Positioning the New Leader in Blockchain Innovation
The Brief
In pursuit of mainstream media attention for its cryptocurrency platform, Cardano, IOHK sought the PR partnership of April Six to drive positive conversations and, ultimately, boost global brand awareness to increase share in the blockchain market.
The Challenge
IOHK is one of the global leaders in the blockchain industry, its Cardano platform repeatedly occupying a position as a top ten cryptocurrency. To elevate IOHK into the global blockchain conversation—at a time when understanding of the technology was limited—April Six was tasked with first engaging and then educating Tier 1 publication audiences about the practical benefits of blockchain while establishing Cardano as a leading innovation and sustainability market specialist.
Our Insight
Prioritizing technical language to engage mainstream audiences is a common mistake but one we were keen to sidestep. To inspire real action, we needed first to drive emotive connection—targeting hearts before minds. Then, once we had the necessary platform, we could start to unpack the empirical evidence that would strengthen our market positions.
The Execution
We began by weaving relatable, human stories of the real-world good that was happening because of Cardano and IOHK. This included child education initiatives in Ethiopia, World Mobile projects in Tanzania, and financial investment in Kenya. As of today, these stories have been featured in publications such as CNBC, Forbes, Reuters TV, Tech Crunch, The New York Times, Financial Times, New Scientist, Wired, and Sky News.
200+
pieces of tier 1 coverage
6700%
increase in the value of Cardano
#1
in blockchain brand intimacy
