The Mr. Miggles campaign was Coinbase’s first fully onchain brand campaign. It set out to harness the viral potential of a grumpy, fluffy cat to highlight the inequities faced by digital creators.
Intended for the crypto native audience, the campaign struck a cord with the community. So much so that they created a meme coin ($Miggles) with a market cap of more than 100 hundred million dollars. A first of its kind for any advertising campaign.
In the 60-second spot, an image of Mr. Miggles goes viral and becomes the foundation for thousands of memes, logos and merchandise — but neither he nor his owner benefit financially, as others capitalize on his image. Mr. Miggles drove the traffic, but Miggles missed the income.
Mr. Miggles underscores the broader challenge faced by digital creators: limited control over their work, lack of direct monetization and disconnected relationships with their audiences. A Coinbase survey revealed 75% of respondents believe creators deserve more control, reinforcing the campaign's relevance. The campaign positions onchain technology as the solution, enabling creators to maintain ownership, earn directly from their patrons, and track every modification or replication of their content.
The Jack Begert-directed film concludes with a call to action for creators to post their projects as NFTs through Coinbase, advocating for them to have more control and freedom over how their work is changed and monetized. Amplified through a dedicated landing page and Coinbase’s social channels, the campaign resonated with creators, digital art enthusiasts and advocates for financial equity.
Mr. Miggles became Coinbase’s most viral social moment of 2024, resonating strongly with creators and audiences worldwide. Key results include:
Mr. Miggles successfully educated audiences on “why onchain,” delivering tangible outcomes and redefining how creators can thrive in the digital space.
