In the heart of Lisbon, a team of 30 has grown quietly tuned some of Crypto’s most successful marketing campaigns. Coming closer to its sixth year of operation, Lunar Strategy has acquired Calib3R, a marketing company recognized for its precision-driven crypto campaign, as part of its plan to become “Crypto’s biggest media powerhouse.”
With this acquisition, CALIB3R’s brand development and digital campaign expertise manages marketing budgets of more than $200 million in the marketing budgets for major Web3 projects around the world.
From startups to marketing powerhouses
Founded in 2019, the Lunar strategy was built on the belief that traditional marketing playbooks fail with crypto. Co-founder Jack Hardosson, who previously worked with major brands such as American Eagle and Victoria’s Secret, saw that most institutions were trying to apply Web2 strategies to Web3 projects.
“Traditional marketing playbooks have been failing with cryptography. Space demanded a true understanding of crypto culture, not surface-level campaigns,” explains Hardocson.
The agency’s approach focuses on being truly web3-native. The entire team lives on platforms from crypto, especially X, engaged in trends and conversations that shape the industry. This daily participation ensures that campaign strategies are informed by direct cultural knowledge rather than external observations.
This cultural immersion leads to the effectiveness of the campaign. When measuring the outcomes of projects such as Infinex, or analyzing Kaito’s leaderboard dynamics, Lunar Strategy draws from authentic community participation, not speculation.
Build something unique
What sets the moon’s strategy apart is its understanding of facility-grade performance and authentic cryptographic outcomes. The agency is marketing and breathing every day, and always tests its growth strategy for itself before implementing it for its clients. This creates a unique ecosystem where campaigns drive real metrics and events bring together industry leaders.
“We are marketers and we love to live, breathe and grow this every day,” explains Hardosson. “We’re building a media powerhouse with all the resources our projects need to grow. It’s an ecosystem that wants to be on the market as an early stage project or to acquire users and onboard developers.”
Strategic expansion through acquisitions
By acquiring the CALIB3R, Lunar Strategy brings a team with a strong reputation for brand positioning, creative production and delivery of multi-channel campaigns. The integration expands service capabilities while maintaining the agency’s focus on high-quality, well-funded projects.
All CALIB3R staff will join Lunar Strategy, and existing clients will benefit from advanced campaign analytics, a proven influencer marketing framework, and access to the agency’s growing portfolio of events.
“For almost two years, CALIB3R was on a mission to help Web3 projects establish the foundation for strong marketing that brings lasting value through a multifaceted approach. The lunar strategy has the same idea of growth and value, and is excited to combine the greater dent strengths in space marketing practices.”
Looking ahead
It is clear that real opportunities will be ahead – better projects, bigger budgets, global reach. Lunar Strategy builds the infrastructure to capture these opportunities when these opportunities appear, focusing solely on Series A+ projects with solid funding and true technological innovation.
Once the CALIB3R acquisition is complete, the agency continues to maintain its position as a go-to partner for projects that expect a measurable impact on recruitment metrics beyond the token price movement.
About the monthly strategy
Lunar Strategy is a Lisbon-based marketing agency specializing in Web3, AI and new technologies. With deep integration into over 250 col’s networks and crypto-native platforms, the agency is rooted in authentic community engagement and offers campaigns backed by agency-grade performance metrics. Since 2019, Lunar Strategy has managed more than $200 million in marketing budgets for major projects around the world.
One of the major European institutions’ monthly strategies is expanding operations through the first appearance of the Calib3R acquisition at Beincrypto.
