Ndax is a leading Crypto platform in Canada, offering competitive fees, enhanced security and exceptional customer service. But as the crypto market slowed in early 2024, maintaining growth presented a significant challenge.
Tasked with boosting app conversions and deposits whilst reducing acquisition costs, Kurve identified a unique opportunity, specific to the Canadian market: the untapped potential of French-speaking audiences.
Through creative, multi-channel campaigns and hyper-localised strategies, we helped Ndax amplify its relevance in French-speaking regions (i.e., Quebec) and drive growth, even amidst a stagnant crypto market.
By leveraging detailed customer insights and consistently iterating upon our messaging and creative assets, we saw Ndax’s French-language campaigns significantly outperforming their English counterparts in both cost-per-install (CPI) and engagement metrics which noticeably improved the overall performance.
As crypto shifted into a bull run in November 2024, these efforts positioned Ndax to achieve significant growth and market share in Canada.
🗣️ Foundation: Research & Messaging👂
We began by analysing online user reviews (App Store, Play Store, Trustpilot and more) to gather crucial information on customer pain points, experiences, and expectations. To complement this, we conducted interviews with Ndax’s super users, gaining insights into their emotional drivers and motivations when interacting with the crypto space. This research was instrumental in shaping Ndax’s messaging, allowing us to refine the user personas and optimise our ads and custom product pages (CPPs).
The findings informed our creative briefs, ensuring the production of highly relevant ads and UGC assets aligned with user needs, values, and perspective. To keep the content fresh and impactful, we continually updated these briefs, based on our performance data.
Creating content that reflected the insights from broader trends, social listening, 1-2-1 customer research and data-driven results proved to be the winning formula.
🔍 Strategy: Hyper-Specific Campaigns💡
We tested a broad range of creatives, including UGCs, animations, and static ads, to maximise the potential of the different social media platforms (i.e., TikTok, Meta, Twitter), whilst aligning with a variety of cohorts within our target audience, including different age ranges and core interests.
Structurally, we organised our ads into thematic campaigns and continuously monitored their performance. This allowed us to dynamically allocate budgets, scaling successful campaigns whilst minimising spend on those that underperformed.
Initial data showed us that Canada-related content and messaging was the most successful and, interestingly, the assets localised to a French-speaking, Canadian audience outperformed all others.
Despite Canada being predominantly English-speaking (70%), our French assets achieved 2–3 times lower CPIs compared with the English campaigns after only one week of being deployed on iOS. On Android, the difference was even greater, resulting in 5 times cheaper installs. This success reinforced the value in tailoring strategies to specific user segments.
📢 Amplification: The Creative Engine 🇨🇦
Building on the success of our Canada-themed campaigns, we conducted a focus group with Canadian participants. The goal was to further explore what they believed defined their identity and gain an insider perspective on key markers of Canadian culture. This helped us delve deeper into elements such as iconic brands, humorous stereotypes, regional distinctions between English- and French-speaking communities, a shared love for nature, and the famed Canadian kindness.
These findings proved particularly impactful during the November 2024 bull run phase that we have witnessed in the crypto market, as it enabled us to craft even more creative and relatable ads. Additionally, we designed CPPs that leveraged quintessentially Canadian imagery, such as natural landscapes, to differentiate Ndax from competitors and reinforce the platform's alignment with the unique Canadian character of its users. This approach contributed to position Ndax as one of the top crypto apps in the region.
This combination of data-driven insights, cultural understanding, and creative experimentation helped Ndax solidify its position by appealing deeply to its audience’s sense of identity and pride.
Overall, our mobile campaigns have seen weekly deposits grow from $0 to 100 CAD in only 11 weeks (April–July 2024). Considering the slow crypto market in the first three quarters of 2024, these results showcased our ability to adapt quickly and implement strategies that sustained growth, regardless of industry fluctuations.
This success was primarily attributed to our French-localised creatives, which significantly outperformed all English campaigns. On Meta, CPIs were 80% lower for French assets compared to their English counterparts, and 30% lower on TikTok. Moreover, French creatives surpassed English ones across all major metrics, generating a 15% increase in crypto purchases, 35% lower cost per click (CPC), and 50% higher click-through rate (CTR).
In the App Stores, French localisation also contributed to increasing installations by over 80% while reducing the cost per acquisition (CPA) by more than 18%.
By unlocking the potential of French localisation for Canadian audiences, we helped Ndax lay the foundation for continued growth in a highly volatile and ever-evolving landscape.
