HelloTrade
Designing the Access Category and Executing a Breakout Global Launch
Overview
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Client: HelloTrade
Timeline: Q3 2025 - Present
Role: Positioning, GTM Strategy, Narrative, Content, Launch Execution -
HelloTrade is a Web3 decentralized exchange building toward frictionless access to global markets for the masses. The mobile app sits at the intersection of decentralized infrastructure and Web2 user experience, designed to abstract complexity while preserving performance and reliability.
As HelloTrade prepared for its first major public announcement on Nov 20, 2025, the team needed both a new category narrative and a high-conviction launch moment that could cut through a crowded crypto timeline.
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frequency partnered with HelloTrade to work as the fractional marketing team (first hires) to jumpstart their marketing efforts from 0 to 1. We helped stand up foundational workstreams (content, press, website), and define a new category, prepare global-ready positioning, and execute a full 360 go-to-market launch.
The work combined category design, with launch execution, ensuring that narrative, founder voice, press, partners, and distribution were fully aligned on day one.
Design and own the Access category
Avoid noisy DEX vs CEX positioning
Execute a coordinated, high-signal launch moment
Drive early demand, credibility, and momentum
Prepare GTM systems that scale beyond launch week
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Top trending topic on Crypto Twitter on launch day
50K waitlist sign-ups driven by launch momentum
6K new followers acquired during launch week
600K+ impressions on a single launch post
30+ local and industry press placements, including Fortune Crypto coverage
Step 1Create Foundational Marketing Workstreams
Actions
Established core marketing pillars across positioning, narrative, and distribution
Finalized brand visual identity for all marketing graphics, app, and website
Defined clear GTM workstreams spanning brand, content, founder channels, press, and partnerships
Created reusable messaging frameworks aligned to product reality and regulatory constraints
Built internal clarity around what HelloTrade would and would not claim in market
Outcome
A scalable marketing foundation that could support launches, partnerships, and global expansion
Reduced ad-hoc decision-making and reactive execution
Step 2Prepare for Raise Announcement + First Entry into Market
Build a 360 GTM announcement strategy to insert HelloTrade as a top player in the crowded Perps DEX space.
Actions
Designed a coordinated 360 GTM plan covering narrative, distribution, and amplification
Aligned launch sequencing across owned, earned, and partner channels
Structured messaging for press, KOLs, founders, and ecosystem partners
Positioned ex-Blackrock TradFi founders (launched BTC ETF) to be the credible edge and differentiator in the market
Prepared thought leadership content to contextualize the product vision
Launch Components
KOL and influencer activation
Founder-led channel support and build-in-public narrative
Press outreach and media briefings
Co-marketing with MegaETH
Long-form thought leadership explaining the Access thesis
Step 3Execute the 11/20 Public Announcement
Establish the brand as a mobile-first application that is the next Robinhood onchain built on MegaETH.v
Actions
Launched HelloTrade publicly on 11/20 with fully aligned messaging
Activated KOLs, founders, partners, and press simultaneously
Coordinated announcement timing to maximize signal concentration
Supported rapid amplification across Crypto Twitter
Results
Top trending topic on Crypto Twitter on launch day
50K waitlist sign-ups driven by launch momentum
6K new followers acquired during launch week
600K+ impressions on a single launch post
30+ local and industry press placements, including Fortune Crypto coverage
Step 4Translate Momentum Into Durable GTM Foundations
Given widespread distrust of launchpads, the strategy prioritized credibility over hype.
Actions
Ensured launch messaging reinforced long-term category positioning
Avoided short-term hype framing in favor of access and reliability
Created reusable GTM systems for future announcements and milestones
Learnings
Category clarity amplifies launch performance
Founder-led credibility compounds press and KOL impact
Coordinated signal beats fragmented distribution
In The Wild
