Base · Coinbase
Growing an Audience for Base in Mexico
Content Strategy · Brand Voice · Audience Growth · Video Production
880K+
total impressions
2,000+
net new followers
2.6%
engagement rate
20
days over 10K impressions
Situation
Base had almost no market presence in Mexico when I joined. There was no local voice, no relevant audience, and no content that connected Base's product to the people who should care about it: builders, fintechs, investors, and traders operating in the Mexican market.
The challenge was not just awareness. It was relevance. Base needed to mean something specific to a Mexican audience, not just be another L2 with a press release.
Task
As Mexico Country Lead (September 2025 – May 2026), I was responsible for building Base's audience in Mexico from scratch. The brief: grow awareness and a qualified following using my personal X account as the primary channel.
No playbook existed. No local precedent. I had to define what Base meant in Mexico before I could tell anyone about it.
Action
I wrote the brand voice for Base in Mexico and built a content strategy around @oyealmond. The format was one to three short videos per week, each combining market analysis on stablecoins and payments with direct commentary on what Base made possible locally.
I created and produced Sesiones Base: conversations recorded in my living room with people from DeFi, go-to-market, venture capital, fintech, and blockchain technology. I wrote every script and directed the video editor. The format was intentionally informal: a real conversation, not a panel.
The content was designed to travel. Each piece worked as a standalone take on what was happening in the market, with Base as the relevant context rather than the main subject. That is how you build an audience that actually sticks around.
Result
Between September 2025 and May 2026, @oyealmond reached 880,000+ total impressions, added 2,000+ net new followers, and sustained a 2.6% engagement rate. The account had 20 separate days with more than 10,000 impressions in a single day. November 2025 was the peak: 220,000+ impressions in one month.
The announcement of my role as Base Mexico Country Lead reached 65,000+ impressions and brought 235 new followers in a single day. During the Base period, the account grew by about 240 net followers a month. In the three months after the role ended, that number fell to about 2 a month.
The numbers belong to the period, not the platform. The same account, same person, same topics. The difference was the intentional publishing cadence and the institutional backing behind each post. That gap tells you what consistent, resourced content actually does.
Audience growth in Web3 is easy to fake and hard to sustain. These numbers come from X Analytics: real impressions, real follows, real engagement from people who were not there before. If you are building a product in Latin America and want an audience that actually shows up, I would love to talk.