MERCURYO × Drofa Comms
the power of consistency: PR strategy for Mercuryo to establish fintech brand
Mercuryo PR case
Mercuryo is a global payments infrastructure platform aimed at reinventing the ease of making payments, operating with both fiat and crypto assets. The company 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 campaign 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 Mercuryo’s 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 Mercuryo 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.
Mercuryo's results in a nutshell:
2935
earned media publications over three years of partnership
>7 000 – all non social media publications over three years (including earned media opportunities and reprints). Mercuryo was featured in Tier 1 media.
84
average unique publications per year in Tier 1 outlets (the unique list of the most trusted and influential media tailored to the client’s needs with >1M monthly traffic)
35
Mercuryo’s presence score increased from 1 to 35 according to Brand24. This is higher than that of more than 67% of companies in this sector
2.85 M
Advertising Value Equivalent (AVE) is an additional metric that helps estimate the value of collected articles and mentions. It is an approximate amount of money that would have to be spent on paid advertising to achieve similar exposition.
“Working with Drofa has been a transformative experience for our company, especially during the early stages when we were still gaining recognition. Their adept handling of our product-oriented marketing across various regions has been remarkable. The team at Drofa excels in quickly adapting to the dynamic market conditions and evolving product lines, ensuring our brand’s consistent visibility and growth. Based on my years of experience with them, I can confidently recommend Drofa for their professionalism and results-driven approach.”
Evgeny Skoropisov
CMO at Mercuryo
challenge: from ground zero to the top Mercuryo positions in rankings
- 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 objectives Mercuryo had in each period, we adjusted 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.
News on partnership on PYMnts
Quote on sifted
Company news on city AM
TechCrunch publication on news
Cointelegraph publication
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
A release on Сointelegraph brazil
Interview on investing.com
Commentary on Coindesk TV
News quote on Bloomberg
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.
Expert blog on enterpreneur
PCN Podcast
OP-ED on Finextra
News quote on Forbes advisor
Bank on IT Podcast
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.
OP-ED on TechCrunch
News quote on business insider
Another op-ed on Crunchbase news
Quote on Forbes
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.
7
industrial award wins for 2023, and 9 award nominations
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