Token Launch Campaign Planning and Buy-Side Control

Before a token launch is a media plan it is a promotions question, and the answer changes the plan. If a single UK consumer can see the campaign, the promotion needs an FCA-authorised approver, a prescribed risk warning, a twenty-four hour cooling-off period for first-time investors and no referral incentives. In the EU, MiCA's marketing rules have applied since 30 December 2024: the communication must be identified as marketing, be fair and not misleading, and be notified to the competent authority alongside the white paper. I will not build the plan until counsel has put the token's classification and the excluded jurisdictions in writing. Sequencing: The plan runs from roughly eight weeks before the generation event to four weeks after it, and most of the paid weight sits after listing rather than before. Ahead of the event the work is product proof, documentation and the audiences you can reach without paying. Paid acquisition into a pre-launch page mostly buys speculators who leave. Exchange announcement embargoes are respected to the hour and nothing paid runs inside the window. What I buy, and when: Endemic display and newsletter on listing week. Network campaigns against on-chain cohorts from listing week onward. Podcasts and long-form where the read is scripted and disclosed. Conferences where your engineers are on stage rather than a booth in a hall. Post-event weight goes to retention, because the wallets that already arrived are worth more than the next cohort and cost nothing to reach. Creators: Only under a contract that discloses any allocation, its lockup and its vesting, in the post itself, on every post, with disclosure language I write and your counsel approves. Allocations that become tradable within ninety days of the event do not receive paid promotion. I keep a list of who declined the disclosure terms, and it is usually the most useful document produced by the campaign. Israel and regional specifics: For an Israeli-domiciled issuer the Israel Securities Authority's position on classification governs what may be said locally, and the practical constraint is usually the Hebrew creative rather than the English. The excluded-jurisdiction list goes into every insertion order and is verified in delivery logs rather than trusted to a network's geo settings, which fail more often than their documentation admits. What I refuse: Engagement bought from bots. Trending packages on social platforms. Paid price predictions and any price target in creative. Market making sold alongside marketing by the same counterparty. Airdrop mechanics designed to inflate holder counts. And I will refuse the launch date itself when the product is not ready, because a launch campaign against an unfinished product buys you a holder base that is short you by week three. Measurement: Cost per acquired wallet that funds, holder retention at day thirty and day ninety, and the share of circulating supply held by wallets that arrived through paid, tracked apart from organic. Impressions and mention counts are recorded and are not reported as results. If the paid cohort's day-thirty retention sits below the organic cohort's by more than the margin we agree in advance, my recommendation is to cut spend rather than to rework creative. Who this is not for: Teams who want the price to move on listing day, and any project whose plan depends on marketing to US persons without a written opinion. Both requests end the conversation rather than start a negotiation about it. How it runs: Two weeks of planning and legal alignment, then a running campaign through the event and four weeks past it. I work alongside your counsel and your exchange relationships and replace neither. The buy-side controls, ad server, contracts, wallets and warehouse, stay in your name throughout.