Token Launch Campaign, Ten Weeks Before Generation

The campaign that matters happens 10 weeks before the token exists: Listing-day attention decays inside 72 hours. Whatever audience you assembled before generation is what remains on the other side of that week, so this engagement puts most of its hours into the pre-TGE period and treats launch day as an execution problem rather than a marketing one. In practice that means a named audience you actually own before the token trades: an email list, a wallet list, a Discord with verified humans in it, and a set of paid channels already tested at small budgets so nothing is being learned for the first time during the week you can least afford it. The pre-TGE build: Audience assembly against the product, not the token. For a game or an app that means players who already use the thing, reached through the channels they are already in, with a claim path that does not require them to understand tokenomics to participate. Paid testing runs across the surfaces that will still accept you at launch, which is a shorter list than most teams assume: Google requires country-specific certification for crypto advertisers and does not grant it everywhere, TikTok's financial services policy prohibits this category outright, and X and Reddit each apply their own certification and country restrictions. That list gets checked against current policy at the start of the engagement, not from memory, because it moves. Jurisdiction and what the campaign may say: Geo-gating at the CDN and in ad targeting for the markets your counsel excludes, with the exclusion list written down and the enforcement tested rather than assumed. In the EU, marketing communications under MiCA must be identified as such, be fair, clear and not misleading, and stay consistent with the white paper, which constrains ad copy well before it constrains anything else. In the UK the financial promotions regime decides who may lawfully communicate the promotion at all. I am not your lawyer and I do not give legal advice. What I do is write the campaign so that when your counsel reads it, the answer is yes, and hand them a copy deck built to be read that way. Refused work: No paid callers, alpha groups or influencers compensated on price movement. No coordinated posting, engagement farming or bought followers. No coordination with your market maker on timing, and no campaign built around a listing that has not been confirmed in writing. No price targets, no return language, no countdown creative whose only content is scarcity. If a growth plan needs any of that to work, it is not a marketing plan and I am the wrong contractor. Who this is not for: Memecoins and anything whose demand thesis is the price chart. Projects whose token has no function in the product on day one. Teams six weeks from generation with nothing assembled, where the only remaining lever is exactly the work above that I refuse. Anyone expecting a specific opening volume or holder count, which depends on your product, your exchange and a market I do not control. What ships: A dated launch plan from first pre-registration to week four after listing, with the owner of each item named. Channel-by-channel policy and jurisdiction findings. Copy and creative built for the approvals process. A measurement setup that counts claim conversion, verified community members and retained wallets rather than impressions. And an honest read, delivered before you spend, on whether the launch window you have chosen is one I would buy media into at all.