Marketing doesn’t fail in Web3 because people “don’t get crypto”. It fails because teams treat distribution like a one-time stunt, then wonder why the world forgets them 24 hours later. We sit down with Jack Haldorsson, Managing Partner and Co-Founder at Luna Strategy, to map a smarter approach: build an always-on social baseline first, then run marketing in deliberate seasons that compound momentum over time.
We break down how to build Web3 marketing that lasts by keeping an always-on social baseline and running focused “seasons” that stack momentum. Jack shares practical go-to-market frameworks, where AI helps most, and why speed, taste, and trust decide who wins. • building an always-on social media baseline that functions as user, investor, and partner communications • sequencing marketing in seasons around launches, announcements, and user acquisition • diagnosing why pre-launch hype fades and how consistency prevents the drop • prioritising product-market fit before scaling distribution • designing compounding virality using FOMO, exclusivity, waitlists, and tight timelines • go-to-market starting with why, audience definition, and a messaging framework before channels • keeping marketing outcomes focused over activity and outputs • using AI agents for automation while protecting taste, clarity, and trust • adapting to institutional adoption trends and capturing influencer market share early • using events as both trust-building and content engines in Web3 ecosystems
Web3 marketing breaks when teams treat distribution like a last-minute campaign instead of an always-on system. The core idea we explore is building a strong baseline first: active founder-led social channels that communicate clearly with investors, users, and partners every day. That baseline is not “posting more”, it is creating a dependable signal that explains what you build, why it matters, and who it is for. Once the baseline works, marketing can move in seasons: tightly planned bursts around launches, updates, partnerships, and user acquisition, each designed to add momentum rather than reset attention to zero.
A common failure pattern in crypto and Web3 go-to-market is the one-and-done announcement. Projects spike overnight, then disappear because there is no sequence behind the hype and no product loop to catch new interest. Sustainable growth marketing starts with product-market fit: real users testing early versions, feedback turned into iteration, and onboarding that makes the first value moment obvious. If the product is not ready, bigger reach only accelerates disappointment. Strong communication, a usable product, and consistent shipping are what convert attention into retention.
We also dig into virality frameworks that show up across high-performing campaigns: FOMO, exclusivity, and reward loops. The key distinction is engineered hype versus compounding hype. Compounding comes from great products stacked with distribution and clear messaging. Practically, that means designing a user journey across multiple coordinated campaigns: tease content, a time-boxed waitlist, a countdown, a private beta invite code, then a broader product launch. Each step should answer: what does the user get, why now, and what action is simplest to take? This is Web3 growth strategy that optimises outcomes, not vanity metrics.
AI agents add a new layer to modern marketing operations. Automation is ideal for repeatable admin work, research, creating first drafts of landing pages, and rapid experimentation, especially when you can align outputs to brand standards. But AI also makes it easy to produce “slop” at scale, which erodes trust. The most valuable human skills become design taste, judgment, and restraint. A practical workflow is subtractive: generate quickly, then direct the model on what to remove, simplify, and clarify until the experience is clean for users. In AI marketing, trust is a competitive advantage.
For CMOs and founders, the non-negotiables over the next few years are outcome focus, relentless competitive research, and constant product testing like a real user. The projects that build lasting Web3 communities treat users carefully, prioritise high-quality users over empty numbers, and respond consistently. Speed matters: ship, measure, learn, repeat. We also look at the market shift where institutions appear more confident while retail is cautious, suggesting a play for creator and influencer market share before the next wave. Finally, in a digital-first industry, physical events still work because they generate content, build trust, and create high-value partnerships, especially in hubs like Lisbon where talent and ecosystems cluster.
Jack Haldorsson
CHAPTERS
0:00 Cold Open On Target Users 0:13 Welcome And Who Jack Is 0:50 Always On Baseline Plus Seasons 3:00 Why Launch Hype Dies Fast 4:39 Virality Versus Long Term Compounding 5:36 Go To Market From Why To Channels 10:02 AI Agents And The Human Touch 13:09 Non Negotiable CMO Skills 16:28 Institutions Rising Retail Waiting 18:18 Events That Build Trust And Content 20:39 Why Lisbon Became A Web3 Hub 21:40 Building An AI Driven Growth Engine 23:50 Where To Follow Jack 24:30 Share Subscribe Review Closing 24:56 Sponsor Mention
