Company Goal: Democratize cloud computing via blockchain
Clarity’s Challenge: Centralize trust in decentralized networks
Clarity specialises in working with disruptive tech companies, yet few are quite as ambitious as DADI. The company wanted to democratise cloud computing taking on the likes of Amazon, Microsoft, IBM and Google in the process. Its magic bullet was its blockchain powered DADI app which allows any device owner to rent their computing power to the DADI network and receive payment from enterprise users.
Clarity faced two interesting challenges. Firstly, the company had launched a successful Initial Coin Offering (ICO) which had raised $28 million. Yet there were misconceptions about the ICO and the company in general, especially in the enterprise tech world. In tandem,we had a short runway to help reposition DADI but also start attracting contributors to the DADI network.
To overcome these challenges we employed a quartet of approaches.
- We harnessed traditional media relations tactics of newsjacking and thought leadership to establish credibility.
- We also created a ‘launch moment’ around DADI’s mainnet go-live, with a news sell-in generating trade, national and international media attention.
- To excite the crypto community we employed a combination of in-depth media briefings, a high- impact paid media partnership and ‘founding node’ giveaway – announced exclusively with Forbes
- Finally, we brought the story full circle by launching the non-profit DADI foundation and its first charitable grant.
The results spoke for themselves. The main objective was to create positive sentiment and we achieved this with 98% positive coverage over the three months.
The company is perfectly placed now for the next stage of its journey.