Clinch ClinchShuffle's audience lives on crypto Twitter and tunes out generic gambling ads. We ran a community-native KOL push for a product line across the CIS and…
Shuffle's audience lives on crypto Twitter and tunes out generic gambling ads. We ran a community-native KOL push for a product line across the CIS and Europe, measured on depositing players rather than vanity reach.
Crypto-native casino with instant deposits, provably-fair games and on-chain rewards
The challenge: Shuffle's core audience lived on crypto Twitter and expected a different tone from mainstream gambling marketing. For a product-line push across the CIS and Europe, generic ads and paid gambling placements read as inauthentic, and the brand needed community-native reach without diluting its identity or overstating its claims.
Our strategy: We ran a crypto-native community program rather than a broadcast media buy, meeting the audience where it already engaged. Crypto KOLs and community moderators led with provably-fair proof points and native, meme-aware creative, while every activation was measured against depositing players and repeat behaviour, not vanity reach.
What we did: We activated a curated set of crypto KOLs on X and YouTube, refreshed community-facing creative and brand assets, and ran always-on Telegram and Discord programming around the product line. Clips and community moments were repurposed into a steady social cadence to keep the campaign compounding. This engagement was scoped to a CIS and Europe campaign, not Shuffle's global footprint.
Channels: X, YouTube KOLs, Telegram, Discord
The results: The community push reached 560K crypto-native users across the CIS and Europe and converted 1,900 depositing players, with the repeat-deposit rate up 34%. A focused roster of 33 crypto KOLs and community-sourced players outperformed paid placements on quality, giving Shuffle growth that stayed on-brand.
Services: KOL & Influence Marketing, Community Management, Social Media Marketing, Branding & Design
5 months · 2025