PERFORMANCE MARKETING PROPOSAL
The Singapore Sell-Through
TOKEN2049 Singapore does not have an awareness problem. It has a conversion problem, spread across three paid channels, one of which is currently blocked. A performance program across X, Meta and Google, with the creative and creator supply that feeds them.
Prepared for TOKEN2049
August 2026
TRUSTED BY
01
SECTION ONE
Who we are and what we have done
The team behind the program, and the work that shows how we operate.
01
Who we are
02
Selected work
01 / WHO WE ARE
A full-stack go-to-market studio
Surgence runs go-to-market end to end: narrative and messaging, content and design, press and distribution, paid, and search. Forty specialists in house across five hubs, no subcontracting, one team accountable for the whole program.
40+
Specialists in house
100+
Engagements delivered
5
Global hubs
$300M+
Client revenue driven
TRUSTED BY
JupiterGLOBAL HUBS
DUBAI · SINGAPORE · SEOUL · BANGKOK · NEW YORK
02 / SELECTED WORK
Case studies with global brands
A sample of the work. Audience acquisition, creator distribution and paid performance across five markets.
BYBIT
Creator campaign onboarding Web2 audiences through scaled UGC and influencer activation.
100+
WEB2 UGC CREATORS
200%
UPTICK IN FUNDED ACCOUNTS THAT WEEK
10M+
CAMPAIGN IMPRESSIONS
ORBT
Launch of a unified liquidity layer for DeFi, from positioning through to depositor acquisition.
330,000
WALLETS CAPTURED
200,000
COMMUNITY GROWTH
$20M+
TVL ATTRIBUTED TO MARKETING
ETHGAS
Protocol and community-led marketing to capture user liquidity and drive demand.
30K TO 300K
FOLLOWERS IN SIX MONTHS
300,000
COMMUNITY GROWTH
$1B
COMMUNITY GAS SPEND CAPTURED
JUPITER
Go-to-market and launch campaign for Jupiter Gacha.
$30M
SALES IN WEEK ONE
10M+
CAMPAIGN IMPRESSIONS
NO. 1
GACHA PLATFORM BY WEEKLY VOLUME
ADI PREDICTSTREET
Go-to-market launch campaign for the official prediction market partner of the FIFA World Cup 2026.
100,000+
USERS
20M+
CAMPAIGN IMPRESSIONS
TOP 5
PREDICTION MARKET BY WEEKLY VOLUME
FALCON FINANCE
Go-to-market for a universal collateral layer and RWA-backed synthetic dollar.
$110M+
TOKEN SALE DEPOSITS
200,000+
COMMUNITY SCALED
FULL CASE STUDY DEEP DIVES IN THE APPENDIX
02
SECTION TWO
The situation and the audience
Where ticket sales stand today, and the people the program has to reach.
01
Where the campaign stands
02
Audience map
03 / WHERE THE CAMPAIGN STANDS
What we see, and what we are solving for
TOKEN2049 has the demand. What it does not yet have is a paid engine converting it.
Build a full funnel on X
TODAY
X carries conversion campaigns without a structured awareness or consideration layer above them.
WHERE WE TAKE IT
Three stages running as distinct campaign objectives, each with its own creative and its own read.
Restore Meta as a working channel
TODAY
The business account is banned. Meta is contributing nothing.
WHERE WE TAKE IT
A clean page and business manager, validated at low spend, then scaled.
Capture existing search intent
TODAY
Required from TOKEN2049. Current Google spend, brand and category term coverage, and cost per ticket from search.
WHERE WE TAKE IT
Brand and category terms held on Search, with Performance Max against the ticket purchase conversion.
Sustain creative volume
TODAY
Creative throughput is the ceiling on how far any channel can scale.
WHERE WE TAKE IT
X-native production first, repurposed into Meta and Google ratios from one cycle.
Turn creators into a distribution channel
TODAY
Creator activity around the conference is organic and uncoordinated.
WHERE WE TAKE IT
Creators onboarded on comped passes, announcing attendance and carrying trackable affiliate codes.
THE SHORT VERSION
TOKEN2049 already sells. The next ninety days are about making the paid engine account for a larger and measurable share of it.
04 / AUDIENCE MAP
Four audiences, four different arguments
Reach, message and convert each audience on the channels they already use.
