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Hyperliquid: Road to TGE
I keep seeing takes on X saying Hyperliquid never needed marketing because they built a great product.
Even the best have a marketing playbook.
Here is how Hyperliquid executed it.
1. Pre-Testnet: Seeking Validation & Feedback
Hyperliquid built a strong early community by partnering with trading-focused DAOs.
These partnerships helped them:
· Spread brand awareness
· Drive interest in their product
· Funnel early supporters to test the app
2. Testnet: Driving Growth & Retention
Hyperliquid launched its point program to incentivize user activity through gamification. Pivotal to keep users interested.
· 6 months flight
· 1M points distributed weekly
· points utility –> reward users
This approach kept the community heavily involved.
They also engaged with a few trading KOLs to promote the app, using a referral and rewards system.
The type of content created was:
· Announcements about the creation of vaults
· Updates on trading performance
· Live trading sessions or post-trade analysis on X
For those wondering.
Vaults are mini hedge funds where users would provide money, and these KOLs would manage it for them.
In essence, Hyperliquid used them as the influential faces of their product. This was a KEY user acquisition lever for them.
Within six months:
· 4,000 users
· $200 million in trading volume
3. TGE: Proving What You Stand For
The $HYPE launch was perceived as the return to “fair launches” in crypto.
The key success drivers were:
1/ Massive airdrop: 31% of the supply was distributed on day 1. This attracted more users, captured mindshare, and led to a 125% price surge.
2/ Community-first tokenomics: no VCs. No private sales. Fully self-funded
3/ Long-term rewards: over 40% of the supply was set aside for trading incentives post-TGE
4/ Tokens fully unlocked: immediate token utility and liquidity to holders. This helped in building trust and engagement.
4. Post Mainnet: Comms & Product Development
Remember the KOLs? Well, they got some users rekt.
Leading to FUD and withdrawals.
Despite this little crisis, the team stayed locked in, focusing on:
1/ Product development
· new trading features
· staking rollout
· solid cadence of listings involving community
2/ Retention
· rewards for active traders
· strong security and transparency positioning
3/ Messaging
· consistently showcasing growth and performance
Conclusion
Even the strongest products need a clear GTM strategy and growth playbook.
Hyperliquid proved it.
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