The brief
Honner was the first PR agency appointed globally by the crypto behemoth – using Australia as a ‘test case’ for outsourced PR.
Reinforce Crypto.com’s commitment to Australia by showcasing its significant investments in sports partnerships and world-first product launches in the local market.
Improve Crypto.com app adoption and engagement in Australia and create a sense of community among users.
Successfully launch innovative products such as the Crypto.com Visa card, Crypto.com Pay Merchant to help with the B2C and B2B growth of the business.
Build and maintain brand presence and trusted relationships with industry stakeholders, investors and customers.
Accelerate mainstream adoption of cryptocurrency in Australia via the Crypto.com ecosystem.
What we did
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Developed a multi-channel marketing and communications program to proactively promote and protect the brand in the Australian market.
Collaborated with the global comms team to align with the global PR and marketing plan and localise campaigns and thought leadership.
Conceived and drove local B2B and B2C campaigns – such as the delivery of a major research report – Crypto for the real world, to support the launch of Crypto.com Pay Merchant allowing Aussies to pay directly in crypto (a world-first).
Supported on major strategic partnership announcements such as the AFL, OTR and Blockchain Australia.
Provided ‘always on’ media relations for APAC leadership and other international spokespersons.
Provided issues management support in the bear market of 2022.
Client outcomes
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Despite market conditions being complex, we delivered multi-faceted on-the-ground counsel and communications activities that resulted in significant wins in the Australian market – in terms of positive media engagement and key industry awards.
The Crypto.com Pay Merchant launch announcement alone secured significant Tier 1 media coverage including Sunrise, The Australian, The Daily Telegraph, ABC Radio, Seven News – with a collective audience reach of over 4 million. This success helped the commerce side of the global business grow significantly, while paving the way for more merchant partnerships.
Crypto.com achieved a #3 share of voice with over 4,000+ media articles published in Australian media during 2022.
APAC leader secured #2 share of voice in Australia and continues to be a trusted voice in the APAC region on industry matters and use cases for blockchain technology.
“The level of engagement has been amazing and the team has adapted to my management style. Thanks so much for all your support and help over the past 18 months. It has been a great journey and have enjoyed working with each of you.”