Returning attendees
WHAT THEY WANT
A reason this edition is worth the flight and the Singapore hotel bill again.
WHERE THEY ARE
Owned email, X, retargeting audiences built from past site traffic.
WHAT WE SAY
The edition you cannot afford to miss this cycle.
Crypto-native founders and builders
WHAT THEY WANT
The room where deals, funds and partners are, in one week.
WHERE THEY ARE
X above everything, then crypto media and creator feeds.
WHAT WE SAY
Everyone you need to meet is in Singapore for two days.
Finance, AI and institutional adjacent
WHAT THEY WANT
A credible read on digital assets from the people actually building them.
WHERE THEY ARE
Google search, finance and technology press, Meta at scale.
WHAT WE SAY
The industry's centre of gravity, open to you.
Regional APAC buyers
WHAT THEY WANT
Proximity. The largest event in the category, in their timezone.
WHERE THEY ARE
Regional creator networks, local language communities, Meta and Google in-market.
WHAT WE SAY
The one you do not need to cross an ocean for.
HOW THIS TRANSLATES INTO THE PROGRAM
Audience 02 is the most contested and the most expensive to buy. Audience 03 is the least contested and is already showing up at this conference. The paid mix is weighted accordingly, and tested rather than assumed.
03
SECTION THREE
The strategy
How the program is structured before we break it into components.
01
Strategy overview
05 / STRATEGY OVERVIEW
Six components, one connected engine
Each component is broken down in the slides that follow.
Funnel architecture
The campaign structure, audience build and conversion tracking everything else runs inside.
X
A three-stage funnel carrying awareness, consideration and conversion as separate objectives with separate creative.
Meta
Rebuilt from a clean account after the ban, validated at low spend, then scaled on creative proven elsewhere.
Brand and category intent held on Search, with Performance Max against the ticket purchase conversion.
Creative production
X-native units produced first, then repurposed into every other channel's ratios from a single cycle.
Creator programme
Creators onboarded on comped passes, announcing attendance and distributing trackable affiliate codes.
WHY THIS COMPOUNDS
Creative is the constraint on every paid channel, so it is produced once and deployed three times. X proves the concept, Meta and Google inherit it. Creators carry the same message into audiences paid cannot buy efficiently.
04
SECTION FOUR
The components
Each part of the program, its scope, how it runs and what it produces.
01
Funnel architecture
02
X
03
Meta
04
05
Creative production
06
Creator programme
06 / COMPONENT 01
Funnel architecture
Fix the structure and the measurement before spend goes live. Every other component runs inside it.
WHAT WE DELIVER
HOW IT RUNS
THE STRUCTURE EVERY CHANNEL IS BUILT AGAINST
AWARENESS
Cold, interest and lookalike audiences
Reach and hook testing
CONSIDERATION
Engaged users and site visitors
Argument and proof
CONVERSION
High intent and past attendees
Ticket purchase
NO SPEND GOES LIVE UNTIL TRACKING IS VERIFIED
Delivered in week one. Everything else waits on it.
06 / COMPONENT 02
X
The highest-intent audience for this conference lives on X. It gets the deepest funnel and the most creative.
WHAT WE DELIVER
HOW IT RUNS
THREE STAGES, THREE OBJECTIVES, THREE CREATIVE SETS
AWARENESS
AUDIENCE
Cold, interest and lookalike
JOB
Reach and hook testing
CONSIDERATION
AUDIENCE
Engaged and site visitors
JOB
Argument and proof
CONVERSION
AUDIENCE
High-intent and past attendees
JOB
Ticket purchase
BUDGET MOVES BETWEEN STAGES WEEKLY
Live from week one, scaled behind whichever stage is converting.
06 / COMPONENT 03
Meta
The existing account is banned. Meta contributes nothing until it is rebuilt cleanly.
WHAT WE DELIVER
HOW IT RUNS
HOW WE ARE TREATING THE CHANNEL
THE RISK
A rebuilt account on a previously actioned entity can be actioned again
THE APPROACH
Clean setup, conservative warm-up, conference creative not token creative
THE TIMING
Meta is not a day-one channel. Model it contributing from week three
MEDIA SPEND PASSED THROUGH AT COST, NO MARKUP
Rebuild begins week one. Do not model Meta revenue before week three.
