Tezos Blockchain Brand Awareness Campaign
Influencer MarketingNeoReach deployed nine creators across Twitch and YouTube, targeting non-overlapping audiences to drive awareness of Tezos as an accessible NFT entry point.
About the campaign
Blockchain products carry a reputation for complexity and insider jargon, and Tezos, an open-source blockchain network competing for attention against better-known crypto brands, needed to reach gaming, tech and entertainment audiences with little or no prior exposure to the platform or to NFTs. NeoReach's strategic anchor addressed the core risk of multi-creator campaigns, spend concentrating repeatedly in the same community: the agency selected nine Twitch and YouTube creators whose audiences had very low overlap with one another, spanning tech, gaming, entertainment and crypto verticals, so each activation touched a distinct community and extended effective reach against the budget.
Rather than standalone advertisements, creators embedded Tezos naturally into their existing content, working from talking points that made the platform feel accessible: its Formula 1 partnership, its energy efficiency relative to other blockchains, and the educational Build, Play, Collect homepage, which some creators walked their audiences through directly on stream. No paid amplification or retargeting was reported.
NeoReach reports the campaign delivered more than 1.1 million views, over 40 thousand fan engagements, $167K in influencer media value and a 1.3x return on investment, all self-reported figures without independent verification.
Case in 60 seconds
Tezos, an open-source blockchain network, needed to reach gaming, tech, and entertainment audiences with little or no prior exposure to the platform or to NFTs, without duplicating spend across communities that already overlapped.
Audiences in gaming, tech, and entertainment were concentrated on Twitch and YouTube but occupied largely separate communities, meaning a carefully segmented creator cast could extend reach without cannibalistic overlap.
NeoReach selected nine creators whose audiences had very low overlap with one another, spanning tech, gaming, entertainment, and crypto verticals, so each activation touched a distinct community.
Creators integrated Tezos naturally into existing content, using talking points around the platform's Formula 1 partnership, energy efficiency, and the Tezos Build, Play, Collect homepage, with some walking audiences through the site directly.
The campaign reported 1.1M+ views, 40K+ fan engagements, $167K in influencer media value, and a 1.3x return on investment, all figures self-reported by NeoReach with no independent verification.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Twitch live-stream integrations
- YouTube video integrations
- Tezos Build, Play, Collect homepage (destination URL featured in creator walkthroughs)
Partners
- NeoReach (influencer campaign management and talent sourcing)
Participation mechanic
- Creators discussed Tezos' Formula 1 partnership, energy efficiency credentials, and NFT accessibility within their regular content
- Selected creators walked audiences through the Tezos Build, Play, Collect homepage and its educational videos
- No paid amplification, retargeting, or additional channels reported
Creator role
- Nine creators across tech, gaming, entertainment, and crypto verticals, selected for minimal audience overlap with one another
- Creators acted as brand educators, contextualising Tezos within their own content niche
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Total views | 1.1M+ | Reach |
| Fan engagements | 40K+ | Engagement |
| Influencer media value | $167K | Earned media value |
| Return on investment | 1.3x | ROI |
Why NeoReach's strategy worked
- 1
Audience-overlap minimisation: selecting nine creators whose audiences had very low crossover extended effective reach relative to spend, addressing the common multi-creator risk of repeated exposure to the same community.
- 2
Concrete brand narratives for complex products: anchoring talking points to a Formula 1 partnership and energy-efficiency credentials gave non-crypto audiences tangible, relatable ways to understand Tezos without requiring prior blockchain knowledge.
- 3
Platform-audience alignment: choosing Twitch and YouTube followed the actual concentration of gaming and tech users on those platforms, rather than defaulting to the largest social networks by overall user base.
- 4
Multi-vertical creator casting: distributing the creator cast across tech, gaming, entertainment, and crypto communities allowed a single campaign to address several distinct audience segments simultaneously.
- 5
For technical or niche products, creator selection criteria based on audience segmentation rather than follower count appears to improve reach efficiency, based on the available self-reported figures.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate