Flare Network

Flare needed to reach active on-chain users who would not only sign up but connect wallets and acquire FLR tokens. This is a multi-step journey that required verified crypto-native audiences rather than broad interest segments.

Four obstacles defined what that required:

• Platform restrictions: Google and Meta offer limited compliant inventory for Layer 1 token promotion targeting active DeFi wallet audiences at scale.
• Audience specificity: Flare needed users already active in EVM-compatible ecosystems who would understand decentralised oracle infrastructure and token reward mechanics.
• Multi-step conversion: Driving sign-ups was the first step. The campaign needed registered users to proceed to wallet connection and FLR token acquisition.
• Competitive L1 landscape: The Layer 1 market is crowded. Creatives needed to lead with Flare's specific differentiators, which are native oracle integration and monthly FlareDrops, to convert users already holding positions in competing chains.

Standard display networks could reach crypto audiences but not verified on-chain users with DeFi transaction history and active wallet behaviour. Flare needed users already familiar with EVM infrastructure who would understand the FlareDrops reward mechanic and act on it. Interest-based platforms had no reliable signal for DeFi protocol engagement or wallet activity levels.

Blockchain-Ads provided that through four capabilities:

• On-chain wallet targeting: Campaigns reached ETH-active and DeFi-active wallets with verified token holding and protocol interaction history, not interest proxies.
• Crypto publisher inventory: The network covered DeFi, Layer 1 ecosystem, and crypto investing publisher environments where Flare's target audience was already active.
• Native ad format: Native placements ran in-feed across crypto content environments, matching the editorial tone of Flare's data-led brand positioning.
• Global reach: The platform delivered qualified on-chain audiences across multiple regions within the 30-day campaign window.

• 5,210 FLR token holder sign-ups delivered across a 30-day global campaign.
• Wallet connections: 3,755, representing 72% of sign-ups proceeding to wallet connection.
• CPA: $11.52 per sign-up.
• Token volume: $203,800 in attributed FLR token acquisition.
• ROAS: 3.40x on $60,000 in ad spend.
• Impressions: 2.5M+ delivered globally across native formats.
• CTR: 0.85% blended across all native placements.
• CPC: $2.61 blended across the full campaign.

The campaign launched globally across ETH-active and DeFi wallet segments using native ad placements across crypto content publisher inventory.

Two creative angles ran simultaneously:

• A FlareDrops rewards angle highlighting that every WFLR holder receives monthly FlareDrops.
• A decentralised oracle angle positioning Flare as the blockchain with oracles built into the network structure.

The objective was to identify which angle drove the lowest cost per sign-up among active DeFi and ETH holder segments.

Data from Phase 1 identified active ETH holders and DeFi protocol users as the strongest converting segments. The FlareDrops rewards angle outperformed the oracle infrastructure angle on sign-up rate among yield-seeking wallet segments. Budget shifted toward the rewards angle. The oracle angle was retained for targeting developer-adjacent and infrastructure-focused wallet segments. Retargeting was introduced to re-engage users who had signed up but not yet connected a wallet or acquired FLR tokens.

The campaign concentrated spend on the FlareDrops rewards angle across verified ETH holder and DeFi wallet segments globally. Retargeting layers re-engaged signed-up users who had not yet completed wallet connection or token acquisition. The rewards creative, "Everyone who holds WFLR receives monthly FlareDrops," drove the strongest wallet connection rate among retargeted users already familiar with token staking mechanics. The retargeting layer delivered the majority of the campaign's 3,755 wallet connections in the final week.