Simon's Cat Token

Context

Simon's Cat is a mainstream IP with a big audience built on warmth and trust. In 2024 it went on-chain, and our campaign ran from August to December.

The challenge

The cat didn't need awareness; everybody already knew it. The job was distribution. Reach crypto natives without sounding like another cash grab, and keep the fans who made the brand from feeling it had been sold off.

My role

I led community amplification through Wevolv3.

Approach

• One message frame that worked for both crowds, instead of two campaigns that could contradict each other.
• Tone tuned per channel, because what reads as fun on crypto X reads as a sales pitch to a family audience.
• Spread the content across many creators instead of leaning on a few loud accounts.
• Track mentions and reach the whole way, so the team could push what landed and drop what didn't.

Execution

Copy and visual system, channel-by-channel tone, and content distribution coordinated across creators, with mentions and reach tracked from August to December 2024.

What I learned

With mainstream IP, the brand is the asset and the token is the guest. Every message had to pass that test before it went out.

The how stays for the conversation. Let's talk.