Blockchain WAX
We grew active wallet users for WAX, one of the busiest blockchains for gaming and NFTs.
- Platform
- WebBrowser wallet
- Channels
- GoogleMetaTikTokProgrammatic
- Strategies
- User acquisitionCreator seeding
Objective
A wallet signup is worthless if it never gets used. WAX needed new users who would create a wallet and actually transact, at a cost that could scale.
The core challenges we solved
- 01
Signups without activity
Wallet creation was easy to buy and easy to report, but a large share of new wallets never recorded a single transaction.
- 02
An audience defined too broadly
Targeting built around crypto interest reached speculators rather than the gamers and collectors who actually use the chain.
- 03
No event past account creation
Optimisation stopped at signup, so the platforms had no way to learn which users would go on to transact.
- 04
Fragmented dApp entry points
Users arrived through many different games and marketplaces, which made a single view of acquisition cost difficult to hold.
Our approach
- Step 01
Built the funnel around wallet activation
Wallet created, first login and first transaction became the events that drove optimisation, so bidding followed real usage rather than registrations.
- Activation defined as a completed first transaction
- Events passed back to every buying platform
- Cost reported per activated wallet, not per signup
- Step 02
Targeted gamers and collectors, not crypto
Audiences and creative were built around the dApps and games running on WAX, reaching people by the thing they wanted to do rather than by an interest in blockchain.
- Creative led with specific games and marketplaces
- Interest targeting moved away from generic crypto pools
- Lookalikes seeded from transacting wallets only
- Step 03
Scaled across channels and markets
Once cost per activated wallet held steady, the same structure was extended across channels and into additional markets without loosening the activation standard.
- Channel mix expanded only after activation cost held
- Per-market caps set on cost per activated wallet
- Weekly review of activation rate by source
Business impact and results
- New wallet users
- 61,500New wallet usersCreated through paid acquisition
- Cost per activated wallet
- $4.80Cost per activated walletWallets with a completed transaction
- Wallets with a first transaction
- 63%Wallets with a first transactionActivated within the first 30 days
