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ALMANAK
When DeFi platform Almanak needed to launch, raise, and move two distinct audiences from awareness to action simultaneously, they turned to McGill. The result: a 15x oversubscribed raise with $7.5m in requested allocation.
• DeFi platform launch in a crowded market • Dual audience: investors + platform users • Three simultaneous campaign goals: brand awareness, product clarity, and live raise support
BRIEF
Almanak was launching a DeFi platform in a crowded market where trust and clarity were both hard won. The campaign had to do three jobs at once: introduce the brand, make a technical product understandable, and support a live raise. It also had to speak to two different audiences without losing either of them: investors and potential platform users.
Almanak asked McGill Productions to create a launch campaign that would support both brand awareness and its raise. The brief was to build a campaign that could explain the platform clearly, establish credibility quickly, and move two audience groups toward action: investors and prospective users.
01 // PRE-PRODUCTION
• Campaign Strategy & Phase Planning • Audience Segmentation • Script Development • Storyboard/Shot List • Crew Hire • Logistics • Prep
McGill structured the campaign in three phases — Launch, Application, and Investment — designed to build momentum as Almanak's raise unfolded live. Each phase had its own content focus and audience intent, moving audiences from initial awareness through to committed action.
A distinct creative and messaging approach was developed for each audience segment: content that would help potential platform users understand Almanak's technology, and content that would give investors the clarity and confidence to commit.
From early November to mid-December 2024, the entire campaign was planned, produced, and delivered in stages — giving the Almanak team content to publish and build momentum as the raise unfolded.
• Directed • Produced • Campaign Video • Product Walkthroughs • Investment Video • Still Photography & Graphics
The scope was substantial. McGill delivered a high-volume asset suite across multiple content types, formats, and audience needs:
• 1 main campaign video, plus 5 cut-downs
• 2 product walkthrough videos, plus 5 cut-downs
• 1 investment video, plus 8 cut-downs
• A suite of still imagery and graphics to support Almanak's X posts throughout the campaign
Every video asset was delivered in 16:9, 1:1, and 9:16 formats, giving Almanak and Legion a content system built for live release, repurposing, and scale across every major platform.
• Editing • 18 Cut-downs • Sound Mix & Master • Colour Grade • Multi-format Delivery (16:9, 1:1, 9:16) • Amendments
The campaign supported a raise that closed 15x oversubscribed — with $7.5m in requested allocation against a $500,000 target. Content drove high engagement across Legion co-marketing channels, and the multi-phase campaign successfully moved audiences from awareness to committed action.
Assets were repurposed across email, web, and social, extending the campaign's reach beyond the initial raise window. Almanak returned to McGill Productions for a further campaign in 2025.
The campaign was also shortlisted for a LENS Award in Best Video Targeted to the Investor Audience.
"We're very satisfied with McGill's services! Their independent work, quick iterations, and high-quality results freed up our time to focus on other priorities. It's exactly what we needed during our fundraising efforts."
Agnes Kocsis, DeFi Research and Growth, Almanak
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