Building trust for a regulated digital asset infrastructure platform in China
tl;dr
- Paxos was looking to grow awareness and understanding of its regulated Paxos Trust ina complicated regulatory environment
- Influence Matters devised a strategy to build a trustful profile and leadership in an industry known for anonymity
- Result: Paxos became one of the most talked about digital asset business in China in mainstream press
Paxos Trust is a regulated financial institution building infrastructure to enable movement between physical and digital assets. In 2019, Paxos was the leading innovator globally and was looking at building trust with Chinese crypto professionals, amid a rapidly changing regulatory environment.
Paxos wanted to build the perception in China that they have the best modern settlement platform with the combination of a regulated trust and distributed ledger technology. These concepts were new to digital asset world, let alone in China where the crypto space was generally seen as an unregulated wild west (east?). Paxos needed to stand out from the crowd and build trust where there was little.
Over the course of a year, Influence Matters developed a “China safe” positioning and content strategy, ensuring the company and its services were portrayed as an enabler of trust according to regulations in China, and constantly adapting the messaging to ensure compliance.
Paxos’ message of trust and compliance would then be delivered with an aggressive thought leadership media relations with leading business, financial and digital assets press. In a world dominated by anonymous organizations, we chose to leverage the CEO and founder, Chad Cascarilla, publicly in interviews, positioning him as the visionary behind Paxos’ digital assets settlement revolution.
To connect with the blockchain communities, our social media plan connected Paxos with influencers on Wechat, Weibo and Zhihu in the finance and digital assets space, delivering the same message of trust.
To solidify the public trust of the company, Influence Matters would build the CEO’s and company’s reputation at finance events in China and HK, such as Money 20/20 and Token 2049, with ambitious media relations programs.
In the first 6 months, the Paxos Trust was featured in over 250 articles in leading finance press, including in-depth articles in 36Kr, Economic Observer and Sina Finance, and one of the most talked about digital settlement solution that can be trusted by Chinese investors.
In the Press.
What results look like
