Xive × Drofa Comms
transforming audience perception of Bitcoin mining with a bilateral campaign
Brief
Xive is a Bitcoin joint mining company headquartered in Astana, Kazakhstan. The company, led by CEO Didar Bekbauov, provides easy and efficient group mining services and develops a transparent and fully automated mining web platform. In 2023, Xive partnered with Drofa Comms in preparation for its strategic expansion into the US market.
The objective
Was to resume the brand's visibility in top-tier media, raise awareness about its core product-joint mining, and launch the company's involvement in significant industrial events and awards.
Recognising the power of trust people place in individuals over faceless brands, our executive PR efforts centred on introducing the person behind a complex tech project. We showcased Didar's expert insights through op-eds, industry commentary, interviews, and engaging podcast appearances.
Going niche with expert publications is as important as leveraging media coverage. Within the realm of product PR, we prioritised Wire distribution to acquaint the US audience with the brand's offerings. Additionally, we actively engaged in industry awards not only to bolster our stakeholders' perception but also to affirm our legitimacy and recognition among a professional community.
This dual-pronged approach introduced our core product, joint mining, to the broader US audience while solidifying the brand reputation among investors and stakeholders.
The Drofa Comms team has likewise embarked on a challenging mission: reshaping the US target audience's perspective on Bitcoin mining. Our primary focus was on highlighting the sustainability aspects of mining, particularly innovative solutions related to electricity consumption and hydro-cooling technologies.
• 15 market commentaries
• 8 op-eds
• 3 interviews
• 1 podcast
• 4 press releases
• 1500+ reprints with 950M+ audience
