At Changelly, we believe that successful Web3 marketing is about more than just flashy ads or catchy slogans—it’s about understanding the core values of decentralization, security, community, and financial freedom that drive the entire Web3 ecosystem. In this case study, I’ll take you through our collaboration with Tangem, a card-shaped self-custodial cold wallet manufacturer, where we harnessed the power of these values to create an engaging campaign that yielded great results.
A Web3-Native Campaign: How It All Began
In February of 2024, we teamed up with Tangem for a unique St. Valentine’s Day campaign called “Swap with Love.” Our goal? To show our community some love while increasing engagement and user interaction. There was more to this campaign than simply pushing a product; we emphasized maintaining our brand identities, providing our users with real value and long-term education, and keeping up with Web3 trends.
The Campaign Timeline
The “Swap with Love” campaign ran for 21 days, broken down into strategic phases to maximize impact.
Day 1: Warming Up the Community
We kicked off with a focus on community engagement—one of the pillars of Web3. To set the stage, we teased the campaign with social media posts and email newsletters. We introduced a special promo code, SWAPWITHLOVE, for purchasing Tangem wallets, and we did it perfectly in time for Valentine’s Day. This initial buzz set the tone for the rest of the campaign.
Days 2-13: Building Awareness and Educating the Community
Education was a key component of this phase. We wanted to make sure our users understood the value of Tangem’s innovative card-shaped wallets and the concept of gifting crypto. To do this, we published a detailed review on our blog, which sees over 1.5 million readers monthly. Meanwhile, Tangem highlighted the campaign roadmap and explained how to swap crypto using Changelly.
Both our websites featured banners and pop-ups promoting the campaign, and we ran a special quiz on X (formerly Twitter) with a giveaway of three Tangem wallets. Cross-promotion between our platforms helped us reach a broader audience: Changelly and Tangem each have established extensive networks sprawling across many different social media platforms and channels. We also ensured that our campaign would be covered by a variety of influencers who additionally drove engagement and lead generation.
Day 14: The Big Push and Zero-Fee Campaign
Valentine’s Day marked the campaign’s peak when we launched a one-week zero-fee swap campaign powered by Changelly. We pushed this phase hard through Tier 1 media outlets, email blasts, social media posts, and banner ads across our platforms.
Days 15-21: Focus on Long-Term Engagement
To wrap up, we aimed to solidify long-term relationships with our communities. We hosted an AMA (Ask Me Anything) on X Spaces and organized several incentive-driven activities on Telegram and X, including giveaways. These initiatives helped us maintain momentum even after the main campaign had ended.
Results and Insights
Our “Swap with Love” campaign was a resounding success. We reached 1.18 million people. During the zero-fee week alone, 6,590 crypto swap transactions were made—and that’s not all: banner-to-swap conversions doubled compared to previous campaigns.
In terms of reach, our efforts yielded 350K total impressions from influencer posts across YouTube, Telegram, and X, 75K from posts on official social media accounts, and 750K from partner placements. Tangem has also reported that the campaign was a success and helped them reach new highs. Last but not least, the positive feedback and high engagement levels showed that our approach resonated with the community.
Helga Kiniova, our Partnership Lead at Changelly, summed it up perfectly: “The success of ‘Swap with Love’ demonstrated the power of collaboration and the importance of putting our community at the heart of everything we do. By aligning our efforts with our partners, we were able to create something impactful that resonated deeply with our users.”
Daria Bystrova, Marketing Project Manager at Tangem, echoed this sentiment: “Our partnership with Changelly has allowed us to reach new heights, and ‘Swap with Love’ is a testament to what we can achieve when we join forces. The campaign not only highlighted the strength of our collaboration but also showcased how Web3-centered campaigns can drive meaningful engagement within the crypto space.”
“Swap with Love” is just one instance of our recent successful campaigns—for example, we have also achieved incredible results with our full-fledged Bitcoin Halving event. By working together with our partners, we’ve been able to amplify our impact and connect with a broader range of people across various communities. We’re already looking forward to our next collaborations, where we’ll continue to push the boundaries of what Web3 marketing can achieve.
Disclaimer: Please note that the contents of this article are not financial or investing advice. The information provided in this article is the author’s opinion only and should not be considered as offering trading or investing recommendations. We do not make any warranties about the completeness, reliability and accuracy of this information. The cryptocurrency market suffers from high volatility and occasional arbitrary movements. Any investor, trader, or regular crypto users should research multiple viewpoints and be familiar with all local regulations before committing to an investment.
