Blockchain is revolutionizing marketing strategies, offering brands unprecedented transparency, security, and customer trust. This innovative approach addresses long-standing challenges in advertising, influencer marketing, loyalty programs, and supply chain management. By leveraging blockchain's decentralized and immutable nature, marketers can build genuine connections with their audience and foster a more rewarding, interactive relationship.
At Lunar Strategy, we’ve seen ahead of the crypto curve and come to operate our marketing strategies in a way that combines organic growth with the perks of strategic paid placement. This allows our crypto projects to resonate with a new type of audience - the ‘crypto conscious’. We’ve earned our stripes marketing to a new generation of Web3 investors, tech entrepreneurs, enthusiasts, culture fanatics, degens, and more. Here’s our in-depth guide to blockchain marketing and a little about our experience within crypto PR.
Think of a blockchain as a digital ledger, kind of like a communal notebook that everyone can see and add to Smart contracts, but no one can erase anything from. It’s a secure place where transactions or data are recorded in a way that's transparent, tamper-proof, and accessible to everyone involved.
Since blockchain is all about transparency and security, it's a game-changer for marketing. It lets customers see exactly where their products come from and ensures their data is handled securely. For marketers, this means building better trust with their audience by being open about their processes and protecting customer information like Fort Knox.
Blockchain marketing is a new approach for brands to advertise their products and services. At the most basic level, the model works by using blockchain’s decentralized and transparent nature to help brands get more trusted connections from their customers. Unlike traditional marketing, which is filled with information asymmetry, inefficiency, and security threats, blockchain marketing is based on trust models that were impossible until now.
One of the real beauties of blockchain marketing lies in its application across various use cases. From influencer marketing to loyalty programs and affiliate marketing, blockchain offers solutions that address long-standing issues such as transparency in transactions, verifiability of engagement, and security of data. Let’s take a look at some of the applications of blockchain marketing and how it helps projects grow.
These application cases illustrate how blockchain/web3 tech is being used to solve traditional marketing challenges while paving the way for more innovative, secure, and customer-centric marketing strategies.
Crypto PR strategies are mostly about creating a narrative that sticks and grows within the digital currency space. By weaving a story that resonates, these strategies aim to build trust, raise awareness, and spark interest among potential investors and the broader community.
With crypto being a (fairly) new form of tech, the builders and investors within its ecosystem are at the edges of tech, building things that improve on the current tech capabilities. This essentially means that when a product offers something new, they’re targeting the niche of a niche community. To really help stand out, Crypto PR strategies are what define and shape a story around these products or services.
In our 5+ years of crypto marketing operations, we’ve learned a few things about how to apply these PR strategies to this fast-moving industry. They're the bridge connecting groundbreaking tech with the people it serves, turning complex crypto concepts into relatable stories.
This human touch is crucial in a field often needed in technical complexity, helping projects stand out in a crowded market. Here are some of the things you need to know while setting up PR strategies:
Blockchain marketing represents a significant shift from traditional marketing practices, primarily through its foundational technology that emphasizes transparency, security, and user empowerment. This evolution touches various aspects of the marketing landscape, offering both businesses and consumers new ways to interact, transact, and build trust.
User Empowerment and Privacy:
Transparency and Trust:
Engagement and Rewards:
In essence, blockchain marketing diverges from traditional paths by fostering an environment where trust, privacy, and mutual benefit are paramount. Its innovative use of technology not only changes how messages are delivered and received but also redefines the relationship between marketers and their audience, making it more transparent, respectful, and rewarding.
As we mentioned previously, we’ve come a long way in our crypto journey, delivering 150+ crypto projects into the mainstream – building hype, connecting KOL networks, and growing communities using our battle-tested PR, content, and communication strategies. This well-built bank of experience over the years has connected us to even more brilliant minds across the globe.
Ranging from Crypto thought leaders, new-age products/services across multiple verticals (AI, metaverse, energy, biotech, cloud computing, NFTs, fine art, etc.), and most of all - the communities that support each of our happy clients – we’ve learned from, and built for, all of them.
When we integrate crypto clients into our marketing strategies, we’re recalling and building on success strategies that are battle-tested and ready to launch for each specific client case. This is what sets Lunar Strategy apart from the crowd. To go one step further, we’ve even built our own web3 investment arm - Lunar3 Capital. Lunar3 Capital is the culmination of our years of effort and experience to help develop and nurture newcomer projects and allow them to become future-proof web3 powerhouses.
1) Applied Primate
Applied Primates, an NFT project aimed at supporting biological research, faced a big challenge: they needed to get the word out about their 10,000 NFTs but didn't have the reach or the community to do so. We stepped in with a plan, picking just the right influencers and getting the word out through key publications. We made sure the message hit home with people who would be genuinely interested.
The campaign, which ran for 60 days starting April 6, 2023, managed to create a big buzz. With over 500,000 impressions on X, and more than 280,000 views on articles, we got on the right track to push this biotech blue-chip. The best part? They sold out their entire collection of 10,000 NFTs. This success story shows how the right strategy and reaching out to the right people can make a huge difference, especially when it comes to NFTs.
2) Superhow.ART:
Superhow.ART, an art platform that combines real-life fine art with NFTs, faced a unique challenge: they wanted to sell the rights to a Russian oil painting by Oleg Tselkov through an auction. To gather interest and get enough people to join the auction, we decided to use a mix of paid ads, crypto influencer marketing, and crypto PR.
We set up professional ad campaigns on Google, teamed up with influencers on YouTube and X to spread the word, and got a buzz-generating article published in Cointelegraph. This strategic combo was all about making sure the right people saw the auction at the right time.
And the outcome? It was a big win. The NFT painting was sold for 30 ETH, which was around $120,000 at that time, leaving the client more than satisfied. This success story from Superhow.ART shows just how powerful the right marketing mix can be, especially when you're aiming to catch the eye of fine art and crypto enthusiasts at the same time.
As the digital landscape continues to evolve, blockchain marketing emerges as a powerful solution for brands seeking to establish trust, enhance engagement, and deliver tangible value to their audience.
We also go into deeper detail about web3 marketing in our recently launched book - The Secrets Behind Crypto Ecosystem Marketing. In this book, we help uncover what it really takes to launch your crypto project in 2024 and beyond.
By embracing this transformative approach to marketing in the crypto space, projects can differentiate themselves, build lasting connections, and pave the way for a more transparent, secure, and mutually beneficial marketing ecosystem.
