MetaMask
CASE STUDY
MetaMask案例研究
65,000+
钱包连接
$97.5M
交易量
$15
每次获取成本
9.8x
广告投资回报率
Company
MetaMask
Campaign Type
用户获取
Industry
加密货币和Web3
Case Timeline
60天
Strategy
针对对Web3感兴趣的用户和DeFi爱好者进行加密钱包入门，通过以安全为中心和DeFi访问活动推动钱包安装。
活动概述
MetaMask作为领先的以太坊钱包和Web3网关，启动了一项全面的用户获取活动，以将新用户引入加密货币自我托管和去中心化应用程序。在60天内拥有$975K的活动预算，该活动针对对加密货币感兴趣的个人和寻找非托管钱包解决方案的经验丰富的交易者。
策略
Web3入门策略包括：
- 受众定位：针对拥有新活跃钱包的Web3原生用户，以及持有ETH、BTC和稳定币并对投资和交易感兴趣的高净值个人。
- 重定向策略：顺序性信息引导用户从对钱包的好奇到完成安装。初期广告专注于Web3教育和安全优势。后续活动强调DeFi访问和应用程序连接，以推动更深层次的参与。
- 品牌定位：活动广告创意将MetaMask定位为传统金融与去中心化应用程序之间的关键网关。活动强调安全控制、私钥所有权和无缝访问DeFi协议。信息传递区分了自我托管相对于中心化交易所存储风险的优势。
Results
- 钱包连接：65,000+个新加密钱包安装
- 总交易量：第一个月钱包活动中的$97,500,000
- 平均钱包价值：每个用户的投资组合余额$1,500
- DeFi参与度：68%的用户连接到去中心化应用程序
- 展示次数：在Web3和DeFi平台上达到8320万次
Why It Worked
- Web3入门重点：通过简化的钱包设置和安全教育针对对加密货币感兴趣的用户，实现了68%的DeFi应用程序参与度
- 安全优先信息传递：强调自我托管、私钥控制和安全功能，与担心中心化交易所风险的用户建立信任
- DeFi网关定位：突出MetaMask作为去中心化金融、NFT和Web3应用程序的入口点，推动了强大的生态系统参与
Conclusion
MetaMask的成功展示了Blockchain-Ads平台在加密钱包用户获取活动中的有效性。使用Web3特定细分市场的战略性受众定位推动了卓越的采用率和交易量。这种方法证明，全面的Web3教育与精准定位相结合可以提供可衡量的钱包采用结果。
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