GRANT WEBER
CREATIVE | STRATEGY | PERFORMANCE
Exodus Campus Agents Increase App Downloads by 33%
The COVID pandemic spiked interest in alternative investing, cryptocurrency and NFTs to an all time high. However, while crypto curiosity was peaking, so was the skepticism around crypto’s long term viability.
Exodus, an industry newcomer, wanted to capitalize crypto’s increased popularity by building brand awareness and increasing downloads of its digital asset wallet among those who were open to adopting crypto - Gen Z.
The Challenge
Establish Exodus as a household name among Gen Z.
Make noise in an oversaturated, ultra-competitive industry.
Increase app downloads.
Create long-term crypto investors.
Educate and differentiate Exodus in the complex crypto market.
The Way In
To reach a Gen Z open to learning about crypto, we created a first- of-its-kind peer-to-peer grassroots brand program on 10 different campuses across the nation. A series of campus activations helped a relatively unknown brand make an impact.
Rather than create fans of Exodus and crypto currency from zero, we focused our efforts on the “crypto curious” - or those who have made an investment in crypto at least once in the past year.
Campus Activation #1: Free Pizza for Bitcoin Pizza Day
Pizza holds a fabled spot in the crypto hall of fame. In May of 2010, Laszlo Hanyecz made the first “real world” purchase using a virtual currency when he offered 10,000 Bitcoin—worth about $40 at the time—for two large pizzas. Little did he know over a decade later, those coins would now be worth around $380 million!
To celebrate, Exodus agents brought Bitcoin Pizza day to their college campuses and exchanged a piping hot slice for an app download.
Activation #2: Ambassadors Challenge Students to H.O.D.L.
H.O.D.L. stands for "Hold on For Dear Life" and has become a mantra among crypto enthusiasts for long-term crypto investing. We took H.O.D.L. to the next level with our very literal endurance challenge. Hold on longer than your peers and win big!
Creative Lead - Grant Weber | Creative Strategist - Lia Werner | Graphic Designer - Zach Ubblehode | Lead Producer - CJ Welch | Field Team Manager - Adam Alcamo