Situation
Leading crypto exchange OKX was growing its presence in Western markets, where scam fears can be a barrier to new users entering the category. Compliance obligations also mean exchanges must demonstrate how they’re actively protecting users from scams.
Box-ticking articles published on the blog wouldn’t do enough.
Response
The brief was reframed from a compliance need to a campaign that solved a user need. Content custom-built to educate, rather than just be linked to, would do more to satisfy regulators. The most common scams were agreed before relatable, practical advice on spotting and avoiding fraud tactics was written to the audience’s sophistication level.
A standalone microsite was produced for the content to be accessed through, creating a stand-alone destination for self-education. A social and email campaign then put the knowledge in front of users before they faced trouble.
Outcome
A user-centred trust asset was actively distributed rather than passively held on a blog, addressing a common audience need while meeting a compliance obligation. It all existed on a live platform the brand could constantly update as new threats emerged and guidance changed, giving the brand an example of their commitment to fighting fraud.