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2021-06-25 20:45:00 ​​Highlights of the week: Elon Musk’s comeback, the launch of NFT-marketplace Binance, miners’ shutdown in China, Goldman Sachs' first crypto deal, and the death of John McAfee

Beijing's attitude to crypto mining is getting tougher, and Chinese provincial authorities are imposing new sanctions on the industry. Chinese miners have found a way to continue their activities: move to other countries where they will not be threatened, such as Kazakhstan, USA or Northern Europe.

This week it became known that on June 17 Goldman Sachs made the first transaction, in which the bank exchanged tokenized U.S. Treasury bonds for JPM Coin staplecoins.

On Wednesday, June 23, programmer and former bitcoin fan John McAfee was found dead in a Spanish prison. He was known to many as a bitcoin propagandist.

Crypto exchange Binance has launched their NFT marketplace. The first Genesis premium auction started this week, with the launch of Mystery Boxes — rare limited edition NFTs for a low price; as well as a marketplace for the 100 creators collection — the campaign to promote innovative creators from all over the world and bring attention to NFT items.

Recently, Elon Musk named bitcoin's satirical rival dogecoin his favorite project, and today he quickly raised the price of memecoin again.

Also, Musk made a mocking attack on Twitter CEO Jack Dorsey. This is because Dorsey announced an event to raise awareness of Bitcoin among companies and institutions with an online cryptocurrency event. The price of Bitcoin, however, has not changed. Open / Comment

2021-06-24 20:40:00 ​​Coinbase Case Study: Visuals That Sell

After listing shares on NASDAQ, crypto exchange Coinbase, which is among the top 3 platforms in terms of volume, launched a campaign to attract new users.

In the 30-second video It’s Only the Beginning, there is no active storytelling, as the visuals speak for themselves. In this case, the history of bitcoin rate is shown.

Right launch time. The news about listing made the promo campaign more effective: the Nasdaq stock exchange traders and the community of stock market in general could learn about Coinbase and, most importantly, remember about crypto.

Perfectly chosen soundtrack. The music in the ad aroused separate interest: users left dozens of comments asking what kind of song is playing in the video. When people who watch the video listen to this tune, they will have an association with Coinbase.

A clear proposition for new users. At the end of the video, a short call to action appears — sign up and get $5 in BTC. This simple message does not raise additional questions from the user, and due to the growing popularity of Coinbase, it motivates to choose a platform for making operations with cryptocurrencies. Open / Comment

2021-06-23 20:45:00 ​​eToro Advertising: How To Use Pop Culture In Marketing

Viral marketing is unpredictable and depends on the mood of the audience. Nevertheless, creating content that can hook the user will definitely pay off the resources spent.

Today we will discuss an example of eToro marketing. This platform is known for its funny promotional videos that often go viral.

According to the plot of one of these videos published two years ago, the actor Kristian Nairn, who played the role of Hodor in the TV series "Game of Thrones", instead of the famous "Hodor" pronounced the consonant word "Hodl" — holding cryptocurrency until its value grows.

Expiration date of content. The hype around Game of Thrones played into eToro's hands: the video received more than 1.2 million views, dozens of major media reacted to the new ad, and the collaboration was mentioned on Twitter in more than 1000 tweets per day for more than a week.

Clear message to the audience. It is worth saying that the video has a certain message to the crypto community. The audience around is saying that "bitcoin is a bubble", "bitcoin has burst", "you need to get rid of it," and only the courageous Hodor stands, holding back the panicking people and uttering the word HODL.

Repeat the success. The result of the campaign showed that the integration of humor into advertising is effective. A year later, eToro filmed another viral video, but with the famous American actor Alec Baldwin, as part of the launch of a new feature for the American market. On YouTube alone, the video has gained about 30 million views. Open / Comment

2021-06-22 19:20:00 ​​Binance video ad: atypical example for the cryptosphere

Last year, more than a thousand new crypto projects were launched, and all of them require marketing. We decided to share examples of various campaigns and highlight successful solutions in terms of our experience.

Today we are going to watch a video from Binance with an overview of the most important events of 2020 — The Tipping Point. The video covers various global problems: from social inequality to the consequences of the coronavirus pandemic.

Right time to launch. Binance has chosen a perfect date: the end of the year is the time to draw conclusions. Otherwise it would be strange if they launched it, for example, at the end of March this year.

Showcasing products and employees. It has a positive effect on user confidence in the project. The Tipping Point's video focuses on Binance financial products and features Binance founder and CEO Changpeng Zhao.

