First Block Capital is Canada’s first fully registered cryptocurrency investment firm, based in Vancouver. When they launched in 2017, they sought our help to secure media coverage nationwide. Given the complexity and general lack of understanding surrounding cryptocurrencies at the time, we knew that the media strategy needed to include an education component, where the first round of outreach was spent talking through the current challenges with cryptocurrency investing with journalists. Materials were prepared that held all of the relevant background details on First Block Capital’s Bitcoin Trust so that the concepts were easy for a writer to explain to their wider team and convert into coverage. As understanding developed, we were able to offer First Block’s founders as industry experts, weighing into issues such as governance, longevity, and industry viability.
The campaign led to broad reach across Canada in business, tech and trade publications with an audience of over 16M. Key coverage included Globe and Mail, CBC Money, Techvibes, Business in Vancouver, BC Business and Vancouver Courier and led to direct investor inquiries. Additionally, First Block Capital’s founder, Sean Clark, was positioned as an industry leader.