06 / COMPONENT 04
The cheapest ticket sales in the mix are the ones already searching. Hold them first.
WHAT WE DELIVER
HOW IT RUNS
WHERE THE BUDGET SITS
BRAND
Defensive. The cheapest conversions available
CATEGORY
Crypto conference, blockchain event, Singapore tech week terms
PMAX
Broad reach against the purchase conversion, fed by the creative library
MEDIA SPEND PASSED THROUGH AT COST, NO MARKUP
Live from week one. The fastest channel to contribute.
06 / COMPONENT 05
Creative production
Creative volume is the ceiling on paid scale. Produced X-native first, then repurposed everywhere else.
WHAT WE DELIVER
HOW IT RUNS
More creatives available on request.
APPROVAL TURNAROUND IS THE CONSTRAINT. A THREE DAY CYCLE HALVES EFFECTIVE THROUGHPUT.
System established in weeks one and two, then produced weekly for the full term.
06 / COMPONENT 06
Creator programme
Creators onboarded on a comped pass. They announce they are attending and distribute a trackable affiliate code.
WHAT WE DELIVER
HOW IT RUNS
THE EXCHANGE
WHAT THEY GET
A complimentary pass, plus affiliate commission on codes they convert
WHAT THEY GIVE
An attendance announcement, a contracted number of posts, and code distribution
WHAT IT COSTS
Ticket inventory, not cash. No creator fees sit against the media budget
EVERY CREATOR CARRIES A UNIQUE CODE, SO CONVERSION IS ATTRIBUTED PER CREATOR AND THE COHORT IS RE-SELECTED ON PERFORMANCE.
Outreach begins week one. First announcements land week three.
05
SECTION FIVE
Delivery and commercials
What happens month by month and what it costs.
01
The plan
02
Commercials
10 / THE PLAN
The curve is not flat
Conference ticket sales concentrate in the final weeks. The program is weighted for it.
MONTH 01
Build and prove
LIVE FROM WEEK ONE
Tracking verified, funnel architecture and KPI tree agreed
X funnel live across all three stages
Google Search and Performance Max live
Creative system established, weekly production begins
Meta account rebuilt and entering validation
Creator outreach live, first announcements land week three
WHAT EXISTS BY THE END
Three channels live, tracking trusted, and a first read on cost per ticket sold by channel and by creator.
MONTH 02
Scale what converts
WHAT CHANGES
Budget concentrated behind the audiences and creative that are converting
Meta scaled past validation into meaningful spend
Second creator cohort selected on code performance, not on follower count
Creative volume increased against the formats that performed
Finance and AI adjacent audience tested as a distinct prospecting segment
WHAT EXISTS BY THE END
A proven mix and a defensible cost per ticket sold at scale.
MONTH 03
Close
WHAT CHANGES
Spend weighted to the final weeks, where conference purchase intent concentrates
Urgency creative and final-release messaging across every channel
Retargeting pressure on every non-converting site visitor from months one and two
Creator posting concentrated in the final push, codes pushed hardest
WHAT EXISTS BY THE END
Ticket sales delivered, and a channel read TOKEN2049 keeps for the next edition.
WHY THE SPEND CURVE IS NOT FLAT
Everything is live from week one, but conference buying behaviour is not evenly distributed. The last three weeks carry disproportionate purchase intent, and the media plan is weighted to meet it rather than spread evenly for the sake of tidiness.
12 / COMMERCIALS
One team, six components, one fee
No tiers, no held-back scope. Media spend sits outside and is passed through at cost.
$10,000
PER MONTH
Funnel architecture
X
Meta
Creative production
Creator programme
REPORTING
Weekly dashboard and a written read on what moved. Monthly performance review against the KPI tree set in week one.
MEDIA SPEND
Ad spend across X, Meta and Google sits outside the fee and is paid directly by TOKEN2049 at cost with no markup.
CREATOR COMPENSATION
Creators are compensated with complimentary passes and affiliate commission. No creator fees sit against this engagement.
NOT INCLUDED
Website and landing page development, email marketing, past-attendee reactivation, organic social, PR, and any paid channels beyond the three named.
APPENDIX
Detail, evidence and ways of working
01
Governance and ways of working
02
Case study deep dives
03
Creative examples
04
Creator network