Mezo Red Envelope — TGE Growth Campaign
Turning a token airdrop into a viral digital gifting experience — shipped in 4 weeks for Chinese New Year.
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.
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.
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.
Gift conversion rate — 2–3× industry average for referral campaigns
Day-over-day retention across the campaign window
Envelopes in circulation through viral gifting mechanics