Clinch ClinchMoonPay's on-ramp cleared payments cleanly, but across CIS and European corridors local payment nuances and brand trust decided conversion, so we ran a KOL,…
MoonPay's on-ramp cleared payments cleanly, but across CIS and European corridors local payment nuances and brand trust decided conversion, so we ran a KOL, PR and affiliate push for funded users.
Fiat-to-crypto on-ramp and checkout for wallets and apps
The challenge: MoonPay's on-ramp settled transactions reliably, but across its CIS and European target corridors buyers defaulted to incumbents they already trusted with card and bank details. Conversion hinged on local payment methods — regional cards and bank transfers — and credibility the brand had not yet earned in-market. Funded-user growth lagged well behind the infrastructure quality.
Our strategy: We led with credibility and distribution rather than incentives. The plan combined corridor-specific crypto KOLs demonstrating real fiat-to-crypto purchases, earned media in regional fintech and crypto press to establish trust, and a vetted affiliate network to drive qualified, funded volume across Ukraine, Kazakhstan, Uzbekistan, Azerbaijan, Georgia, Moldova and Kyrgyzstan. Every partner was screened for real conversion history over follower count.
What we did: We engaged 24 KOLs to show the buy flow end to end on local payment rails, and secured tier-1 regional coverage to validate safety and compliance. An affiliate layer was onboarded with localized, compliant creative, while community teams supported users through their first funded transaction to lift completion rates. This engagement was scoped to a CIS and Europe campaign, not MoonPay's global footprint. Spend shifted weekly toward the partners producing the lowest cost per funded user.
Channels: YouTube KOLs, X, Telegram, Tier-1 PR, Affiliate network
The results: Over eleven months the campaign across Ukraine, Kazakhstan, Uzbekistan, Azerbaijan, Georgia, Moldova and Kyrgyzstan reached 2.2K funded users and $24M in on-ramp volume, with affiliates and KOLs cutting blended CAC 35%. Checkout completion improved as local rails and in-language support were added, and the affiliate network became a durable, low-cost pipeline across every live corridor.
Services: KOL & Influence Marketing, PR & Earned Media, Affiliate Program Management, Community Management
5 months · 2024