Project Overview
Kraken, a leading global crypto exchange, engaged Ditto in early 2024 with the goal of amplifying brand awareness and establishing thought leadership for several of its key business units that had been underrepresented in the media. Despite Kraken’s already strong brand recognition, the company's Institutional, Consumer, and Pro lines, among others, required strategic thinking and specific updated messaging to reach broader audiences and secure consistent media placements in top-tier crypto and mainstream outlets.
Approach
To tackle this challenge, Ditto PR implemented a multifaceted strategy that prioritized:
Tailored Media Outreach: Ditto developed targeted pitches with up to date and fresh messaging to highlight Kraken’s institutional services, consumer offerings, and Pro features, continuously pulling up to adjust tactics. Our approach aimed to showcase Kraken’s comprehensive suite of products to a diverse audience of clients, from institutional investors to everyday retail users.
Executive Thought Leadership: By positioning Kraken executives as key thought leaders in the industry, Ditto secured interviews and commentary opportunities in mainstream financial and crypto outlets. This provided Kraken SMEs with a platform to speak on trending topics like regulatory developments, institutional crypto adoption, and the future of DeFi.
Consistent Messaging: Throughout our engagement, Ditto consistently updated messaging to focus on Kraken’s position as a trusted and innovative player in the crypto space, aligning messaging across the board with its commitment to transparency, security, and cutting-edge technology.
Result
Increased Media Coverage: Ditto PR successfully and consistently secured 173 media placements in major publications, significantly boosting Kraken’s presence across both crypto and mainstream media. Key features and interviews in mainstream finance outlets like The Wall Street Journal, NBC, Fortune, Reuters, The Financial Times, Bloomberg, financial trades like Cheddar TV and alongside trade coverage in The Block, CoinDesk, Decrypt, and Blockworks drove Kraken’s Institutional, Consumer, and Pro lines into the spotlight, positioning Kraken as a leading voice in the crypto space and the future of finance.
Executive Thought Leadership: Kraken’s executives and SMEs trained by Ditto became frequent contributors to high-profile thought leadership pieces. With a focus on emerging crypto trends, regulatory insights, and DeFi innovations, our strategy elevated Kraken’s leadership team as trusted experts, engaging new audiences and reinforcing the company’s credibility and brand authority in an increasingly competitive market.
Elevated Product Visibility: Kraken’s Institutional and Pro offerings received substantial attention, increasing interest from both B2B and B2C audiences. Media outlets highlighted Kraken’s unique positioning for institutional clients and how its products cater to professional traders, as well as the everyday consumer seeking a trusted platform for digital asset management. Ditto’s approach to leveraging these products in broader company narratives in key consumer and institutional media distinguished Kraken from competitors driving measurable business impact.
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