case studies



  1. To build a coherent brand identity and key message(s)
  2. To secure positive media coverage and combat negative perception of blockchain start-ups
  3. To build brand awareness


A multi-pronged, multi-stage strategy underpinned by strong brand communication – encompassing brand messaging, managing brand perception, and brand differentiation – and B2B marketing. Paramount to this strategy was the shaping of media narratives through carefully drafted press releases and pitches. By utilising clear and precise language to distance and differentiate Silot from other blockchain startups, we could harness the power of discourse to minimise the impact of negative public and media sentiment towards blockchain technology. In addition, IDEA assisted with and facilitated Silot’s participation in fintech trade shows and expos, which was integral to building brand awareness.


“Helena provided high-value PR support to raise awareness of our brand in Southeast Asia,” said Andy Li, founder and CEO of Silot. “We were very pleased with the coverage on various tier 1 media titles that IDEA garnered for us, which was congruent with our market segment and target audience.”

Helena Ma brings with her a wealth of experience and a truly cosmopolitan perspective, having lived and worked in Shanghai, China; Gothenburg, Sweden; and London, UK. Her stints in Europe and China has armed Helena with a potent blend of ancient Chinese wisdom and contemporary Western knowledge which she incorporates into business management and client project