Revenue-focused crypto marketing with the brothers behind Lunar Strategy

Jack and Tim Haldorsson, co-founders of Lunar Strategy, have spent seven years working directly with crypto founders across every market cycle. 

With over 250 projects across DeFi, infrastructure, exchanges, and consumer apps, they've built one of the most active crypto marketing operations in the space, measured by the revenue and growth those campaigns actually produced. 

We sat down with both of them to find out how they think about it. Here's what they had to say.

What does marketing focused on revenue actually mean?

Jack Haldorsson: The biggest mistake I see founders make in crypto is doing random marketing with no focus on any business outcome. They spend on KOLs, PR, and social with no thread connecting any of it to actual growth.

Revenue-focused marketing means every dollar has a job. Each channel, each campaign, each piece of content is tied to a specific stage of the user journey: awareness, conviction, conversion, or retention. When you understand where your audience is in that journey, you stop wasting budget on channels that don't match the stage.

The founders who grow start by defining what a business outcome actually looks like: users, TVL, protocol volume, revenue, and then reverse-engineer the marketing around that.

Revenue-generating crypto companies are growing and taking market share. How do you best support them?

Tim Haldorsson: We've been growing businesses for six to seven years, working with founders across every market cycle. The clearest thing that separates the projects taking market share right now from those falling behind is this: they treat marketing as a system.

We support them by first understanding the full user journey: where their audience is, what moves them from awareness to conviction to action, and where the gaps are. Then we allocate the budget to match that. You don't spend the same way pre-TGE as you do post-launch. The channels, the messaging, and the creator mix all shift depending on the stage.

After 250-plus projects, we know where the traction gaps typically show up. Teams reach launch with strong tech but underbuilt narrative momentum, community depth, and distribution. We close that gap through strategy, GTM planning, KOL campaigns, PR, and community infrastructure.

The projects winning right now are doing more coordinated marketing.

What channels perform best for revenue-generating crypto brands?

Tim Haldorsson: It depends on the stage and what you're trying to move, but here's what we consistently see perform.

For conviction and capital, YouTube wins. Long-form creator content moves serious buyers and is the highest-ROI channel for pre-TGE preparation. Deep dives and founder interviews do the heaviest lifting before a major launch.

For narrative control and daily community activation, X is still the primary layer. Founder-led, consistent, real-time. The projects building authority there every day consistently outperform those using it only for announcements.

For breaking out of the CT bubble, TikTok, Instagram, and YouTube creator campaigns reach audiences that have never heard of your project. That volume builds market cap momentum at a fraction of paid ad costs.

For retention, Telegram and Discord. That's where you convert attention into a community that stays.

PR sits across all of it. It builds the credibility layer that makes every other channel work harder. A tier-one placement strengthens your X presence, improves your KOL conversations, and gives your community something to amplify.

The mistake is treating these as alternatives. Revenue-generating brands run all of them, with budget allocated to the stage, the goal, and the audience they're actually trying to reach.

Lunar Strategy has worked with over 250 crypto and Web3 projects since 2018. From early-stage GTM to scaling post-launch, the agency has operated across every market cycle with the same focus: marketing that produces measurable business outcomes. 

To learn more about their work, visit lunarstrategy.com. Follow updates on X and LinkedIn.