Case study: Establishing credibility in the crypto space

Challenge

Legitimate businesses that rely on the crypto community have been struggling to make their voices heard. In an unpredictable market, where major scandals have called into question the trustworthiness of crypto firms, Mistertango strives to create mutual trust between every business and individual transacting in the crypto space.

Mistertango provides payment services to both crypto exchanges as well as traders. In a market known for shady practices and practitioners, Mistertango needed to demonstrate it is a robust, compliant and well-run business. Establishing and maintaining credibility was therefore critical to both differentiate the business and create a positive business environment in which to drive sales.

Creative

CCgroup developed an ambitious PR programme to enhance the credibility of Mistertango and position it as the first and only means for individuals to simply, quickly and securely fund cryptocurrency activities.

Placing a series of company profiles and comments in authoritative and prominent publications such as Forbes and The Daily Express, CCgroup began enhancing Mistertango’s credibility. Capitalising on this momentum, CCgroup continued by placing news stories in influential crypto titles to strengthen Mistertango’s position in the market and boost awareness for sales.

Rather than ignore the legitimacy issue CCgroup advised Mistertango to meet the issue head on and fly the flag for legitimate crypto firms. CCgroup devised an insight-led content campaign based on interviews with Mistertango customers. Counter to market perception, the research revealed that crypto firms want more, not less, regulation and fragmentation was hurting their businesses.

Consequence

The overall campaign drove 108+ pieces of coverage over three months across national, business and trade (fintech and crypto) titles, including The Daily Express, Forbes, Bitcoinist. The campaign’s reach put Mistertango in front of an online readership of 549 million unique users per month and drove 1,360 shares on social media.

This campaign alone offered 10 million members of the crypto community the opportunity to read about Mistertango, rapidly building awareness, credibility and company profile. The coverage led to a sharp rise in web traffic and in-bound enquiries, contributing to an uptick in customers.

Most importantly, regulators, partners and customers see Mistertango as a shining light of credibility in the often shady crypto market.