Henri and Hodler

Case Study

From Financial Literacy to Best-Seller: Building a Brand in the Children's Crypto Education Space

Decoding Crypto with Henri & Hodler was created to improve literacy on the emerging technologies of Crypto, Blockchain, and Web3.

Will Be Live developed a comprehensive social media and community management strategy that balanced educational content for parents with engaging storytelling for children, positioning the authors as trusted authorities in a new educational niche.

Challenge

Launch the world's first crypto-themed children's book series targeting 7-14 year olds while overcoming market hesitation and parental concerns about cryptocurrency education.

Outcome

Achieved #1 ranking on Amazon in crypto children's books for UAE (January 2025)
Hit #1 on Amazon for New Releases in Children's Crypto Books (October 2024)
Established brand presence across multiple platforms
Generated widespread engagement from industry influencers and experts
Created foundation for future Henri & Hodler educational products

Project Scope

Social Media Strategy
Content Creation
Community Management
Platform Management
AI-Video Production
Market Positioning
Brand Awareness Campaign
Social Media Takeover
Sales Optimization

Defining the Challenge.

Henri Arslanian, a globally recognized financial expert with over 500,000 LinkedIn followers, partnered with seasoned children's author Michael Dotsikas to create "Decoding Crypto with Henri & Hodler" – the first in a planned series of crypto-themed educational books for children. They approached our team to develop a social media and community management strategy that would drive book sales while building long-term brand awareness.To tackle this challenge, our team partnered closely with LinkedIn’s marketing group to craft a content-driven storytelling campaign targeting financial services CMOs.

Project Constraints

New product category with no established market
Parental hesitation around cryptocurrency topics
Need to engage multiple demographics across global markets
Balancing technical accuracy with child-friendly content
Overcoming negative perceptions of cryptocurrency

Developing Strategic Content

Rather than focusing solely on cryptocurrency concepts, our content strategy positioned the book within the broader context of financial literacy and future preparation:

Created educational content explaining why crypto knowledge benefits children
Developed parent-focused messaging addressing common concerns
Produced child-friendly animations and graphics that simplified complex concepts
Established a multi-platform presence with tailored content for each channel

Building a Community

To overcome market hesitation, we implemented a robust community engagement strategy:

Published content pieces weekly across Instagram, X, Facebook, TikTok, and YouTube
Actively engaged with relevant profiles weekly in the crypto education space
Facilitated conversations between authors and community members
Highlighted success stories from parents and educators using the book

Enhancing Credibility

We leveraged the authors' existing expertise to build trust in this new educational category:

Positioned Henri's financial expertise alongside Michael's children's content experience
Engaged with prominent voices in both financial lit

Social Media Takeover

As the first coordinated marketing push for Decoding Crypto, we designed and coordinated a full social media takeover of Henri Arslanian’s accounts through the 2024 holiday and new year’s season. Beyond a full LinkedIn reskin, Decoding Crypto was integrated into Henri’s existing content flywheel–creating an immediate draw with an already captive audience.

"Unboxing Experience"

Influencers across finance, education, and parenting were sent beautifully interactive AR markers and personalized notes from Henri. This created a sense of exclusivity and emotional investment particularly with the CEOs of Ledger and First Digital, both of whom partnered up to make this book a reality.

Looking at the Numbers

The book launch didn’t just hit metrics — it hit hearts. We saw spikes in user-generated content, significant uplift in engagement across Henri’s platforms, and a 48-hour period where Decoding Crypto became the #1 new release and the top 5 best-seller on Amazon.

More importantly, we turned Henri’s following into a movement. The same trust he’d built with professionals became a bridge to their families, proving that emotional connection isn’t just how you close a deal — it’s how you build a brand affinity.