Sushi Swap is a crypto exchange people already know. They named Alex Mccurry CEO. The protocol had users. What it did not have was a public story around the person now running it.
Crypto already recognized the brand. It did not recognize the operator. If that gap stayed open, Sushi would keep trading as infrastructure and never as a story people follow. Alex had to show up as a person, on channels crypto actually watches, for longer than a launch week.
Watch the long-form episodes on YouTube at @alejandromccurry
The issue
Crypto Twitter will give you a week for a leadership announcement. Then it moves on.
If the only artifact is a blog post and a Spaces, Sushi gets a press cycle and Alex stays a name on an about page. The cost of treating this like a launch week is a faceless protocol in a market that follows people.
A Spaces and a blog post get you the week. They do not get you a community that is still talking after the timeline has moved to the next protocol. Sushi needed episodes people would actually watch, and a room that stays open when a feed refresh would have buried the announcement.
What we did
We ran the story the way crypto actually watches: film-level long-form episodes with Alex, a running narrative on crypto Twitter, and a Telegram community meant to still be there after announcement week.
Ten episodes. Not a one-week burst. Community on purpose.
The YouTube long-form at @alejandromccurry is the archive. Crypto Twitter was the weekly drumbeat. Telegram was the room that stays open when a feed refresh would have buried the announcement.
The story outlasted the announcement.
Millions of impressions and new eyes on Sushi Swap. That is not a launch-week spike that evaporates when the next protocol ships. Ten long-form episodes kept Alex in the story after crypto Twitter had moved on.
An active Sushi community of 10k+ members on Telegram. That room was the point: a place that still exists when announcement week is over.
150k+ followers grown for CEO and brand across channels. The protocol has a face now. The about page is not the only place you meet the person running it.
Ten long-form episodes, 5.3M+ impressions, a 10k+ Telegram, and 150k+ followers grown for CEO and brand. The story outlasted the announcement.
Clippable feels like hiring a 20 year old social-native prodigy who understands virality better than anyoneTimes
