Overview
Kerberus is a security-first digital asset infrastructure company built around trust, protection and compliance. The product is technical, the audience is skeptical, and the threats it addresses (phishing, psychological manipulation, protocol exploits) move faster than most media cycles.
Our approach was deliberately hybrid: earned media running in parallel with physical brand activations, each reinforcing the other. Not PR with events added on, but a single visibility strategy executed across 2 surfaces.
Objectives
– Establish Kerberus as the go-to expert voice on digital asset security across Tier-1 business and crypto media
– Convert proprietary research into news with independent reach
– Build sustained presence in breaking stories without requiring a constant Kerberus news peg
– Own the physical conference environment at Token2049 and Solana Breakpoint
– Convert conference appearances into standalone media assets
Challenge
Digital asset security is a crowded conversation with a credibility problem. Everyone claims to protect users; few can demonstrate it with data. Kerberus needed to enter that conversation not as another vendor, but as the company that understands the threat more precisely than anyone else, and could prove it.
Approach
01 · DATA-LED NEWS HOOKS
The first move was proprietary research. Kerberus found that Solana users lost $90M to phishing in H1 2025, and that only 13% of Web3 tools offer real-time defense. That gave journalists something most security stories lack: a specific, sourced number. In a market that runs on speculation, that distinction matters.
MPost · AlexaBlockchain · MEXC · Raw News
02 · CEO AS EXPERT VOICE
Alex Katz was positioned as the primary commentator on the psychology of attacks on digital asset users, a specific angle that separated Kerberus from infrastructure-focused competitors. The frame: security failures in digital assets aren’t just technical, they’re behavioral. That angle opened doors that product announcements don’t.
The CCN feature traveled across 5 platforms on publication day. The Altcoin Desk founder interview went deeper into self-custody, transparency and the philosophy behind the product. Both formats served the same function: building a named perspective that journalists could return to.
CCN · Yahoo Tech · HTX · Newsbreak · Today On Chain · Altcoin Desk
03 · TIER-1 OPINION
A signed op-ed in Benzinga on the Solana phishing wave put Kerberus’s position on record. Rather than reacting to a crisis, it framed how the industry should think about it. The piece syndicated to Longbridge and was indexed by Perplexity, extending its shelf life beyond the news cycle.
Benzinga · Longbridge · Perplexity
04 · REACTIVE PR AND NEWSJACKING
When Cointelegraph covered the statistic that 80% of hacked crypto projects never fully recover, Kerberus was the expert voice in the piece. When Decrypt reported on the $200K USDT pig butchering forfeiture, Kerberus was there too. Neither story was about Kerberus, which is precisely the point. The Cointelegraph piece alone generated 12 syndications across international and aggregator outlets.
Cointelegraph · Cointelegraph España · Cointelegraph France · Decrypt · Yahoo Finance · Forklog · CoinMarketCap · TradingView
05 · TOKEN2049 AND SOLANA BREAKPOINT
At Token2049, we devised and executed “Gatekept by Kerberus”, a brand takeover of the venue’s entrance and security checkpoints. The language of access control, the visual identity of the space, the moment every attendee passes through without thinking about it: all of it reframed as a Kerberus brand experience. No booth, and no passive waiting for foot traffic. The activation reached 100% of attendees and generated 8 media pickups and 2 podcast appearances.
At Solana Breakpoint, Alex Katz’s appearance on Web3 TV turned a conference slot into a media asset with independent distribution and a searchable record.
Attention at conferences isn’t about floor space. It’s about identifying the one touchpoint every attendee passes through, and owning it.
06 · VIDEO AND PODCASTS
Conference appearances and media relationships converted into 5 standalone video assets, each with independent reach beyond the original audience.
Web3 TV at Solana Breakpoint · From Cybersecurity to Web3: The Secret Sauce Behind Kerberus Success · The Edge of Show and Outer Edge (133K subscribers)
07 · EARNED SYNDICATION
Inclusion in 99Bitcoins’ crypto year-end review, syndicated to Yahoo Finance and TradingView, placed Kerberus inside a piece that aggregates industry consensus. 86 articles produced 1.76B total UVM. The gap between those 2 numbers is where the work lives: original placements strong enough to travel without additional pitching.
99Bitcoins · Yahoo Finance · TradingView
Each element created conditions for the next. Research gave journalists a reason to quote. Quotes built a named perspective. A named perspective earned op-ed slots. Conference activations generated media assets, and those assets extended conference reach.
Results
1.76B
Total UVM
86
Articles
5
Video interviews
8
Media pickups from the Token2049 activation
“Working with INPUT felt like having an extension of our own team. They took a standard event sponsorship and turned it into a real brand moment: ‘Access Secured’, built from scratch, with Kerberus at the entrance of every event. They were on the ground with us in Singapore, Buenos Aires and Abu Dhabi, and made sure the story kept travelling across social and media. Creative, hands-on and genuinely invested in our success.”
Alex Katz
Founder, Kerberus