dydx

STRATEGY:

• • Position dYdX CEO Antonio Juliano as a leading spokesperson on the impact of FTX’s fallout, primarily from a DeFi perspective and how decentralized exchanges are uniquely positioned to earn the trust of crypto traders amidst market uncertainty  
  • Target broadcast appearances on Bloomberg TV, CNBC, CNN International, FinTech TV, etc. 
  • Target top tier business and trade publications to share Antonio’s thoughts on the state of the industry and where crypto investors can trade with confidence 

• Avoid sharing any strong opinions on what happened behind the scenes at FTX – but rather focus on what it means for the industry moving forward and the role dYdX will play in the short and long term

• Lock in podcast opportunities for longer form breakdowns of decentralized exchanges, specifically with crypto native podcasts to reach the correct audience on a more technical level

OUTCOMES:

• Over the course of the roughly 14-day news cycle, the team aggressively pitched Antonio talking points (derived from Antonio’s Twitter, an internal podcast recording, and PR bullet points) to all top-tier business and trade publications who were actively covering the fall out of FTX’s collapse. 
  • Secured two broadcast opportunities: Bloomberg Tech (11/30) and Bloomberg Crypto (11/15)
  • Secured interviews with Wall Street Journal, Bloomberg, Barron’s, The Information, and Financial Times, among others 
  • Secured two podcast appearances with Blockworks’ 0xresearch and Crypto 101
  • Additional interest from outlets including Forkast News, Financial Advisor Magazine, CoinDesk, and The Block was secured through talking point pitching 
• Throughout the interview process, Antonio worked in opportunities to discuss upcoming dYdX initiatives, laying the foundation for relationships that will be leveraged down the road. 
• Due to Antonio’s strong Bloomberg TV appearances and polished talking points, the outlet considers him a go-to spokesperson on all things decentralized finance moving forward and the team has tentatively scheduled a full Bloomberg editorial staff meeting at the Bloomberg NY offices for early 2023 to discuss dYdX’s V4 project roadmap.