Cryptocurrency has the potential to revolutionize the way transactions are carried out in the world. One of the leading companies that emerged amid the growth of the sector has been OKX. Haider Rafique, the cryptocurrency trading platform’s global marketing director, took to the stage Wednesday at Adweek’s Social Media Week in Europe to discuss how the platform is using social media and the right partners to raise awareness about the potential of cryptocurrencies together with Adweek European Brand Editor Rebecca Stewart. .
The market that never sleeps
According to Rafique, the most exciting thing about the crypto landscape for marketers is that it is always “on”.
“The fact that these markets are open 24 hours a day, 7 days a week, people in general in the world are used to markets that open on Mondays and close on Fridays, there are weekends, holidays and crypto, what’s fascinating is that these markets don’t stop. They’re constantly running.”
Rafique said OKX strives to take a fun and original approach to advertising, which allows the platform to stand out from its competition. The platform leaned into this during its rebranding earlier this year.
“One of the things we wanted to do was create a brand that would have a lot of appeal and draw people in. But more importantly, we wanted to create a brand that could speak to the future of the company and the industry,” he said.
To help amplify its message and mission, Rafique said OKX needed to find the right partners. While the brand’s associations with Manchester City and the Tribeca Film Festival may have surprised some, Rafique said his company did extensive research to make sure they were a good fit.
“When we rebranded, we knew that one of the things that was critical to our playbook was partnering with the world-class brands that could help amplify our brand and take us on the global stage,” he explained.
Using social media to build trust
Rafique calls social media the most fundamental fabric for engaging with customers in the crypto space, alluding to the amount of news in the crypto space being posted on Twitter.
“Twitter is also a great channel for us to engage with customers,” he said. “The best platform to nurture customers, to engage with customers, to have a voice of the customer signal, is ultimately social media. It’s not just about promoting your products on social media. For us, it is more important that we listen to customers.”