Qadre needed to do three things:
- Launch QCap and drive awareness among its target buyers – fintech founders
- Generate marketing qualified leads at a time when the world, and the startup community, was in crisis
- Raise the curtain on Qadre as the blockchain company modernising financial markets and solving business problems – starting with equity management
The early weeks of lockdown had brought chaos to founders who were suddenly facing difficult questions from investors, auditing potential risk and, mainly, struggling to cut operational costs. Qadre needed a campaign that would credibly address the market context, provide value to struggling founders while creating urgency around the challenges with equity management.
CCGroup suggested an insight-led content campaign based on interviews with 50 fintech founders which would expose 1) how far ineffective equity management had impacted business growth and 2) the impact of COVID-19 on fundraising.
The research revealed that fintech businesses had lost £2.6bn in missed funding due to equity management issues and an estimated £1.9bn had been lost across the industry due to the crisis. CCGroup recommended partnering with techUK, inviting their CEO to contribute to the report, bolstering the credibility of the findings and boosting the reach of the campaign through their joint promotion.
The story tapped into a surge of media interest into the state of UK fintech amid Covid-19 and positioned equity management as a meaningful response for businesses looking to mitigate their business from the economic impact of the crisis.
Given the industry challenges facing blockchain-based businesses, CCGroup also suggested positioning the company’s rebrand with the aim of demystifying blockchain and drive increased understanding and practical applications of the technology in financial markets.