Objective
Build a best‑in‑class acquisition engine fueled by creative experimentation.
strategic approach
to build a performance engine fueled by creative experimentation, we had to consider how we DIFFERENTIATE our brand from competitors and how we could turn that differentiation into action.
SO, WE EXPLORED THREE VISUAL DIRECTIONs
Understanding that our audiences are diverse, with experience ranging from traditional finance to decentralized finance, we developed three unique ‘territories’ with an even spread across the spectrum.
TradFi
Purposeful. Trustworthy. Authoritative. Premium LTF.
fusion
Accessible. Innovative. Playful.
Inviting. Down-To-Earth.
DEFI
Bold. Surprising. Unapologetic.
User Generated. IYKYK.
AND INCORPORATED RTB LANGUAGE ACROSS OUR TWO PRODUCTS, consumer and pro
To strengthen testing - and to ensure that each territory carried message scalability - we leveraged two initial RTBs per product. These were our primary dimensions in testing.
Secondary dimensions
In addition to our priority dimensions, we tagged additional creative attributes. These dimensions helped serve as ‘signals’ for iterative and future experimentation. Here are just a few examples of the many tags we used…
AND LET’S NOT FORGET OUR CREATOR LED ASSETS & STATIC VARIATIONS!
AND WE LEARNED A LOT. Here are some teasers…
-
Meta: Keep it classic. TradFi mood + statics/carousels = easy scroll‑stoppers.
X (Twitter): Crypto Twitter gonna Twitter. DeFi/Fusion land when edits are fast and copy is social‑native.
Reddit: Real talk, real results. Lo‑fi creators + straight answers punch through.
-
Consumer (new‑to‑crypto + cautious/curious): “Show me the on‑ramp. Prove it.” Quick funding/how‑to + real people and real UI.
Lead with the bitcoin. Bitcoin‑forward headlines grabbed attention more than other coins (most recognizable coin to less experienced users).
Make it easy. Clear steps + plain‑spoken copy reduce friction.
Pro (active traders): “Give me the edge. Show the pro toys.” Charts, order depth, and speed are the hook; Advanced Toolkit visuals beat general hype!
-
Show the app fast. UI in the first beats builds belief.
Make a twin. Pair every winning video with a static/carousel buddy.
Take more screen. Go taller in feed to earn the pause.
Cut to the chase. 6–15s, tighter pace, fewer flourishes.
Let creators lead. Lo‑fi beats glossy when credibility matters.