Prepared for Fasset by Surgence Labs

A single go-to-market system for the Fasset card launch.

Owned social, creators, and an ambassador programme run as one distribution engine, with events and original content plugged in when a moment needs them.

Social Media and Growth

Creators and UGC

Ambassador and Affiliate

Events and Activations

IRL and Original Content

Objectives

What this engagement is measured on.

Followers across owned channels

0M+

Impressions per month

Baseline rate of card activations and funded cards *

The engagement delivers a full ambassador programme, UGC programme management, and go-live support across the card launch.

* Baseline to be confirmed with Fasset before contracting.

Solution overview

Five pillars, one system.

Hover or tap a pillar to trace its path through the system.

These lanes are one distribution system. Creator amplification feeds owned social, owned social feeds creator briefs, and ambassador and affiliate activity converts both into funded cards.

Split across separate agencies, launch weeks fall flat because nobody can synchronise creator amplification to announcements. Run together, the same spend produces more.

Pillar 01

Social Media and Growth

Owned channels run as a conversion channel, not a posting service.

What we run

End-to-end management of X, LinkedIn and Instagram.
30 to 40 pieces of owned content per month, repurposed across platforms.
Formats include shorts, long-form video, trailers, statics, animations, copy and email pipelines.
Narrative control and positioning.
Referral links placed in bio, comments and replies for attributed signups.

The differentiating mechanic

Surgence has roughly 200 creators in its own creator platform who engage, quote and retweet every post that goes out. That is what produces reach per post rather than post volume alone.

Owned social, reference work

01 / 03

ADI Predictstreet — World Cup Sprint launch

Owned launch post: 871K views, 11K likes, 9.7K reposts.

200,000

Followers

1M+

Impressions per month

300+

Engagements per post, minimum

20,000+

Views per post at full ramp

Pillar 02

Creators and UGC Campaigns

Two tracks sharing one payout stack.

What we run

Track A, contracted creators. High credibility voices who do not take pure performance deals.
Three-month term, contracted monthly content volume, agreed formats and posting windows.
Usage rights granted so the best assets can be pushed into paid whitelisting through Fasset's in-house performance team.
Track B, performance affiliates. Mid and micro creators and community leaders, up to 300.
Rolling, no fixed term, no minimum content obligation. Paid purely on outcomes.

Campaign concepts

Spend POV

Lifestyle creators filming real purchases on the Fasset card, end to end. High volume, low production. Best assets harvested for paid media.

Lifestyle and everyday spenders

The breakdown

Analysts and DeFi creators running head-to-head comparisons against KAST, Tria and ether.fi on fees, FX spread, coverage and cashback.

Analysts and DeFi natives

Points and position

Value hunters building their own OWN Points strategy content and publishing it.

Points and yield hunters

Premium access

Content targeting the high net worth segment on the premium card tiers, covering unlimited spend, Tether Gold cashback and travel benefits.

High net worth

Paid to your account

Content aimed at freelancers and professionals in emerging markets who need an IBAN to receive salaries.

Emerging market professionals

300

Creators onboarded and activated

500

Pieces of content per month

Pillar 03

Ambassador and Affiliate Programme

The layer that converts attention from both lanes into funded cards.

What we run

Tiering of creators into contracted and performance tracks.
Dedicated community channels per tier.
Product training and approved talking points.
A named Surgence owner for every active creator.
Tier reviews every 90 days that promote, re-brief or exit.
Affiliate layer: tracked links, codes and QR per creator, never shared or reused.
Full funnel visibility from click through to funded card.

Pillar 04

Events and Creator Activations

Project-based, scoped per activation.

What we run

Creator-led activations rather than event management.
Surgence brings the creators, produces the content, and runs the on-ground activation.
Venue, logistics and guest list handled as a separate line if required.
Named events: Token2049, Coinfest, Korea Blockchain Week, GITEX Dubai.

Campaign concepts

Token2049 creator track

Onboarded creators move around Singapore spending on the Fasset card, filming as they go, converging on a Fasset hosted or co-hosted event. Co-hosting and co-sponsoring options available.

Highlighted concept

Events, reference work

01 / 02

On-ground creator activation filmed by the Surgence team.

Pillar 05

IRL and Original Content

Project-based, scoped per shoot.

What we run

Dubai-based team and studio.
Recorded podcasts, founder and executive sessions, on-ground filming, original creative production.
Scripts, direction, shooting and edit handled end to end.
Or scripts supplied for Fasset to record in-house.

IRL production, reference work

01 / 02

Long-form podcast produced end to end by Surgence.

Case studies

Six engagements, ordered by relevance to the card launch.

BipTap

Cards designed per community, not per campaign

Category: Crypto card and payments
Relevance: Closest structural match to Fasset's eight-card launch

Key results

5,000+ application downloads
1,000+ first-time deposits
20% download to funded conversion

What we ran

Community and KOL collaborations where each partner received their own card — not co-branded creative on a single product, but a custom designed card with its own benefits, fee structure and onboarding incentives, built around what that specific community valued.

Each KOL and community became a distribution channel with a product that belonged to them, a materially different proposition than asking a creator to promote someone else's card. Onboarding incentives were designed per partner rather than applied uniformly, so the offer matched the audience.

