Campaign Chemistry Campaign Chemistry: OKX's Haider Rafique
From navigating the early buzz around blockchain to reshaping the image of one of the world’s largest crypto exchanges, Haider Rafique has seen firsthand how consumer sentiment can make or break an industry.
As the CMO at OKX, he led a bold rebrand, one that consisted of unique partnerships with brands including UFC, Manchester City and Tribeca Festival to change the way people see crypto. The film Mild Mild West plays on the Western genre and sees gunslingers looking for gold and threatening people. The short featuring Hollywood legend Chazz Palminteri aims to promote people’s “right to self-custody” of their cryptocurrency.
Rafique also demystifies crypto misconceptions and highlights why instinct can matter just as much as data when building trust with today’s consumer.
The Takeaways
- Rafique’s rebrand of OKEx to OKX was a strategic move to align with the evolving crypto landscape.
- Instincts can guide marketing strategies alongside data analysis, especially when identifying partnership opportunities that can serve as accelerators for brand awareness and community engagement.
- Creative storytelling through film can effectively communicate brand values and industry narratives versus creating a branded film that can often get diluted by agency nuances.
- Consumer sentiment around crypto is often shaped by misconceptions and media portrayals. Education is key to demystifying crypto for the general public.
- Rising stars in the crypto industry are those leveraging innovative applications of blockchain technology.
- Diversification in investment portfolios should include exposure to crypto assets.
AI Deciphered is back—live in New York City this November 13th.Join leaders from brands, agencies, and platforms for a future-focused conversation on how AI is transforming media, marketing, and the retail experience. Ready to future-proof your strategy? Secure your spot now at aidecipheredsummit.com. Use code POD at check out for $100 your ticket!
campaignlive.com