In the past decade, cryptocurrency has shifted from a niche topic to one of the most talked-about movements in finance and culture. While the market itself has gone through wild swings, the way crypto brands have marketed themselves is just as remarkable as the coins and tokens they promote.
Campaigns that started as jokes have turned into global conversations, while others have built communities so strong they rival fan bases for major sports teams. For traditional brands watching from the sidelines, there’s more here than flashy ads or viral memes. There are lessons in how to capture attention, build loyalty, and stay relevant in a crowded space.
One of the clearest lessons from crypto marketing is that community often comes before product. Dogecoin is the classic case. What began as a parody token inspired by a Shiba Inu meme gained a loyal following because people felt like they were part of an inside joke. Over time, this playful energy evolved into a significant movement, with some public figures backing it, which sent the coin’s value soaring during peak hype cycles (source: https://nuco.io/).
The takeaway for traditional brands is that not every campaign needs to start with polished corporate messaging. Sometimes what works best is giving people room to interact, create, and share their own spin on a brand. Fans want to feel ownership. Whether it’s through open-ended social media challenges or spaces where customers can directly influence brand direction, letting the community take the lead can create far stronger loyalty than a one-way marketing push.
Crypto projects often go viral for reasons traditional marketers would describe as disorganised. Dogecoin memes are certainly disorganised and cheap, with their rapid and glorious spread coming from decentralised creativity and authenticity. Other NFT campaigns, like Bored Ape Yacht Club, were not sophisticated ad productions. Instead, like many memecoins, they leveraged social engagement, celebrity engagement, and exclusivity to rapidly spread on Twitter and Discord.
The lesson to non-crypto businesses is that polish does not necessarily equal impact. Some of the best brand moments arise from actual and imperfect posts that resonate. The Oreo tweet during the 2013 Super Bowl blackout, which contained the line “You can still dunk in the dark”, is a great example of a non-crypto brand moment. Crypto brands take that same approach by often leveraging humour, voice and pop culture instead of the polished look that comes with traditional advertising.
The idea behind crypto marketing is to turn buyers into advocates. In the NFT model, the perceived status of the owner’s purchase lends it to being shown on social media, and the owners assume they have now become free marketers of the brand.
This works because people have both financial investment and social investment in the ownership. When you own part of this project, you are vested in discussing it.
Traditional brands can apply this by creating ways for customers to feel a sense of ownership or investment. Loyalty programs with tangible rewards, limited drops, or even digital collectables tied to purchases can inspire advocacy. Starbucks experimented with NFT-based loyalty rewards in 2022, giving early proof that a coffee chain can borrow tactics from blockchain culture to build engagement.
Crypto marketing has speed, and that’s one of its main advantages. Many campaigns build on current events, such as a tweet from a celebrity, a trending meme, or a market swing. In other words, crypto firms are paying attention to their context and the timing of their campaigns. Since Shiba Inu coin capitalised on the popularity of Dogecoin, it could create its own identity quickly by capturing a moment in popular culture.
Traditional brands tend to be slower as they partner internally to get approvals across departments, which means they don’t always react quickly to the fast pace of new trends. In a rapidly evolving tempo, where trends can come and go in a matter of days, speed is a valuable asset.
Brands do not need to chase every meme, but they should get in the habit of taking faster action and inserting themselves into timely conversations. This does not mean crypto projects are faster without cause; they constantly reference culture, and the traditional company that aims to adjust to a faster pace will be closer to their audiences.
Exclusivity is another tactic that crypto projects have mastered. NFT collections often gain value not just from art but from the promise of exclusive access to events, communities, or perks. Holders of certain NFTs got VIP entry to parties, met celebrities, or gained rights to future drops. The excitement comes not just from owning a digital file but from being part of something limited.
For mainstream brands, this model translates into exclusive clubs, early access offers, or member-only perks. Nike has already tested digital sneaker drops that blend scarcity with community hype. Other brands can borrow this model to create a sense of belonging while rewarding their most loyal fans.
Crypto brands often win attention by being open, even when things go wrong. Developers use platforms like Twitter and Discord to share updates directly with their communities, sometimes in real time. While this can lead to chaos, it also creates trust. People prefer hearing directly from the source rather than through polished press releases.
Traditional brands can take a page from this by being more transparent with their customers. Sharing behind-the-scenes details, admitting mistakes, and inviting feedback can make a company feel more human. In an age where people value authenticity, this openness is itself a form of marketing.
Crypto marketing can seem messy, but behind the memes and viral stunts are valuable takeaways for a brand from any category. Community can often matter more than perfection, and virality is frequently created by speed and cultural awareness, rather than by a multimillion-dollar campaign.
Traditional brands don’t need to copy everything crypto does, but they can certainly borrow the tactics that are most relevant to them. For every big idea that went viral (like Dogecoin and Bored Ape Yacht Club), it shows that bold ideas paired with community energy can outshine the safest ad plans. For any brand trying to stay relevant, the crypto playbook offers a fresh reminder: marketing works best when people feel part of the story.
Header Image: Slidebean, Unsplash • Inset Image: 1981 Digital, Unsplash
