The Challenge
The Stellar Development Foundation (SDF) is one of the most established names in blockchain — but in an industry flooded with hype and noise, SDF needed to:
- Cement its reputation as a serious infrastructure layer for real-world financial applications
- Elevate public understanding of Stellar’s partnerships with global financial players like Mastercard and PayPal and organizations like the United Nations
- Reframe the blockchain conversation around usability, financial inclusion, and global access
- Reach both institutional decision-makers and culturally relevant audiences in key emerging markets
Our Approach
Eden developed a global communications strategy built on three pillars:
1. Narrative Reset
We moved Stellar away from the crypto echo chamber and into the mainstream financial and tech conversation — emphasizing real-world assets, compliance, and emerging-market adoption.
2. Strategic Launch Amplification
We drove high-impact coverage around major announcements, including:
- Mastercard x Stellar Crypto Credential launch
- PayPal’s stablecoin (PYUSD) integration on Stellar
These moments weren’t just covered — they were featured on CNBC Television and Bloomberg Television, giving Stellar rare institutional visibility.
3. Global Media Activation
We secured coverage across outlets with influence in the U.S., Africa, and LATAM, tying Stellar’s work to bigger stories around financial access, tech sovereignty, and public-private infrastructure.
The Results
Media Reach
- 36 earned media placements across crypto, fintech, and mainstream outlets
- Coverage in CNN, CNBC, Bloomberg, Yahoo Finance, CoinDesk, Decrypt, Cointelegraph, Axios, and more
- 4.65M+ estimated views on campaign content
- 632M total outlet audience reach
Broadcast Breakthrough
- Live appearances on CNBC and Bloomberg TV, a rare feat for blockchain infrastructure foundations
On-air interviews with SDF CEO Denelle Dixon, driving home Stellar’s relevance in payments and stablecoins
Cultural & Geographic Expansion
- Features highlighting Stellar’s work in Africa (via partnerships with Idris Elba and BET)
Campaign reach spanned from Davos to Ghana, repositioning Stellar as a truly global player
Business Impact
- Repositioned Stellar from “crypto protocol” to “public infrastructure for finance”
- Enabled deeper enterprise conversations with institutions like PayPal, MoneyGram, and Franklin Templeton
- Attracted new developer and fintech partners aligned with real-world utility
The Bottom Line
In one of the most crowded and credibility-challenged sectors in tech, Eden helped the Stellar Development Foundation break out of the crypto bubble and into the global financial spotlight. Our media strategy didn’t just land headlines — it reshaped how Stellar is perceived by regulators, developers, and institutions alike.
This case demonstrates how mission-aligned, media-savvy storytelling can turn protocol-layer technology into mainstream relevance.
