MERCURYO × Drofa Comms
the power of consistency:
PR strategy in establishing fintech brand reputation
Brief
Mercuryo is a global payments infrastructure platform aimed at reinventing the ease of making payments, operating with both fiat and crypto assets. Mercuryo partnered with Drofa Comms with the primary objective of enhancing brand visibility and establishing a strong reputation as one of the largest and most trusted fintechs in Europe.
Over the past three years and continuing to the present, our PR campaigns have played an important role in driving business growth, whether through supporting funding rounds and launching new products or expanding into new markets.
objectives
2021, pre-round: to establish a media presence in the global market from scratch with a focus on investor relations
2021, post-round: ensure comprehensive news coverage of Round A.
2021, new market expansion: to cover the product launch in the LATAM market through media channels and then support it with company news.
2022-present time, ongoing PR support: to maintain regular multi-format media coverage focusing on leading Tier 1 business, fintech, and crypto outlets; and ensure company recognition within professional awards and ratings.
our
results in a nutshell:
Evgeny Skoropisov
CMO at Mercuryo
challenge: from ground zero to top positions in rankings and the most influential media
Launching the company into the media landscape (globally and in LATAM) from ground zero, targeting only high quality top-tier outlets
Increasing the company’s mentions using only earned media opportunities/pitched
Adaptation and flexibility to align with the company's updated positioning while maintaining consistent media presence and maximising potential visibility
Specifying the company's positioning for rankings to ensure that Mercuryo achieves recognition as a winner and secures placements on shortlists
Rolling out company news campaigns within narrow timeframes on an embargoed basis.
our approach
Based on the company's objectives in each period, we adjust the PR strategy to meet business needs. Throughout more than three years of our collaboration, we have highlighted the following strategic PR stages:
Establishing Media Footprint
At the onset of our partnership with Mercuryo, the company lacked visibility in the media landscape. With the upcoming investment round in mind, we initiated our strategy by targeting global niche fintech, payments, and crypto outlets. We introduced the founders' expertise, highlighted the product excellence, and conveyed the company's mission comprehensively.
To reach a diverse audience, we devised a multi-channel strategy involving news quotes, interviews with founders, product reviews, and participation in podcasts and TV shows. By steadily increasing media coverage and consistently producing high-quality content, we secured a notable position in the market news agenda.
Strengthening the Brand
Following the successful investment round (Round A), Mercuryo aimed to preserve its established reputational capital while doubling its success through sustained media presence. During the post-round campaign, we emphasised the company's innovative approach, transparency, legitimacy, and trust. Building upon our solid media footprint, we expanded the pool of spokespersons, enabling us to cover a wider range of topics and audiences
Founders’ Personal Brand
Founders are among the most valuable assets at startups. It’s crucial for them to share expertise, demonstrate a mature and innovative vision, and exhibit steadiness to assure investors that the company will be profitable and generate revenue. In this case, both founders are actively involved in PR activities. Based on their roles and competencies, we launched blog accounts in business and fintech media, actively secured op-eds, and practised newsjacking to enhance founders’ expertise through a hot market agenda.
Partnership Campaigns
Nowadays, Mercuryo has established partnerships with over 200 companies worldwide, solidifying its position as one of the major players in the industry. We have covered numerous company partnerships as embargoed campaigns, significantly increasing the number of mentions and further piquing journalists’ interest in the company.
Focus on Tier 1 Trusted Media
The exceptional quality of expert content and our commitment to consistent publicity have enabled us to focus exclusively on the most influential media outlets*, thereby enhancing community awareness of Mercuryo as a reliable partner and service provider.
For each client, we develop a list of media outlets that are effective for achieving business goals. Typically, we classify media as Tier 1 if they have more than 1M monthly visitors and possess a strong reputation among both business and consumer communities.
In our current PR strategy, we concentrate on Tier 1 media outlets, maintaining a consistent and intensive publishing schedule (>20 unique pieces per quarter).
industry awards and events
For the past year, Mercuryo was recognised in multiple categories of professional awards highlighting its dedication to excellence and innovation in its field. Being awarded in prestigious competitions cultivates trust among clients and partners, solidifying Mercuryo's position as a leader in the market.
