as intimidating. These markets were expanding quickly, yet holding your own keys read as a risk rather than a benefit, and no one was explaining it in a way newcomers could follow.
Our strategy: We scoped the engagement to one outcome: make self-custody approachable for mobile-first newcomers across the CIS and Europe. This was a focused CIS and Europe campaign, not a reflection of MetaMask's global footprint. Instead of leading with DeFi complexity, every asset explained a single idea at a time, your keys, your wallet, your control, in local languages and native formats.
What we did: We activated 32 regional creators across YouTube, TikTok and X to walk audiences through setup, seed-phrase backup and a first on-chain Swap. Localized short-form content and Telegram sessions reinforced safe-custody habits, while PR placed the self-custody story in regional tech and finance outlets.
Channels: YouTube KOLs, TikTok, X, Telegram, Regional PR
The results: The campaign drove 3.2K new mobile installs across Ukraine, Kazakhstan, Poland, Romania, Georgia, Armenia and Uzbekistan and reached 720K people. Swaps adoption inside the onboarded cohort rose 37%, and the guided onboarding sessions became a repeatable format the team could run market by market.
Services: KOL & Influence Marketing, Social Media Marketing, PR & Earned Media, Community Management
9 months · 2024