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Mezo Red Envelope Campaign

Turning a token airdrop into a viral digital gifting experience — shipped in 4 weeks for Chinese New Year.

Role Product Design Lead
Timeline 4 weeks
Impact Increased Mezo on-chain activity
Mezo Red Envelope Campaign — hero overview
The Problem

Phase 1 reached 12k users but the airdrop felt like farming — the community was divided. Phase 2 needed to re-engage existing users and attract new ones through real on-chain activity, all by a hard deadline of Chinese New Year.

The Goal

Reward long-term engagement over short-term extraction. Create a viral growth loop that feels like gifting, not referring. Ship a complex multi-state experience in 4 weeks with a distributed team.

Red Envelope campaign overview
Red Envelope interface detail
Red Envelope interface detail
Red Envelope campaign detail
Red Envelope component detail
Red Envelope component detail
Process
AI as a design partner — operating at the speed of a small team as one designer
System thinking
Stress-tested campaign mechanics and edge cases before any visual work began
Rapid prototyping
Functional React prototypes shared via Discord within hours, replacing the Figma-first bottleneck
Design critique
Sounding board for UX decisions — verification flows, visual hierarchy, information architecture
Outcomes
51.4%
Gift conversion rate — 2-3× industry average for referral campaigns
94.6%
Day-over-day retention across the campaign window
18,257
Envelopes in circulation through viral gifting mechanics
Next project
Trailline
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