🚀 Crypto Marketing | 👀 Anthro Newsletter #026

Your weekly newsletter on brands, campaigns, culture and insights.

Welcome to your weekly source of must read content about brands, culture and actionable insights. If you’re a founder, at a start-up, in agency or in house - this is the place for your dose of industry news. I’m trying to make this one of the most valuable emails you receive each week. If you’ve enjoyed this issue, please hit the 💗 button.

Bonjour mes amis!

I’m trying something new today, focusing on one main topic in the newsletter! Why? I’m experimenting with shorter content so I can keep the quality high. You’ll have to let me know what you think!

I’m also planning a few more casual chats on Twitter Spaces… So if we’re not already connected there, come say hey! Samir and I are definitely going to do another AMA sesh on the 15th Feb, and there might be some other other themed chats coming up too… Think TikTok, Crypto, Literature etc etc.

Now, today’s the first Anthro deep dive into the world of digital assets. Hope you enjoy! 😊

At work, and after hours with Victoria Watters, VP Marketing at Galaxy Digital Asset Management in NYC

Today we’re talking to Victoria about her transition from banking, to crypto, skills for success in the space, and New York’s best kept secrets 👀 You can read the full length interview here.

After being inspired by her brother’s early Bitcoin investments, Victoria had her sights set on crypto, so jumped at the chance to work with Galaxy Digital CEO Mike Novogratz, when given the chance.

Her knack for simplifying the complex is a skill she recommends all aspiring crypto marketers refine! That said, being able to communicate complex concepts in a concise and relatable way is a skill that marketers in all financial services and tech fields would benefit from cultivating. It’s a key method of capturing new entrants in this fast growing field - which is more important than ever given crypto is officially becoming mainstream 💥

2 crypto brands succeeding right now:

  • Victoria tell us that Kraken is doing an excellent job of differentiating themselves from other cryptocurrency exchanges. They’re futuristic, yet accessible 🏃🏽‍♀️

  • Cash App did a brilliant job in Q4 2020 with a streetwear collection and a giveaway with Megan Thee Stallion. They also launched a streetwear line in December! Not sure how I feel about this, but it got everyone’s attention, that’s for sure!

Inspo and secret spots in the city 🗽

🧘🏼‍♀️ When Victoria’s not keeping pace with the 24/7 nature of digital currencies, you’ll find her chilling out on her yoga mat, grabbing some non-alcoholic bevs from Spirited Away, perusing interiors and stationery stores on Ludlow and Orchard, followed by sushi at SakaMai in the Lower East Side 🍹🍣

When it comes to inspiration and staying motivated, Victoria’s dad is a bit of TikTok badass, so his good vibes, coupled with having faith in oneself are what keep Victoria going! 🕺🏼

👀 Here are Victoria’s 3 takeaways for marketing your crypto brand:

  • Identify your target audience and stay focused on them. Are they crypto natives? In which case, technical language is fine. Or are they relatively new, in which case you need to meet them where they are 🆕

  • Every external touchpoint is an expression of your brand - always act like the brand you aspire to be! 🔥

  • Embrace experimental marketing. What works for traditional brands, may not work for crypto, so try it, see what works, and do more of that! 👩🏽‍🔬🧪⚛️

Other interesting things lately:

Boom! That’s your dose of cool marketing chat for today!

Thank you for reading Anthro, and have a wicked start to your week.

Sanya 😊

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Written by Sanya-Jeet Thandi, a brand strategist & consultant with a love for culture, start-ups and good karma. British Indian currently in Kent & London. You can connect with me on Twitter, but not Instagram, because it’s boring so I deleted it.

If you enjoyed this issue, hit the button below and I’ll keep similar ones coming!