Midnight had Crypto Twitter covered. We made them relevant to everyone else, on channels others sleep on.
Midnight came to us with an unusual brief: don't touch our X, but grow our social following and reach more people. That meant starting from nothing. We launched Midnight's Instagram and TikTok from zero followers, and in four months built a community of people who'd never think to search for a privacy chain.
How does a privacy-focussed Layer 1 show up on channels like Instagram & TikTok?
Everything was built native to the platform. Memes, comedy, trendjacks and man on the street interviews, where real people answered real questions about their data and who gets to see it. No jargon, no whitepapers. Privacy framed as a feeling, not a lecture. The biggest of them, "Two privacy advocates walk into a bar", reached 1.3M views on its own.
Organic found the winners, over 1,800 creators scaled them. Across 420+ pieces of content, Midnight hit 5.8M content views and 10M+ Instagram impressions, with more than 97% of viewers reaching the brand for the first time. The lesson that stands the test of time: people don't care about product pitches, they care about themselves.
When they saw themselves in the content, it landed.
Ready to write the next chapter ?
Tell us what you're building. We'll show you what belief could look like for you.