Most token launches tend to fail after the first spike. Token marketing is how you build participation that survives the drop.
As a Web3 go-to-market and crypto marketing agency, Surgence Labs has supported dozens of token launches from concept to lasting adoption. The focus stays on systems: narrative that holds up under scrutiny, distribution that reaches high-intent users, and retention loops that keep activity alive after the initial wave.
This guide breaksdown what we’ve learned from our successful token launches across DeFi, Layer 1, and Layer 2 networks, NFT projects, and consumer crypto apps. It frames crypto token marketing as a strategic discipline and explains how it differs from conventional campaigns, as every claim is reflected in on-chain behavior.
Inside, you’ll find research-backed insights, data points, and practical examples showing why attention without retention creates fragile outcomes, and why ICO advertising must evolve for today’s more informed audiences.
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