Bitso: Making a Crypto Brand Feel Human Again
Client: Bitso — Latin America's leading crypto exchange · Result: 1M+ organic views
The Challenge
Bitso had achieved technical market leadership in Mexico and the broader LATAM region, but struggled to connect with everyday users beyond the crypto-native audience. The brand was perceived as institutional and transactional — missing the trust and warmth required to drive mass adoption in markets where financial institutions have historically failed the population.
The Strategy
Fundamento built a creator-led content strategy that humanized Bitso's presence across social platforms. Instead of corporate announcements, Fundamento deployed authentic LATAM creators to tell real stories about financial freedom, remittances, and the everyday value of crypto for ordinary Latin Americans.
- Creator partnerships: Identified and activated micro and mid-tier creators with genuine LATAM crypto communities
- Localized storytelling: Content in Mexican Spanish, Argentine Spanish, and Portuguese reflecting real financial pain points — inflation, remittance fees, banking exclusion
- Community amplification: Telegram and Twitter/X community seeding to extend organic reach beyond owned channels
- Cultural authenticity: Messaging that felt native to LATAM — not translated from global English campaigns
Results
- 1,000,000+ organic views across campaign content
- Significant increase in brand trust metrics among non-crypto-native users
- Expanded audience reach across Mexico, Argentina, and Colombia
- Creator content outperformed Bitso's owned channel posts by 4–8×
Published by Fundamento — LATAM's Web3 growth agency.
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