CoinCover

The Method

We needed to help CoinCover cost-effectively develop a reputation for maturity and expertise in a space too often characterized as a 21^st century Wild West. We were going to turn it into the recognized “grown-up in the room”.  

Thought leadership was key to the approach. But a straightforward survey wouldn’t cut it in such a fast-moving space. To cut through the noise long-term meant getting ahead of the competition intellectually, uncovering real issues faced by our audiences and offering insight and ideas unmatched by anyone else in the space. 

We set a high bar for success. But we cleared it by blending qualitative and quantitative research methodologies to create a wholly original report with genuine academic merit.  

Built upon insights from both a global survey of over 16,000 consumers and a series of interviews with internationally-recognized blockchain experts, Securing the future of cryptocurrencies featured an unprecedented analysis of crypto’s reputation – identifying barriers to mass adoption and explaining why building confidence is key to crypto’s future.  

Of course, creating the content was just the beginning. The report was backed up by a meaningful multichannel campaign at launch and formed the center of CoinCover’s marketing efforts over the following 18 months. 

The Outcome

The report launch was a transformative moment for CoinCover. For the first time, the brand found itself at the center of a story of interest across the industry, with significant downloads supported by interest across both digital and traditional media. 

For instance, CoinCover had historically received very little attention from journalists, whether in the crypto or wider business press. This changed overnight. The report was covered more than 40 times by respected publications in the weeks following launch, including five top-tier international titles and a broadcast interview with CNBC. 

Far from a flash-in-the-pan event, we used this attention as a springboard for CoinCover. We recast, retold and replayed the insights and ideas within the report to respond to industry events over the next year and a half with an original, research-backed point of view that firmly established crypto security as a central issue defining the industry’s future prospects – and CoinCover as the foremost authority on the topic.  

CoinCover became ever-present in the press, with almost 500 pieces of quality coverage over the course of our relationship, including regular appearances in many of the world’s most influential business publications. The industry’s best-kept secret had become the talk of the town.