Objective: Re-engage users post-KYC drop-off.

Strategy:

• Segmented users at 7, 14, and 30-day dormancy.
• Created email & app push series with education content, social proof, and incentives

Results:

• +2% MoM reactivation rate.
• Email open rates improved from 18% → 32%.
• 8% of reactivated users traded within 7 days.

Tools: Orion, Datawind, Gmail, Figma, Notion

Objective: Rank and convert high-intent users in the NG local market.

Strategy:

• SEO audit & keyword targeting.
• Optimized landing page with enhanced CTAs and internal linking.
• Built Content Clusters for strategic internal linking to promote the product page.
• Managed a $20k budget backlink strategy campaign to boost SEO ranking.

   

Results:

• Achieved #1 ranking on “Buy Bitcoin in Nigeria.”
• Page drove 10% of local organic conversions.
• Dwell time +42%; CTR & conversions up by 11%.

   

Tools: Google Search Console, Ahrefs, Orion, GA4, Notion, Datawind

Objective: Brand visibility during AFCON.

Strategy:

• Entertainment-infused UGC challenge with giveaways
• Developed in-game content to keep the online audience engaged on the social pages
• Amplified via micro & macro influencers in 5 countries.

   

Results:

• 11 billion impressions.

   

• +180K social followers (across platforms).

   

• Achieved “Top trending brand campaign” during AFCON’21 Tournament.

   

Tools: Hootsuite, Canva, Figma, TalkWalker

Objective: Encourage first-time trading activity by educating users through trusted voices and product-led content.

Strategy:
We designed and executed the DYOR (Do Your Own Research) integrated campaign to build trust among crypto-curious audiences and convert them through education and storytelling.

• Developed a content strategy anchored around crypto literacy and personal narratives.
• Collaborated with 5 top KOLs to share their crypto journeys and promote Binance Academy as a trusted learning resource.
• Organized AMAs & Webinars talking about the need to be crypto savvy & scam prevention.
• Integrated Binance Academy courses into the campaign funnel, gamifying users’ experience to learn about crypto & get rewarded before making their first trade.
• Partnered with the PR team to create security-focused articles and anti-scam resources to address new user concerns and build credibility.

   

Results:

• 📈 10 million+ impressions across influencer and PR channels.
• 🎓 11,000+ users participated in Binance Academy courses.
• 💰 1,700+ new users completed their first trade after engaging with the campaign.

   

Tools Used:
Twitter, YouTube, Binance Academy, Custom Tracking Links, Google Analytics, KOL CRM, Internal Dashboards

Impact:
This campaign bridged education and activation, proving that content-driven growth—when paired with community voices and product utility—can move users down the funnel from awareness to conversion.