SALT
Building community around crypto
Social media management
Like every new frontier, the crypto space has its share of challenges for companies building brands on the blockchain or launching new crypto assets. One major challenge is the establishment of trust with consumers.
When SALT Lending reached out to Lemonade in early 2021, they were in the midst of a rebranding effort. The former token company had recently restructured as a crypto-backed financial lender, and needed a social media partner that was crypto-savvy, in-tune with consumer sentiment, and had a proven record of smart, strategic community building on social media platforms.
As their social partner, we established a messaging strategy to build brand awareness around the new lending company and the pending launch of the SALT Credit Card, and repair the company’s relationship with former SALT token holders.
To boost SALT’s brand and rebuild consumer trust, we filled SALT’s social channels with smart, creative content that fell into four strategic categories: Know Your Crypto, Repair Relationships, The Future for Finance and New Products. This value-added content proved educational, fun and engaging. From May to November 2021, Lemonade created 516 unique pieces of content.
As expected, the educational and community-building content had its intended effect in establishing trust with the brand, which paved the way for new product messaging. By November 2021, educational content was out-performing multiple KPIs while video content around the launch of the SALT Credit Card was on the upswing, with its highest engagement on Twitter and Instagram.
Driving brand growth.
