A Web3 marketing agency built around community
Mooning is a Web3 marketing agency for crypto exchanges, protocols, NFT and gaming projects, and the growing overlap between AI and crypto. We run the channels where these communities live, X and Discord first, alongside growth, influencer and KOL partnerships, and brand. When the company itself is the transaction, our M&A advisory covers buy-side and sell-side work in Web3, blockchain and crypto.
Our client list includes Magic Eden, Animoca Brands, BTC Markets, WhiteBIT, Protocol Labs, NFT.Storage, Blocktrust, Neopets Meta and W3GG, as well as NightCafe, the AI art platform. Senior people run every account from the first call onwards, so the people who scope the work are the people who do it.
Crypto marketing is mostly community work. A token, a game or a marketplace lives or dies on whether people stay after they arrive, and that is decided in the replies, the support queue and the weekly rhythm of a server, not in the launch post.
How it runs: X for discovery, Discord for retention
X finds your people. Discord keeps them. We treat the two as separate jobs and connect them on purpose.
On X, that means platform-native threads, quick commentary on market events and founder accounts ghost-written within a clear approval process, so nothing goes out in a founder's name without their sign-off. Every moment that matters points to one official Discord invite.
On Discord, we design the server architecture, roles and onboarding, run moderation, and build the programming that gives members a reason to come back: AMAs, events, challenges and announcements. Support is part of the job. For Benji Bananas, the team handled around 400 support tickets a week in Discord.
Web3 servers are targets, because one compromised account can post a convincing link to thousands of wallet holders. Security is part of the build: two-factor authentication for moderators, a small admin group, AutoMod rules for scams and impersonators, and a published rule that staff never message members first.
KOL and influencer work runs through our growth practice, using a roster of Web3 and crypto creators vetted on engagement quality, audience overlap and brand safety. Paid reach, where the platforms allow it, runs through Paid Media.
Results from Web3 and crypto communities
Two engagements we can publish in detail.
Benji Bananas is an Animoca Brands game with over 50 million downloads and a player base whose online community needed work. Over 14 months of social and community management, X impressions rose 727%, engagements 24.8%, Discord members 15.3% and total Discord messages 98.1%.
NightCafe is an AI art platform, which puts it where our AI and community work meet. Our X and Discord community management added more than 9,000 followers on X, lifted engagement 43% and produced 97% more Discord messages.
Both are on our work page. Neither result came from a single campaign. They came from a community being looked after day to day, with growth measured weekly.
A crypto marketing agency in Australia, working worldwide
Mooning is based in Docklands, Melbourne, and works with teams across Australia, North America, Europe, Asia and the Middle East. Closer to home, our client list includes BTC Markets, an Australian crypto exchange.
Most Web3 communities are global from the first day, so the work is planned for an audience spread across time zones rather than a single market. The same team that runs your community can also advise on mergers and acquisitions when a raise, a sale or an acquisition is on the table.
Compliance: working with your counsel and the platforms
Crypto marketing sits under rules that vary by market and change often: financial promotion and consumer law, disclosure requirements for paid partnerships, and each ad platform's own policy on crypto advertising.
We are a marketing agency, not a law firm. We work with your legal counsel on what can be said, where and to whom, and we build campaigns inside the ad policies of the platforms involved. Influencer deals carry jurisdiction-appropriate disclosure language, and campaign copy goes through the approval route your counsel sets before it ships.