Hive Blockchain Technologies Ltd
HIVE was ready for a strong marketing push and came to us looking for professional quality content coupled with targeted distribution. Click below for a comprehensive overview of the HIVE campaign.
HIVE is the first publicly listed blockchain infrastructure company that bridges blockchain and cryptocurrencies to traditional capital markets. HIVE currently owns and operates four data centres that are the building blocks of blockchain infrastructure and has Genesis Mining, the world’s leading cryptocurrency mining hashpower provider as it’s exclusive strategic partner and shareholder. The challenge for us was to introduce Hive on a broad scale to a qualified investment audience. The other very large challenge is/was navigating the rules and regulations associated with Blockchain and Cryptocurrency regulations which require a deep understanding for both Television and Digital platforms.
We first needed to create a series of powerful messages that would resonate well with the intended audience. We went to work on story boarding the media aspect of the campaign with the intention to not just introduce HIVE as the leader but to also tell the it’s story over the course of the 6 month campaign. As such a unique 30 second commercial was developed from concept. To complement the video component, we also created a series of dynamic display ads and built a highly targeted audience around them. The media we created is then applied to a 6 month media plan that incorporates television, digital video and programmatic display.
1 x 30 second commercials
Over the course of 6 months the campaign delivered over 4,000,000 television impressions and registered over 30,000 digital video views and over 780,000 ad impressions. In simpler terms this translates to over 9 million targeted eyeballs on Hive and over 160 hours of total video airtime. Despite the turbulent blockchain markets and the heavy downtrend of digital currencies, HIVE performed better than the industry average during the 6 month campaign as illustrated by the chart below.