DADI

DADI, which stands for Decentralized Architecture for a Democratic Internet, is an enterprise which aims to decentralise cloud computing and web services.

Company GOAL:

Democratize cloud computing via blockchain

Clarity’s Challenge:

Centralize trust in decentralized networks

ABOUT

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.

Results

302 media hits in 3 months, with 2,000 social shares and an audience of 507 million
Ongoing relationships with a wave of top-tier media, including Bloomberg, Forbes, The Independent, The Telegraph and Venturebeat
In-depth briefings and credibility-building crypto coverage with media including Cointelegraph, Blockchain News, Cryptovest, The Cryptograph and Global Coin

selected press

This blockchain-based company got $30 million to build a ‘new internet’

Cloud computing has quickly become one of the biggest innovations introduced by the internet. Cloud storage has allowed many businesses to streamline their operations, while it lets families share photos and videos with the people they care about. And when proper security measures are used, it can also reduce the risk of data theft.

Five Start-ups Hoping To Rebuild The Internet

The cloud computing sector was worth $260bn in 2017 according to Gartner and is still growing - but so are concerns over storage, speed and security, let alone the market dominance of the major tech groups. Enter DADI, the start-up building a ‘decentralised architecture for a democratic internet’.

British start-up launches 'new internet'

A UK-based blockchain start-up has revealed what it is calling a new version of the Internet. DADI (Decentralized Architecture for a Democratic Internet) will be faster, cheaper and more secure, but most importantly – the control over the network won't be in the hands of large corporations, but rather in those who use it.

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Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters, and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives.

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Clarity’s Challenge: Our main task was to get media familiar with Pimax, so we first researched relevant press that would understand the hard core tech behind the VR headset. Integrated closely with media relations, we worked with Pimax across the Kickstarter page, website messaging towards a Western audience and social tone of voice.

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Once we started to build trust with press, we requested access to back-end analytics to the Kickstarter page, allowing us to re-target sites with higher conversions, sharing stats with editors to highlight the interest of their readers, and making sure they had all the latest updates.

Using 4 prototypes, Pimax travelled for 2 months, across 3 continents, 11 cities, and 12 events testing sessions, meeting over 2,000 VR enthusiasts in-person to demo the 8K technology and get their feedback, with our global team orchestrating key meets and messaging, as well as hosting demos in our own offices

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