Why it applies to Fasset

Fasset is launching eight hyper-personalised cards across distinct audience segments. BipTap is the same problem solved at smaller scale: matching a differentiated card product to the specific community most likely to fund it, and giving creators something to promote that feels like theirs.

Bybit Card

Creator content as the paid media engine

Category: Exchange card product
Relevance: Direct card acquisition through the exact UGC and whitelisting model proposed for Fasset

Key results

1,500+ first-time deposits
Ran across both Web2 and Web3 creator audiences

What we ran

A social campaign built on UGC and shortform. Known creators produced native content on Instagram and TikTok, the best-performing assets were repurposed, and top performers were pushed into whitelisted boosted ads rather than left as organic posts. In parallel, a content and creative campaign on X carried the narrative and positioning side.

The structure matters more than the volume. Creator content was not the campaign's output, it was the campaign's raw material. Organic performance selected which assets deserved paid spend, so media budget went behind creative that had already proven it converts.

Why it applies to Fasset

This is Pillar 1 and Pillar 2 running together, exactly as proposed. Fasset already has an in-house performance team, so the same handoff applies: Surgence produces and selects the assets, Fasset's team runs the spend behind them.

Anonymous, crypto card issuer

Organic selection, paid amplification

Category: Crypto card
Relevance: Demonstrates the full creative to paid pipeline

Client name withheld under contract. Campaign structure and outcomes as below.

Key results

Metrics pending release under contract

What we ran

A combined performance and creator campaign. Creators produced shortform content for TikTok and Instagram against a structured brief. Performance data across the roster identified the highest-converting assets, which were then licensed and run as paid ads from the company's own Meta account rather than from creator handles.

Running the winning creative from the brand account, with usage rights secured at contracting rather than negotiated afterwards, is what allows creator content to become a paid media asset instead of a one-off post.

Why it applies to Fasset

The usage rights structure in Track A of the proposed programme exists specifically to make this possible. Every contracted creator grants whitelisting rights at signing, so the best-performing organic assets are available to Fasset's performance team from day one.

ETHGas

10x social growth in month one

Category: Infrastructure
Relevance: Proof against the 200,000 follower objective
Links: ethgas.com · x.com/ETHGasOfficial

Key results

10x social growth in the first month
350,000+ followers
590,000+ active users
$789M+ total gas spent across users

What we ran

Full-stack GTM, marketing and creator execution. Positioning built around capital efficiency and real utility, with product-led campaigns that turned product usage into measurable participation.

Education, on-chain action and community identity were aligned into a single growth loop rather than run as separate channels.

Why it applies to Fasset

The follower target in this proposal is 200,000. ETHGas is the direct precedent for building an owned audience at that scale and speed from a standing start.

ORBT Protocol

Product-led growth without a token

Category: DeFi
Relevance: Viral product loop converting social attention into on-chain action
Links: orbt.xyz · x.com/ORBT_Protocol

Key results

200,000+ net new followers
70,000+ DeFi Score cards shared
$12B+ historical DEX volume indexed
20M+ total impressions

What we ran

Surgence co-built the DeFi Score, a product that converted wallet history into a shareable on-chain reputation card.

Wallet analysis, shareable score cards, referral loops and point-based incentives combined into a single top-of-funnel engine that turned social virality directly into protocol participation.

Why it applies to Fasset

Growth here came from a product mechanic, not from posting volume. The OWN Points season leaderboard proposed in Pillar 3 works on the same principle: give people something worth sharing and the distribution compounds without additional spend.

StandX

Volume and liquidity at scale

Category: Perpetual DEX
Relevance: Proof that creator-led acquisition converts into real transaction volume
Links: standx.com · x.com/StandX_Official

Key results

$2.038B cumulative trading volume
$1.947B 30-day volume
$200M+ peak TVL
20,000+ registered traders
236,000+ holders

What we ran

A liquidity-first GTM combining creator-led trader onboarding, on-chain incentives and cross-chain positioning across BNB Chain and Solana.

The campaign was built to accelerate real transaction volume and sustained balances rather than short-term speculation.

Why it applies to Fasset

Signups are not the objective, funded and active users are. StandX is the proof that creator acquisition can be pointed at transaction volume rather than impressions.

Scope and commercials

Every deliverable, marked retainer or project — and what each costs.

DeliverableBasis

Channel management for X, LinkedIn and InstagramRetainer
30 to 40 owned content pieces per monthRetainer
Short-form video production and editRetainer
Long-form video and trailersRetainer
Statics and animationsRetainer
Copywriting and email pipelinesRetainer
Narrative and positioning controlRetainer
Referral link placement in bio, comments and repliesRetainer
Creator platform amplification on every postRetainer
Monthly reporting on reach, engagement and attributed signupsRetainer

What it costs

Retainer

$20,000per month

Covering Pillars 1, 2 and 3. Three-month minimum term. Creator retainers and all performance payouts are separate and pass through at cost with full visibility.

Project-based

Pillars 4 and 5, scoped and quoted per activation. Indicative bands:

IRL content: Quoted per shoot or day rate
Event activation: Quoted per activation

Activation budget passed through at cost.