盡管在加密貨幣寒冬之后，加密貨幣的歷史高點有所回落，但加密貨幣世界似乎已經(jīng)開始解凍。目前，到 2023 年，加密貨幣的總市值將超過 1.21 萬億美元，這表明大量資本正在流入所有區(qū)塊鏈相關(guān)服務(wù)。進入這一領(lǐng)域的部分資金來自公共利益，通常是通過有效的公關(guān)活動產(chǎn)生并發(fā)起的。

好的公關(guān)案例研究展示了該領(lǐng)域的價值，有助于引入新用戶、獲得新資金并重振人們對這一金融媒介的興趣。在過去的幾年里，我們看到了一系列令人眼花繚亂的加密貨幣公關(guān)案例研究。作為一個年輕的領(lǐng)域，大多數(shù)最令人印象深刻的公關(guān)發(fā)布都是同類中的首次，品牌能夠使用獨特的方法來培養(yǎng)對其品牌和產(chǎn)品的新興趣。

為什么公關(guān)在加密行業(yè)如此有效？

加密貨幣行業(yè)作為一個許多人仍然不完全信任的年輕行業(yè)，具有獨特的地位。與許多行業(yè)不同，加密貨幣公司需要首先讓受眾相信其整個金融媒介的有效性，然后才能開始銷售產(chǎn)品。

目前，大約 90% 的美國人無法通過基本的加密貨幣素養(yǎng)測試，不了解有關(guān)加密貨幣是什么及其用途的基本概念?？紤]到教育的缺乏，任何想要贏得公眾青睞的品牌都需要經(jīng)歷一場艱苦的戰(zhàn)斗。這種即時的劣勢是加密貨幣公司經(jīng)常求助于公關(guān)專家來發(fā)起活動的主要原因之一。

由于加密貨幣落入谷歌的“你的錢”之下，創(chuàng)造動力，尤其是在公共領(lǐng)域，也變得更加困難；你的人生原則。 YM； YL 是一套嚴(yán)格的搜索法規(guī)，可確保與金融、醫(yī)療保健或法律建議相關(guān)的任何結(jié)果都必須滿足一組附加要求才能在 Google 上排名良好。

因此，典型的有機搜索引擎優(yōu)化策略在產(chǎn)生結(jié)果之前需要更多的基礎(chǔ)工作，這給該領(lǐng)域的新品牌帶來了進一步的挫敗感?？紤]到這些核心問題，加密貨幣的公關(guān)至關(guān)重要。

CoinBase 超級碗廣告

2022 年超級碗期間，知名加密貨幣交易所 CoinBase 推出了一分鐘廣告。該廣告由一個在屏幕上彈跳的華麗二維碼組成，讓人想起彩色彈跳的 DVD 徽標(biāo)。盡管極其簡單，這則廣告卻向任何在 2 月底之前通過該平臺注冊的人承諾免費贈送 15 美元的比特幣。

With the upward trajectory at the time, this was a powerful offering, helping to engage users and drive installs. In the week that followed the Super Bowl, the app saw a 309% increase in downloads and a further 286% increase in the following days. This impressive result demonstrated the power of a well-placed and simplistic campaign.

Equally, CoinBase followed up the ad with a range of press releases, helping it to snowball media attention. By writing and then engaging with crypto newswire services, they were able to create powerful news beats that flooded the internet before and after the event. This powerful strategy ensured that people continued to talk about the ad for weeks after the minute advert had ended.

The Binance Burj Khalifa Light Show

For many users, cryptocurrency is still a flashy new medium that not many understand. To align with this expectation and then subvert it, Binance ran an extremely flashy ad on the Burj Khalifa. After obtaining a permit, they conducted a minute-long light show on the building, with impressive visuals capturing the attention of the city.

The Binance account commented on the spectacle, suggesting that this event was a demonstration of their commitment to the region. Especially considering the high average wealth of a resident of Dubai, the event was extremely well-positioned and helped to increase public awareness and positive perceptions of the brand.

Crypto.com’s Fortune Favors the Brave

Late in 2022, Crypto.com announced a new advertising campaign that centered around the slogan “Fortune favors the brave.” The campaign was headed up by Matt Damon, using traditional celebrity influencer marketing to make the public take an interest in the campaign. 

Considering the general public’s liking of Matt Damon, this was a stunt that pulled in a huge amount of both public and media attention, helping to increase public awareness of the crypto.com brand. Over the next few months of running the campaign, this slogan was all over internet media, traditional billboards in major cities around the world, and even in newspapers.

For Crypto.com, the campaign managed to garner lots of public attention. However, it has come under attack in recent months due to the fall in average crypto prices and Matt Damon’s association with this changing financial landscape. 

Final Thoughts

Although still an evolving field that has a lot of ground to make, cryptocurrency is one of the most exciting new entries into the world of public relations. Crypto PR has the unique advantage of adventuring into uncharted territory, with each new campaign having the chance to overcome previous entries into this arena.

在過去的幾年里，我們一次又一次地看到創(chuàng)意團隊可以徹底改變加密貨幣公關(guān)的面貌，采取創(chuàng)新的方法并在此過程中培育出令人眼花繚亂的成果。我們在此列表中使用的示例，無論是通過 CoinBase 進入傳統(tǒng)領(lǐng)域，還是像 Binance 那樣引起轟動，還是像 Crypto.com 這樣的制勝且可重復(fù)的口號，都證明了加密貨幣公關(guān)的力量有多么強大。

隨著注冊量的增加、對品牌的興趣激起，以及對可搜索性和品牌認(rèn)知度的一系列積極好處，加密公關(guān)對于希望在該領(lǐng)域快速發(fā)展的公司來說是一個重要工具。 

加密貨幣領(lǐng)域公關(guān)案例研究的三個強有力的例子首先出現(xiàn)在 Metaverse Post 上。

熱點：加密貨幣 加密貨幣領(lǐng)