The crypto wallet market is intensely competitive. With users spread across dozens of countries and varying levels of crypto sophistication, traditional advertising often struggles to efficiently acquire genuine wallet users who will actually create accounts and become active.
For walllet.com, a next-generation crypto wallet focused on security, the challenge was clear: How do you scale app installs from real crypto users across global markets while maintaining exceptional cost-per-install efficiency? They needed to move beyond traditional targeting and find a partner who could reach verified wallet holders at scale, without the wasted spend on low-intent users.
Previously, walllet.com worked with an external agency and bought ads through crypto publishers like Coinzilla. But they lacked the ability to target verified on-chain users with precision, leading to inefficient acquisition costs and uncertainty about user quality.
A Global App Install Engine on the Addressable Platform
Addressable's Contribution: Addressable helped walllet.com focus on high-intent non-professional crypto users rather than vanity installs, providing the verified on-chain audience segments. walllet.com then paired this with their expert funnel and creative iteration to drive quality growth.
Methodology Snapshot:
Their approach was built on three core pillars:
1. Precision Audience Targeting with On-Chain Data
Walllet.com targeted a highly specific audience of verified wallet holders using Addressable's on-chain data:
The audience included gamers, NFT users, competitor wallet users, memecoin holders, and DEX/CEX users - a broad but verified crypto-native audience.
2. Global Reach with Strategic Geo Optimization
Walllet.com launched campaigns across 30+ countries, then optimized based on performance data:
Key Optimization: Underperforming geos (Japan, Turkey, Australia, France, Brazil, Italy, Chile) were excluded to maximize efficiency.
3. Continuous Optimization for CPI Efficiency
The walllet.com team used Addressable's clear performance data to relentlessly optimize campaigns:
The Result: CPI dropped from $50 at launch to $1.05 through systematic optimization.
Industry-Leading App Install Efficiency with Verified Crypto Users
The Final Scoreboard
Wallet-first targeting delivers quality installs that convert
Key Achievements:
The Most Important Insight
Optimization Beats Scale: From $50 CPI to $1.05 CPI
walllet.com's success was not about launching with perfect targeting - it was about systematic optimization based on real performance data.
The campaign started with a $50 CPI. Through relentless optimization - refining demographics, languages, geos, and creatives - the team drove CPI down to $1.05. That is a 98% reduction in cost-per-install.
The key insight: Android campaigns often outperform iOS for app installs because Google passes back more data, allowing the algorithm to optimize more efficiently. Creatives for smaller language audiences were refined to improve algorithmic efficiency.
"The real unlock came when we started systematically optimizing geos, creatives, and audiences. The Addressable data gave us the signal, but the performance came from iteration."
By the end of the campaign, walllet.com had:
This is the new standard for app install campaigns in Web3.
