The crypto market moves fast. Metas change weekly. One day it's DeFi, the next it's meme coins, then AI agents. How do you build a sustainable marketing business in this chaos?

Danny Gazit, CEO of Hype, has been navigating crypto marketing since 2017. From ICO boom to NFT mania to AI meta, Hype has scaled to 100+ people while most agencies didn't survive a single cycle.

In this episode, we dive deep into the business of crypto marketing - the behind-the-scenes of running an agency, how to structure teams, what clients actually want, and why most projects fail at staying relevant.

TIMESTAMPS:

1:07 Introduction and Welcome
8:00 Navigating Volatility as a Business Leader
11:00 Scaling Challenges and Structure Pivots
18:45 Top Marketing Objectives Clients Actually Want
21:14 Marketing in Crypto vs Traditional Marketing
23:12 Crypto Native vs Mainstream Audiences
24:05 TikTok Experiments: Case Study Deep Dive
28:33 Marketing Metas: The Loaded Question
35:52 Market Outlook and Marketing in Downturns
41:00 Conclusion and Where to Find Hype

ABOUT THE OGC PODCAST:

The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with founders, growth leaders, and crypto marketers sharing strategies and frameworks driving real results in web3.

CONNECT WITH DANNY:

• X: https://x.com/0xDannyHype 
• Hype X : https://x.com/HypePartners 
• Website: https://hy.pe

CONNECT WITH NORMAN:

• X: https://x.com/normanwiese 

• Linkedin: https://www.linkedin.com/in/normanwiese 

• Onchain Growth Club: https://x.com/onchaingrowth

SUBSCRIBE & REVIEW:

• Spotify: https://open.spotify.com/show/40h808BdpcWIhgXXQNQR52?si=a4249f90aff3425b
• Apple Podcasts: https://podcasts.apple.com/de/podcast/onchain-growth-club-crypto-web3-growth-talks/id1833519944
• Youtube: https://www.youtube.com/@onchaingrowth

Malte Landwehr, CMO of Peec AI, talks about the evolving landscape of marketing in the age of AI and large language models (LLMs). 

We discuss the transition from traditional SEO to AI-driven discoverability (GEO), the challenges of traffic attribution, and the current state of LLMs in the market. 

Malte shares insights on how brands can optimize their visibility in LLMs, the importance of understanding user behavior, and the practical tactics that can be employed to influence LLM outputs.

—

0:00 Introduction and Welcome

04:53 Transitioning from SEO to AI and LLMs

11:08 The Evolution of Search and the Role of LLMs

13:11 Adoption Curve of LLMs 

15:38 Understanding Traffic and Attribution Challenges

19:47 Current Landscape of LLMs and Their Market Share

21:22 Manipulating LLMs: Tactics and Strategies

29:39 Introduction to Peec AI and Its Offerings

32:22 Recommendations for Marketing Leaders

36:59 Conclusion and Key Takeaways

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EPISODE LINKS:

• Malte on Linkedin: https://www.linkedin.com/in/landwehr

• Malte Landwehr on X: https://x.com/MalteLandwehr

• Peec AI Website: https://peec.ai/

CONNECT WITH NORMAN:

• X: https://x.com/normanwiese 

• LinkedIn: https://www.linkedin.com/in/normanwiese/

• Onchain Growth Club: https://x.com/onchaingrowth

SUBSCRIBE & REVIEW:

• Spotify: https://open.spotify.com/show/40h808B... 

• Apple Podcasts: https://podcasts.apple.com/podcast/id...

• YouTube: https://www.youtube.com/@onchaingrowth

Shaun van Vuuren, Head of Marketing and Comms at ChainFlip, breaks down how they're building cross-chain DeFi beyond the hype - native Bitcoin ⇄ ETH⇄ Solana swaps with no bridges or wrapped tokens. 

As the space matures, ChainFlip shifted from narrative-driven marketing to product-led growth, focusing on user retention over vanity metrics. 

Sean explains their multi-chain user segmentation strategy, how the $FLIP token secures the network while driving community engagement, and shares real tactics for building trust through transparency in DeFi's interoperability future.

—

00:00 Introduction and Welcome

01:22 This or That Icebreaker

03:02 User Retention > TOFU Campaigns

05:24 Understanding ChainFlip's Role in the Ecosystem

11:08 User Segmentation and Market Insights

16:39 Interoperability and Its Importance

23:07 Marketing Strategies at ChainFlip

28:44 The Role of the Token in ChainFlip's Strategy

32:45 Final Thoughts and Future Directions

—

EPISODE LINKS:

• Shaun Janse van Vuuren on X: https://x.com/bento_shaun • Chainflip website: https://chainflip.io/ • Chainflip on X: https://x.com/Chainflip

ABOUT THE OGC PODCAST:

The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with founders, growth leaders, and crypto marketers sharing tactical strategies and frameworks driving real results in web3.

