ether.fi Summer: How Myosin Built a Month-Long Product Launch

ether.fi was preparing to launch an upgraded app, new borrowing options, and stocks and gold trading. Each update needed attention, but putting everything into one announcement risked burying the individual features.

Myosin built ether.fi Summer around that challenge: a month-long campaign that brought the release together on launch day, then gave each feature room for a closer look. Across 31 posts, the campaign generated 1.28 million impressions.

At a glance

The brief: give every announcement room to land

ether.fi was preparing its biggest coordinated product release since Myosin began managing the account. The updates included an upgraded app, new collateral types, Aave V4 lending on Optimism, support for more than 30 currencies, and stocks and gold trading.

That created a communication problem. A single announcement could establish the scale of the release, but several features would be competing for attention at once. Each needed enough space for people to understand what it offered.

Our job was to build attention around launch day and give the team a clear plan for what came afterward. The release needed a shared identity, a reason for people to follow the announcements, and a sequence that let individual features carry the story through the rest of August.

The approach: three phases, one story

We ran ether.fi Summer as a single narrative in three acts, with every post pointing back to the same campaign name. The name connected the announcements across the month, while each phase gave each part of the campaign a specific job: build anticipation, introduce the release, and explain its individual features.

Before launch: give people something to follow

Seven posts between August 4 and 12 built toward the Analyst Call without giving away the news. Heatwave and eclipse themes established the campaign’s visual direction, while an app preview and a countdown featuring Mike, Kopp, and Joe introduced more of the release.

The Analyst Call gave this sequence a concrete destination. People could RSVP and hear the announcements directly. The teaser “Announcements don’t fit in a tweet” drew 138,000 views, the highest view count in the teaser phase.

Launch day: establish the full picture

On August 13, the Analyst Call and main announcement brought the updates together around ether.fi’s positioning as a next-generation crypto neobank.

Two supporting posts followed: one focused on the Aave V4 lending upgrade, and another recapped the release in plain language through the idea of what your bank could look like.
The three launch posts generated nearly 498,000 impressions. They also had the highest average impressions and likes per post of any campaign phase.

After launch: give individual features their own space

From August 14 to 31, we published 21 follow-ups covering five collateral types, more than 30 currencies, Bitcoin borrowing, Trade & Hold for stocks and gold, and Pix in Brazil.

This sequence gave the team room to revisit the release through specific products and uses. People did not have to absorb every update in the main announcement.

Milestone posts added evidence of activity alongside the product news, including $100 million in week one, more than $2 billion in annualized volume, and 10 million transactions. A “Summer’s over” recap brought the campaign to a close.

The phases contributed in different ways. Launch posts concentrated reach into a small number of announcements. Follow-ups extended coverage across the month and generated 66% of campaign likes, across 68% of its posts. Their average likes per post also exceeded the teaser phase.

The results: campaign reach led to stronger growth

The 31 ether.fi Summer posts generated 1.28 million impressions, accounting for approximately 54% of the account’s August impressions.

Across the full account, engagements rose from 25,602 in July to 71,067 in August, an increase of 178%. Impressions rose 55%, and engagement rate increased from 1.68% to 3.01%.

The monthly results below cover all account activity, including the ether.fi Summer campaign.

The account published more frequently during August, and its overall engagement rate improved alongside that increase. Profile visits nearly doubled, while new followers rose 67%.

The gains were uneven across interaction types. Reposts fell 53%, even as total engagements increased. The account attracted more interaction overall, but fewer reposts.

Replies mattered too. Roughly 400 replies drew 554K impressions, up 138% from July, keeping ether.fi in the conversation between its own announcements. Original posts still did most of the work: about 13% of volume, 77% of impressions, and 22 times the average reach of a reply.

What to apply to your next launch

Name the season, not the feature. ether.fi Summer connected individual feature posts to the broader release. The campaign name gave the team a consistent way to present updates across the month.

Give the launch a live anchor. An Analyst Call gave the pre-launch posts a clear destination. The RSVP post was the most-viewed teaser by a wide margin, at 138K views.

The real payoff comes after launch day. Launch day won reach, but 21 follow-ups earned two-thirds of the campaign's likes. Spacing features out gave each one room to land.

Mix product news with proof. Feature posts told people what was new. Milestone posts ($100M in week one, 10 million transactions) told them it was working. Both earned similar engagement, and together they kept momentum steady through the final week.

Questions still win replies. A simple poll asking which currency to add next drew 187 replies, more than the launch announcement itself. Low-effort participation is still the cheapest engagement in crypto.

Plan what happens after the announcement

Before the launch announcement is written, decide what people need to understand on day one, which features deserve their own explanation, and what evidence you can share afterward.

For ether.fi, those decisions turned a coordinated product release into a month of connected coverage. They also gave the team a clear publishing plan once launch day was over.

Planning a product release? Talk to Myosin about the story, sequence, and follow-through for your next launch.