Aethir Edge: Selling out a $999 decentralised compute device
Encanta partnered with Aethir to launch the Aethir Edge hardware device, turning a complex decentralised cloud story into a deposit-driven funnel that repeatedly sold out.
Challenge
Make a new hardware category feel inevitable
Aethir was preparing to ship Aethir Edge, a high-ticket hardware device that powers a distributed cloud compute network for AI and gaming workloads.
The concept was powerful but unfamiliar: DePIN-first infrastructure is not instantly understood by mainstream gamers, miners, or GPU enthusiasts.
We needed a narrative that simplified the idea, built trust quickly, and directed every PR, KOL, and community touchpoint into a $50 deposit on a $999 device—without fragmenting momentum across channels.
Approach
Narrative & proof architecture
Codified the Edge story into a messaging stack, pairing vision statements with proof points and objection handling that worked in social posts, AMAs, FAQs, and PR.
- Positioned Edge as the on-ramp to decentralised AI compute, not just another miner.
- Mapped claims to verifiable data: network performance, fulfilment timelines, and partner references.
- Equipped spokespeople and creators with ready-to-use talk tracks and visuals.
Conversion-grade landing system
Designed and wrote landing pages and FAQs that guided skimmers to the deposit CTA, while in-depth readers found the technical detail they needed to commit.
- Hero and benefits built for mobile scanning with persistent CTA states.
- Deep FAQ library covering hardware, rewards, returns, and fulfilment.
- Deposit flow copy tested with early community cohorts before scale-up.
Creator + PR flywheel
Sequenced KOL announcements, Spaces, and press drops so every spike in awareness routed into the same conversion funnel.
- Curated creator list by audience fit (AI, miners, gamers) and trust level.
- Distributed campaign kits with visual assets, proof points, and CTAs.
- Used mirrored landing pages for tracking and rapid messaging iterations.
Community onboarding
Activated Discord and Telegram hosts to answer objections in real time and keep post-announcement momentum alive through to fulfilment.
- Ran live Q&A sessions aligned with allocation drops.
- Built lightweight scripts for mods to surface the right resources fast.
- Kept fulfilment updates and roadmap milestones visible to reduce churn.
Stack & Channels
The tools and surfaces we relied on to keep execution consistent.
Multiple allocation rounds sold out across the campaign window.
Allocation drops fully claimed within hours of release.
Compounding community demand as messaging and assets iterated.
Testimonial
“Encanta turned a complex DePIN story into something people understood and were willing to back with real deposits. Their structure kept PR, KOLs, and community moving in one direction—into the funnel.”
Jen Yu — VP Marketing, Aethir
How this translates for your team
- Complex products need narrative simplification before any campaign work—distil your story to one sentence that lands with skeptics.
- KOL and PR spikes only convert if they all point to the same, optimised landing page. Don't fragment attention across multiple entry points.
- Community moderators need scripts and quick-reference materials to handle objections in real time, especially for high-ticket products.
- Deposit-based launches create urgency, but you need fulfilment transparency to maintain trust through the waiting period.
Related Solutions
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What to expect in a diagnostic
- Signal check on your positioning, proof, and conversion assets.
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