How to start a Web3 marketing campaign: A case study of Changelly and Tangem

When planning the campaign, the brands agreed to adhere to the following principles of Web3 marketing:

1. Keep an eye on Web3 trends and newsjack.
2. Educate the community and get it going.
3. Stay true to your brand’s DNA.
4. Provide real value to users.
5. Think long term.

In line with the agenda and Web3 trends of true ownership and security, partners developed a value proposition that was enhanced with numerous bonuses throughout the campaign and beyond. Let's take a closer look at the strategy.

Important strategies of Changelly and Tangem

The “Swap with Love” campaign lasted for three weeks or 21 days and initially involved the creation of a special promo code for the purchase of Tangem cards that could be loaded with cryptocurrencies and given as the perfect Valentine’s Day gift for crypto enthusiasts. For Tangem and Changelly users, it culminated in a week-long fee-free swap campaign hosted by Changelly as part of its API for instant crypto-to-crypto exchange integrated into Tangem's devices.

Warm-up Day 1: Leveraging Community Engagement

One of the key strategies of this campaign was community engagement. The companies leveraged their existing communities and took advantage of the community-centric nature of Web3. On the eve of Valentine's Day, the campaign kicked off with warm-up social media posts and email newsletters introducing the promo code SWAPWITHLOVE (the name speaks for itself, doesn't it?) for Tangem wallets and touting the upcoming partnership.

Days 2-13: Education and Awareness

Given the novelty of Tangem's card-shaped wallets and the concept of gifting cryptocurrencies, a significant part of the campaign focused on education and awareness. Changelly provided a detailed guide: How to use Tangem cards on its blog, which has over 1.5 million monthly readers, and makes it easier for users to understand the product and its value proposition.

In the meantime, Tangem presented the campaign plan and informed users about How to exchange cryptocurrencies with Changelly. Banners and pop-ups were placed on both companies' websites and apps with the special offer and upcoming events. On X (Twitter), they hosted a special quiz where the lucky winners were given away three Tangem wallets. Both Changelly and Tangem are community-driven products; so it was crucial to reflect the pulse of their audience and the values ​​of the Web3 space they inspire with.

The collaboration between Changelly and Tangem allowed both brands to leverage each other's user base. Cross-promotion was a key strategy, with both platforms promoting the campaign and the limited offer for Tangem cards – it was only valid for two weeks. However, they aimed for long-term communication and value for their communities. The idea was to arrange the discount and delivery before the campaign's main offer: free exchanges of anything for anything were activated on Changelly in the third week on Valentine's Day. Tangem has an extensive ambassador network and numerous influencers covered the campaign on YouTube and X (Twitter), which increased reach and lead generation.

Day 14: Media push and zero-fee campaign

After delivering the majority of Tangem wallets ordered with the promo code SWAPWITHLOVE, the partners entered the main phase and announced a one-week fee-free swap promotion with Changelly. They selected the Tier-1 media for message distribution and sent emails to their user base, social media posts and banner ads.

Days 15-21: Long-term goals

Since the brands had a long-term relationship with the audience in mind, they organized an AMA (Ask Me Anything) and Q&A session on X Spaces, as well as a selection of incentive activities with giveaways on both Telegram and X (Twitter).

Results and findings

The campaign was successful, with high engagement and positive feedback from the community. It also helped raise awareness about Changelly and Tangem and their respective offerings. The total reach was 1.18 million participants; during the week-long fee-free campaign, users made 6,590 crypto swap transactions.

“Creativity, community connectivity and engagement, and a deep understanding of the Web3 ecosystem have made this co-marketing effort a success. Web3 marketing is not just about promoting a product or service; it's about adding value, nurturing the community, and embracing the decentralized nature of Web3. We appreciate the trust of the Tangem team and its community and can't wait to take a new step as part of our partnership.”“, said Helga Kiniova, Partnership Lead at Changelly.

“Community and education have been at the heart of Web3, and the 'Swap with Love' campaign truly embodied these principles. Our focus on community education and engagement, as well as promoting secure and decentralized financial solutions, resonated with our audience. Working with Changelly on the 'Swap with Love' campaign was an incredibly rewarding experience. This partnership showed us how two companies can come together to create a campaign that not only drives engagement, but also adds real value to the user experience. The combination of our secure Tangem wallets and Changelly's instant exchange services provided a perfect synergy that our community appreciated. We look forward to more innovative collaborations that push the boundaries of Web3 marketing.” – commented Daria Bystrova, Marketing Project Manager at Tangem.