In this episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Suresh Balaji are joined by Tim Holdorsson, founder of Lunar Strategy, to discuss how marketing in Web3 differs radically from traditional models—and why education and community are now the most powerful tools in the space.

Tim shares his journey from investing in crypto during 2017’s boom and bust to launching Lunar Strategy in Lisbon in 2019. Spotting a gap between traditional agencies and crypto-native projects, he built one of the first agencies focused purely on Web3, NFTs, and crypto marketing. Today, Lunar Strategy has grown into a 16-person team working with clients worldwide.

The conversation explores the unique dynamics of Web3 marketing: the primacy of storytelling in digital-first ecosystems, the centrality of platforms like Twitter, Discord, and Telegram, and the regulatory complexities of accepting crypto payments. Tim also explains why community management has become the cornerstone of successful projects, requiring skilled moderators who can maintain morale and trust even when markets are down.

Education is another major theme. Tim outlines Lunar Strategy’s upcoming Web3 marketing course, built directly from real-world experience. Covering influencer marketing, PR, community building, paid advertising, partnerships, and social media strategies, the course is designed to professionalise Web3 marketing and prevent brands from repeating common mistakes.

Looking ahead, Tim predicts more big brands and influencers will enter the space as the hype subsides, with mainstream adoption driven by platforms like Instagram and Facebook integrating NFT tagging. He argues that now is the best time for cautious but serious players to move in, laying sustainable foundations rather than chasing quick wins.

This is an eye-opening conversation for marketers seeking to understand not just the opportunities of Web3, but also the pitfalls—and why building resilient communities and investing in education will be critical to long-term success.