Rebuilding an industry in crisis
Ola Lind and FTFT Capital through the #CryptoCredibility campaign helped rebuild confidence in cryptocurrency by changing the conversation for the public and the media.
Objectives
Change the perception of cryptocurrency to focus more on the technology & career prospects apart from the investment opportunities
To become a reliable, trusted source for fintech-related stories
To attract the youth to pursue careers in the blockchain and fintech space
To position spokesperson Ola Lind as the face of the industry, and build a new young community to be a part of the movement
AN INDUSTRY IN CRISIS - The cryptocurrency industry’s image had taken a beating and the perceptions of the industry were poor.
It's a SCAM! - With the global Crypto market crash in 2021, many investors were annoyed at the market's volatility and blamed the industry calling it a SCAM or a 'Ponzi Scheme.'
"Get Rich Quick" - People were under the assumption that cryptocurrencies were a shortcut to getting rich.
Zero Credibility - Due to loss of high-value assets, investors began questioning the industry's credibility.
Media Interest - was in currency performance and not so much on technologies, which fueled the volatile and unreliable perception.
The research was broken down into 2 key criteria - Understanding and categorizing the audience, and Identifying and understanding the key media.
People aged 45 and above were extremely pessimistic and reluctant about cryptocurrencies
People between the ages of 25 and 44 saw it as a growing technology but did not actively participate in investing or the conversation
People between the age of 13 to 24 emerged as the main crypto miners, and future leaders of this emerging currency
We needed to redefine the perception of the industry as a whole, while keeping media interest and consumer engagement alive
Our main strategy: Build #cryptocredibility through Ola Lind and craft an image for him as a thought leader
Tailored Stories (for the target 3 audiences) with search engine driven content
Target audience: media, potential fintech investors, and youth
Overall comms strategy: Interplay of 3 platforms - content focus with key events
Matrix secured Ola’s exposure and collaborations with mainstream and industry media like the Gulf Business panel and CNME advisory to change the conversation and make it more focused on technology and possibilities
Ola influenced major industry media like Gulf News Web3 event, GDCSS summit, and CNME advisory to change the conversation and involve more youth with free access and internship opportunities
Chosen as one of the three Global Business Blockchain Committee Ambassadors along with Skaikh Zayed and Makki Ibrahim
3+ Universities involved in the #Cryptocredibility campaign. Active participation in GDCSS and GN event & Ola’s admission to the advisory panel for CNME
The new conversations were well reflected in government moves such as free crypto for women
Secured 96 tier 1 mentions in just 8 months of the campaign. i.e 12 massive highlights per month
How a data-driven financial communications strategy supported a leading financial consultancy firm to rise above the noise
Creating a platform that brought together investors, industry players, investment advisors and the media; Enabling them to access and communicate industry insights with ease
Communication tactics that strengthen a brand’s profile and position it as a key player in the industr
