# Vibe Marketing as a form of Growth

> Marketing Is a Culture Game, and Mexico City Showed Us a New Way to Play

**Published by:** [Guava Global](https://paragraph.com/@guavaglobal/)
**Published on:** 2025-06-24
**Categories:** permissionless, stellar, myosin, refraction, nyc, cannes, ethcc, marketing, hackathon, vibe, guava, global, events
**URL:** https://paragraph.com/@guavaglobal/vibe-marketing-as-a-form-of-growth

## Content

By EsteFi <3 Las cosas están cambiando en el mundo de Guava. Hola amigos, Welcome back to another edition of Guava Global in your inbox. We’ve been heads-down preparing for one of our busiest years yet. In this issue, you’ll find a quick recap of our time at the Uniswap House in Mexico City, insights on why marketing hackathons might just be your cheat code to understanding your audience, the importance of going hyper-local, and where you can catch up with us: in New York during Permissionless and in Cannes at ETHCC.Vibe Marketing We’ve heard about vibe coding. We’ve heard about hackathons.With The Marketing Hack, we took the best of both and made it all about marketing. That’s exactly what we did with Stellar in our very first edition. The Marketing Hack with Stellar wasn’t your average crypto event. No technical talks. No monologues on gas optimization. Instead: Over 500 live viewers, 59 participants. 27 submissions. 3 tracks. 2 days. And one big question: What if marketing was the product? That question turned a last-minute event into a prototype for something way bigger: a new model of community-led GTM in crypto. Less dev worship, more creative rebellion. Less “growth hack,” more growth culture. And it started in the heart of Mexico City.This wasn’t a one-off event. This was a thesis: If you want real users, start with real culture. The Marketing Hack with Stellar gave us:Spanish-language content on marketing best practicesA network of brilliant LATAM creatives ready to workA live case study in how to run GTM sprints that don’t suckMomentum we didn’t ask for, but now can’t ignoreThe success wasn’t in the submissions alone. It was in the energy of the room when judges flipped through ideas. In the laughter when someone nailed the tone. In the way people looked around and felt, “Wait…we can do this here?” Yeah. You can. And you should.Watch “Narrativa Para Dummies” w Acid LazzerWhat Now? This isn’t just about Stellar. Or Mexico. Or even marketing. It’s about building a different future for crypto, one that doesn’t treat culture like an afterthought. If crypto is supposed to be global, borderless, and community-owned, then your GTM needs to look like it. And that starts with putting creative leadership in the hands of the people who actually live in the markets you say you want to serve. No more “localization.” No more parachuting in polished campaigns from HQ. This is about building with, not for. It’s about making marketing a native part of the stack. It’s about proving that go-to-market is just as technical, creative, and foundational as code. It’s about creating infrastructure for adoption, not just protocols. The next billion users don’t care about your TVL. They care about whether what you’re building speaks their language, gets their jokes, and solves their problems.🦄 Uniswap House in MexicoWe sat down with Sara Manjee from Uniswap Labs to talk LATAM: from the psychology of money to why Mexico is becoming one of DeFi’s most exciting hubs. Spoiler: Latin America isn’t just a hot topic, it’s where some of the most promising experiments in onchain finance are already happening.💬 Coming Up: Marketers in the Arena w/ Myosin, Stellar & Refraction — June 26th (Register here) A side event bringing together incredible marketers to roast projects across the Stellar ecosystem, followed by some intimate hangs with your favorite marketers constantly taking over your twitter feed. Mental Wealth Club at ETHCC: Cannes you come? — July 4th (dm for link) Guava loves hosting wellness events, from sound baths and yoga sessions to IV drips. This one is a cozy collab with our friends at CoUnity. A close out event refueling founders from the inside out.PS. We have two other top secret events with limited invites: One is for founders who want to build on Stellar and meet THE CEO Denelle in Cannes, the other is for CMOs & Founders looking to work with Myosin. If any of those seem like a fit for you DM me (@nftmami). Words of WisdomWe’re launching marketing-first activations across Latino America, and we want to do it together. Reply to this email if you’d like to:Pitch a projectSponsor a sessionJoin our media experimentsWe’ve got the team to level up your LATAM growth as you head on your way to Argentina for DevConnect later this year 🙂 Con Amor y Curiosidad, La Guava Gang ❤

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