Gemini Custody Announcement

Building institutional trust in crypto

Challenge + Strategy

In September of 2019, Gemini launched Gemini CustodyTM— the market’s most secure and compliant option for storing cryptocurrencies. The solution was introduced as investors, institutions and regulatory bodies around the world were turning their attention to the maturing cryptocurrency industry, which had historically been criticized by financial institutions for failing to meet requisite security and compliance needs. The Mission North team was tasked with raising awareness of this offering among these audiences and effectively communicating the significant investment Gemini made to build an institutional-grade custody offering on par with offerings from traditional banks.

Months before launch, Mission North began efforts to build the profile of Gemini’s managing director of operations Jeanine Hightower-Sellitto, a finance industry veteran. This was critical groundwork for building trust and winning over traditional institutions exploring crypto as a new asset class for the first time. Leaning on her considerable financial services industry experience and how it informed the company’s efforts to make the crypto space more accessible to institutional investors, Mission North coordinated a series of foundational meetings with online and print reporters and broadcast, radio and podcast producers. The team also secured a recurring contributed column in Forbes. In preparation for the announcement itself, Mission North collaborated closely with Gemini to develop and refine messaging that highlighted the Gemini Custody solution’s differentiators from existing offerings, with a particular focus on security. This was reflected in Gemini’s “A Guide to Crypto Custody” whitepaper, a key sales asset meant to further educate interested parties on Gemini Custody.

Execution + Results

Through embargoed pitching and day-of outreach, the Mission North team ensured a steady flow of earned media coverage on the launch date across podcasts, business and trade press. Coverage in Bloomberg, Fortune, Coindesk and more ran day-of, and launch garnered 69 total feature articles and achieved a total reach of 47.4 million, generating excitement far beyond the Gemini community. Additionally, the launch drove an immediate business impact for the client: after the announcement, Gemini identified hundreds of qualified custody leads, and the campaign reached 148 funded custody accounts— showing a direct correlation and the value of a targeted media campaign on Gemini’s business.

Gemini is a cryptocurrency exchange and custodian that allows customers to buy, sell, and store cryptocurrencies. Gemini was founded in 2014 by twin brothers Cameron and Tyler Winklevoss to build a bridge to the future of money.

Gemini is a cryptocurrency exchange and custodian that allows customers to buy, sell, and store cryptocurrencies. Gemini was founded in 2014 by twin brothers Cameron and Tyler Winklevoss to build a bridge to the future of money.

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