Metis

Metis needed to drive contest participation for PUMPe Meme Factory among crypto users who would engage with community content features, not just claim a reward and disengage.

Four obstacles defined what that required:

• Niche audience: The intersection of meme culture, crypto nativity, and contest participation behaviour is too specific for interest-based platforms to target reliably.
• Platform restrictions: Google and Meta offer no compliant inventory for Web3 ecosystem promotion targeting on-chain wallet audiences.
• Engagement quality: Driving clicks to the contest page was insufficient. The campaign needed users who would actively participate in meme creation and submission.
• Ecosystem awareness: PUMPe was an early-stage product with limited organic reach, requiring paid acquisition to establish an initial participant base.

Standard display networks could reach gaming and entertainment audiences but not crypto-native ones with verified on-chain behaviour. Metis needed users already comfortable with blockchain platforms who would understand and engage with PUMPe's meme factory mechanics. Interest-based targeting had no reliable signal for meme culture engagement within crypto communities.

Blockchain-Ads provided that through four capabilities:

• On-chain audience targeting: Campaigns reached wallets with verified blockchain gaming and DeFi activity, not interest proxies.
• Web3 content inventory: The network covered crypto gaming, meme, and community content publisher environments where PUMPe's audience was already active.
• Contest-optimised campaigns: Targeting was structured to drive qualified contest entries, not just page visits.
• Global reach: The platform delivered verified crypto-native audiences across multiple regions within the 30-day campaign window.

• 553 contest participants acquired across a 30-day global campaign.
• CPA: $108.50 per contest participant.
• Impressions: 1.5M+ delivered globally across display and leaderboard formats.
• CTR: 3.49% blended across all formats.
• CPC: $1.15 blended across the full campaign.
• Total clicks: 52,333 driven to the PUMPe contest page.

The campaign launched globally across Web3 gaming and crypto community publisher inventory. Display and leaderboard formats ran across desktop and mobile placements. A single creative concept ran across all formats: a high-energy meme collage visual featuring the $500 Meme Contest prize prominently alongside the PUMPe Meme Factory branding. The objective was to identify which audience segments and regions produced the lowest cost per contest entry.

Data from Phase 1 identified blockchain gaming audiences and crypto meme community segments as the strongest converters. Budget shifted toward these segments.

The core creative concept was retained but tested across two executions:

• A wider collage format emphasising the prize amount
• A leaderboard banner format leading with the $500 figure and PUMPe branding.

The leaderboard format drove stronger click-through rates on mobile placements. Retargeting was introduced to re-engage users who had clicked through to the contest page without completing a submission.

This campaign ran on display advertising. See how Blockchain-Ads supports gaming advertising. Related case study: PlayZap.

The campaign concentrated spend on blockchain gaming and meme-active wallet segments with full retargeting coverage. The leaderboard format scaled across mobile inventory globally. Retargeted users who had previously visited the PUMPe contest page converted at a higher rate than cold audiences in the final week. The $500 prize angle remained the primary conversion driver across all formats and regions through to campaign close.