Context

BitMEX was the market leader and a high-profile brand operating in a controversial space, with no purpose or clear narrative – a perfect storm. They had no infrastructure to manage issues and regulatory pressure, leading to the company being on the back foot. BitMEX has become synonymous as both the product and the company. 

Challenge

This presented some business and communications challenges for BitMEX:

• Employees receiving mixed messages around the use of BitMEX which his resulting in some being confused about how they express their identity 

• Vision of the company limited to the product 

• Association makes it difficult to separate risks associated with the product with the company 

• Limits scope for future expansion and diversification 

• Legal implications

• Challenges developing corporate communications such as recruitment, culture, etc. 

Projects

• Develop the corporate narrative for both BitMEX and its parent company

• Crisis and issues support surrounding SEC regulatory rules

• Revamp of welcome email journey, converting prospects to traders

• Performed an audit to inform paid search, paid social and SEO scopes

• Established social channels for BitMEX

• Content strategy and content execution