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Project Overview

Monero is a safe, secure, untraceable cryptocurrency that is decentralized and uniquely maintained by a community of core developers. Monero approached Ditto to create media awareness for Project Coral Reef, a holiday shopping initiative that allowed consumers to purchase merchandise from the e-commerce sites of over 50 international recording artists using Monero. Cryptocurrency was just getting popular, and Ditto’s challenge was working with an undereducated pool of media in crypto, music, etc.

Partnership Announcement Messaging Media Relations

Approach

Ditto focused on introducing crypto to mainstream audiences. Breaking outside of the traditional crypto media, Ditto focused on business financial press, music outlets and mainstream media coverage. Ditto met with the creators of Project Coral Reef and lead maintainers of Monero to gain a deep understanding of both the music industry and ecommerce partners.

The team devised an embargoed media relations strategy that focused on initial outreach to mainstream journalists from business, e-commerce and music sectors that included interviews with many interested editors and reporters. The day before the embargo date, we reached out to the crypto-media community which added to the groundswell of awareness the team had created.

74%

currency value increase in single day

15

positive features

Result

The day embargo lifted Ditto secured 15 pieces of positive coverage across mainstream and cryptocurrency media, outlets included Billboard, Forbes, and International Business Times helped position the token as a trusted method of payment, along with raising its monetary value. Trade coverage included  CryptoCoinNews, Axios, Coindesk, Brave New Coin, The Merkle and Bitcoin News Service

The news about Project Coral Reef was enthusiastically embraced by the media and crypto-community, and Monero’s value rose by 74% in one day. Articles continued to break across mainstream and crypto-media in the weeks following as Monero’s value continued to rise.

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