Tobias Renner

Tobias Renner runs growth and influencer strategy at TokenPR. They spend most of their time on the least glamorous part of the job: working out whether a campaign did anything at all.

Their background is performance marketing outside crypto, where attribution is boring, mature and largely solved. Arriving in Web3 they found an industry spending enormous sums on influencer activity while measuring it with screenshots of view counts. That gap became the thing they work on. Tobias builds influencer programmes the way a media buyer would — defined objective, controlled variables, a holdout where one is possible, and a post-mortem that is allowed to conclude the campaign failed.

They are blunt about what influencer marketing can and cannot do. It can introduce a product to an audience that already trusts the person presenting it. It cannot manufacture credibility a project has not earned, and it cannot move a price — a claim Tobias treats as both false and a compliance problem. TokenPR does not run campaigns built around price expectations, does not work on presale promotion, and requires disclosure on every paid placement it arranges. Several prospective clients have gone elsewhere because of that policy, which Tobias considers the policy working.

Their other preoccupation is vetting. The reachable audience of a crypto influencer is frequently a fraction of the follower count, and the difference is not always accidental. Tobias maintains the vetting framework TokenPR uses before any creator is put in front of a client: engagement quality, audience overlap with existing placements, disclosure history, and whether the person has previously promoted something that collapsed.

They write the Influencer Strategy and Token Launches sections, including the launch-sequencing playbooks that map what needs to happen in the twelve weeks before a token goes live. Their standing advice to founders is that the campaign is the easy part, and that most launches are lost in the positioning work nobody wanted to do three months earlier.