👀 Crypto.com Big Moves, Kraken Bold Strategies, and OKX Game-Changing Campaigns!

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📰 Top Headlines

Catch up on today’s biggest crypto marketing stories in under 5 minutes.

1. OKX's 'Breaking Through' Campaign: OKX partners with snowboard legend Scotty James.

2. Optimism's OP Mainnet Rebrand: OP just delivered a branding masterclass

3. Kraken Turns Complaints into Marketing Gold: Kraken social media team scores a viral win.

4. Crypto.com’s U.S. Expansion & 'Freedom Basket': Crypto.com launches its 'Freedom Basket' while making big moves in the U.S. market

5. Binance Labs Becomes YZi Labs: Former Binance Labs rebrands to YZi Labs

6. ICP x HBAR Partnership Announced at Davos: A strategic collaboration to revolutionize interoperability and enterprise adoption in blockchain.

7. CoinW's Sports Partnerships: CoinW is bridging blockchain with mainstream sports.

^{Top Story}
OKX's 'Breaking Through' Campaign + Alpha Traders Summit

OKX is taking crypto marketing to new heights—literally! Their latest campaign with snowboard star Scotty James aligns the adrenaline of extreme sports with the thrill of crypto trading.

Meanwhile, their Alpha Traders Summit brought top traders together, reinforcing their position as an industry leader.

Why it matters: OKX is effectively positioning itself as a lifestyle brand beyond just trading.

Key takeaway: Aligning with the right influencers builds brand authority and market trust.

Optimism's OP Mainnet Rebrand

Optimism just pulled off a branding masterclass, separating their OP Mainnet from the broader Superchain ecosystem to eliminate confusion and streamline messaging. This move aims to make their offerings more digestible for mainstream audiences while enhancing usability and engagement.

By clearly defining its Layer 2 (L2) scaling solution and governance platform, Optimism positions itself as a user-friendly and forward-thinking leader in the blockchain space.

Why it matters: A well-structured brand identity is crucial in the complex world of blockchain. Simplification leads to better user adoption, and Optimism's rebrand sets the stage for wider engagement and growth.

Key takeaway: In Web3, simplification isn't just marketing—it's a competitive advantage.

Kraken's Social Media Masterclass

Kraken just scored a big social media win—without spending a dime. When crypto influencer Mike Dudas called out Coinbase for holding up a $5K transaction and said he was moving to Kraken, Coinbase CEO Brian Armstrong responded, apologizing and even calling Kraken “a great company.”

The result? A viral moment that catapulted Kraken into the spotlight, amassing nearly 700K views, 1K comments, and just as many shares. All without Kraken even lifting a finger.

Why it matters: This is a textbook example of social listening done right. Kraken leveraged organic engagement, proving that sometimes, your competitors can be your biggest advocates—whether they intend to be or not.

Key takeaway: Smart social media strategy isn’t just about posting—it’s about listening, timing, and letting the audience do the work.

Crypto.com's 'Freedom Basket' & U.S. Expansion

Crypto.com is shaking things up with their 'Freedom Basket'—a curated selection of politically-themed tokens. They’re also making headlines by expanding their exchange services into the U.S. market, providing deep liquidity and cutting-edge trading features.

🇺🇸 Crypto.com is gunning for US market dominance—watch out, Coinbase and Kraken!

Why it matters: Expanding into regulated markets builds long-term credibility and attracts institutional investors.

Key takeaway: Bold marketing coupled with strategic expansion is a recipe for growth.

Binance Labs Rebrands to YZi Labs

Binance Labs has rebranded to YZi Labs, signaling a shift towards investments in Web3, AI, and biotech. With CZ still involved and Ella Zhang returning to lead, they’re doubling down on innovation.

Why it matters: The rebrand signals a growing trend of diversification within the crypto space.

Key takeaway: Blockchain investment firms are evolving beyond crypto to stay ahead of the curve.

^Partnerships
ICP x HBAR Partnership Announced at Davos

In one of the biggest announcements coming out of Davos 2025, Internet Computer Protocol (ICP) and Hedera Hashgraph (HBAR) have officially joined forces in a strategic partnership poised to revolutionize the blockchain landscape. This groundbreaking collaboration brings together ICP's decentralized computing power with HBAR’s high-speed, low-cost distributed ledger technology, creating a synergy that could reshape enterprise adoption and blockchain interoperability.

Why it matters: This collaboration could set a new standard for interoperability across blockchain networks.

Key takeaway: Strategic alliances are crucial for advancing blockchain adoption at an enterprise level.

CoinW's Sports Partnerships

CoinW is leveraging sports sponsorships to expand its global presence, partnering with Superteam Poland, LALIGA, and the Road to Dubai Champions Series.

• Launching Superteam Poland 🚀

• Partnering with LALIGA in Taiwan and Hong Kong ⚽

• Sponsoring the Road to Dubai Champions Series MMA event 🥊

Why it matters: Tapping into sports audiences helps crypto brands connect with mainstream consumers.

Key takeaway: Sports sponsorships are a powerful way to connect crypto with global audiences. Strategic partnerships amplify brand awareness and user engagement.

🍪 Quick Bites for Crypto Marketers

1. Cookie3 Launches Enhanced KOL Intelligence Tool: Cookie3 is redefining influencer tracking with their new KOL Intelligence platform, which provides deeper insights into influencer impact and ROI.

2. Must-Attend Marketing Event: Marketers Only @ ETH Denver: Crypto marketers, take note! Hype & Friends are hosting a full-day event at ETH Denver featuring workshops, roundtables, and insights from top CMOs.

3. Breaking into Web3 marketing? and/or Get into Safary: If you want to know how to enter in the crypto marketing industry, then you should listen to what Justin, Co-founder Safary, and Emily - CMO at Hypepartners, have to say in this in-depth video. 

👋 That’s a Wrap!

That’s it for today’s edition of The Marketing Miner! Keep mining for crypto marketing insights and strategies, and don’t forget to share these nuggets with your fellow crypto marketers. Let’s keep building, one block at a time!

DISCLAIMER: This isn’t financial advice—just pure marketing gold. The content in this newsletter is for educational purposes only and isn’t a recommendation to buy, sell, or make any financial decisions. Please do your homework, double-check the facts, and ensure you’re comfortable before investing.

The content of this newsletter is strictly for informational purposes and may not be reproduced, distributed, or utilized for any commercial activities—such as research reports, consultancy services, or paywalled articles—without the express written permission of the author.