Most already said, but I'll make an ordered list of what I think it matters the most:
* review campaigns
* allow - where possible - using your crypto project for free (for limited time, for limited amounts of money), so even those not in the review campaigns can take a look without paying
* signature campaigns (awareness)
* social media campaigns (I've seen this used mostly to create a short lived hype, but it's not always working)

I will add that if you go with a presence on this forum, an official account (and ANNouncement) are pretty much mandatory, so people know where to turn in case of .. anything (it can do wonders in topics the support fails).