Radix Case Study | Addressable

Radix: DeFi scalability network offering advanced user and dev experience, and unlimited scalability without compromising composability

Radix is a distributed ledger technology built to revolutionize DeFi by offering a fast, secure and scalable platform for building DeFi apps (dApps). Radix’ protocol for building dApps and tokens is vertically integrated, facilitating easy on or off-ramping and creation or access of liquidity pools. It allows you to build fast and scale without friction, and rewards everyone who contributes to its improvement.

Challenge: Radix targeting DeFi early adopters, but aims for higher engagement rates from Twitter ads without compromising compliance or privacy

In Q3 2023, Radix aimed to grow their DeFi protocol user base with early DeFi adopters. Tuan Tran, their head performance marketer, initiated a Twitter ad strategy targeting users similar to Radix’s followers with boosted organic tweets. Although they achieved some initial success, they aimed to further enhance their engagement and audience quality.

Given their audience was based on fans and brand enthusiasts who weren’t necessarily active on-chain, they sought more precise tools to target actual Web3 users. Additionally, Radix needed to ensure any tools they use are compliant, secure and put an emphasis on user privacy.

Solution: Addressable+ to compliantly target actual DeFi early adopters, then auto-optimize an ideal audience across over the length of a campaign

Radix discovered Addressable and was excited to learn that they could now build an audience of actual DeFi early adopters based on on-chain behavior data from the earliest top dApp users. The Addressable+ AI engine could use it as an initial starting point and then enhance the audience by adding users that are the most statistically similar to them. These types of users would have high intent and likeliness of conversion.

“We were boosting a large variety of tweets using both our standard campaign tools and Addressable+. The Addressable+ campaigns consistently had higher engagement rates. Based on the great relative increase in engagement rates, it was clear that we were able to both start with, and maintain, a very high quality audience.”

Tuan Tran

Performance Marketer @ RDX Works Ltd

Addressable’s solution also allowed Radix to enhance their target audience, without jeopardizing compliance or user privacy. Addressable’s GDPR and SOC2 compliance ensured Radix could improve results without increasing risks or compromising user privacy.

Results: Radix’s Addressable+ campaign decreased cost per engagement 65% in 2 weeks, while maintaining a 1.5% average engagement rate over the final campaign week

Radix built a set of ads based on Addressable’s fused Web2 and Web3 insights about DeFi early adopters. Then the AI engine worked its magic to segment the audience for easier optimization. Finally, they launched an Addressable+ Twitter campaign and saw strong ER improvement from day 1. Their results from Sep 7 to Sep 20 are below:

The team was thrilled with their engagement rate improvement over the 2 weeks of automatic optimization. The constantly updated audience, enriched with new lookalike users from each optimization cycle, helped them achieve an average engagement rate >1.5% over the final week of the campaign.

They were also very pleased to see a 53% increase in ER from .95% to 1.45% from day 1, surpassing their expectations and freeing up budget to extend the campaign beyond the 181,000 unique users already reached.

Radix uses Addressable+ to target DeFi Early Adopters on Twitter (X), boosting engagement by 49% in just 1 week

Follow Radix on Twitter (X)

Radix: DeFi scalability network offering advanced user and dev experience, and unlimited scalability without compromising composability

Challenge: Radix targeting DeFi early adopters, but aims for higher engagement rates from Twitter ads without compromising compliance or privacy

Solution: Addressable+ to compliantly target actual DeFi early adopters, then auto-optimize an ideal audience across over the length of a campaign

Results: Radix’s Addressable+ campaign decreased cost per engagement 65% in 2 weeks, while maintaining a 1.5% average engagement rate over the final campaign week

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