GO-TO-MARKET PROPOSAL
Bringing the Regulated Dirham to Market
DDSC is live, central bank approved, and already settling institutional volume. The next step is public evidence. A three month program across narrative, content, distribution, and search.
Prepared for DDSC
August 2026
TRUSTED BY
01 / WHO WE ARE
A full-stack go-to-market studio
Surgence runs go-to-market end to end: narrative and messaging, content and design, press and distribution, paid, and search. Forty specialists in house across five hubs, no subcontracting, one team accountable for the whole program.
40+
Specialists in house
100+
Engagements delivered
5
Global hubs
$300M+
Client revenue driven
TRUSTED BY
JupiterGLOBAL HUBS
DUBAI · SINGAPORE · SEOUL · BANGKOK · NEW YORK
02 / SELECTED WORK
Case studies with global brands
A sample of the work. Household names, institutional counterparties, and category leaders across five markets.
ETHGAS
Protocol and Telegram-led marketing to capture user liquidity and drive token demand.
$1B
COMMUNITY GAS SPEND CAPTURED
$2B+
ALL-TIME HIGH FDV
BINANCE, BYBIT
TIER 1 EXCHANGE LISTINGS
300,000
COMMUNITY GROWTH
BYBIT
Creator campaign onboarding Web2 audiences through scaled UGC and influencer activation.
100+
WEB2 UGC CREATORS
200%
UPTICK FOR FUNDED ACCOUNTS ON THAT WEEK
10M+
CAMPAIGN IMPRESSIONS
ORBT
Launch of a unified liquidity layer for DeFi, from positioning through to depositor acquisition.
330,000
WALLETS CAPTURED
200,000
COMMUNITY GROWTH
$100M+
SECURED IN PRIVATE ROUNDS
$20M+
TVL ATTRIBUTED TO MARKETING
FALCON FINANCE
Go-to-market for a universal collateral layer and RWA-backed synthetic dollar.
$110M+
TOKEN SALE DEPOSITS
200,000+
COMMUNITY SCALED
BINANCE
TIER 1 EXCHANGE LISTING
UPBIT
KOREAN LISTING AND GTM
JUPITER
Go-to-market and launch campaign for Jupiter Gacha.
$30M
SALES IN WEEK ONE
10M+
CAMPAIGN IMPRESSIONS
NO. 1
GACHA PLATFORM BY WEEKLY VOLUME
ADI PREDICTSTREET
Go-to-market launch campaign for the official prediction market partner of the FIFA World Cup 2026.
100,000+
USERS
20M+
CAMPAIGN IMPRESSIONS
TOP 5
PREDICTION MARKET BY WEEKLY VOLUME
FULL CASE STUDY DEEP DIVES IN THE APPENDIX
03 / WHERE DDSC IS TODAY
What we see, and what we are solving for
DDSC has the substance. What it does not yet have is the public evidence.
Dominate page one search
TODAY
Press releases rank for DDSC, not the owned site.
WHERE WE TAKE IT
Page one on the brand and category terms.
Become the AI-recommended answer
TODAY
AI engines return competitors or the CBDC when asked about dirham stablecoins.
WHERE WE TAKE IT
DDSC cited by ChatGPT, Claude and Perplexity.
Accelerate top-of-funnel awareness
TODAY
No meaningful LinkedIn or X presence for a live, approved stablecoin.
WHERE WE TAKE IT
Weekly reach into institutional and business audiences.
Own the category narrative
TODAY
Competing AED stablecoins set the terms of the conversation.
WHERE WE TAKE IT
DDSC defines what a regulated dirham stablecoin is.
Convert visibility into qualified inbound
TODAY
AED 150M processed, almost none of it generating new demand.
WHERE WE TAKE IT
Attributed partner, platform and business enquiries.
THE SHORT VERSION
DDSC already works. The next three months are about making that undeniable in public.
04 / AUDIENCE MAP
Four audiences that will move the market
Reach, message, and convert each audience on the channels they already trust.
Institutions and banks
WHAT THEY WANT
Regulated settlement rails that a compliance team can approve.
WHERE THEY ARE
LinkedIn, finance press, industry events, analyst notes.
WHAT WE SAY
Settle in dirhams, on-chain, with central bank approval.
UAE businesses and merchants
WHAT THEY WANT
Faster settlement without card fees or banking-hours delays.
WHERE THEY ARE
LinkedIn, local business media, regional social pages.
WHAT WE SAY
Your dirham, on-chain, accepted here.
Remittance and diaspora
WHAT THEY WANT
Lower fees and faster transfers on the corridors they already use.
WHERE THEY ARE
Corridor partners, diaspora media, third-party distribution.
WHAT WE SAY
Send dirhams home for less, in seconds, at any hour.
Press, policy and analysts
WHAT THEY WANT
Credible, quotable evidence that regulated digital money works.
WHERE THEY ARE
Press desks, LinkedIn, X, search and AI answer engines.
WHAT WE SAY
The regulated dirham is live and moving real money.
HOW THIS TRANSLATES INTO THE PROGRAM
The marketing mix shifts by audience and by phase. Different channels, different distribution, different proof, sequenced to reach and onboard each one in turn.
05 / STRATEGY OVERVIEW
Seven components, one connected program
Each component is broken down in the slides that follow.
Narrative and messaging
The messaging house every other component runs from, including the separation from the Digital Dirham CBDC.
Social content
Weekly publishing across LinkedIn, X and Instagram, tuned per audience.
Design and motion graphics
Social templates, explainers and motion for every channel.
Long-form, SEO and GEO
Deep dives on remittance, payments, treasury and regulation, built to rank on the category terms and to be cited by AI engines.
