We started with pitching information about ChangeNOW, presenting the project in a way designed to capture the attention of media outlets deemed favorable by the client (based on factors such as traffic volume, coverage quality, SEO ranking, and more). To pique their interest, we aligned our pitches with current market trends, highlighting ChangeNOW’s short-term relevance and long-term potential. Given the campaign’s strict timelines, we adjusted all media interactions to minimize the delay between pitching and publication. As organic interest in the project grew, we capitalized on this momentum by simultaneously launching a traffic acquisition campaign, targeting media websites with strong performance in both traffic and conversion rates. At that time, the crypto market was booming with various developments, including widespread anticipation of a new Bitcoin all-time high – a topic that resonated with Web2 audiences. So, recognizing the extensive expertise of the ChangeNOW team, we invited their CMO Pauline Shangett to comment on trending topics. Then we successfully pitched her expert quotes to several reputable media outlets, not only enhancing Pauline’s personal brand through thought leadership but also bolstering ChangeNOW's credibility, showcasing the platform as one led by professionals whose opinions are highly regarded within the industry.

Throughout the campaign, over 40 media outlets, including CoinCodex, Finbold, CoinCarp, U.Today, and crypto.news, published organic articles featuring ChangeNOW. In total, more than 600 traffic-generating articles went live across dozens of newsfeeds while over 100 expert quotes from Pauline Shangett appeared in Cointelegraph, Investing.com, and Crypto Daily. By combining brand awareness, traffic acquisition, and thought leadership strategies, we achieved a sustainable 40% increase in organic reach, complemented by a 20% boost in the company’s total turnover.