Lingo, the first vacation rewards token, grew fast in 2022, attracting Web3 enthusiast investors via mostly influencers. With €4.5M seed funds and 100+ ambassadors (with 300M+ fans) a Q4 2023 mass market push was in sight. Daniel Kuczowski, Head of Growth, needed new user acquisition sources, higher conversions, and quality traffic to test Lingo’s mass positioning, without slowing token sales to investors.
Casual Web3 users and investors behave differently, so influencers and tools fit for enthusiast investors were worse, and harder to track, for the masses. Lingo needed an ad-based strategy with distinct copy and creative from their investor-tailored page. But even casual users are anonymous on-chain, so Lingo had no insights at hand and was in the dark about how to speak to them.
Lingo began testing and refining a custom landing page, aiming to maximize users who spend a long time and scroll far on their page. In parallel, Lingo began looking for ways to tap into on-chain user data to inform their copy and targeting and know about these ideal visitors to best re-target them for future a/b testing.