Press and third-party distribution
Web3, finance and regional press, plus partner and social pages.
LinkedIn ads
Paid reach into named institutions and decision-maker audiences.
Exchange and platform listing support
Positioning and support for access through VARA-regulated platforms and exchange partners.
WHY THIS COMPOUNDS
Every component feeds the next. Content becomes press, press becomes authority, authority becomes search, and search runs whether we publish that week or not.
06 / COMPONENT 01
Narrative and messaging
Fix what DDSC stands for before anything is published. Every other component runs from this.
WHAT WE DELIVER
HOW IT RUNS
Delivered in weeks one and two, then held as the reference every other component is checked against.
06 / COMPONENT 02
Social content
Weekly publishing across LinkedIn, X and Instagram, with each platform doing a different job.
WHAT WE DELIVER
HOW IT RUNS
Begins week two, once the messaging house is signed off, and runs weekly for the full three months.
09 / SOCIAL CONTENT IN PRACTICE
Verified posts, live in the market
Organic content that matches the platform, keeps the brand voice, and earns engagement without paid amplification.
06 / COMPONENT 03
Design and motion graphics
A visual system for DDSC that holds up next to a bank, then the assets to run it every week.
WHAT WE DELIVER
HOW IT RUNS
More creatives available on request.
System established in weeks one and two, then produced weekly alongside content for the full three months.
06 / COMPONENT 04
Long-form, SEO and GEO
Deep dives that rank on the category terms and get cited by AI engines, so visibility keeps running between campaigns.
WHAT WE DELIVER
HOW IT RUNS
Research in week one, publishing from week three, compounding for the remainder of the engagement and beyond it.
06 / COMPONENT 05
Press and distribution network
Where DDSC announcements land, by tier.
Finance and business press
Institutions, banks, regulators, analysts
Wires and syndication
Guaranteed pickup across institutional terminals
Markets and trade press
Ecosystem, platforms, integration partners
06 / COMPONENT 06
LinkedIn ads
Paid reach into named institutions and the people inside them who sign off on settlement decisions.
WHAT WE DELIVER
HOW IT RUNS
Live from week three once the content and creative system are in place, then scaled behind whatever is working.
06 / COMPONENT 07
Exchange listing support
Making DDSC easy to access, and easy for a platform to say yes to.
WHAT WE DELIVER
HOW IT RUNS
Live from week one, then sequenced against whichever access points DDSC prioritises.
07 / THE PLAN
Everything runs from week one
The full program is live from day one. Months two and three are about scale, not switch-ons.
MONTH 01
Everything live
LIVE FROM WEEK ONE
Narrative and messaging, signed off inside the first two weeks
Weekly publishing across LinkedIn, X and Instagram
Design and motion production against the editorial calendar
Long-form publishing, technical SEO and GEO entity work
Press outreach and third-party distribution
LinkedIn Ads and platform listing support
WHAT EXISTS BY THE END
Every channel live, publishing on cadence, with the narrative and visual system locked.
MONTH 02
Scale
WHAT CHANGES
Paid scaled behind the audiences and creative that are converting
Creator and press cadence increased against proven angles
Deep dive volume weighted toward the clusters showing movement
Content formats expanded from what performed in month one
WHAT EXISTS BY THE END
Coverage compounding, rankings moving, and a clear read on which channels are working.
MONTH 03
Compound
WHAT CHANGES
Proof content built from live volume, corridors and partner activity
Second creator wave into the highest-performing audiences
Paid concentrated on the accounts and segments generating enquiries
Search consolidated: page one held, AI citations locked in
WHAT EXISTS BY THE END
Attributed inbound, owned search positions, and assets that keep working after the engagement.
WHY THE RETAINER IS FLAT
Nothing is held back for later months. The same team runs the same full program throughout, and the results compound because the inputs never stop.
08 / MEASUREMENT
What gets reported, and how often
Every component reports against the objectives set at the start.
Search and AI
WHAT WE REPORT
Rankings against the priority clusters
AI citation checks across the major engines
Organic traffic and page performance
Owned channels
WHAT WE REPORT
Reach and impressions by platform
Audience growth and composition
Engagement from target segments
Press and creators
WHAT WE REPORT
Placements secured and tier
Creator activations and reach
Share of voice against the category
Paid
WHAT WE REPORT
Spend, reach and cost efficiency
Performance by audience and creative
Named account penetration
Demand
WHAT WE REPORT
Enquiries attributed to source
Partner and platform conversations
Merchant and business interest
WEEKLY
Dashboard update and a short written read on what moved.
MONTHLY
Full performance review with DDSC, and the plan for the month ahead.
BASELINE
Measured in week one, so every number has something to be compared to.
09 / COMMERCIALS
One program, everything included
No tiers, no held-back scope. The full team across every component from week one.
$30,000
PER MONTH, 3 MONTH TERM
Narrative and messaging
Social content
Design and motion graphics
Long-form, SEO and GEO
Press and distribution
LinkedIn ads
Listing and platform support
REPORTING
Weekly dashboards and a written read on what moved. Monthly performance review against the objectives set in week one.
MEDIA AND CREATOR SPEND
LinkedIn Ads, press distribution and creator fees sit outside the retainer and are passed through at cost, no markup.
TERM AND NOTICE
[TERMS TO CONFIRM]
NOT INCLUDED
Commercial negotiation with platforms and exchanges, and any third party tooling licences.
APPENDIX
Detail, evidence and ways of working
01
Governance and ways of working
02
Case study deep dives
03
Design and creative examples
04
Creator and partner network