Growth hacking that turns attention into action
Reach without action is vanity. Growth hacking takes the attention you've earned and converts it into something that shows up on a balance sheet: sign-ups, sales, holds, retention.
Mooning runs growth as a portfolio of small experiments, each run fast and measured cleanly. Some become channels you keep funding for years. Some die in week two. The discipline is in the cadence and the honesty about what is working, not the scale of the launch.
Influencer marketing runs on the same logic. Pick the partners whose audience overlaps with yours, structure the deal around the outcomes you care about, and treat the relationship as a real partnership rather than a one-off post. The brands that move numbers through influencers do all three.
Experiments that build on each other
Experiment design and prioritisation
Most growth experiments fail. That's the design. The point is running enough of them, fast enough, that the winners more than pay for the misses. Mooning frames every test against a clear hypothesis: what we believe, what we'll measure and what would change our mind. Then we ship it small, ship it fast, and decide quickly whether to kill it or scale it.
The result is a backlog of tested plays. Some become ongoing channels; some get archived. Either way you build a body of evidence about what your audience responds to, which is worth more than any single campaign result.
Viral and referral loops
Loops beat campaigns. A campaign runs, peaks and ends. A loop brings in users, those users bring more users, and the loop runs again. Mooning designs loops that fit the product: referral mechanics, share triggers, community-led growth, and content engines that earn distribution because they're worth sharing.
The hard part is measuring whether the loop closes: what fraction of users invite, what fraction of invitees activate, and where the leak is. We instrument from day one, so the answer to "is it working?" is a number, not a feeling.
Influencer marketing that moves numbers
Most influencer marketing fails because the partner choice was wrong: a big follower count, low engagement and an audience that doesn't overlap with the client's ideal customer profile. Mooning's roster is sector-specific. It is made up of AI, Web3, crypto and iGaming creators we've worked with or vetted, with engagement quality and audience overlap data behind every recommendation.
Activation is more than a brief. We structure deals around what the client needs (performance obligations, exclusivity windows, content rights, brand-safety clauses and jurisdiction-appropriate disclosure language), then run the relationship, not just the campaign.
Measurement and iteration
Vanity metrics are the enemy of growth. Reach, impressions and engagement counts are useful as leading indicators and useless as success criteria. Mooning ties every programme to the metrics that matter to the business: qualified leads, sign-ups, paid conversions, retention and share of voice for high-intent queries.
The reporting cadence is short: weekly check-ins on live tests, a monthly portfolio review and a quarterly strategy reset. Staying close to the data means the next experiment is informed by the last one, and each round of tests starts from what the previous round proved.
Benji Bananas: growth as a system
Mooning ran social and community for Benji Bananas, an Animoca Brands game with over 50 million downloads and a player base whose online community needed work. Over fourteen months, X (Twitter) impressions rose 727%, engagements 24.8%, Discord members 15.3% and total Discord messages 98.1%. The team handled around 400 support tickets a week in Discord. The numbers moved because the community was looked after day to day: content, activations, real-time support and growth measured weekly.