Binance, the world’s largest cryptocurrency exchange by trading volume and users, has launched a creative, PR campaign titled ‘The Ultimate Guide to Crypto’, hijacking the International Translation Day calendar event to mark how the crypto world celebrates its shared vocabulary as a badge of belonging and community.
While language has always reflected culture, in the crypto world, it’s become the cement that holds a global community together. What started as typos or acronyms on obscure internet forums – “HODL” for hold on for dear life, “wagmi” for we are going to make it – quickly became mantras that defined an entire movement.
From the outside, crypto can seem impenetrable. The jargon is dense, the acronyms endless, the memes confusing to the uninitiated. But step inside, and the language is a welcome mat. It’s a signal of belonging, tell those within the community that they have found others who get the same jokes, take the same risks, and celebrate the same wins. In a space that is all about volatility, the shared language is stability, a way to feel grounded when the charts are anything but.
As such, ‘The Ultimate Guide to Crypto’ campaign was designed to demystify crypto lingo for newcomers while celebrating the unique language and culture of both Binance and the wider crypto community.
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The creative conception, production and distribution was done by The Romans, the PR and communications partner for Binance.
Rolled out primarily through digital channels, the PR activation aimed to be more than a quick win, tying directly into Binance’s broader brand vision and marketing plans in the region.
By leaning into humour and playfulness, the campaign moved away from traditional regulatory and security-heavy messaging, instead reflecting Binance’s roots in the industry’s dynamic “degen” culture.
Just as importantly, it aimed to reinforce the central role of community, underscoring that, like many Web3 brands, Binance is driven by its users, whose creativity and innovation continue to shape the sector.
The key targeted audiences included the crypto community and Web3 industry professionals. The campaign also reached a variety of daily readers, targeting individuals who may not be active investors but are curious to learn more about the industry and its unique nuances.
The chosen approach was guided by several factors: the digital-first focus reflected the habits of many crypto community members, who are younger and primarily consume content online and on social media. The campaign also leaned into a playful and cheeky tone, which resonates and feels natural on these channels.
The campaign ran in the UAE and Bahrain, with regional earned amplification. Success was measured by the campaign’s overall reach as well as social engagement. On social media, the goal was for the community to embrace the campaign’s assets and infographics and share them widely.
CREDITS:
Client: Binance
Agency: The Romans
