MetaMask Case Study
Targeted Web3-curious users and DeFi enthusiasts with crypto wallet onboarding, driving wallet installations through security-focused and DeFi access campaigns.
MetaMask, the leading Ethereum wallet and Web3 gateway, launched a comprehensive user acquisition campaign to onboard new users to cryptocurrency self-custody and decentralized applications. With a $975K campaign budget over 60 days, the campaign targeted crypto-curious individuals and experienced traders seeking non-custodial wallet solutions.
Campaign Overview and Strategy
The Web3 onboarding strategy encompassed:
- Audience Targeting: Combined New Wallets, Active Wallets, and Web3 Native segments to reach users exploring self-custody solutions. Layered Personal Finance and Investment/Trading interest targeting to capture users researching crypto wallet alternatives.
- Retargeting Strategy: Sequential messaging guided users from wallet curiosity through installation completion. Initial ads focused on Web3 education and security benefits. Follow-up campaigns emphasized DeFi access and application connectivity to drive deeper engagement.
- Brand Positioning: The campaign Ad creatives positioned MetaMask as the essential gateway between traditional finance and decentralized applications. Campaigns emphasized security control, private key ownership, and seamless DeFi protocol access. Messaging differentiated self-custody advantages over centralized exchange storage risks.
Results
- Wallet Connections: 65,000+ new crypto wallet installations
- Total Transaction Volume: $97,500,000 in first-month wallet activity
- Average Wallet Value: $1,500 per user portfolio balance
- DeFi Engagement: 68% users connected to decentralized applications
- Impressions: 83.2 million across Web3 and DeFi platforms
Why It Worked
- Web3 Onboarding Focus: Targeting crypto-curious users with simplified wallet setup and security education resulted in 68% DeFi application engagement
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Security-First Messaging: Emphasizing self-custody, private key control, and security features built trust with users concerned about centralized exchange risks
- DeFi Gateway Positioning: Highlighting MetaMask as the entry point to decentralized finance, NFTs, and Web3 applications drove strong ecosystem participation
Conclusion
MetaMask's success demonstrates Blockchain-Ads platform effectiveness for crypto wallet user acquisition campaigns. Strategic audience targeting using Web3-specific segments drove exceptional adoption rates and transaction volumes. This approach proves comprehensive Web3 education combined with precise targeting delivers measurable wallet adoption results.
Success Stories
What success looks like
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