Arslanian Media Group

Henri Arslanian, a recognized thought leader in crypto and finance, had the credentials: three best-selling books, a TEDx speaker résumé, and over half a million LinkedIn followers. He was the kind of expert most brands dream of aligning with. But his audience was slipping, and while his authority was still strong, his relevance–the spark that drives new audiences to care and existing ones to stay loyal–was waning. The issues wasn’t volume, it was resonance. His content had become informative, but predictable. Respected, but not compelling.

We refreshed his content pillars to better align with the emotional motivations of his audience—curiosity, trust, and belonging—while preserving his voice of authority.

We expanded beyond LinkedIn into high-intimacy formats like short-form educational videos and WhatsApp messages, which allowed Henri to show not just what he knows—but who he is. 

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In order to rewire the insights that Henri provided to the world. We had to provide insight into what Henri brand presence was. Focusing on strengthening the Audience Evolution Layer, evolving who he spoke to and how, activating new channels became strategic engines of trust and conversion and moving from commentary to thought leadership assets.

With new channels and philosophies established, and Henri’s relevance reignited overnight, we set our sights on the next goal: revenue.

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We identified five major- and micro-content streams that build off one another to maximize impact while minimizing production inefficiencies. These new streams were designed to create content that could be consumed however Henri’s audience chooses: short-form or long-form, read or heard, snapshot or deep dive.

Thousands of followers later — and with sponsorship deals now in play — we saw an opening that few experts seize: the bridge between B2B authority and B2C relevance. Henri had always been an advocate for financial literacy, but now we had the chance to channel that credibility into something profoundly generational. Introducing Decoding Crypto with Henri & Hodler.