Intro
Founded at the Massachusetts Institute of Technology (MIT) in 2015, Eximchain is a company that streamlines processes for the global supply chain in areas such as sourcing, supply chain finance, and inventory management. Eximchain‘s CEO is young, ambitious and brilliant. Hope Liu had an “aha” moment while attending the MIT Sloan School of Management, where she learned about blockchain, and saw the opportunity for the technology to be used to improve supply chain processes. In 2018, Eximchain raised $20 million to broaden its reach and solve supply chain issues with an efficient, transparent and secure global blockchain network.
Challenge
Eximchain was looking for a strategic, yet cost-effective media push to officially mark its global debut and launch its mainnet. Eximchain’s CEO also wanted to spend time meeting journalists face-to- face in the US and charged Smart Connections PR with scheduling an in-person media tour while she was in New York City.
Eximchain was an unknown entity in a fiercely competitive marketplace and Smart Connections PR utilized its knowledge of the industry and solid media relationships to put together an ambitious launch in a short period of time. Perseverance and persistence, making sure no stone was left unturned, combined with a client and a market-changing solution, ultimately resulted in a successful outcome for Eximchain.
Smart Connections PR’s media campaign objectives aligned with those of Eximchain’s CEO:
- Formally launch Eximchain globally
- Embark and successfully complete a press tour in New York City
- Introduce Eximchain’s CEO to Singapore
- Debut Eximchain’s Mainnet to a global audience
- Create an aggressive PR strategy and pre-brief blockchain reporters in US market, ahead of launch via a series of phone briefings. MCHAIN continued
Smart Connections PR embarked on a comprehensive outreach plan and ultimately scheduled in person, New York City-based interviews with IDG News Service, IT Business Edge, CoinDesk, Block Telegraph, and EBN Online. One of Smart Connections PR‘s partners was also on site in New York City and accompanied Hope on the scheduled interviews throughout the day.
Results
After the NYC tour had completed, Smart Connections PR continued to contact targeted media and scheduled an additional two weeks of pre-briefings. Interviews were scheduled with publications such as SiliconAngle, and Supply Chain Digital. Eximchain‘s global launch and Mainnet announcement garnered excellent media results and coverage.
In all, 16 pieces of US standalone coverage and 34 pieces of press release pick up were attained the day of and the weeks following Eximchain’s US launch.
The ultimate goal of this media campaign was achieved. Smart Connections PR raised global visibility for Eximchain and its mainnet, helping elevate Hope Liu to a position of being a recognized thought leader in the blockchain sector.
