From the very beginning trust was a big issue for salad.io, because the gamers needed to give the company access to their computing power in order to receive the rewards – this was associated with risks for the gamers. Paid ads did not work at all, so they went to influencers, because that’s the form of advertising in which you have the highest trust factor.
Initially Brazil was also a target of salad.io, we tried months (!) to get a Brazilian YouTuber for the campaign without success. At that time there were a couple of crypto scandals in Brazil and the politicians were against Bitcoins and co. The good thing is that in Mexico, Colombia and Argentina the campaign took off quickly, we had tremendous success through educating the viewers and putting out much content. With such a sensitive topic it was sure we needed more dedicated videos (and therefore higher CPAs) than for a simple App.
Through this long-term aimed strategy we could foster high brand loyalty.