The cryptocurrency industry has long been clouded by skepticism, negative perceptions and bad actors creating challenges for even the most legitimate players. Binance, despite being the world’s leading blockchain ecosystem and operating the largest digital asset exchange, faced the task of overcoming these hurdles when launching locally in Aotearoa. Our approach was for the business to model itself after New Zealand's top financial institutions, rather than following the lead of other tech and crypto startups.
One Plus One positioned Binance to achieve this by guiding their strategy to mirror the credibility and stability of local market leaders, focusing on trust, security, and long-term growth. Together, we hosted a successful launch event, built strong media relationships, and maintained the brand's visibility through proactive and reactive communications. We connected with key government officials to push for industry regulation, partnered with top local businesses to amplify campaign efforts, and produced regular, insightful commentary that positioned Binance as an industry thought leader.
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