Particle
Go-to Market Plan
Innovative crypto startup revolutionizing the fine art market with NFTs
Particle, an innovative art company in the crypto space, seeked a go-to market strategy and execution partner to help launch the company’s new product in the NFT space. Particle faced a challenge: an overheated nonfungible token (NFT) market and a complex offering, requiring an approach that appealed to both crypto and art enthusiasts. With no internal marketing resources at the company, MAVAN had just 60 days to assemble a team of NFT experts and execute the launch. In addition to the timeframe, the project also required organic growth with viral upside and a focus on earned media.
Lifecycle
CRO
Paid Media
Key Performance Metrics
15M
Sold out offering within 90 days
200K+
Waitlist signups
100%
Organic (unassisted by paid)
What we did:
- Led go-to-market strategy, defined the growth channels and developed a 60-day execution plan to build demand for launch
- Conducted brand positioning and design workshops; defined positioning and revamped identity
- Developed a conversion-optimized homepage and with rewarded waitlist tech
- Built a robust, social media-led strategy with an 8-person team of experienced NFT copywriters and designers
- Oversaw a public relations partner to catalyze awareness and drive buzz
- Developed waitlist email series to engage and nurture users ahead of launch
Impact:
- Drove 13-times the target number of waitlist sign ups within the first 48 hours of launch, outpacing already optimistic projections for the entire launch
- Picked up tier 1 and crypto news coverage (NYT, Axios, Crypto Times)
- Grew social channels to 15k+ followers and a highly engaged discord community
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