The Merge. Ethereum, Evolved.

While Web3 has officially entered the public vernacular, much of the industry is shrouded in mystery. The technology at its core is not well understood and even has negative connotations: financial speculation, lack of utility, and most importantly, adverse environmental impacts.

Enter The Merge: a technical upgrade to the most used blockchain, Ethereum, but one that was difficult for mass audiences to understand. So ConsenSys identified an opportunity to educate audiences, elevate its brand, and establish a defiantly optimistic global narrative to surround this historic moment. Through a multi-channel marketing campaign driving a simple narrative around three core aspects of The Merge: sustainability, security and future scalability, we were able to educate mainstream audiences about this pivotal moment for Ethereum.

These narrative seeds set up subsequent campaign messaging, brought to life by our hero video, social assets, and targeted paid placements.

A robust organic media plan, including social, blog-based content, and global PR outreach, spread our message far and wide. To reach non-web3 audiences, we ran a full-page ad in the Wall Street Journal, stopping readers mid-flip while inviting them to celebrate The Merge along with us.

All media drove to the Merge Hub, an interactive experience showcasing the three pillar benefits of the Merge through rich, informational content, and inviting users to claim their very own celebratory Merge NFT. The Merge Hub garnered over 600k visits during the campaign with 184k coming on Merge Day alone.

Our Regenesis NFT collection was based on the three core narrative pillars and included a free, open edition, a commemorative edition airdropped to core Ethereum developers, and a bespoke art piece, minted in block one and position one of proof-of-stake Ethereum, making it the network’s first sustainable 1-of-1 NFT ever. The NFT collection went on to become the largest NFT drop in history and 2nd most distributed collection ever.

In the end, our efforts elevated the ConsenSys brand, educated audiences and shaped global narratives about The Merge all while demonstrating new ways to engage audiences through the power of web3.