The PR Genius is a global media agency that enables innovative web3 and web2 companies build credibility and awareness through the power of the press and growth hacking. We help founders create scalable revenue channels through their personal brand.
In mid-, tBTC, a decentralized protocol for bringing Bitcoin into DeFi, was prepared to launch on Starknet, a
high-speed Ethereum Layer- network. This integration had huge implications: Bitcoin holders would finally be
able to use BTC in DeFi with instant confirmations and penny-level fees, thereby overcoming Bitcoin's longstanding limitations, including slow (-minute) blocks and high on-chain fees.
Despite Bitcoin's $ trillion market size, under .% of it was active in DeFi, highlighting a massive untapped
opportunity. The challenge was that this story was highly technical. tBTC's team needed to turn a complex
product launch into a compelling narrative that would capture the imagination of developers, crypto users, and
industry media alike. Previously, they had struggled to gain media traction with other agencies, so making this
launch resonate widely was critical.
The PR Genius was tasked with positioning tBTC's Starknet launch as a milestone for the entire crypto industry, not just a routine product update. The goal was to craft a clear, headline-worthy narrative that framed this launch as the dawn of Bitcoin's multi-chain DeFi era, and to secure broad coverage in top-tier publications. We aimed to: educate the market on how this integration solves real pain points (slow, expensive Bitcoin transactions) and unlocks new possibilities, and establish tBTC and its team as thought leaders and category pioneers in the emerging "Bitcoin DeFi" movement. Success would be measured by both quality and quantity of media placements, engagement from the DeFi community, and enhanced credibility for tBTC as the bridge between Bitcoin and decentralized finance.
Our team developed a strategic PR campaign combining technical clarity with accessible storytelling:
We crafted messaging that Bitcoin was entering anew era, it could now participate in trading,lending, and advanced on-chain strategies onStarknet just as easily as any token, thanks to tBTC.We highlighted concrete benefits: transactions thatnormally took - minutes on Bitcoin nowconfirmed instantly, and costly $-$ Bitcoin feesdropped to $. on Starknet. This dramaticcontrast made the value proposition obvious. Weeven used vivid analogies (e.g. comparing Bitcoinon its own chain to "gold bars in a vault, valuablebut unusable") to illustrate how tBTC unlocksBitcoin's utility.
Rather than presenting it as an isolated launch, wepositioned the news within a broader industrytrend. We emphasized Starknet's growing DeFiecosystem and portrayed tBTC's integration as partof a larger wave of innovation in scaling and crosschain interoperability. This framing suggested thatBitcoin liquidity coming to Starknet was not just aone-off integration, but a sign of Bitcoin'sexpanding role across Web. By aligning with thisbig-picture narrative, the story appealed to a wideraudience and felt like a historic milestone forcrypto.
We underscored tBTC's trustless, decentralizeddesign, no centralized custodians, backed : byBTC, secured by threshold cryptography, setting itapart from other wrapped Bitcoin products. Thishelped position tBTC as the category leader inbringing Bitcoin into DeFi securely. Incommunications, we emphasized keywords like"trust-minimized," "no intermediaries," and"Bitcoin sovereignty," tapping into valuesimportant to the crypto community. We backed ourclaims with data (for example, noting tBTC's trackrecord since and its significant TVL and usageon Ethereum) to build credibility.
With a sharp narrative in hand, we launched a full-scale media outreachcampaign. This included drafting a high-impact press release titled "tBTCLaunches on Starknet: Expanding Bitcoin's Role in Multi-Chain DeFi" anddistributing it via crypto newswires and direct contacts. We personallypitched the story to top crypto and fintech journalists, tailoring angles foreach outlet, from the technical breakthrough angle for developer-focusedmedia to the market opportunity angle for mainstream crypto news.
We offered interviews with tBTC's founders and prepared insightful quotes tomake journalists' jobs easier. Additionally, we leveraged The PR Genius'snetwork to secure thought leadership opportunities around the launch:placing tBTC spokespeople on podcasts, arranging event speaking slots, andcontributing guest articles to discuss Bitcoin's evolving role in DeFi. All ofthese efforts ensured that our narrative was not only distributed widely butalso reinforced through expert voices in the community.
We underscored tBTC's trustless, decentralized design, no centralized custodians, backed : by BTC, secured by threshold cryptography, setting it apart fromother wrapped Bitcoin products. This helped position tBTC as the category leader in bringing Bitcoin into DeFi securely. In communications, we emphasizedkeywords like "trust-minimized," "no intermediaries," and "Bitcoin sovereignty," tapping into values important to the crypto community. We backed ourclaims with data (for example, noting tBTC's track record since and its significant TVL and usage on Ethereum) to build credibility.
Throughout the campaign, we were careful to balancetechnical details with clear, compelling storytelling. Wecreated explainers and simple visuals to illustrate how tBTCon Starknet works, and we distilled the complex zeroknowledge technology into real-world implications (e.g."Bitcoin lending without waiting an hour for confirmations" or"yield farming with BTC at a fraction of a cent in fees"). Thishelped resonate with a broad audience, from hardcore DeFidevelopers to everyday Bitcoin holders, making the story easyto pick up by media and share on social channels.By combining these actions, a strong narrative, industrycontext, highlighting unique value, aggressive outreach, andclear storytelling, we transformed a complex technical launchinto a headline-grabbing story about Bitcoin's future in DeFi.
The tBTC on Starknet launch PR campaign delivered outstanding results, turning our strategy intotangible impact:
Separate media placements in high-authoritypublications (average Domain Authority )
Estimated impressions garnered across all launch stories
Combined potential audience reach across allpublications
We secured separate media placements in high-authority publications (average Domain Authority ). Coverage appeared in leading crypto news outlets and mainstreamfinance sites alike, including prominent features on Binance.com, BeInCrypto, Investing.com, among others. Many headlines echoed our core narrative, describing theintegration as "Bitcoin's entry into multi-chain DeFi" or a "milestone for Bitcoin in DeFi." This widespread coverage not only amplified the news but also validated tBTC'simportance through the voice of respected publishers.
In total, the launch stories garnered an estimated . million impressions, with a combined potential audience reach of . million readers across all publications. The buzzspanned social media as well, where the news was shared by industry influencers and communities excited about Bitcoin's new DeFi capabilities. This surge in visibility puttBTC squarely on the radar of both the crypto community and potential users who previously hadn't considered using Bitcoin in DeFi.
By securing high-value features in prominent media, the campaign achieved its core objective. What could have been a transactional funding update was transformed into a market-shaping story of technological advancement and investor confidence. This not only elevated Chintai's profile as a frontrunner in RWA infrastructure but also provided strong third-party validation for its platform. The successful execution of this PR strategy reinforced Chintai's credibility and positioned the company firmly as an innovator leading the convergence of traditional real estate finance and blockchain.
Industry Recognition:
The narrative we crafted helped position tBTC as a leading voice in the Bitcoin DeFi space. Post-campaign, tBTC's team was invited to more industry discussions on cross-chainDeFi, and the integration is now often cited as a key example of Starknet's innovation. The successful launch solidified Threshold Network (the team behind tBTC) as pioneers,attracting interest from developers looking to build on Starknet with BTC and from Bitcoin holders seeking to explore DeFi. In essence, the campaign didn't just generate press;it shifted perceptions, with Bitcoin on Starknet now seen as a critical development in the evolution of DeFi.
.webp)
AKT Ventures LTD | THE PR GENIUS are specialized in driving brand awareness through specialized press and media releases for all types of projects. Our services are backed-up by the experience of our experts.
