Case study — Pinata
Believe what's inside.
Pinata, a file storage company, powers most NFTs across Ethereum, Base and Solana. It's like the Intel chip of Web3: essential, reliable, and almost invisible. Everyone uses it, but few truly notice. Pinata needed a brand that stood out, one not afraid to march to the beat of their own drum.
— Pinata founder Kyle Tut
We took inspiration from things that shouldn't work together, but do.
Unabashed. Unique. True.
The campaign tagline
Believe in yourself.
Pinata stores files, and what's inside those files matters. It has to be real, verifiable, and onchain. People save their life's work, dreams, and crazy ideas on Pinata, sometimes things they're too scared to show the world. As a Pinata user, you have to believe what you've stored is safe. But to be a successful creator or builder, you also have to believe in the work you're putting out into the world. And more than anything, you have to believe in yourself.
Believe what's inside… a giant piñata.
Pinata had an opportunity to deepen connections with its audience at Permissionless IV in Brooklyn. The idea: create a giant piñata with Dennis Rodman, someone who is unapologetically himself, as the keynote. A panel with Rodman, Jason Yanowitz (Blockworks), and founder Kyle Tut.
+164%
X Engagement Rate
+906%
Brand Reach
In just two months, brand visibility went off the charts. Data is May 1 – July 1 (campaign length) vs. previous 2-month period. Source: Meltwater.
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