GALA

Gala Music needed to reach crypto-native users who would not only sign up but actively transact on the platform, in a niche that sits between music fandom and Web3 asset ownership. Four obstacles defined what that required:

• Audience specificity: Blockchain music ownership appeals to a narrow overlap of crypto-active users and music enthusiasts. Broad display networks could not identify users with both wallet activity and creator or music interest at the same time.
• Platform restrictions: Web3 platform and token advertising faces restrictions on Google and Meta, limiting access to standard high-reach channels.
• Top-of-funnel education: Blockchain-powered music ownership is a new concept for most users. The campaign needed to introduce the $MUSIC token proposition clearly before driving conversion actions.
• Conversion depth: Driving sign-ups is a partial win. Converting registered users to active transacting participants required matching creative messaging to audiences already comfortable with on-chain asset ownership.

Google and Meta restricted Web3 platform advertising, and broad interest audiences lacked the on-chain context to evaluate a decentralised music ownership proposition. Gala Music needed a platform capable of identifying users with verified wallet activity and creator-economy interest simultaneously. It also needed to deliver the $MUSIC token introduction in environments where digital asset ownership was already familiar. Blockchain-Ads provided that through four capabilities:

• Web3 Native and Active Wallet targeting: Blockchain-Ads identified users through verified on-chain wallet activity across Ethereum and Polygon networks. This ensured audiences had demonstrated crypto participation before encountering the Gala Music proposition.
• High Net Worth Individual segments: HNWI targeting reached users with proven capital allocation behaviour. It prioritised audiences with both the financial capacity and crypto familiarity to become active transacting platform members.
• Generative AI and AI for Creators interest overlay: Interest-based segments extended reach to tech-forward users invested in AI-driven creative tools. This matched Gala Music's positioning at the intersection of music, technology, and digital ownership.
• A/B creative testing infrastructure: The platform supported parallel testing of creatives developed by both the Gala Music and Blockchain-Ads teams. This enabled rapid identification of the strongest-performing angle within the campaign window.

• New active users acquired: 2,148 across a 60-day campaign window.
• CPA: $74.50 per active user, blended across all audience segments.
• Total platform revenue: $244,000 generated from new user activity.
• Conversion rate improvement: 132% increase from site visit to sign-up across the campaign window.
• Best-performing segments: Web3 Native and Active Wallet users across both months.

The campaign launched across Web3 Native, Active Wallet, and HNWI segments simultaneously, with an AI Creators interest overlay applied across all segments. Two creative angles entered the market:

• A token introduction angle leading with Introducing $MUSIC Token and a Discover and Learn CTA
• A vision angle leading with the future of music is here and a Discover and Learn CTA

Both angles ran across all active segments at equal weight to establish which message and audience combination generated the strongest progression from impression to sign-up. The Discover and Learn CTA was chosen deliberately to match a top-of-funnel audience encountering blockchain music ownership for the first time.

Web3 Native and Active Wallet segments outperformed HNWI segments on sign-up volume. This confirmed that verified on-chain activity was a stronger immediate predictor of platform registration than wealth indicators alone. The token introduction angle drove stronger direct response, while the vision angle built broader awareness among users in earlier consideration stages. Retargeting activated against users who had clicked through but not yet completed a sign-up. It delivered the token introduction creative to close the registration gap. The phase delivered a 132% improvement in conversion rate from site visit to sign-up.

The final phase concentrated spend behind Web3 Native and Active Wallet segments using the token introduction angle as the primary conversion driver. Retargeting ran in parallel against registered users who had not yet completed an active transaction. It used the vision creative to reinforce the platform's long-term value proposition. The 60-day campaign closed with 2,148 new active users at a CPA of $74.50 and $244,000 in total platform revenue.