Coinbase’s steadfast goal is to make trading crypto as simple and stress-free as possible. To achieve that, we added a little ✨chill✨ to the mix by creating DeFi Beats, a 34 minute long curated playlist of our favorite lo-fi tracks to trade crypto to — inspired by the cultural phenomenon of LoFi Girl.

As Social Creative Lead for Coinbase (The Martin Agency), I oversaw and managed the artist/track selection, the illustration + animation, as well as the strategic social rollout.

But we didn’t stop there when tasked with making crypto accessible on social. From viral tweet exchanges to 8-bit mock video games on Instagram, I was at the helm of launching Coinbase into mass cultural relevance alongside my social team.

Below you will see a glimpse of my impact on Coinbase organic (unboosted) social over five months, which wouldn’t be possible without the multi-chapter social playbook I co-created with my strategy team.

Results: 43.3M impressions, 2.4M engagements (Instagram, Twitter, and YouTube).