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.

Paid Media

Key Performance Metrics


Sold out offering within 90 days


Waitlist signups


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


  • 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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