In 2021, Polygon Labs encountered a major obstacle in gaining worldwide recognition despite its strength in reducing transaction fees. An inadequate understanding of PR and a lack of engaging content resulted in a negative brand image and difficulty securing media coverage.
I was hired to address these issues head-on. Collaborating closely with Polygon's PR partner, we devised a strategy to streamline our approach and curtail the frequency of announcements, leading to a notable uptick in media visibility. With this initial obstacle tackled, our focus shifted towards maximizing the impact of our announcements by strategically targeting top-tier media outlets.
Another significant issue revolved around Polygon's distinct voice being underrepresented. Working in tandem with the founders, I crafted a series of narratives aimed at firmly positioning Polygon in the minds of both potential partners and users. Establishing a dedicated content team, we transformed these narratives into compelling posts, amplifying them across various distribution channels, including social media, blogs, podcasts, and news outlets. This coordinated effort strengthened Polygon's brand and messaging, generating widespread anticipation and positive reception surrounding major announcements.
By the end of 2021, Polygon's announcements were making significant waves in the industry, marking a notable turnaround in the company's image. However, early 2022 presented a fresh challenge as negative media reports surfaced, casting doubt on Polygon's environmental impact due to its association with NFTs and Ethereum's proof-of-work mechanism.
To address this problem, I took the initiative to position Polygon as an environmentally conscious company by aligning our values with potential partners in the Web2 industry. With support from Polygon's leadership, we implemented sustainability measures, including buying and retiring carbon credits to offset greenhouse gas emissions. We also launched the "Green Manifesto" campaign, hosting a series of online sustainability conferences that resonated with many Web2 companies, resulting in a surge of partnerships. As a result of our efforts, Polygon became a leading player in forging alliances with Web2 entities and cemented its reputation as a socially responsible protocol.
