Coegi started with in-depth audience research using our agnostic tech stack to determine how to reach niche cryptocurrency owners. We used research partner, Resonate, to more fully understand Ethereum enthusiasts and owners. Those insights informed our channel selection. We used display, search and social channels, while implementing sequential messaging to lead consumers down the funnel.
Display and social campaigns were a cost-effective way to support and move crypto audiences through the consideration/education funnel. We focused on LinkedIn and Twitter as our primary social platforms as they are where crypto enthusiasts tend to spend most of their time. Search, a high-intent channel, was expected to be effective in driving action and generating web page visits from qualified audiences. Using keywords related primarily to end of year tax deductible donations, this tactic proved to be successful.
There were over 3.9 million impressions served cross-platform to highly qualified audiences. The campaign resulted in nearly 7,000 key website actions. This was an over 50% success rate from the 13,000 clicks on the ads. This reinforces that the ads were being clicked by highly engaged audiences who were motivated to further understand the brand’s offerings. In several cases, they created or donated to a fund immediately. Success was reinforced with Google Analytics metrics showing above benchmark metrics related to pages per session, session duration, and bounce rate.
Overall, our campaigns performed at or above expectations and created the user involvement aligned to the brand’s goals.