Nium asked us to take its stablecoin card issuance platform to the world and we delivered a media relations campaign spanning the US, Europe, Middle East and APAC.
The Brief
Nium was launching a first of its kind platform: dual-network stablecoin card issuance across both Visa and Mastercard. The brief was straightforward: make noise, fast, and in the right places. With a global footprint and ambitious growth targets, Nium needed coverage that would reach decision-makers across its target regions.
The Challenge
Stablecoins are generating real market momentum but translating that into earned media across four distinct regions, with different media cycles and editorial priorities, is no small task. The announcement needed to land simultaneously in fintech, crypto, and payments media without losing its edge in any of them. Regulatory context also varied significantly by market, which meant messaging had to be locally relevant while remaining consistent globally. Key fintech hubs including San Francisco, Singapore and Hong Kong each had their own editorial landscape to navigate while in the Middle East a standard press release approach was unlikely to gain traction.
The Approach
Our program was built on the strength of our global network and a deep understanding of Nium’s target audiences across fintech, crypto, and payments. We drafted the release and developed a coordinated media outreach strategy weeks ahead of launch, running a structured embargo process to build anticipation and secure high quality coverage from day one. Crucially, we took a nuanced, tailored approach for each market to ensure the news landed in the most impactful way for each region. In Singapore and Hong Kong, we targeted the fintech and payments journalists who carry real weight with institutional audiences, securing interviews and coverage with outlets including Bloomberg, Fintech News Singapore, and the Straits Times, as well as broadcast (CNBC Asia) and radio (Money FM) opportunities to extend reach beyond the page. In the US, we secured strong traction with leading crypto native and payments trade media, reaching a key target audience in these sectors through coverage secured in CoinTelegraph, S&P Global, PYMNTS, and Payments Dive, among others. In Europe, a similar approach with fintech media landed coverage of the announcement in trade targets such as Finextra and FinTech Magazine. In the Middle East, where a standard announcement approach was unlikely to gain traction, we recommended developing tailored thought leadership storylines to build Nium’s profile in the market over time to reflect news attention and preference.
Results we’re proud of
35+
pieces of coverage secured globally within days of the announcement going live
8M+
combined readership through direct placements across top tier fintech, payments and crypto media including Bloomberg, CoinTelegraph, S&P Global, PYMNTS and Finextra
6+
interviews secured with journalists at Bloomberg, Financial Times, The Digital Banker, Payments Dive, The Stablecoin Podcast and the Straits Times.
All in the details
A coordinated global launch
We managed simultaneous outreach across the US, Europe, Middle East and APAC, running a structured embargo process that built media anticipation and ensured strong, high quality coverage from the moment the announcement went live.
Strategic interview placement
We secured interviews and written Q&As with some of the most influential voices in fintech and crypto journalism, extending Nium’s reach well beyond press release pick-up into genuine editorial conversations.
Market-lead strategy
Where a press led approach wouldn’t gain traction in the Middle East, we pivoted. Drawing on our knowledge of the regional media landscape, we developed tailored thought leadership storylines to build Nium’s presence on local terms.
“The Aspectus team delivered exactly what we needed: high-quality placements across financial, fintech and crypto media globally, with Bloomberg as the standout. It was a genuinely high-impact moment for Nium.”
Anjali Dmello
Global Head of PR & Communications, Nium
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