1.5M Organic Impressions
in 30 Days | Repositioning Waves
as an AI-Native DeFi L1
How Cryptic led an integrated brand, content, and community campaign to reposition Waves as the leading AI-native DeFi Layer 1, driving 1M+ impressions, 40K new followers, and a 639% surge in X visibility in just 30 days.
The Challenge
Waves, founded in 2016, faced a critical repositioning problem. Despite having relevant technology for the AI + DeFi convergence, three core issues were holding the project back.
Despite having relevant technology for the AI and DeFi convergence, Waves had minimal presence in the emerging AI + DeFi narrative, missing a critical positioning opportunity.
The existing brand identity did not reflect Waves' forward-looking roadmap or its capabilities as an AI-native Layer 1, creating confusion among potential users and partners.
Community channels were plagued by inactive accounts and bot-heavy audiences, leading to declining organic engagement and diminished credibility across Discord and Telegram.
Why Cryptic
Waves needed a partner who could operate across brand, content, and community simultaneously , not siloed agencies for each vertical. Cryptic led a fully integrated campaign to reposition Waves in the AI-native DeFi conversation and restore growth momentum across every channel.
The Solution
Cryptic deployed a four-workstream strategy spanning brand identity, influencer partnerships, targeted content execution, and community activation.
Brand Evolution & Identity
Refreshed Waves' entire narrative to position the project as an AI-native DeFi Layer 1. The central deliverable: Pupas AI, a custom mascot that became the face of the brand's new identity and community rallying point.
Influencer & Narrative Expansion
Targeted crypto-native influencers across AI, liquidity, and DeFi governance verticals to amplify the repositioning narrative. Generated 460,000+ additional impressions through strategic influencer partnerships.
Targeted Content Execution
Produced AI-native DeFi content, mascot-led community votes, and PupasAI product content, all designed to reinforce the new brand positioning and drive organic engagement across X and community channels.
Community-Led Engagement
Cleaned bot-heavy channels and launched targeted activation campaigns across Discord and Telegram, resulting in +60% new Discord members and +12% net Telegram growth with genuine, engaged community members.
The Numbers Speak for Themselves
In just 30 days, Cryptic's integrated campaign transformed Waves' market presence, driving over 1 million impressions, 40,000 new followers, and a 639% surge in X visibility on a $50K budget.
Cryptic didn't just run a campaign, they rebuilt how Waves shows up in the market. From the Pupas mascot to the narrative around AI-native DeFi, the team understood our vision and made it land with
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