Attention to global problems. Social responsibility increases brand loyalty, which has a positive effect on brand image and gains trust of new customers. Today, Binance has over 13.5 million active users.

P.S.: We did not evaluate the effectiveness in the form of specific business results, since many factors affect this, as we do not have access to internal data. Open / Comment

2021-06-18 21:50:00 ​​Tesla for Bitcoins, MicroStrategy's success, China turning off electricity for miners, IDO's falling profitability, how Neil Patrick Harris met Bitcoin and the future in the present in Switzerland — the most exciting news in our latest digest!

"When there is a confirmation of reasonable (~50%) use of clean energy by miners, Tesla will resume Bitcoin operations," — Elon Musk.

MicroStrategy, a provider of analytics software, is investing in bitcoins. Shares of analytics software provider MicroStrategy rose nearly 16%, to $598.49 per share, in trading on the NASDAQ exchange on June 14 due to reports that the company has completed a $500 million Bitcoin convertible bond offering maturing in 2028.

Until June 20, China's Sichuan province will cut off electricity to miners. Cryptocurrency mining has been banned at the state level in three Chinese provinces. Due to this, large miners are leaving the country.

Lunchpads and decentralized exchanges continue to actively conduct IDOs. Their profitability is falling, but many projects are generating high profits. For example, NiifiDao, whose sale took place on June 2, showed a token yield of 6.5 times at peak and 188% at the end of the IDO. NiifiDao solutions combine DAO, DeFi and NFT.

"How I Met Your Mother" star Neil Patrick Harris revealed his investment in Bitcoin. "I remember that moment when I first heard about bitcoin. I, like most people, didn't fully understand what it was about, but the price was so small at the time that I decided to try investing without risking too much." — Actor and Emmy Award-winning Neil Patrick Harris

Swiss regulated cryptocurrency bank Sygnum has expanded its line of services, offering customers to store and trade tokens of DeFi projects: Aave, Aragon, Curve, Maker, Synthetix, Uniswap and 1inch Network, as well as banking services using the USDC Stablecoin

#bdcweekly Open / Comment

2021-06-17 21:45:00 ​​ Referral programs are an effective way to attract new customers using the existing ones. In the past two years, crypto exchanges have realized the potential of this tool.

While in 2018 only 50% of trading platforms had a referral program, 32 out of the 33 exchanges had one in 2020.

75% of referral programs feature only one downline level. Users earn rebates only on the trading fees paid by the referrals they had personally invited. Such programs seem to be easier to control and they are understandable for the user.

Some exchanges reward not only the user who invites a new customer but also the one who was invited. Often, the referral gets a 10% discount on trading fees.

Several exchanges have gone further and launched brand ambassador programs (such as the one promoted by Crypto.com) and partner programs aimed at different customer levels, (e.g. eToro).

Indeed, partner programs increase the number of new users, but there is also a small problem with them: Many exchanges set a "barrier" for the total amount of payments, limit the period for receiving rewards, or only admit certain categories of users to the program. Open / Comment

2021-06-15 20:41:11 6 MOST COMMON FRAUD SCHEMES

• Fake exchanges
• Giveaway
• Blackmailing
• Phishing
• Copy&paste viruses
• Ponzi scheme & pyramids Open / Comment

2021-06-11 21:00:06 BLOCKCHAIN. TOP OF THE WEEK

Mining using the energy of volcanoes, new wave of crypto bans in China, micropayments on Twitter, sale of apartments for 377 BTC and upcoming IDOs — the most interesting stories from the crypto universe in our new digest! Open / Comment

2021-06-10 14:01:02 ​​Why are cryptocurrencies attractive to women?

During the “Bitcoin under Female Thumb” research, we have surveyed 441 women from 28 countries to find out what the cryptosphere is doing for them.

During group interviews, the participants mentioned the word “freedom” in one way or another. This concept is quite abstract, so we traced its content:

“This is a completely new concept of money and concept of democracy or governance. Freer than the other financial systems existing in the world”.

“It’s the ability to manage your money within the concept of freedom and anonymity. I don't want to be answerable to anyone”.

“The privacy side is quite attractive for me”.

It is important to note that in communication with that part of the female audience that is not crypto users yet, it is worth mentioning only specific aspects of this concept, such as:
- the ability to independently manage your finances;
- decentralization;
- a sense of financial freedom. Open / Comment