Heatmine is a Canadian startup that has developed a technology to recycle thermal energy created by cryptocurrency miners. These processors create enough excess heat that heats all types of devices related to water heating (radiators, boilers, etc). Heatmine offers cheaper heating for homes, greenhouses, schools and swimming pools, often reducing costs by over 50%.
When heatmine approached us, the brand had virtually no existing brand assets besides a website and logo. The main goal of this PR campaign was to create general awareness, to establish credibility in the heating and energy business field, and to generate leads of companies and individuals in Canada that want to start using the Heatmine system as soon as it is available.
Our media strategy for Heatmine
The target audience for Heatmine can be mainly found in four different sectors: Blockchain, Green-tech, Energy, and Canada. In order to reach publications from all of these industries, our PR team developed four unique story angles that journalists from each respective area might find appealing. Our general strategy: tell the story of two Canadian entrepreneurs that use an unconventional way to make crypto mining environmentally friendly.
Our 8-week outreach yielded three high-profile international spotlight publications with Digital Trends, Yahoo Finance, and Fast Company, two Canadian publications including the government-funded Radio Canada, one large green-tech magazine, as well as a number of blockchain media.
Signature publication: DigitalTrends.com
Boasting north of 20 million monthly readers (mostly from the US and Canada), Digital Trends is undoubtedly among the most popular technology media today. Securing an article in such a prestigious publication wasn’t an easy feat. It took weeks of back-and-forth between us, journalist Simon Cohen, and the Heatmine executives. Many questions have been answered, and lots of photos and video content exchanged.
The final result: a 1,500-word in-depth piece about everything Heatmine has to offer.
Since the completion of our campaign, several companies in Quebec (Canada), have reached out to Heatmine to use their heating systems for factories and warehouses. Some of them have even already proceeded with running a test trial. In the words of Bill Auger, CEO of Meta Auger, “The savings we have made with Heatmine to heat our metal warehouses will allow us to expand and reinvest in our company.”
Heatmine became a recognized name in the green energy sector and the management has been invited as keynote speakers to multiple industry conferences. Unfortunately, the business was forced to close its doors in 2019.