MetaMint, a decentralized NFT launchpad, struggled for visibility and traction in the highly competitive and noisy digital marketplace. Despite their innovative approach, gaining recognition among numerous established platforms proved challenging, hindering their growth and potential to attract creators and investors alike.

Their key problem: lack of brand exposure and industry recognition.

This case study explores how MetaMint used a lean, focused PR strategy to generate over 100,000 organic impressions in 21 days, without running paid ads or relying on influencer hype. Through smart positioning, well-timed press releases, and platform syndication via Web3Newswire, the project turned heads across the ecosystem.

Background

MetaMint was getting ready to launch its early version of a new website that lets people create and manage digital collectibles called NFTs. It was especially made for independent creators and groups called DAOs that share ideas and work together. Even though the website worked well and had a clear purpose, not many people knew about it online. They only had about 2,000 followers on X (Twitter) and hadn’t been talked about in the news or other media before.

MetaMint experienced significant PR saturation and growing community fatigue, prompting the team to focus on earned media opportunities, compelling storytelling, and strategic public relations efforts to re-engage audiences and rebuild trust through authentic communication.

Their goals:

1. Increase visibility ahead of beta launch.

2. Position the founder as a thought leader.

3. Drive traffic to the landing page.

4. Build backlinks for long-term SEO.

Identification and Evaluation of Issues

Main issues MetaMint faced:

1. Low visibility in a crowded NFT/creator economy landscape.

2. No previous media mentions or backlinks.

3. Lack of clarity in value proposition and brand story.

4. No in-house PR or content marketing team.

These issues primarily arose due to the project’s technical focus, with minimal investment in visibility or messaging.

Working assets:

1. A functional, useful product.

2. A strong community on Discord.

3. Technical documentation and roadmap in place.

Not working:

1. No press coverage meant low credibility.

2. Domain authority was virtually zero.

3. Founder lacked public visibility on platforms like LinkedIn, Mirror, or Hashnode.

Alternatives

The team explored a few options:

1. Influencer Marketing / Twitter Giveaways

   Rejected: Unpredictable ROI, short-term visibility, often spammy.

2. Crypto Ad Networks (e.g., Coinzilla, Bitmedia)

   Rejected: Expensive for early-stage teams with no funnel to capture leads.

3. Community Raids / AMA loops on Telegram

   Rejected: Short-lived hype, low brand trust impact.

Instead, they chose to focus on Web3-native PR, prioritizing owned narratives and earned distribution via platforms like Web3Newswire.

Proposed Solution

The Campaign Strategy:

MetaMint launched a 3-part press release campaign through Web3Newswire:

1. Teaser Announcement:
   “MetaMint Unveils NFT Launchpad for DAOs and Indie Creators”
   Sample PR on Cointelegraph Markets

2. Beta Launch with Product Demo:
   Featured on Binance Feed, CryptoNewsZ, and DappRadar

3. Founder Spotlight Article:
   Positioning the founder as a visionary building in creator-owned IP and Web3 community tooling.

These releases were distributed to top crypto-native media, including:

1. CoinGape

2. BTCWire

3. CoinCodex

Additional distribution:

1. Repurposed threads on X.

2. Articles posted to Mirror.

3. AMA repackaged into blog posts on Hashnode.

Landing Page Optimization:

1. Added UTM tracking

2. Embedded social proof.

3. Added press CTA button

Recommendations

To replicate MetaMint’s success, early-stage Web3 teams should:

1. Start PR before launch - create intrigue early with a teaser.

2. Use a niche-native PR platform like Web3Newswire to reach relevant, engaged audiences.

3. Craft founder-led narratives - audiences trust people more than protocols.

4. Integrate press efforts into your funnel - use retargeting, link trees, and community invites in CTAs.

5. Track with tools:

   1. Google Analytics for traffic

   2. Ahrefs or Semrush for backlinks

   3. Binance Feed Analytics for impressions

Conclusion

MetaMint’s success story is a testament to the power of Web3-native PR. Without spending a dollar on ads or influencers, the project:

1. Garnered 100K+ organic impressions.

2. Achieved dozens of backlinks from high-authority sites.

3. Boosted community growth by 3x.

4. Positioned its founder as a credible voice in the creator economy.

Author Jessica Lane