Particle, an art/crypto startup launching an NFT product, faced multiple challenges:
The NFT market was saturated and noisy, making it hard to stand out.
Their offering was complex — appealing simultaneously to crypto-savvy people and to art enthusiasts.
They had no internal marketing resources to drive demand, nurture leads, or develop launch sequences.
They needed organic reach, earned media, and viral potential, not just paid acquisition.
The Solution
I led the lifecycle strategy and worked closely with multiple teams (creative, copy, design, PR, social) to build a launch engine that would cultivate demand and ensure a strong conversion from interest to purchase. Key aspects:
Developed a go-to-market strategy with a 60-day execution roadmap focused on demand building and lifecycle engagement.
Defined positioning and identity, ran brand/design workshops to simplify how the product would be perceived by both crypto and art audiences.
Built a conversion-optimized homepage and integrated “rewarded waitlist” technology to make sign-ups more compelling.
Created a waiting-list email nurture series to keep leads warm, build excitement, and drive social proof before launch.
Collaborated with PR and earned media partners to amplify awareness (in crypto & art press), and leaned on social channels and Discord/community to grow engagement organically.
The Results
The lifecycle work + cross-team collaboration produced high-impact outcomes:
The offering sold out in 90 days.
Over 200,000 waitlist signups before launch.
100% of the waitlist acquisition was organic (no paid media).
Received tier-one and crypto media coverage (e.g. New York Times, Axios, Crypto Times) which helped build credibility and buzz.