The Challenge.
Buying crypto is confusing for the average person. Add in the fact that social platforms heavily restrict "cryptocurrency" advertising, and MoonPay was facing a massive bottleneck.
- Complex onboarding process for average users
- Heavy censorship on traditional ad creatives
- Needed to bridge the gap between Web3 and Pop Culture
Our Strategy.
We didn't sell crypto. We gamified the onboarding process. By turning a complex app tutorial into a high-stakes street challenge, we bypassed ad blockers.
The Trivia Hook
If you can buy $10 of Bitcoin right now in under 60 seconds, I'll give you $100." We used high-stakes challenges.
Live UI Reveal
As the person scrambled to download MoonPay, the camera naturally captured the UI. A tutorial disguised as suspense.
Organic Disguise
Because it looked like a TikTok game show, platforms didn't flag it. It bypassed the filters and went viral.
Hook A: The 60s Challenge
Dominating the Feed.
We activated creators in 4 different states. By editing 60+ iterations, we ensured MoonPay never suffered from ad fatigue while maintaining full policy compliance.
60+
Ad Iterations
100%
Policy Compliance
The Results.
Massive scale, unbeatable efficiency.
400k+
New Wallets Funded
Massive spike in first-time buyers setting up accounts.
25M+
Total Views
Across organic channels and paid media distribution.
72%
Drop in CAC
Customer Acquisition Cost plummeted as organic sharing took over.
Key Takeaways
Gamify the Onboarding.
Nobody wants to watch a tutorial. But everyone wants to watch someone try to win $100 in 60 seconds.
Compliance via Context.
Instead of fighting ad platforms over keywords, make the video about the human reaction.
Prove it Live.
Showing a complete stranger successfully use it in under 60 seconds is undeniable proof.
Street Poller Media completely changed how we approach user acquisition. They made Web3 accessible to the mainstream and bypassed all our ad restrictions.
Marketing Team
MoonPay