Henri and Hodler

Henri Arslanian, a globally recognized financial expert with over 500,000 LinkedIn followers, partnered with seasoned children's author Michael Dotsikas to create "Decoding Crypto with Henri & Hodler" – the first in a planned series of crypto-themed educational books for children. They approached our team to develop a social media and community management strategy that would drive book sales while building long-term brand awareness.

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Project Constraints

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• New product category with no established market
• Parental hesitation around cryptocurrency topics
• Need to engage multiple demographics across global markets
• Balancing technical accuracy with child-friendly content
• Overcoming negative perceptions of cryptocurrency

Rather than focusing solely on cryptocurrency concepts, our content strategy positioned the book within the broader context of financial literacy and future preparation:

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• Created educational content explaining why crypto knowledge benefits children
• Developed parent-focused messaging addressing common concerns
• Produced child-friendly animations and graphics that simplified complex concepts
• Established a multi-platform presence with tailored content for each channel

To overcome market hesitation, we implemented a robust community engagement strategy:

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• Published content pieces weekly across Instagram, X, Facebook, TikTok, and YouTube
• Actively engaged with relevant profiles weekly in the crypto education space
• Facilitated conversations between authors and community members
• Highlighted success stories from parents and educators using the book

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We leveraged the authors' existing expertise to build trust in this new educational category:

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• Positioned Henri's financial expertise alongside Michael's children's content experience
• Engaged with prominent voices in both financial lit

As the first coordinated marketing push for Decoding Crypto, we designed and coordinated a full social media takeover of Henri Arslanian’s accounts through the 2024 holiday and new year’s season. Beyond a full LinkedIn reskin, Decoding Crypto was integrated into Henri’s existing content flywheel–creating an immediate draw with an already captive audience.

Influencers across finance, education, and parenting were sent beautifully interactive AR markers and personalized notes from Henri. This created a sense of exclusivity and emotional investment particularly with the CEOs of Ledger and First Digital, both of whom partnered up to make this book a reality.

The book launch didn’t just hit metrics — it hit hearts. We saw spikes in user-generated content, significant uplift in engagement across Henri’s platforms, and a 48-hour period where Decoding Crypto became the #1 new release and the top 5 best-seller on Amazon.

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More importantly, we turned Henri’s following into a movement. The same trust he’d built with professionals became a bridge to their families, proving that emotional connection isn’t just how you close a deal — it’s how you build a brand affinity.