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Established in 2020, CoinMart is a cryptocurrency exchange based in the Netherlands. It provides convenient and secure crypto trading. The platform pays special attention to AI-driven innovations and strives to simplify cryptocurrency investments for everyone. With an emphasis on transparency, security, and ease of use, it democratizes crypto trading for novice and seasoned traders. It prides itself on its participatory ease and educational resources, which aim to make trading more human-centric.
CoinMart had received its VASP license and could now operate in Spain. It needed a PR strategy to build brand awareness, recognition, and positioning in the field. The most critical challenges CoinMart faced included a highly competitive yet cautious Spanish cryptocurrency market and the need to address the skepticism of wider audiences regarding market volatility, regulation, and locating important information. CoinMart had managed to establish itself through its high level of compliance with both the Dutch and Spanish Central Banks but now had the ambitious goal of reaching 200,000 new subscribers in Spain in the first year, with 20.000 monthly active traders, as well as assuring confidence for investors, which was important in a new market.
PRLab got to work to create and execute a multi-phase plan to ensure CoinMart scaled up effectively in Spain and captured more traction within its home market of the Netherlands. The usual challenges of entering a new market were present: low brand awareness, lack of credibility, competition with already established and strong players, and distrust, as can be the case in the crypto sector.
Recognizing the strategic importance of certain media, initial media targets were set to include Tier 1-3 publications. This aimed to increase CoinMart's reputation among existing customers and potential new leads.
The first strategic milestone for the company was to promote its registration with the Bank of Spain as a means to offer a compliant, regulated means of trading for users. In the Spanish market, PRLab created a concrete campaign underlining that CoinMart is registered with both the Bank of Spain and the Dutch Central Bank. PRLab got features for CoinMart in online Spanish outlets like Merca 2, DA 71, and El Nacional, DA 74, showcasing CoinMart's regulatory achievements (obtaining a VASP from the Spanish regulators is a feat in itself) and transparency.
This attention to compliance created trust with those using the platform and allowed CoinMart to successfully break into the marketplace.
Through a press release and subsequent media coverage, PRLab positioned CoinMart as having the means to showcase growth potential via its partnership with a leading investor. Based on this funding, messaging was developed to show how this would accelerate CoinMart’s tech advancement and user experience.
To this end, PRLab indicated that the strategic $3 million investment by IDG Capital exhibited a significant vote of confidence in CoinMart’s future, stressing that the money would be utilized to enhance the technological capabilities and compliance framework while building credibility among prospective users and stakeholders.
PRLab positioned CoinMart as a thought leader in the cryptocurrency industry. Their compliance officer offered opinions on the Spanish crypto market and how transparency and compliance set CoinMart apart. We reached out to the media to offer the opinions of CEO George Zhi on crypto regulations and industry trends.
We pitched to the media about CoinMarts AI assistant Alpha and its capabilities, which are designed to make crypto trading easier by offering real-time insights, educational content, and analysis of market trends. This messaging strategy appealed to novices and attracted more experienced traders seeking advanced features.
We sought to raise CoinMart’s profile and introduce them as a credible entity. And we did just that. PRLab placed articles in top-tier, high-authority publications. The announcement of IDG Capital's €3 million investment helped to raise investor interest.
CoinMart positioned itself as a strong player, and as the cryptocurrency market develops, its AI tool’s role in making things easier was a great differentiator.
PRLab was able to secure 21 pieces of high-authority media placements in Tier 1-3 publications in the Dutch and Spanish markets and beyond, 8 of which were Tier 1 publications.
