Arguably one of the most challenging projects of my career. Not because of the technicalities, limited budget and timing but because of the target market. A junior marketer used to working with FMCG, automotive brands, and the occasional B2B campaign was suddenly exposed to the world of crypto marketing.
Until May 2025, I only had occasional interactions with crypto enthusiasts. Telegram, X, and Discord. In contrast to the average retail securities investor, what I respect about crypto aficionados is that they openly acknowledge that they are gambling.
The scope of the project was creating a smoke test for a deal aggregator. Budget and conversion forecasts were to be made in advance, as well as a breakdown of the tech stack and the timeline of the project.
The branding? Bold. Multiple checks had to be made to ensure that the language used on the website aligned with Google’s crawler’s policies. I’m still not certain if it does. ( To all potential recruiters reading this please note that these mischievous acts are only engaged with the approval of my clients – I would never cross the brand guidelines of any established brand). Below are some screenshots of the output the team and I produced.
And my personal favorite ( credits to our fantastic copywriter):
Unfortunately, the rest of the team has requested that the strategy behind the smoke test, its promotional channels, follow-ups, and lead nurturing to not be disclosed. What I can say is that the final product is currently being built.
Check out the full project at: whatthefees.wtf
Definitely take some time to check out the website, this project taught me to be open to understanding the world of different types of people. By studying them on X and in telegram groups, I’m slowly starting to understand their enigmatic world.