Case Study: Pearl App | Building a Web3 Creator Brand

Written By Stephanie Su

Overview

As Head of Marketing, I led brand strategy, content, and community growth for Pearl App, a Web3 creator-first platform built on the DeSo blockchain. I positioned Pearl at the intersection of creators and blockchain innovation, driving brand awareness during a critical brand-building phase.

Challenge

In the fast-paced, crowded Web3 space, Pearl App needed to establish early credibility, attract creators, and differentiate itself as a creator-focused NFT platform—without the safety net of institutional backing or blue-chip brand recognition.

Strategy

  • Establish Pearl as a trustworthy, creator-first Web3 brand, emphasizing transparency and creator empowerment.

  • Launch a creator accelerator program to drive early engagement, content, and feedback.

  • Use high-impact visuals and storytelling to drive viral social media traction and organic awareness.

  • Deploy a lean go-to-market and PR strategy optimized for virality and community-driven growth.

Approach

1. Brand Refresh & Accelerator Program

  • Directed a full brand refresh across the app, website, NFTs, and marketplace for visual cohesion and clarity.

  • Designed and launched a 5-week creator accelerator, offering UGC content opportunities and product feedback loops.

Pearl App Homepage before brand refresh

Pearl App logo before brand refresh

New Pearl App Homepage after Brand Refresh

Pearl App in app design

Pearl App in app design

Pearl App Emerging Creators Accelerator Program

2. Content & Social Strategy

  • Led TikTok and Instagram strategy resulting in multiple viral video hits and organic buzz.

  • Produced compelling, creator-centered content that aligned with platform values and message clarity.

3. Launch Strategy & PR

  • Developed and primed a go-to-market and PR launch plan aimed at thought-first visibility, though later paused for timing and strategic alignment.

Results

  • Delivered multiple viral videos that significantly boosted brand visibility and creator interest.

  • The accelerator positioned Pearl as a creator-forward brand, welcoming early adopters.

  • Engaged a tight-knit community of Web3 creators and influencers who served as early champions.

NFTs designed for our platform users

Highlights

🌐 Positioned Pearl at the intersection of creators + Web3.
🎥 Viral TikTok & Instagram content drove awareness.
💡 Accelerator program fostered user trust + feedback loop.

Stephanie Su
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