Navigating the Bear & Bull Through Crisis Communnications & Thought Leadership
In 2023, Luno Malaysia faced challenges in a fluctuating cryptocurrency market. Price drops impacted consumer confidence. Internal restructuring measures also caused concern. The key objective was to maintain Luno’s leadership in the market and ensure consumer trust. At the same time, managing spokesperson communications became critical.
To overcome these challenges, we focused on editorial-driven content and media engagement. The goal was to reinforce Luno’s position as the market leader in digital assets.
Spokesperson Profiling: We secured 16 spokesperson interviews featuring newly-appointed Country Manager, Scarlett Chai. These interviews built credibility and positioned Luno as a trusted voice in cryptocurrency.
Crisis Management: We managed Luno’s messaging during market downturns. This ensured a consistent and transparent approach to communication.
10th Anniversary Event: We hosted a stakeholder panel discussion to celebrate Luno’s anniversary. This event emphasized Luno’s growth and influence.
Product Launches: We introduced four new coins and three product features. These launches were part of a broader campaign called “Move with Luno.” It encouraged financial fitness through digital assets.
The campaigns delivered measurable impact and strengthened Luno’s presence:
16 spokesperson interviews were conducted, averaging one every 1.5 months.
4 new coins and 3 product features were launched, driving engagement and new users.
“Move with Luno” engaged a wide audience, expanding consumer interaction with the platform.
Luno’s market leadership in Malaysia’s digital assets exchange was reinforced.
The 10th Anniversary panel garnered positive media coverage and bolstered relationships with stakeholders.
Through strategic thought leadership and effective crisis management, Luno successfully navigated challenges. As a result, it became the leading digital assets exchange in Malaysia.
