About ether.fi
ether.fi is building a next-generation neobank: one app to save, spend and borrow, and, from this launch, to trade stocks and gold. Myosin manages its social presence.
The brief
ether.fi's biggest coordinated release since Myosin began managing the account: an upgraded app, new collateral types, Aave V4 lending on Optimism, support for 30+ currencies, and stocks and gold trading.
One announcement could show the scale of the release, but every feature would compete for attention. The question: how do you launch five things at once without burying four of them?
What we did
Myosin ran ether.fi Summer as one story in three acts, every post pointing back to the same campaign name.
- Before launch: something to follow. Seven posts from August 4 to 12 built toward a live Analyst Call without giving the news away. Heatwave and eclipse themes set the look. The RSVP post, “Announcements don’t fit in a tweet”, drew 138,000 views, the most of any teaser.
- Launch day: the full picture. On August 13 the Analyst Call and the main announcement brought the release together, with one post on the lending upgrade and one recapping it in plain language. The three launch posts drew nearly 498,000 impressions, the most per post of any phase.
- After launch: room for each feature. From August 14 to 31, 21 follow-ups gave each product its own moment: five collateral types, 30+ currencies, Bitcoin borrowing, stocks and gold, and Pix in Brazil. Milestone posts showed it was working. The follow-ups earned 66% of the campaign's likes.
Replies kept ether.fi in the conversation between announcements: about 400 replies drew 554K impressions, up 138% on July.
From the build
The real payoff comes after launch day. Launch day won reach, but 21 follow-ups earned two-thirds of the campaign’s likes.