Let’s take a look under the hood of the meme coin $HAWK: how the story began, what drove its growth, and how it quickly lost 95% of its value.
From interviews to crypto.
In June 2024, a video went viral, turning Hailey Welch into the iconic “Hawk Tuah Girl.”
She started getting invited to shows and quickly became a household name.
In an interview with Fortune, Hailey said it was Lil Pump (the famous American rapper) who introduced her to crypto. That’s how she ended up joining the crypto-powered fighting league, Karate Combat.
The launch of the meme coin #HAWK.
On November 26, 2024, Hailey announced on X that she was giving away tokens to her fans.
The token launch took place in partnership with Overhere (link).
An allowlist campaign was held on Galxe (link), featuring activities such as:
– joining the Telegram channel
– joining the Discord server
– adding a wallet.
On December 4, the token began trading on exchanges.
Marketing Strategy for Promoting the Meme Coin #HAWK
In December, the token was actively supported on X by Overhere (link).
Already during that month, there were occasional mentions from users claiming they didn’t receive their airdrops.
The Overhere project actively supports the meme coin on X.
Announcements from KOLs (Key Opinion Leaders):
Kylie appears on a podcast with Mark Cuban, where she talks about the meme coin.
According to Hailey’s manager, she retains a 10% share, which she is not allowed to sell for one year.
After reaching a market cap of $500 million, the meme coin loses 95% of its value within a few hours.
Hailey’s official account (link) was removed according to X’s policies.
The project’s activity on X ends with a final post about the platform and how the mechanics work.
Summary:
- Hailey was the main ambassador and served as the driving force behind the project.
- The Overhere team was active in content marketing and organic influencer outreach. They were primarily responsible for the technical work.
- I don’t see evidence of massive promotional budgets, but most likely, some of the mentions were arranged through barter deals.
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