Web3 marketing has matured. As the industry develops, more and more companies are hiring marketers with traditional marketing backgrounds.
PR placements, banner ads, influencer threads, AMAs, and social posts are now expected by default. Most projects follow the same playbook, compete for the same attention, and end up blending into the background.
At Formula, we believe that some moments call for more than standard marketing execution. They require intention, creativity, and strategic depth. That’s where Special Projects come in.
What are “Special Projects” at Formula?
Special Projects are custom-built, non-templated initiatives designed to solve very specific business and narrative challenges. Nothing is off-the-shelf. Each project is built from scratch around:
- A clear business objective,
- A well-defined target audience,
- A strong creative idea that can actually cut through noise.
These Special Projects live at the intersection of strategy, storytelling, and execution. Most of them take the form of an interactive landing page on Cointelegraph that immerses users in an experience rather than pushing them through a sales funnel.
The journey is intentional: a narrative that pulls the reader in, guides them from the problem to context, and naturally introduces the client’s solution. Clickable elements, dynamic visuals, and interactive formats turn passive reading into active engagement.
Case study: Crypto Scam Autopsy
One of Formula’s most distinctive Special Projects is Crypto Scam Autopsy.
The idea came from confronting an uncomfortable, yet critical, reality of Web3: scams, failures, and broken trust. Instead of avoiding the topic or turning it into sensational content, we chose a more thoughful approach.
Crypto Scam Autopsy is a high-impact, story-driven experience, built as a four-part content journey. Each chapter explores how scams unfold, how tospot red flags, and how users can think more like investigators. At the end of every chapter, readers are invited to test their knowledge through interactive quizzes designed to sharpen their Web3 security instincts.
The project’s goal was twofold:
First, to engage Cointelegraph’s audience through an educational, narrative-led experience that felt immersive and valuable. Second, to organically build interest in Crystal Intelligence, a project offering Web3 scam prevention solutions, without forcing the product into the spotlight.
The results spoke for themselves.
Crypto Scam Autopsy generated over 7.4 million total impressions, including nearly 3 million article impressions, with an average reading time of 1 minute and 40 seconds, highlighting deep audience engagement with long-form educational content. Over 32,000 users visited the dedicated landing page, while amplification across social media, KOLs, newsletters, banners, and live X AMAs extended the project’s reach across multiple audiences.
Beyond performance metrics, the project proved something bigger: educational, research-driven narratives can scale in Web3 while building credibility, trust and long-term authority.
Final thoughts
Formula’s Special Projects aren’t about doing more marketing. They’re about doing better work.
Projects like Crypto Scam Autopsy show that Web3 marketing can be thoughtful, responsible, and impactful, without relying on empty promotion.
If your project needs more than execution, it may be time for a Special Project.
This material has been prepared for general information purposes only and should not be construed as legal, financial, or investment advice. Projects are encouraged to consult relevant professionals for specific assessments related to regulatory compliance, cybersecurity, or financial risk management.