CONNECT WITH NORMAN:

• X: https://x.com/normanwiese 

• LinkedIn: https://www.linkedin.com/in/normanwiese/

• Onchain Growth Club: https://x.com/onchaingrowth

SUBSCRIBE & REVIEW:

• Spotify: https://open.spotify.com/show/40h808B... 

• Apple Podcasts: https://podcasts.apple.com/podcast/id...

• YouTube: https://www.youtube.com/@onchaingrowth

Ovie Faruq (OSF) went from trading distressed credit at Barclays to minting 150 Bored Apes in a drunken late-night session - a move that set him up to build one of crypto's most interesting brand experiments. As co-founder of Rekt Brands, Ovie is pioneering the "brand coin" concept: tokenizing brand sentiment while selling actual drinks in 7-Elevens across America. From launching Rekt Guy as a purposely expectation-free NFT to giving equity to holders to creating a meme coin that rewards drink purchases, Ovie breaks down how traditional finance principles apply to crypto volatility, why DAOs are terrible for running companies, and what happens when normies start buying crypto-branded energy drinks without knowing they're earning tokens. A masterclass in evolving with the market while building something genuinely new.

00:00 Introduction and Welcome
01:46 This or That Icebreaker
04:35 From TradFi to Crypto Transition
08:54 The Infamous 150 Bored Apes Story
15:52 Becoming a Creator and Building Following
19:44 The Rekt Guy Free Mint Philosophy
22:24 Evolution to Rekt Brands and Token Launch
24:14 Equity Distribution to NFT Holders
26:20 Brand Coins vs Traditional Loyalty Programs
30:44 Token Treasury and Reward Mechanisms
32:38 Crypto Company or Drinks Company?
34:28 Mainstream Adoption and 7-Eleven Learnings

Episode Links:

• Ovie Faruq (OSF) on X: https://x.com/osf_rekt
• Rekt Brands: https://rektbrands.com/
• Brand Coin Thesis (Pinned Post): https://x.com/osf_rekt/status/1924828742196539745

About the OGC Podcast:

The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with growth leaders, marketers, and founders sharing tactical strategies and frameworks driving real results in web3.

Connect with Norman:

• Twitter: https://x.com/normanwiese
• LinkedIn: https://www.linkedin.com/in/normanwiese/
• Onchain Growth Club: https://x.com/onchaingrowth

Subscribe & Review:

• Spotify: https://open.spotify.com/show/40h808BdpcWIhgXXQNQR52
• Apple Podcasts: https://podcasts.apple.com/podcast/id1833519944
• YouTube: https://www.youtube.com/@onchaingrowth

Justin Vogel, co-founder of Safary, breaks down crypto's bizarre marketing reality: why traditional growth playbooks don't work when your entire addressable market is just a few million people. From the rise and fall of airdrops to the current "InfoFi" meta flooding Twitter with AI-generated content, Justin reveals the underground strategies actually moving the needle. Plus: how Safary built crypto's most exclusive growth community and why their $500 certification program doubled in price with zero drop in demand.

00:00 Introduction and Welcome  

03:20 This or That Icebreaker

05:30 Building a Community of Crypto Marketers

09:35 Mental Models to Navigate the Space

12:57 Driving Traffic and Mindshare 

15:55 Unpacking InfoFi and Other Marketing Metas

23:40 Learnings from Building Safary Club

27:54 Crypto Marketing Education Program

Episode Links:

• Justin Vogel on X: https://x.com/jkey_eth
• Safary: https://safary.club/
• Safary's Web3 Growth Stack: https://blog.safary.club/p/the-state-of-web3-growth-2024

About the OGC Podcast:

The OGC Podcast tackles crypto's biggest unsolved challenge: growth. Host Norman Wiese sits down with growth leaders, marketers, and founders sharing tactical strategies and frameworks driving real results in web3.

Connect with Norman:

• Twitter: https://x.com/normanwiese
• LinkedIn: https://www.linkedin.com/in/normanwiese/
• Onchain Growth Club: https://x.com/onchaingrowth

Subscribe & Review:

• Spotify: https://open.spotify.com/show/40h808BdpcWIhgXXQNQR52
• Apple Podcasts: https://podcasts.apple.com/podcast/id1833519944
• YouTube: https://www.youtube.com/@onchaingrowth