pump.fun

About the Brand

pump.fun is a major token-launch platform on Solana—an on-chain-native product whose growth pattern is rare in Web3. The platform has built its category by removing technical barriers to token creation and trading and by embedding a community-led discovery and pricing curve into the launch experience itself.

Target Audience: Crypto-active users on Solana, plus EVM-active users curious about Solana's lower-fee token-trading economics. Strong over-index against creator economy and meme-trading communities.

Growth Stage: Hypergrowth.

The Challenge 

Acquire wallets that would use the platform—create a token or trade one within 7 days—at a CPA that the brand's high-velocity, low-margin economics could afford. But these obstacles made it difficult:

Key Obstacles

• Mainstream-platform exclusion. Token-related advertising is policy-restricted on Google, Meta, and TikTok — and memecoin-adjacent messaging carries additional friction.
• Audience-precision gap. Mainstream platforms cannot target a "Solana-active wallet that has traded but not yet created a token" to exactly pump.fun's expansion audience.
• Volume requirement. The brand's growth rate required paid acquisition that could scale into thousands of wallets per month without CPA drift.
• Attribution opacity. Without an on-chain signal, the team could not connect a click to actual on-platform activity.

Why Blockchain-Ads?

The pre-Blockchain-Ads stack included crypto-publisher direct buys, Twitter/X paid amplification, and occasional sponsored Solana-ecosystem editorial. While these could deliver awareness, they couldn't provide on-chain action, so the team had to move paid budget to Blockchain-Ads, leveraging the following capabilities:

• Wallet-level audience targeting: segments built on confirmed Solana-wallet activity.
• Web3 publisher network: placements on Solana-ecosystem media, on-chain analytics dashboards, and crypto editorial.
• High-velocity bidding: ability to scale without CPA drift during the brand's growth windows.
• Cross-chain expansion targeting: reaching EVM-active users curious about Solana economics.

Unique Capabilities Leveraged

• Solana-active wallet segments: wallets executing transactions on Solana within 30 days.
• Memecoin-trader wallet segments: wallets active in token-trading patterns characteristic of the category.
• Cross-chain curiosity segments: EVM-active wallets demonstrating Solana-bridge or Solana-DEX behavior.
• Wallet retargeting: for connected-but-not-active cohorts.

Before Blockchain-Ads → After Blockchain-Ads

• CPA (per Active Wallet): ~$54 → $21
• CTR: 0.10% → 0.55%
• Click → Active Wallet: 1.8% → 4.83%
• 30-day Continued-Activity Rate: 28% → 49%

Active wallets acquired through Blockchain-Ads showed 49% 30-day continued-activity rates and meaningful follow-through into token-creation behavior. The campaign delivered the brand's first scalable paid acquisition channel. Combined with organic, paid-acquired wallets accounted for a meaningful share of category-expansion volume—particularly the cross-chain-curious EVM segment that organic growth was under-reaching.

Phase 1 — Learning (Month 1)

Objective: Identify the wallet behavioral profiles most predictive of token-creation or active-trade behavior.

Actions:

• Four wallet behavioral segments tested: Solana-active wallets (high-velocity, frequent trader behavior), Memecoin-trader wallets (cross-chain pattern match), EVM-active cross-chain-curious wallets (bridged to Solana within 90 days), NFT-collector wallets (control)
• Six creative variants — split between platform-velocity-led and creator-economy-led
• Geo split: NA (40%), Western Europe (25%), Brazil (20%), SEA (15%)

Insights:

• Cross-chain-curious EVM-active wallets converted to Active Wallet at 2.6x the rate of pure Solana-native segments.
• Platform-velocity creative outperformed creator-economy on click-to-active-wallet rate by 33%.
• Brazil over-indexed dramatically on memecoin-trader engagement; given separate creative track and elevated bidding.

Phase 2 — Consideration (Month 2–3)

Objective: Concentrate budget on cross-chain-curious segments and tighten creative-by-geo pairing.

Actions:

• 65% of budget reallocated to cross-chain-curious EVM segments and Brazilian memecoin-trader segments.
• Creative cycle moved to 5 days. Two-track library: platform-velocity-led for global, creator-economy-led for Brazil.
• Funnel rebuilt: a Solana-bridge-aware first-time experience surfaced for arriving EVM users — reducing first-active-step drop-off by ~34%.

Performance Improvements:

• CTR climbed 0.27% → 0.71%.
• CPC compressed $0.78 → $0.41.
• Click-to-Active-Wallet rate improved 2.1% → 4.6%.

Phase 3 — Acquisition + Retargeting (Month 4–5)

Objective: Scale to the brand's monthly growth target without CPA drift.

Actions:

• Daily spend lifted 3.4x against winning cohorts.
• Wallet-based retargeting for connected wallets that didn't activate within 5 days.
• Behavioral retargeting for users who bridged but didn't trade.
• Token-launch-window bid surging activated around major Solana ecosystem launches and high-velocity market windows.

Outcome:

• Steady-state CPA settled at $21.
• Retargeted cohorts activated at 2.4x the rate of cold prospecting.
• 30-day continued-activity rate hit 49% of acquired cohort.