Decreasing hesitance to start trading cryptocurrency using Coinbase.
Client Brief
Business Problem: Cryptocurrency's recent rise in popularity during the COVID-19 pandemic has made people more aware of crypto wallets like Coinbase, but there is a gap in understanding how to trade safely.
Client Goal & Agency Expectation: A campaign that encourages older Millennials to catch up on their delayed start to trading cryptocurrency.
Analyze
Brand Value & Campaign Message: You still have time to learn how to trade cryptocurrency and Coinbase can help you to catch up on your delayed start to building wealth.
Target Audience: (Older) Millennials / College graduates, entrepreneurs, "side hustlers"
RESEARCH
“How can Coinbase get Millennials to overcome their hesitancy to start trading?”
Deconstruct
Brand Essence: Coinbase is a reputable platform associated with trading and cryptocurrency.
Strategy: Partner with trustworthy influencers who are passionate about trading cryptocurrency with the experience to demystify the learning process while motivating, informing, and inspiring aspiring traders.
Synergy: Influencers who already invest and believe in cryptocurrency are perfect advocates for a platform like Coinbase.
INFLUENCERS
Campaign
Earned Media
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"Coinbase brings Wall Street to your pocket" - Wall Street Journal
"Investing in Crytpo is a Millennial's Key For Catching Up" - Business Insider
Rebuild
Rebranding: Using influencers adds more personality to trading in order to make cryptocurrency less intimidating to think and talk about.
Measurements: 10M social impressions / 500k mentions / 3% engagement