A launch doesn’t fail on the day. It fails in the ninety days nobody planned.
Token launch marketing for TGEs, listings and public sales — launch narrative, KOL sequencing, exchange and partner messaging. Run by Simon Fletcher, who ran content through a $65m token sale to 63,000+ retail investors at Frankfurt-listed NAGA, and has run TGE campaigns since.
90 days either side
The work that decides a launch happens well before it and doesn’t stop on listing day.
Narrative, KOL, partners
What you say, who says it, and what your exchange and partner counterparts repeat internally.
Listings, MM, tokenomics
Separate specialisms. Hire people who do those properly — I’ll tell you what to ask them.
€1,200
Audit, 30-day sprint at €7,500, or ongoing through the window.
What actually goes wrong at a TGE.
Four failures, seen from the inside rather than read about.
The story is written for the team, not the buyer. The deck explains the architecture. The buyer wanted to know what it does and why it is worth holding. Both audiences get served badly.
KOL spend is bought as reach rather than briefed as narrative. Thirty creators say thirty different things in the same week, and the market forms no coherent impression of what you are. Reach was never the scarce input; a consistent, repeatable claim was.
Everything is aimed at one day. All budget lands on the launch window, so attention peaks with nothing behind it and there is no plan for week three, when it matters more.
Partners can’t repeat the story. Your exchange contact, your launchpad, your ecosystem partner — each has to explain you internally to someone you will never meet. If they can’t, the support quietly evaporates.
What the work covers.
The evidence.
Operator seats through real launches, not case studies borrowed from someone else.
NAGA Group AG — Head of Content through a $65m token sale to over 63,000 retail investors, on a Frankfurt-listed company with a live product and real token utility. Not a pre-product raise.
TGE and token-push campaigns — run through direct creator and KOL-manager relationships, including work on Peaq, Simon’s Cat, Solv and Sugar Boy.
Megavrse — co-founder and COO. Partnerships with Binance, Polygon, Chainlink and Filecoin, the first NFT collection on Binance, and Premier League and La Liga work.
IOPn — co-founder. A government partnership with RAK DAO and a $100m joint venture with ADX-listed Phoenix Group, negotiated directly with their senior teams.
What I won’t tell you.
That marketing controls token price. It does not, and anyone selling you that is either lying or doing something you should stay away from. What this work moves is whether people understand what you are, whether the right people are paying attention, and whether your partners can carry the story when you are not in the room. Those are the inputs. The market decides the rest.
Questions.
When should this start?
Ninety days out is comfortable. Thirty is tight but workable. After launch is repair work, and it costs more.
Can you run the KOL campaign, not just plan it?
Yes — sourcing, negotiation, briefing and management, through direct relationships built over four years operating from Dubai. See KOL marketing.
Do you handle listings, market making or tokenomics?
No. Separate specialisms, and you should hire properly for them. I’ll tell you what to ask them.
Pre-launch only, or after as well?
Both. Week three post-launch is where most projects discover they had no plan, and it is usually recoverable.
What does it cost?
From €1,200 for the audit, €7,500 for the 30-day sprint, or €6,000 a month to run through the window.
Launching in the next six months?
Twenty minutes, direct with the founder.