ConsenSys Wins Platinum MUSE Creative Award for ‘Ethereum, Evolved’ Marketing Campaign
The Merge, a technological shift that transformed Ethereum, the most used blockchain, into an almost net-zero technology overnight, was difficult for mainstream audiences to understand. However, ConsenSys, a leading blockchain technology company, identified an opportunity to educate audiences, elevate its brand, and establish a global narrative around sustainability, security, and future scalability.
ConsenSys launched a multi-channel marketing campaign called “Ethereum, Evolved” to spread awareness of The Merge and celebrate the decentralized developer community who brought it to life. The campaign drove a simple narrative around the three core aspects of The Merge and included a hero video, social assets, and targeted paid placements.
The company also ran a robust organic media plan, including social, blog-based content, and global PR outreach that secured over 200 pieces of media coverage, reaching non-web3 audiences by running a full-page ad in the Wall Street Journal.
The Merge Hub, an interactive experience showcasing the three pillar benefits of The Merge through rich, informational content, and inviting users to claim their very own celebratory Merge NFT, garnered over 600k visits during the campaign, with 184k coming on Merge Day alone.
ConsenSys also released a Regenesis NFT collection based on the three core narrative pillars. It included a free, open edition, a commemorative edition airdropped to core Ethereum developers, and a bespoke art piece, minted in block one and position one of proof-of-stake Ethereum, making it the network’s first sustainable 1-of-1 NFT ever. The NFT collection went on to become the largest NFT drop in history and 2nd most distributed collection ever.
Six months after The Merge, the “Ethereum, Evolved” campaign won the platinum MUSE Creative Award in the Integrated Marketing Campaign category. The Muse Creative Award is hosted by the International Awards Associate (IAA), which received over 6,300 entries from across the globe. This recognition highlights the progress of the Ethereum ecosystem and fills ConsenSys with immense pride and motivation to continue pushing the boundaries of creativity and excellence in their field.
In conclusion, ConsenSys’ “Ethereum, Evolved” campaign successfully elevated their brand, educated audiences, and shaped global narratives about The Merge. This campaign demonstrated new ways to engage audiences through the power of web3 and showcased the importance of sustainability, security, and future scalability in the blockchain industry.
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