This is Testnet, where crypto-native marketing and growth experiments are tested live. Every week I review an aspect of a crypto brand's marketing strategy.
Last week, Base announced it was adding Bitcoin to its network. But it did it in an understated, dare I say demure way: simply by making its logo orange:
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The Base logo is so iconic that a simple color change can be eye-catching.
I'm really interested in the idea of an understated, parred down launch for crypto brands—removing the flashy graphics and 🚀 emojis.
This week: the understated launch.
Base: the demure launch
Base's logo change to orange was an understated way to signal that they were adding Bitcoin to their network.
The first line was simple, too: "We're building a Bitcoin economy on Base."
Clear, clean, and precise.
Notable things they left out:
"Exciting news!"
"We're thrilled to announce X"
"Huge announcement!"
"Calling all devs/traders/builders!"
Instead, the content itself is what makes it interesting.
They've done this before, with some of their highest-performing launches being a simple image and minimal text:
What I'm taking away from this: there's no reason to say something is exciting when it already is. Let the launch speak for itself.
Let's look at more examples:
Celestia's mainnet launch from 2023 was just four words and a blog link with a simple video:
Aave's 2030 launch had only three words and an image:
Or, for a launch that occurred yesterday (!), skip the graphic and the link and the video, and just say "now."
How you can replicate this:
Say more with fewer words: Cut and cut until you have a shorter tagline and the most important information up front.
Avoid generating false hype: There's nothing more overused on crypto twitter than the 🚀 or 🚨 emojis. Skip them!
Collaborate closely with your designer: In these launches, design is everything. The words come to life through the design. The copy and design need to be developed together, not separately.
What do you think about the understated launch? Does it work? Let me know what you think on twitter.
Marketing tidbit: some fun ads
I've been really enjoying looking at web2 ads to get inspiration for campaigns in the crypto world. Here are some fun ones:
Job opening for a graphic designer: funny, eye-catching, and surprising.
Snowbird ski resort: turn a "bad" review into a good thing. Funny, feels like you're in the know
Porsche: a unique way to brag
Grammarly: shock factor!
McDonald's: showing the full spectrum of the people who love you
This week's vibe: I love finding really good newsletters
Sometimes I find a really good newsletter and I read the entire backlog in a matter of days.
The most recent, for me, is Numb at the Lodge. It's packed with undeniably great writing.
Editions you should absolutely read:
Against lists of books: to laugh and be shocked
Eternity: to ponder deep time
The world's oldest hatred: to think about our current political situation
And how I found this newsletter was from another newsletter called Deez Links that is only about recommendations. Also a great sub!
Thanks for being here,
❤️ Sam
A day late, but don't fret — we're here with the 14th edition of Paragraph Picks, some hand-picked pieces of writing over the past week or so. And with the mini app, hopefully a nice reading experience for the featured posts!
@naomiii writes about how "taste" is personal and deeply tied to our feelings, and while Silicon Valley may try to shape it, real taste is about love and commitment, not passive consumption. "Life is rich. It’s worth spending time on finding stuff you love." https://paragraph.xyz/@cryptonao/taste
@beylin argues that the convergence of crypto and hard tech will drive the next wave of generational companies, with cryptosystems offering unique tools for coordination, collaboration, and experimentation in real-world applications. "Cryptosystems are unique in their ability to offer economies-of-scale benefits via the trustless coordination of a large number of participants." https://m.mirror.xyz/rH8i-GGas_pDPGli0FmIORMsnuZAfMRzpFC-jplTarQ
@jimialbert critiques the idea of “exposure” as a false promise for artists, advocating for fair compensation over speculative future gains, and emphasizing the importance of valuing one’s work in the present. "Exposure can help build an audience, but it doesn’t pay rent." https://paragraph.xyz/@infojimialbert.com/the-false-promise-of-exposure
Mosaic made one of the best articles this week!! It's why I appreciate those who don't conform. Who create their own identity and surf their wave